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Never forget that a half truth is a whole lie.

Bill Bowles
Today's fortune submitted by:
Bill Bowles

Cumberland, RI, USA

Bill Bowles, owner of WB Web Development, is distinguished for his advanced website development and design skills. Adept at building complex web projects, his proficiency ensures innovative solutions and long-term client success.

I first met Bill when we were fifteen years old. I was the "new kid" who showed up at a tiny little private high school and we became good friends. The school was so tiny that Bill and I were in a graduating class of just three. Although our families had never met before, it was amazing to discover that his grandfather Rocky and my uncle Guy were partners in a boiler repair business many moons ago. Bill has worked with me in nearly every business I've had and I am grateful for our friendship.

Half Truths.

Today's Marketing Cookie is about telling the truth.


It shouldn't surprise you that there are currently twenty-seven companies in Boston claiming to be the "#1 plumbing company" in the city. I know because I did the research. San Francisco has twenty-three "#1 plumbers," and Chicago has forty-two plumbing companies also making such claims. How can this be? How can there possibly be more than one number one? I'm not great at math, but I know there can't really be twenty-seven number ones. Right?


Did they all get together one night and come up with twenty-seven categories for plumbers, so they can each claim something of their own and still be number one? 

"#1 plumber with an Irish accent"

"#1 plumber with two vans"

"#1 plumber... and son"

"#1 plumber with pants pulled up"

"#1 plumber who shows up with the parts they need"

"#1 plumber who answers his phone"


One of these companies is actually the number one plumbing company in the city, and the rest of them are simply just making it up. Dare I say, twenty-six of these plumbers are telling a lie, or at least not telling the truth. If all but one of these companies are lying, which of these plumbers can be trusted? When you hire a plumber, will you ask him or her to provide evidence for the claims they've printed on the side of their van or what they say on their website? No. Most people will take such claims at face value and assume them to be true. Or worse. I fear it could be that consumers have been lied to so many times, in so many advertisements, by so many companies, that nothing is believed anymore.


I chose to research plumbers in Boston today quite randomly, and I did so to make a point. I'm sure I would find similar conflicting, unsupported claims being made by construction companies, electricians, software companies, airlines, restaurants, pharmaceuticals, department stores, hospitals, banks, or companies in almost any other industry. As marketers, we are often under crushing pressure to generate sales and revenue. That pressure may also prompt the temptation to tell "white lies" or "stretched truths." We must, however, remember what today's fortune says: "Never forget that a half-truth is a whole lie." Court is in session. As marketers, I'm asking that we all raise our hand and take an oath. We have a responsibility to tell the truth, the whole truth, and nothing but the truth. So help us God!

Nutritian Facts

Serving Size: 1 Cookie

Percent Daily Value

Inspiration

Percent Daily Values are based on the essential nutrients required to maintain a healthy mindset, fostering success in your marketing, prosperity in your career, and fulfillment in your life.

100%

100%

100%

100%

Affirmation

Motivation

Aspiration

Submitted by:

Bill Bowles

Unpackaged in: 

Cumberland, RI, USA

Cookie Ingredients:

Ingredient

What marketing is really saying:

"Kid's popcorn, candy and soda: $158."

What marketing says:

"Kid's discounted movie tickets: $8."

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