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Law 15

Marketing Law 15 - Candor

Marketing Law 15 - Candor. Adapted for small businesses from the book The "22 Immutable Laws of Marketing" by Ries & Trout.

Author: Isaac Clark
september 1st, 2023
Anytime you admit a negative in your marketing, the prospect will treat that admission positively.

Marketing is all about putting your best foot forward, right? Well, not always. In fact, according to the 15th law of marketing, admitting a negative can actually be a positive thing for your brand. It may seem counterintuitive, but when you own up to a mistake or acknowledge a weakness, you immediately gain credibility with your audience. They see that you're honest, transparent, and willing to take accountability. And isn't that exactly the kind of brand that we all want to do business with?

Another way of looking at this principle is highlighting what makes your company unique or different, even if it seems like a weird bragging point. Actors in Hollywood do this all the time. In a world of perfectly symmetrical faces, the guy with the scar stands out. Somebody finds a way to turn what might be viewed as negative into the very thing that sets them apart. Christopher Walken talks strangely. But can you imagine a world where his odd cadence never existed?

We live in a world where all types of unique characteristics are highlighted, or even capitalized on. Think about the Dove campaign for proclaiming the beauty of real women. Highly successful! So next time you're mulling over your branding or a new a marketing campaign, don't be afraid to lead with something you’ve viewed as negative, different, or quirky - it may just be the thing that sets you apart from your competition. Be who you are, and cash in on it!

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)

Isaac Clark

Isaac Clark

Account Executive & SEO Strategist at Fame Marketing