Let me share a secret about advertising that I learned from Alex Hormozi: Nothing sells like the truth.
If you’re wondering, “What does that even mean?” or “What if the truth doesn’t put me in a good light?”
Let me explain. Sure, lies might get you customers quickly, but they’ll also ruin your reputation just as fast.
That’s why you want truth to be your greatest ally, not your biggest liability.
Why Owning The Truth Works
You hear a lot of people talk about wanting to be authentic. And the trick is, if you want your advertising to be authentic, all you have to do is tell the truth.
What’s interesting, though, is that many people avoid telling the truth about things that could actually help them.
For example, if you’re a small business that’s just getting started, say so.
If you don’t have massive capacity because you’re small, say so.
Limited capacity creates scarcity, meaning fewer slots are available.
It also signals a high level of personalization and strong communication.
Being a small business is actually a plus for many customers. Most people aren’t out there thinking, “Buy big corporate, buy big corporate.”
No, they prefer to buy local, to support small businesses.
A lot of what business owners think of as negatives are actually strengths that can make their business more appealing.
You just have to learn how to frame them properly.
“So What Exactly Do I Say?”
If you really want to kill it, try this: Lead with a truth that isn’t necessarily ‘good.’ That way, when you follow up with a second, more positive truth, people will believe you even more.
Let me give you an example, if you own a small renovation company, you can say something like this:
“Listen, I’m not the biggest renovation company out there. I don’t have a massive crew or dozens of job sites running at once. I don’t have a flashy showroom. But that means when I take on your project, you’re not just another job in the queue. You won’t get lost in the mix or handed off to someone who doesn’t know your vision. When you work with me, you get my full attention, direct communication, and a hands-on approach to ensure every detail is done right.”
Since people are going to find out the truth anyway, you might as well be the one controlling the narrative.
Frame your ‘bad truths’ in a way that amplifies your ‘good truths.’
Think about it like this: If you don’t say it, they’re going to think it. So, address it upfront. Answer the questions: “Why should I listen to you?” or “What about this obvious issue?” Turn it into an asset that serves your purpose rather than something that casts doubt in the prospect’s mind.
The Truth Is The Best Strategy
It’s kind of like Eminem in ‘8 Mile’ when he laid out all the negative things about himself before anyone else could.
So no one else could say anything bad.
Because if you claim it, then people can’t hold it against you
The hardest thing to do in marketing is to get someone to believe you.
That’s why building trust is one of the best investments you can make in an advertising campaign and ultimately, in building a brand.
The truth isn’t just a good strategy. It’s the only long-term strategy.
And it just takes people a different amount of time to realize it.
PS. If you want help with your marketing, and making sure you’re using your truths correctly. You can just hit this link and sign up for a FREE marketing analysis: https://simplsource.com/#free-marketing-analysis