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Law of Candor posits if you admit a negative, the prospect will give you a positive from "summary" of The 22 Immutable Laws of Marketing by Al Ries,Jack Trout
Honesty in marketing can often seem counterintuitive, yet admitting a shortcoming can yield unexpected benefits. When a brand openly acknowledges a flaw, it establishes credibility and trustworthiness in the eyes of consumers. Acknowledgment of a negative creates an opportunity for a positive response, as prospects appreciate transparency. Consider how this strategy plays out in real life. When a company admits that its product may not be the cheapest on the market but emphasizes its superior quality, consumers begin to view the brand favorably. They recognize that the company values honesty and is willing to forego a sales pitch for the sake of genuine communication. This approach disarms the prospect, making them more receptive to the overall message. This tactic can differentiate a brand in a crowded marketpl...
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