I’ve been watching the TV series “Once Upon a Time.”

It’s a series that has “re-imagined” a lot of the fairy tale stories we heard when we were kids.

But a curse (and the show writers seem to like introducing one curse after another) brought a bunch of fairy tale characters into our world.  They were trapped in a town called…

(wait for it…)  

Storybrook.

Cute, eh?

At any rate, you’ve got Snow White, her Prince Charming, their daughter the bounty hunter, Emma (long story),  and a few evil peeps causing trouble.

There’s always a battle between good and evil, light and dark.

The Evil Queen, who put the original curse on the town and hated Snow White, recently turned into a “hero” in Season 3.

She was battling her half-sister, the Wicked Witch of the West.  And there seemed to be no hope of beating that wickedness.

Until Regina, the formerly Evil Queen, fought back using pure light, which was the only kind of magic to beat the Wicked Witch.

And because my mind is always whirling around in Marketing Oz, I suddenly saw the power of “light.”

You see, there’s a lot of dark marketing out there.

Lots of people think they can be deceitful, unethical and manipulative when it comes to marketing their business.

But guess what?

Light always trumps the darkness.

Truthful marketing continues to impress people and get attention.

Claude Hopkins, in his famous book, Scientific Advertising, said this:

“The growing respect in advertising has largely come through a growing regard for its truth.  So a definite statement is usually accepted.  Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.”

If you really want to get your audience’s attention, tell the truth about your industry.

It will shock them because so many of your competitors are trying to gloss over the truth or worse – hide it.

When you tell the truth, guess what happens?

People begin to trust you.

Truth builds trust.

It’s vital you use truth in your marketing, bringing light into the darkness.

And one of the ways to do this is by choosing the right words and concepts to convey truth to your buyer – whether it’s on your web page, your special reports, your ads or your emails.

I’ve put together something that will help you communicate the truth in such a way that your buyer will know beyond a shadow of doubt you’re their hero.

Hop on a free 30-minute marketing chat to find out.

Your fellow Gold-brick road traveler…
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