Dear Vicki: ‘Should I let the marketing team make exaggerated claims about our products?’

They say my competitors are already doing it, so what’s the harm?

If you make untrue claims about your products, your reputation could be ruined. Photo: Getty

Vicki O'Toole

Q I have a small chain of hardware shops around the country, and we are about to embark on a marketing campaign. I sat down with the creative team recently and they encouraged me to make what are, in truth, exaggerated claims about our products. When I pushed back on this, I was told my rivals are already doing the same and I would be foolish not to gild the lily, so to speak. Should I go along with what they’re suggesting?

A Absolutely not, don’t even consider it. Why on earth would you jeopardise your company’s reputation by selling something under false pretences? Sure, it might seem tempting to make exaggerated claims just to keep pace with competitors, but at what cost? More followers or a handful of quick orders aren’t worth the damage that comes with bad press and lost trust. Your reputation is everything. Once it’s found wanting, it can be nearly impossible to repair.