While we consider strategies for leveraging our listeners, friends and fans for the all-powerful recommendation, let’s be sure we are giving them real reasons to make that recommendation. After all, if what we’re pushing isn’t the truth, they will know it and won’t hesitate to flame us as fast as you can say “Facebook.”
In an article he calls The Competitive Advantage of Truth, Jonathan Salem Baskin says that “the ultimate purpose of conversation is to produce a shared understanding of truth,” adding that if what we say about our product doesn’t exactly match the truth, then our customers will have a conversation to that effect and will arrive at a shared understanding of the truth, which could be that we’re lying.
While “we play the most music” and “we play the greatest variety” are claims that are hard for the average person to quantify, Baskin implies that those benefits had better be very clear. If they’re not, he asserts, the difference between the claim and the apparent truth could become a social media-launched hand grenade aimed right at your credibility.
Conversely he argues that the truth is powerful and absolute. When a customer perceives that the product is what it says it is and does what it says it does, and likes it, then the product has just defined its competitive advantage making the product more secure, sustainable, and profitable over time.
Are you pitching the truth, or hand grenades?
*Fletcher Keyes is a long-time morning show personality, radio programmer and new contributor to dmr’s The End Result.