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Be honest you have flaws.

I know you don’t want anyone to know.

But I’m here to tell you the flaws actually make you more attractive.

Let me explain.

Everyone in your market is pretending their product or service is amazing.

That is has absolutely no flaws.

You know that’s B.S. and so do clients.

Everyone knows no one is perfect and nothing is perfect.

So, if you’re brave, you can admit a small flaw.

Something clients find refreshingly honest.

Something that makes you immediately more trusted.

Now it shouldn’t be a major flaw that means your client won’t get what they want, obviously.

Here are a few ideas to get you thinking.

An accountant might admit they’re boring.

An insurer might admit that you may never need insurance.

A marketing agency might admit that they outsource their work overseas (no that one will never happen).

An ice cream company might admit that too much ice cream can make you fat.

Whatever the admission it comes across as refreshingly honest.

It stands out in a sea of marketing that all looks perfect.

You can actually have a lot of fun with it.

Let me expand the ice cream example so you can see how you might do this.

Let’s assume this is a short ad script.

Ice cream makes you fat.

That’s a strange thing for an ice cream company to say.

But it’s true. If you eat too much that can happen.

But life’s too short to live without the little indulgences that make you smile.

After all being happy makes you live longer.

So, maybe a little triple chocolate now and then is a good thing.

And there’s no better triple chocolate than XYZ.

OK that’s very quick and rough but you can now see how you can take an admission and tie it into an interesting message.

Now it’s your turn.

What’s the small imperfection you can admit?

Do it now and put your business into the position of trusted like no one else is.