Truth in Advertising, Or Why I’ll Never Again Claim to be an 18-Year-Old Blonde
September 16, 2008 by ExpressionWorks
A client and I were recently discussing the importance of spicing up the product descriptions on her Web site.
“Where is the line,” she asked, “between good, descriptive copy and embellishment?”
It’s a good question. In a world where we rely on the descriptions we read to help us make purchasing decisions, how do we know we’re actually getting what we think we’re getting?
Legalities aside (and you know lying to a customer is a recipe for disaster), the best plan is to describe your products truthfully, but in a way that puts them in the best light.
You can’t, for example, describe a garment’s fabric as leather when it’s really vinyl. When the box shows up at your customer’s door, what will she think when she pulls out the skirt and knows she’s been duped. Best case? She’ll return it with some harsh words for you. Worst case? Your reputation is down the tubes and you’ve got the police knocking at your door.
Either way, you’ve harmed the relationship with your customer and likely lost her as a buyer for good.
So champion your great products. Talk them up, down, and sideways. Describe how luxurious they are and the vibrancy of the color. But always tell the truth
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