Half Truths.

Today's Marketing Cookie is about telling the truth.

It shouldn't surprise you that there are currently twenty-seven companies in Boston claiming to be the "#1 plumbing company" in the city. I know because I did the research. San Francisco has twenty-three "#1 plumbers," and Chicago has forty-two plumbing companies also making such claims. How can this be? How can there possibly be more than one number one? I'm not great at math, but I know there can't really be twenty-seven number ones. Right?

Did they all get together one night and come up with twenty-seven categories for plumbers, so they can each claim something of their own and still be number one? 

"#1 plumber with an Irish accent"

"#1 plumber with two vans"

"#1 plumber... and son"

"#1 plumber with pants pulled up"

"#1 plumber who shows up with the parts they need"

"#1 plumber who answers his phone"

One of these companies is actually the number one plumbing company in the city, and the rest of them are simply just making it up. Dare I say, twenty-six of these plumbers are telling a lie, or at least not telling the truth. If all but one of these companies are lying, which of these plumbers can be trusted? When you hire a plumber, will you ask him or her to provide evidence for the claims they've printed on the side of their van or what they say on their website? No. Most people will take such claims at face value and assume them to be true. Or worse. I fear it could be that consumers have been lied to so many times, in so many advertisements, by so many companies, that nothing is believed anymore.

I chose to research plumbers in Boston today quite randomly, and I did so to make a point. I'm sure I would find similar conflicting, unsupported claims being made by construction companies, electricians, software companies, airlines, restaurants, pharmaceuticals, department stores, hospitals, banks, or companies in almost any other industry. As marketers, we are often under crushing pressure to generate sales and revenue. That pressure may also prompt the temptation to tell "white lies" or "stretched truths." We must, however, remember what today's fortune says: "Never forget that a half-truth is a whole lie." Court is in session. As marketers, I'm asking that we all raise our hand and take an oath. We have a responsibility to tell the truth, the whole truth, and nothing but the truth. So help us God!