The Fine Line In Fine Print

I received a letter from US Bank recently with an offer to apply for a new business or travel credit card.

In the letter there are references to NO ANNUAL FEE’s, yet the footnote reference (or fine print) tells a different story. And I quote:

“$25 annual fee waived when the credit card is used at least one time in a 12-month period. An annual program fee of $55 will be charged for the Visa Business Travel Card

So basically, there IS an annual fee (if you don’t use the card within a year) AND there’s an annual ‘program’ fee.

As Judge Judy would say, “Don’t pee on my leg and tell me it’s raining.”

All Marketers Are Liars

Don’t lie to your target market. (Advertisers may not call these tactics lying because they’re disclosing why they are lying.) They’ll trust you less and less the more you try to deceive. Is it really worth the effort?

These advertisers are marketing to the ignorant or the unaware. Is that the market you want to attract?

If you have to lie to your target market, what does that tell us about the product or service, you’re trying to sell? Not much, in my opinion. If you have to bend the truth or lie in your advertising, then your product or service can’t stand on its own and is probably not worth it.

I haven’t read it yet, but this is what Seth Godin writes about in his new book, All Marketers Are Liars. It’s about marketers/advertisers that tell a story to get you to buy, even if they have to bend the truth…or lie.

And not to stray from the theme of this blog…

On the web especially, anyone can say anything. Be aware of the “lies and the lying liars who tell them” and the ones who tell a good story but can’t back it up with their product or service.

Mike Swartz says, “Check it out.”

Have a great week.