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	Monthly Business e-Tips	Vol 5 Issue 9

You can put lipstick on a pig, but it's still a pig

This folksy phrase draws on a basic truth which people readily understand. It has been recently used and misused in election politics. According to a recent issue of Time Magazine, the saying originated in the used car industry to describe the shady practice of painting wrecks to mask or distract from their mechanical flaws.

People understand this saying because they experience it in daily life. It’s called “spin.” We regularly hear about new and improved products, and we buy them. But opening the newer package, we often find less of the product inside. Or perhaps a health claim about fewer calories is not quite so absolute. On closer inspection, we learn that the claim only applies to a very small serving size. Spin serves as lipstick, and it reduces the product’s credibility. When the consumer catches on, it erodes trust.

When it comes to our products and services, lipstick wears off eventually. From a marketing perspective, very bright lipstick or heavy spin tends to raise suspicions. In fact, most of us can identify when talk is empty due to our vast exposure to false claims –falling for some of them. Therefore, as consumers we are not very trusting. We examine the ingredients in our food, the side effects of our medications and supplements, and the validity of books, products and politicians promising to change our lives for the better.

As businesspeople, we want to build relationships based on trust. When you promise something, be sure to deliver. Here are ways that businesses can impart confidence:

• Back up claims with data. Along with product/service offers, make sure you include facts and statistics to prove your claims. When you talk about ROI (return on investment), provide a working formula for your customers to use.
• Avoid claiming superlatives like the best, fastest, or newest. Such claims are inherently suspect from overuse. Competitive language like “the only company that…” or “the first one to…” or “the world leader in…” set expectations and deliver disappointment.
• Take responsibility. We live in a pass the buck society where people and businesses willing to stand up and be accountable are the heroes of our culture. Step up to the plate in all your relationships, starting with being forthright with yourself.
• Be honest with employees. If your staff has to absorb more of the health care costs, be up front with them. Give them as many options as you can, but don’t try to cover up the real situation. It is what it is.
• Be yourself. People like to do business with those most like themselves. So instead of trying to project an image of who you think you should be, just be yourself. Then work to improve yourself rather than your image.

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