[Joseph Coplans]

We all do it. We all find ourselves accepting words written about companies — or written about ourselves for that matter; words that sound great on the surface — in step with current “values speak”— but that don’t really SAY anything.

I see the word “integrity” everywhere in marketing-speak. Oh, sure, there are other “one size fits all” phrases I could expose:

o “It all comes down to service” — is another one.

o “Authenticity”

o “Client Commitment”

o “Highest Standards”

But right now, I’m going to pick on the word integrity. It’s become a ubiquitous word used to say “we have enough pride in what we do to deliver what we say we’re going to do…because we’re a gosh darn ethical company. Oh and we are saying this because we have to, because you won’t buy from somebody who doesn’t say it and besides, we’re not going to swindle you, that's a promise."

Or some variation of the above.

I see the phrase “we’ve got integrity” on websites; I see that phrase on business cards; on tradeshow booths; I’ve even seen that word plastered on the side of an electrician’s pick-up truck: “Certified. Reliable. Integrity.”

Definition of Integrity:

1. of, pertaining to, or belonging as a part of the whole; constituent or component: integral parts.
2. adherence to moral and ethical principles; soundness of moral character; honesty.



Listen, I SHOULD HOPE YOU HAVE INTEGRITY! You mean you didn’t before and now you do?

You really have SERVICE too?

Whew! YOU’RE RELIABLE? What a relief.

WHOA! HIGH STANDARDS TOO? You’re killin’ me.

Alright, I’ll nix the sarcasm. (for now)

There’s a couple of major problems with using these platitudes, these trite phrases, these generic phrases of “values jargon”, these flabby and out of shape, sound good on the surface, but say-nuthin’s.

1. They don’t mean anything to anybody except YOU. (that’s kinda a big problem, don’t you think?)

2. Everybody uses them. (So, please refer to number one.)

3. They’re obvious components for any good business. (Please refer to number one again.)

4. They don’t really say anything about your company that isn’t any different from what any other company is saying. (One please.)

5. Worse, using these words makes the dreadful mistake of assuming your customers know what you mean. (That relates to one, too)

6. They demonstrate your need to play it safe. (Back to one again)

7. Much worse, they make companies look unsophisticated.

8. Companies who leave it to “we’ve got integrity” show excellent lack of imagination and very determined risk-adverse, language-camouflage to “ simply fit in.” (the sarcasm came back, oh and back to one please)

9. You shouldn’t have to say you are honest, or help people out (service) or take pride in what you do. People who say they’re honest are usually not. And if you’re in business it’s to help accomplish something for somebody for a price.

10. Companies are using the word “integrity” as if it’s a value — a company value. But it’s not a value if it’s something EVERY business should have to be in business.

11. “We’re not crooks, really we’re not,” is not a brand promise.


So what is this addiction businesses have to building the cornerstones of their marketing materials — and even more egregious — their values statements, with such 101 language?

Why do companies do this?

Is it just what they think people expect to hear? Like when you go to a country faire and see an air-show and demand to see a bi-plane do a loop to loop? And if you don’t see it — even though you saw amazing things — you feel ripped off?

Or do companies think it’s too hard to explain and show what they mean, and web sites and the sides of trucks don’t have much space on them so just say the easiest thing possible that conveys that we’re not criminals?

Foremost, what companies are forgetting when they use such pedestrian language — as we stick to the discussion of “integrity” — is that the customer is much more sophisticated than they give them credit for.

The use of this kind of language talks more about the fears of the companies that use them than it does the needs of their customers. While it’s true that customers what to buy from a company that stands behind it’s product, saying it on the first date makes the experience of going to that company feel a little strange.

Sure, companies want the world to know how they operate. But customers want to hear it from others, not YOU the company. Of course you never overtly hoodwinked a customer.

To smash the “integrity” default, here are some suggestions:

1. Can you describe 5 pain points that your customers come to you with?

Example: (A Marketing person who tells me that they have a need for an excellent copywriter but can’t find one)
“I need a writer who focuses on benefits, not just features. We need to find a way to show that our product helps people and language that delivers this message.”

This marketing person’s pain point is they cannon find a writer who knows how to make the benefits of the product emotionally appealing to the customer.

So, I show them how benefits aren’t enough. I tell them that customers may see a benefit, but they don’t relate to a benefit until a story has been told. I tell them that story is important because it helps customers extrapolate the benefits and see first hand what it can mean to their lives. For proof, look at the new “Talk to Chuck campaign” for Charles Schwab. That entire campaign focuses on the obvious, 101 needs of mid-level consumers. Not a single use of the word “integrity” there.

2. Look at other companies who have great advertising, who have great marketing, but refuse to use the word: “integrity”.

I guarantee you’ll notice that the tone of the voice is friendly and tells a story. The visuals convey the story too. A spokesperson has been created that hits the “emotional hot buttons” of the customer in ways that are direct and meaningful. Look at Geek Squad, the computer repair people. They took the word “integrity” and made a metaphorical carnival out of it — one that showcased additional brand visions as well.

3.Find the brand promise that really distinguishes you in the market that transcends “I always do what I say I’m going to do,” and find out what customers need.

Your brand promise should get past the notion that you are a rock solid dude that people can depend on. Nobody cares that you are, really. They care if you aren’t. But they automatically expect that you are that dude. So, it’s probably not a smart idea to market yourself as dependable. That may have made a difference in the 1950’s, but now that’s just an entrance fee to the game of business.

So the question is, what else ya got?

And how can you make it fun for your customers to learn about what you stand for?