I'm quite confused.

My USP for an upcoming project is, in a word: HONESTY.

Without revealing too much, I'll say that it's generally honesty
and integrity regarding "what works" in Internet marketing.
Like, "behind the scenes", no holds barred type stuff. Now...

People say the above all the time, and it hardly ever turns
out to be true. And of course, honesty isn't something people
are going to believe you offer just because you've made it a
point to tell them you do.

Like Mike said in the current/August issue of the 'zine (which
I'm reading now), I DON'T want people to get to the site, read
the headline, and be like, "Not another one!"

Because the PRODUCT isn't like most others.

(And I'm not just yanking my own chain, here. *Every single
person* I've showed the prototype to has said the same thing.)

So aside from *complete* image branding (which I know how
to do already), how would you convey honesty and integrity
in a USP -- and in a headline -- without ... *saying* it? :-\

And obviously, also not in ways that other people have done
it to death (and revived it again)?

I hope what I'm asking makes sense.

Hello Harmony,

This is my first post here, but I am pretty good with words and concepts, so I'll take a stab or two... though it isn't easy with such limited info

"Secrets" is too commonly used, so is "revealing" ...

What about the concept of "eavesdropping", or "hidden peephole"... things that uncover the truth, and if nothing else, force honesty?

Another approach would be using concepts that imply honesty and truth, such as ...

"Proof", "transparent", "nude", "innocence", "untainted", "crystal clear", "origin", "principled", "open hearted"...

I guess the direction depends on the point of view being presented - uncovering the hidden and distorted truth vs. generously sharing sincere findings.

I hope these brief thoughts trigger some ideas for you.

All the best,

Tim

In the world of persuasion, the word 'honesty' actually has the opposite effect on everyone.

It's a negative, not a positive.

IMO, so is the implied 'honesty'.

Why not shoot from a different angle?

Keith

I agree if you are trying to sell honesty. I do however believe that one can express honesty when it is sincere, and from the heart. In this case, it can be quite powerful - but this is a razor's edge to walk in the world of selling... the key is sincerity, and being able to back up what is said with proof and the willingness to correspond personally with your visitors (so they can get to know you personally).

When backed up by these factors of transparent behavior, honesty can and does go a long way. IMHO

Harmony,

I had another thought... I just had the image of a magician, with smoke and mirrors, being unveiled, all the tricks being calmly, and scientifically explained - thus revealing the simple naked truth of how he does it.

Just another thought. In the end, I will be curious to see what you have brewing there...

All the best,

Tim

Hi all.

Thanks very much for the answers so far. It'd be interesting to
see what the moderators have to say on this topic also, from
their own experience in the field.


That's interesting. I know exactly what you mean about the first
point with the STATEMENT of honesty being suspect, which was
the point of my post. But as for the IMPLICATION of honesty ...
why do you feel that way, Keith?



Such as?



That IS cool, Tim. What would you suggest I do with it? ;-)


Plenty of insightful perspectives here. It's always interesting to
see how different people think, and why. Thanks to you both!

Agreed!

Don't have a clue! That's your job!

Seriously though...

I have far too little info to give more specific ideas. It is as if you are a mechanic fixing a secret car, you post the problem (very generally), another mechanic can only guess what the problem is, until they can see and hear the motor themselves.

I would love to try to help you further, but how can I? I am not comletely clear on the psychology that you are trying to use. Perhaps others here can take it further...

The theme of honesty is indeed a tricky one. I do believe it can be done, but it requires a very careful approach, or as others have implied, it can backfire. This is my feeling anyway.

Until the tests are in though, I guess any promotion can backfire.

I will continue to watch this thread.

Good luck Harmony!

Tim

Harmony,

Read a letter only today from a review paper.

It said ... I can honestly say this is the most important letter you will ever read..."

My first thought, sure buddy I dont fall for that kind of stuff. Yet I read...
" he said it with honesty and passion like I have never heard before..."

Now both use the sames word so whats the problem? Problem is context. The word will never become unused or abandoned even but when any words get continually abused like in the first example it becomes harder to believe but only in the context of the first example.

Other online words that are turning people off. Secrets, insiders and so on. Why ... overuse and abuse. Nothing wrong with the words in the right context though.

I agree with one of the comment already stated ... you have to get the angle right. Do that and you can still use those words but keep them in a context that is believable.

::delurking::

Hi Harmony, good to see you around

I don't know if this will make sense, but instead of trying to cram "honesty" into a headline, why not weave it throughout the entire copy... without actually using the word?

- Kathy

Hey you! Great to see you, too.

That's exactly what I've done, actually ... but I thought I needed
it in the opening headline also. You don't think so? Right now, the
headline reflects all of the "truth" prospects will get without really
saying that directly. I was considering that this might be the best
way.

FYI, this is for the project you signed the NDA about.

Hi Harmony,

I think you have your answer already...

When you say:
Honesty is a behaviour and an attitude so why not focus on the result of being honest?

Provide your prospects with facts, data, evidence, proof, credibity, openness, transparency, ... in a nutshel - give them the Truth

You simply have to find a way of being truthful. Your sales letter should convey honesty without overusing the word and you should allow your own honesty, energy and enthusiasm to show in your copy.

Take care

John