When did lying become part of the Marketing Mix?

To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity.

Douglas Adams

Marketers are often known as 'sweet tongued' but the sweetness from the tongue of marketers does not necessarily need to be laced with potent poisons- lies and insincerity.

Nobody likes being lied to. Even the worst of liars still appreciate sincerity from other people.

Last week, one of the major online selling platforms for FMCG pushed a message to my tablet with a message that “I have been selected as a lucky winner of #30,000 vouchers” and all I need to do is just download their mobile app, to enjoy the offer.

I am always wary of offers like this but seeing what I can have concluded as fake testimonials from some ‘beneficiaries’, I decided to try (who doesn’t like free shopping anyway).

After downloading the app, I launched it and waited endlessly for the freebie but nothing happened. I then proceeded to the ‘beneficiaries’ testimony page to complain but each time I click the submit button, I was redirected to a page displaying some sorts of unfamiliar language. After hours of endless trials and waiting, your guess about what I did to the app is right- I DELETED IT INSTANTLY. And I have made a solemn vow not to download their app or any related app from the company.

I believe the message is clear.

Sincerity sells anytime, any day. Your customers are human and they love to be told the truth.

 I have downloaded apps that were advertised as free but on download and use, I began to see messages like “your trial ends in seven days. You can purchase if you are satisfied with our service. Thank you”. For some, it might look like a good marketing communication strategy but I think telling customers up front that “Our product cost this amount but we offer you a trial for seven days after which if satisfied you can proceed to buy” is a better communication of offer and value.

I believe if a customer is told upfront what to expect sandwiched between the value offers, it will help in the consideration of the product or service and subsequent purchase (if convinced) and can then proceed down the funnel.

Truth, honesty and sincerity communicate that consumer welfare is at the heart of the organisation. This will help build customer relationship maintenance and sustenance which will translate to Customer Lifetime Value (CLV). CLV is the sum of the individual of all present and future customers measured over their lifetimes with the organisation. There is a big linkage between CLV and financial performance.

In this era of highly demanding, sophisticated, and highly connected consumers, any smart organisation will embrace sincerity and honest communication.

Lying and insincerity are not part of the marketing mix in the first place.