Some marketers lie on purpose. You know who I’m talking about.

The rest of us are tempted.
By definition, a good marketer is an expert in creating WOW experiences.
We understand the importance of a great story. But sometimes…
…it’s impossible to surpass customer expectations…
…the competition has a better product…
…the deadline won’t be met…
the XBox has a flaw

That’s when stretching the truth seems the path of least resistance.

Ever heard a fisherman tell a whopper?
The audience wouldn’t call it a lie. Fact is, they like the adventure–it’s fun. But they won’t trust his next story. So combine the best of both worlds. Craft a fantastically exciting story around an honest product description.

The North Face is known for over-rating their sleeping bags. Their Wasatch is rated at 40 degrees, but I wouldn’t trust it below 50 degrees–with additional warm clothing! Contrast that with Western Mountaineering, a company known for under-rating their bags. Funny thing–I’ve never slept in a sleeping bag from either manufacturer. Word gets around. One over-rated product affects the entire brand.

Being honest isn’t morally wrong. Lying is. If you don’t have a game-changing story, don’t exaggerate. Hope isn’t reality. Reporting bad news isn’t bad.

Be the first to tell the client bad news (e.g., slipped delivery); his intelligence sources will tell him fast—. you want to be there first with your story and to enhance your rep as truthteller! – Tom Peters

It may not be your fault, but it is now your problem. Transform the obstacle into an opportunity.

Soon, you will be tempted.
Not to lie, but to stretch the truth.
Unfortunately, that’s the same thing.

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