Simple Truths: Honesty works

At the core of your business are fundamental differences that separate you from your competition. These are the features that first appealed to your existing customers when they were prospects.

They are the qualities that compelled them to try your product or service for the first time ... and they are the reasons that keep them coming back.

These points of differentiation are the simple truths of your business. Combined, they represent your brand.

• If you’re trying to get people to try your service or product or store with tricks, you’re missing the point. Gimmicks tend to be discourteous and ultimately keep people away.
• Compelling, honest messaging has the opposite effect. People like to be treated as intelligent and respond in kind.

Our simple truths campaign has been extremely successful, because all of the people in the ads are real people saying what they really feel. This unscripted format produces commercials that are honest and ring true with the viewer.

While making ads like this is labor intensive and, frankly, difficult, the philosophy behind the technique is pretty simple. Tell the truth and good things will happen.

Here’s an example of a simple truths commercial from Jerome’s Furniture in San Diego.

Here you can see Jerome’s owner, Jerry Navarra, speaking extemporaneously (and very eloquently) about what sets his business apart.

Although there is no script, Jerry gives his thoughts in a perfect 30 second commentary - note that there are no edits in the entire spot.