Start telling the truth. Customers aren’t deceived by lies or exaggerations, because they see the same nonsense everywhere.
The excellent Seth Godin recently wrote that all organisations lie. “These fiblets”, he said, “are so common that they become part of the culture.”
There are two ways we can react to this realisation. We can look for the lies our competitors use, and thoughtlessly use them too. Competitor A says it’s the market leader, but neither that company nor our own are the market leader. Perhaps we’d better start claiming to be the market leader too.
Or we can make a resolution to start telling the truth to customers. They’re not deceived by lies or exaggerations, because they see the same nonsense everywhere. Perhaps they’ll start reacting positively to a supplier that only deals in verifiable claims.