Consumers today are better informed, better armed to resist marketers, and more skeptical than ever. With thousands of messages bombarding them every day, buyers just want brands they can believe in from companies they can trust. In Truth, marketing expert Lynn Upshaw offers a systematic approach for building customer loyalty and increasing market share. Using real-world examples and engaging stories, he shows companies how they can capitalize on a new kind of competitive advantage and learn to:

Promote more persuasively Achieve greater returns through integrity in marketing Replace their pricing strategy with a more convincing value promise Build stronger customer partnerships Seize the lead share of credibility in a hypercompetive marketplace.
A revolutionary book that redefines what it means to market, Truth will show companies how to strengthen and build their businesses in a world filled with would-be buyers who are more inclined to doubt than to buy.

Includes bibliographical references and index.

Convincing the unconvinced : practical integrity and a better way to market -- Practical integrity works : five companies with something to teach us all -- Be the one they can count on : build equitable partnerships, fused with integrity -- My product, my self : that's not a product you're marketing, that's your word -- Win the credibility race (and it is a race) : grab the leadership share of what customers believe in -- Promote honestly, not just legally : no weasels allowed -- Be there when they want you there : in their mind, not in their face -- Putting trust back into value : it's worth more if they trust you more -- Integrity team building : convince your people and they will convince the world -- Benchmark against a new ROMI : achieving return on market integrity -- Preparing for a better way to market : integrity planning and training -- A final thought.

"The first book of its kind, Truth takes a practical business-building approach to marketing with integrity. Author and internationally respected marketing consultant Lynn Upshaw has spent three decades showing businesses of all sizes - from start-ups to Fortune 500s - that integrity is more than just a nice quality for businesses to have; it's an absolute necessity for achieving marketing goals."--BOOK JACKET.

When it comes to the most effective marketing, it's not a company's slick package or sexy message that will ultimately win customers. The real truth is that a company's success lies in its ability to convey its integrity. Using real-world examples, this work offers a systematic approach for building customer loyalty and increasing market share.