Some people just don’t get that fibbing in advertising is an awful idea.
An Internet ad popped up on my screen this morning disguised as an error alert message. When I saw the ad, I was shocked, not by the ad itself because this type of ad isn’t new. In fact, it’s been floating out on the web for about ten years now. What shocked me was that there are companies that still use this bait-and-switch form of advertising.
My department leader and I encountered a bait-and-switch method of a different kind when we went looking at a house he was thinking of buying. The house was pictured in a magazine but, when we drove to the address given, we noticed some glaring differences. While the house itself looked the same, the land around it did not. The real estate agent had obviously paid someone to edit the photo to remove the cattle fencing around the property and remove the huge, slopping hill in the front yard.
Why do this; why would you lie to potential customers? I understand you feel the need to get people to your website and feet to the property you sell but don’t lie to get them there. If you do, you’re telling your potential customer that you’re willing to lie. They’ll then wonder what else you’re willing to lie about including the benefits of your service, the effectiveness of your product, your willingness to price match, etc. Don’t forget, these people have friends and they’ll tell them of your deceptive tricks.
The problem is that you’re thinking only two feet out in front of you while you should be thinking a hundred feet. Do you think my department leader looked at any more houses listed in that magazine? He did not. Do you think that I will go to the company that displayed the error alert ad when I need anti-virus software? I will not.
Why would we do business with a liar?