Posted by: Mark Tayar | June 2, 2009

Buyers are Liars

As a marketer I often get called a liar. Though I don’t do much conventional advertising, I still write quite a lot of copy and the language I use is very benefit-focused. Sure, I have been known to embellish a little but I have never knowingly lied to a customer.

The real liars are the buyers:

  • Marketers in Australia who lie may be infringing Section 52 of the Trade Practices Act which relates to deceptive and misleading conduct
  • Trade Practices litigation is common with severe punishments including fines and imprisonment
  • Buyers are not bound by the same laws as marketers
  • Buyers play competitors off against each other
  • The most common reason buyers give when they don’t want to buy relates to price but we know that Price only the 10th highest ranked reason (see this blog from Dell about the real reasons)

As entrepreneurs you may need to talk a lot about future benefits but make sure you can always back up a claim with evidence and you follow through with promises. The customer is not always right because that means that you and your staff are often wrong.

Marketers are liars sometimes but any buyer who says so is a bloody hypocrite.

Disclaimer: Please do not take this information as legal advice and consult a practicing attorney for further information about the Trade Practices Act

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