We are subjected to a never ending stream of liars these days. Pete Rose conveniently ended his fourteen year running lie to cash in on a new book—and maybe a trip to the Hall of Fame. Connecticut’s governor, John Rowland , was recently caught lying about gifts he received in the form of cottager fixer-upper work. And of course, don’t forget the Lottery Liar.
With every corporate scandal, every busted politician or backtracking sports hero, we all grow a bit more skeptical of what anybody has to say. And skepticism is bad for the ad business—and marketing in general. Skepticism makes it harder to convince prospects that your marketing is being honest with its claims.