IN THIS SUMMARY
It seems that the harder marketers sell, the less likely buyers are willing to listen. And the more marketers try to infiltrate the world of consumers, the more skeptical buyers become, ultimately questioning the credibility of the product or service itself. In the world of marketing today, with all the media choices and technological advances, doubtful, even cynical consumers have made building a product or service more difficult than ever.
In Truth, Lynn Upshaw offers that the companies and brands that demonstrate that they operate and market with integrity will prevail. Marketers need to remember that prospective buyers want and deserve honest, noninvasive marketing and that value propositions should not be about lower prices but about higher trust. Filled with examples, Upshaw's work demonstrates how a company can secure trust by instilling “practical integrity” throughout the marketing mix, through to execution, and convert skeptical buyers into loyal customers.