Have you ever found yourself having a conversation with a prospective supplier and thinking that the ‘marketing’ story doesn’t correspond with the reality of what they are?

It’s a situation that happens a lot, but luckily, less and less with the advent of the Internet and the ability to find out the actual story from other people.

No longer do consumers (and your customers) have to rely on what you say, they can find out about you from other people, online databases, etc. and the truth will out you.

It doesn’t mean to say you shouldn’t have a marketing story, as long as it is true, or at least in keeping with what your company is in reality… after the honeymoon period, so to speak.

Don’t end up with a mis-matched date

When people talk about their favourite books or films, some may quote Shakespeare as their favourite, when in truth it’s really Harry Potter.

For instance, imagine filling in a dating agency application with more ‘high-brow’ answers so you can impress your future dates. You’ll either end up with someone who really is into that stuff and you won’t really get on, or you’ll end up with a person who also likes to embellish. Do you want a dishonest customer really?

It happens a lot in business too. Why not just go after the relevant customers that fit with who you really are? Be truthful and you will soon start to appeal to a ‘better fit’ customer with a relationship that suits you both.

Don’t say you are a web agency with offices in India, if it’s really just you in your back bedroom. There is, after all, a market for you… and it’s actually quite a large one if you get your marketing message and pricing right.

A great book to help get you started creating your story is Seth Godin’s All Marketers Are Liars.