Honesty Is the Best Policy: What Our Mothers Taught Us Long Ago Still Rings True.

Our mothers and fathers taught us that honesty is the best policy, and it is true. However, for quite a while it has appeared that advertising and marketing captains feel they can snow the public with lies, exaggerations and misstatements, as if the consuming public is a bunch of idiots who do not know any better. What has resulted is that everyone with a degree of intelligence simply does not believe advertising statements and expects and anticipates all advertising to be untrue and full of gross misstatements. Nice job.

However, there is occasionally a moment of truth, clearly recognized and appreciated by the public. Occasionally, a business with some remaining ethics, and an understanding and appreciation of the buying public that rejects the principles of deceit perpetuated under the guise of advertising, tells the truth. These are typically outstanding companies that do very well because, as our parents taught us, honesty is the best policy.

Domino’s Pizza set the bar high recently by demonstrating the strength of this maxim. They went on national television with a vibrant advertising program during prime time and admitted that their pizza stinks, comparing their dough to cardboard and their sauce  to ketchup. They essentially admitted that it was inedible. Then, they announced that they have researched the matter and were determined to deliver a superior product. They have developed a new dough, a new sauce, and now have an excellent product. Sales have improved by 14%  in the immediate quarter, turning the company around.

The truth worked. Admitting a product is unacceptable is rare, and a true indication of glaring honesty. The public heard and agreed. Domino’s was honest and willing to change their ways, and apparently the public liked the result—sales are up, up, up.

We all know this concept. We all know it’s true. However, we as advertisers and promoters have fallen off the wagon and have relied on inflated statements and misstatements to lure the believing public into purchasing crummy products. It is not working well any more and as demonstrated by Domino’s latest success, honesty is the best policy.

Try it out, it works. Your mother knows best.