“WE NEVER LIE TO YOU.” It’s punchy, it’s memorable, it’s to the point, it’s telling a mission statement in a direct and hard hitting way. You’d think one of the major high street retailers would have grabbed that one for themselves by now, wouldn’t you. Strangely, though, they haven’t.
When you shop, most of us naturally expect the retailer we buy from to have truth as a prerequisite. Not as an added extra. Truth doesn’t even need to be referred to in any formal business retailing transaction. In fact…when it is…you as a buyer start to become somewhat uneasy. This is what people like Morgan will never see in his clouded judgement world at the Ideal one. Like a cheating spouse coming home after a night of debauchery with the neighbour, then telling their partner they NEVER LIE to them. No, they don’t. They just don’t let them know the truth.
It’s actually more of a tactic you’d employ through the letterbox to attempt to gain the trust of an isolated and suspicious old man or woman obsessed in thinking every caller at the house is trying to defraud them. Isolated and suspicious old men and women…That almost sums up their target audience minus the clueless.