The Truth in Advertising… and PR… and Sales… by Dave Mastovich

by: Dave Mastovich


Light Reading is a series of communications from MASSolutions that sheds light on common business challenges and provides solutions to strengthen your bottom line.

Most marketers have heard the phrase ‘Truth in Advertising’ and there’s even a spoof on YouTube about the lack thereof. But, what about Truth in PR… and Sales?

After speaking to students at Carnegie Mellon University on marketing and public relations, I was surprised that many of their questions focused on whether or not telling the truth in the media was a sound strategy.

As our parents and kindergarten teachers taught us, the obvious moral answer is ‘Yes.’ However, it is also the practical approach.

First, with regard to media and public relations, telling the truth is essential. You can pick your favorite media gaffe that resulted from a public figure being less than truthful. ‘The Media’ will find and report contradictions and in the internet age, the story can potentially reach the masses within minutes.

Journalists have been taught to ‘get the story, get it first and get it right’ throughout their educational and career experiences. They have both the instincts and the training to tirelessly pursue what they believe to be the truth. If you hide behind a ‘no comment’ or offer a less than truthful response, you will be perceived negatively when the reporter eventually does break the story… and someone will.

With regard to Truth in Sales, think about how you feel when you are the prospect and a salesperson goes on and on about the amazing things his or her product can do. You probably wish that they would shut up and listen to what you are saying so you can tell them what you want. Salespeople are often trained to use various ‘closing techniques.’ The problem with these so called ‘techniques’ is that they usually question the intelligence of the prospect and end up being a waste of time for everyone involved.

Selling is more about the basics, the equivalent of blocking and tackling in football. Salespeople need to listen to the prospect, ask probing questions and needs match appropriately based on the strengths of their product or service. Admit the weaknesses of your product early because the prospect will usually know or figure out that your product isn’t perfect. Focus on the true strengths of your product, service or company and leave the hyperbole to your competitors.

Truth in Advertising does exist and the winning companies adhere to it. Truth in PR must exist or you and your company will lose credibility. Truth in Sales will help you stand out from the competition and ultimately lead to more business for your company.

David M. Mastovich, Massolutions

David M. Mastovich is the President of Massolutions, a strategic marketing firm that focuses on improving the bottom line for client companies. Massolutions develops, implements and evaluates integrated marketing, development, public relations and communications programs that increase awareness, revenue and market share for clients.

Mastovich has held senior management positions with the University of Pittsburgh Medical Center (UPMC), Duquesne University and Monongahela Valley Hospital and has led the strategic turnaround of organizations in numerous industries. He is known for his expertise in improving organizational efficiency and implementing cost-saving strategies. Mastovich has a track record of crafting and implementing strategic programs that increase market share and awareness while improving the bottom line.

He led the turnaround of Duquesne University’s marketing and public affairs programs through process improvement and strategic planning programs. Duquesne experienced back-to-back record breaking freshman classes in both size and academic talent and instituted a new branding and positioning campaign, Do More… Duquesne University, that helped increase awareness among key target audiences.

Mastovich helped UPMC build brand equity by leveraging its sports sponsorships and was instrumental in UPMC Health Plan’s exponential growth to 400,000 members through targeted marketing and communications programs. UPMC’s marketing and advertising were considered ground breaking in the health care industry.

Mastovich also led the turnaround of two radio stations in the Johnstown/Altoona marketplace from ‘worst to first’ in Arbitron ratings and a multi-million dollar turnaround from a fiscal perspective.

David M. Mastovich, MBA, is the president of Massolutions, a Pittsburgh based Strategic Marketing firm that focuses on improving the bottom line for client companies through creative marketing, selling, messaging and customer experience enhancement. David can be contacted at 412 201 2401 or emailed at info@massolutions.biz.”>info@massolutions.biz.

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