Be Honest if You Want Their Business
Consumers are tired of not being told the truth in marketing, and since they can see it clearly themselves, all marketing that does not pass muster is summarily ignored. (Yes, we like Dijon, too.) To win back consumer trust, marketers need to be clear and honest about their products—no exceptions, thank you. All disclaimers must be avoided. Rid ye of what is called mouseprint, before it gets rid of ye.
—excerpted from “Punk Marketing,” by Richard Laermer and Mark Simmons (Collins, March 2007, $25.95); for more www.harpercollins.com