Building Trust Through Radical Transparency in Marketing
I just stumbled across a book someone gifted me when I launched my first marketing agency (almost 10 years ago, what!) called "They Ask, You Answer" by Marcus Sheridan.
I never read it.
I didn't know a darn thing about marketing when I launched that business. I was just an in-house graphic designer trying to level up my life by branching out on my own, and "inbound sales" and "content marketing" were big scary words I had no use for at the time.
Fast forward to a few days ago, I picked this book up when I was cleaning up my book nook for the 100th time (kids, amiright?) and was pleasantly surprised to find some helpful nuggets that got my gears turning.
Now, the book was updated in 2019, so it's not shocking that a few things feel dated — most notably, it doesn't account for how AI has changed the way people ask their questions in the first place. People aren't just Googling and scanning ten blue links anymore; they're asking an AI bot directly and expecting a real answer, fast. So "answering honestly" today also means answering in the format people are actually searching in.
But the core advice? Still solid. So I'm going to share my biggest takeaway with you:
The best way to build trust with your audience is by answering their questions honestly.
I know it might not sound overly revolutionary, but stay with me.
The era of marketing our grandparents lived through was WILD. If you've ever seen the show "Mad Men" you know what I mean. Back then, marketing was all about weaving a story and coming up with an angle that would essentially trick people into becoming your customers. (How else do you think they were able to tout cigarettes as "cool" for so long??) Over the last few decades the tolerance for that style of advertising has waned significantly, and it's now even considered predatory or immoral.
So then we figured out how to do it more discretely 🤪
Telling partial truths like a child who argues they're not technically lying by leaving out key bits of information. Sugar-free? You bet we are! I mean, we did replace the sugar with something we made in a lab that will most likely give you diarrhea if you have too much. BUT we got rid of Big Bad Sugar, and that's what matters.
Now we're in an era where there are no secrets. With the collective world's knowledge at everyone's fingertips and AI bots that make it even easier to get answers within seconds, consumers can sniff out a half truth from a mile away.
So what's a maltitol-sweetened gummy bear to do???
Get ahead of the questions.
"Yes, we know maltitol can cause digestive issues if you eat too much of it. Here's an article that outlines the pros and cons of maltitol vs. cane sugar and 5 other common artificial sweeteners. We believe we chose the best option for sugar-free treats, but you're free to make your own judgement. We'll be here if you decide you agree!"
And then their customer base becomes those who agree that maltitol is the superior alternative sweetener. The people who prefer monk fruit or aspartame move along, and the ones who stay become loyal customers for life because the brand addressed their question in the most straightforward, honest way possible.
Everyone wins.
The best part about this strategy is that no one is left in the lurch. Your customers don’t feel taken advantage of, and you grow an engaged following who comes back to you again and again and tells their friends about you.
How does this apply to you?
This concept of radical transparency in marketing applies to all businesses and organizations, regardless of industry or offerings. Sheridan actually breaks the "questions people are afraid to answer" down into five buckets that apply across industries — pricing, problems, comparisons, reviews, and "best of" lists.
You're the expert at what you do, and you already know the questions people are going to ask. Not the surface level cutesy questions that everyone knows already. The real, nitty gritty truths that people are going to find out anyways.
For a realtor, that might mean writing the post nobody wants to write: yes, this neighborhood is in a flood zone, here's what that actually means for your insurance costs.
For the mom-and-pop bakery, it might mean explaining up front why their sourdough costs $9 a loaf when the grocery store sells one for $4 — the flour, the fermentation time, the fact that someone actually shaped it by hand instead of a machine.
For a nonprofit, it might mean naming the uncomfortable stat about overhead costs before a donor has to ask.
Whatever your radical truth is, offer it up on a platter without having to be asked and see what happens.
