04/22/2011
Why Do Big Companies Lie Publicly?
I'm constantly amazed when large companies have blatantly false marketing campaigns.
There I was, still on the phone.
I had been redirected to the same menu I was on 2 minutes ago.
This was after I spent 10 minutes online, trying to log in and check the status of my mortgage.
You see, my bank has multiple backend systems and they all have different logins. Instead of providing them all in one place, integrating them, or even labeling them clearly, my bank requires that you know the correct URL before your username and password. The last time I talked to my local rep, it took HIM 5 minutes to find the URL for me.
And what does the recorded message say for a second time?
"Thank you for choosing TD Bank, America's Most Convenient Bank."
Who the heck writes these things? They certainly haven't tried to actually USE their website. Or their phone tree. Or seen the panic in their employee's eyes when I ask even the simplest of questions. Or dealt with the person who processes mortgages, who can't figure out attachments, requiring me to email my local rep, who faxes it to another state, and then calls to make sure that it gets to the right person.
Convenient my ass.
And what's up with AT&T. I thought they couldn't get any worse than that "Fewest Dropped Calls" campaign, but last week I drove by a billboard that said "Best Coverage". Who do they think they're kidding?
"Does anyone have Verizon, I have to make a call and AT&T doesn't have reception here?"
Is this the same AT&T that I can't use in my conference room? The one that drops calls when I walk through my house? The one that can't get a single bar inside of Target?
The Reasons For This Headache
I've been wracking my brain to understand why major companies spend MILLIONS of dollars to tell a lie that no one will believe. I've come up with 3 reasons:
- They're drinking the Kool-Aid. Somewhere, in some boardroom, the CEO, CFO and COO believes this to be reality.
- They hope if they say it enough, it will become true, and maybe they'll get a pony for Christmas too.
- Insecurity. They hope that by addressing their biggest fault head-on they'll show confidence.
Or maybe their ad agency is just playing a sick joke on them ("Hey. Do you think we can get them to believe this is a good ad campaign? He he he").
My Advice
- Tell the truth
- Focus on your strengths
- If you don't know how you're different than the competitors, don't lie... be esoteric.
Think about Coke commercials, they're weird and fun to look at. They don't bother comparing themselves to Pepsi because in reality they're not that different.
Parting Thought
Try a quick word association:
Let me guess: Pain. Fees. Horrible Support. Unsafe.
Statistically if you're reading this you probably hate PayPal. Most people do. Imagine my surprise this morning when logging in to PayPal and seeing the message:
Does anyone else think they're misinformed?
Please Share Other Advertising Lies
Shout out on Twitter @JasonNMark if you have examples of lying advertisements.
Check out this interesting article about Bank Of America, and how they lie too!