Back in March last year, I wrote a post about ‘silent truths’. These are the truths that people either consciously or subconsciously know about a product or a market or even about themselves, but they typically go unspoken. And these ‘truths’ are usually unspoken because they are a little awkward and possibly not something people want to admit to.
The example I used in March was of online retailer, Dixons, who ran an advertising campaign promoting the fact that people use department stores (such as Selfridges), as places to go and look at the electrical goods, but then go home and order the items online from Dixons. People might not admit that they go to department stores to look at products with the full intention of then buying them from somewhere else online, but that’s what we do!