Most businesspeople know the difference between right and wrong, and they know the difference between honesty and deception. But there are still people who operate in shades of gray and convince themselves that it is okay to deceive, manipulate, and play with the truth to get new customers. A practice of telling the truth, the whole truth, and nothing but the truth will work for you in the long term.
Think of the gold company whose ad claims: “Analysts predict the price of gold could double in the future.” While that prediction is not illegal (although it probably should be), it sure smacks of an attempt to convince you that gold is a sure thing, and that buying from them will give you a great return and riches untold. But it's deceptive. Yes, gold could double in the future, but who knows when, and who will guarantee it?
TAKEAWAY
You will never get in trouble trying to
attract customers by telling the truth, the
whole truth, and nothing but the truth.