How you can be more honest in your messaging
“What's gonna change in the next 10 years for online entrepreneurs?”
That's a question that is surly on our minds with the onslaught of endless AI apps spitting out copy, images, videos in less time than it takes to blink. And it can be especially unsettling for creatives in every field these days.
But the fact is… AI isn't going anywhere. And better yet, it's not something that we can really control. So that got me thinking: What if we flipped this question? What if we asked: “What's NOT going to change in the next 10 years for entrepreneurs?”
And to answer this question, we can ask another: What has stood the test of time in the way we conduct business? What is something that has worked, long-term for decades, without failure?
And when it comes to attracting and serving our clients, one thing stood out to me. And no, it's *not* some secret copy formula or proven framework I'm gonna try to sell to you. It's much simpler than that. It's so stupidly simple that we tend to overlook it. Undervalue it. And most times, even ignore it. And better yet, it's free to do.
So what is it? In a word: Honesty. And even better—honesty's cool older cousin, Refreshing Honesty. Because think about it: Can you imagine a time when someone's gonna say "Ya know, I love this brand. But I wish they weren't so honest." Sounds absolutely absurd, right? That's because it is.
AI may not be going anywhere, but the craving for honesty in messaging isn't going anywhere, either. The best part? We can control how honest we are in our messaging. Honesty is a stable foundation we can build our messaging strategies upon, knowing it will hold up over time—without failure.
Yet, here's the irony: Everywhere I look, I'm bombarded with messages promising overnight success. AKA— dishonesty. The Mr. Hyde to honesty's Jekyll. (Take that Edger Allan Poe). You know the types of messages I'm talking about, right?
*Narrates in my best 90s infomercial voice*
"Here's how you make 10k in just three months"
OR
"Discover my ONE SECRET to grow your business without working long hours" 🙄
And everyone's favourite, say it with me now:
"Build your six-figure business with ease" 🤮
Like, I'm sorry? In what world, Karen? These messages are not just unhelpful; they're downright harmful. The businesses behind these messages are peddling a narrative that success is easy, completely bypassing the HONEST fact that it takes hard work, patience, time and perseverance to see real growth. Because there isn't just “one coveted SECRET” that some random person on the internet has that will change everything for your business.
And sadly, it's this type of messaging manipulation that works for people who don't know the difference. And that legitimately breaks my heart. Can you relate to that, First name / friend?? Plus—these messages are BORING. My God. So boring. Because it seems like everyone is saying it, right?
It's like a Canadian saying “sorry” —it's so ubiquitous it kinda loses all meaning. (I'm Canadian so I can say that ✌🏻) I cannot tell you how FAST I'll scroll past posts and ads that say “do X with ease” “make six figures with my proven framework” or “gain 1000 followers in 3 weeks” etc etc
I'll keep scrolling because I know they're not brave enough to be honest. They're not brave enough to be real. They don't believe in the *realistic* outcome they offer enough so they have to mask it with a thick veneer of grandiosity.
And besides—always banging on about the outcome alone isn't enough for me anymore. Because how many times do I have to scroll past “build a standout brand so you can attract your dream clients" from 10 different web designers?
I will always choose to work with a person who has a strong message about who they are, what they believe in, and who are NOT leading with cringy, hyperbolic claims. And if you've been in business for more than a year, I bet you feel the same way.
BTW, First name / friend, if you've been leading with these types of messaging, please know I'm not trying to make you feel bad or guilty. Chances are, a biz coach told you to do it or you saw it on some webinar. And I'm just trying to bring it to your awareness, with love.
So to my earlier point, by building a business around things that are stable in this unstable world will pay off long term. And what has more stability than the insatiable craving for honesty? But make no mistake: This is where bravery comes into play. Because it takes courage to stand against the tide of hyperbolic messaging, and o say something real.
But that's the kind of bravery I want us to embody. Let's commit to honesty in our messaging, to telling it like it is, yeah? Maybe we can start a shift, together.
And to illustrate successful honesty in messaging, let's look at one of my favourite advertising campaigns: Buckley's cough medicine's “It tastes awful. And it works” campaign.
By admitting their cough syrup wasn't going to win any taste tests (in a super humours and REAL way), they not only stood out—they built trust. And like, c'mon—how refreshing is this ad? A far cry from the 90s informercials airing at the same time as this ad.
And what happened? By actually focusing on how bad the cough medicine tasted, Buckley's became the #1 selling cough syrup in Canada by 1992—a big category leap from their previous 9th or 10th place.
Rivals Benylin and Robitussin each spent around $2 million on ads in 1996, while Buckley's maintained the #1 position by spending $500k. Being honest and building trust can really save you money. Who would've thought?
That's the power of refreshing honesty in marketing.
As the genius, Dan Nelken said:
“Honesty is the advertising equivalent of being yourself and not caring what others think. Instead of trying so hard to get everyone to like you, you’re doing the opposite. It’s telling it how it is. It’s not that you don’t want people to like you, you just want the right people to like you.”
Here's how you can introduce more honesty in your messaging strategy:
Embrace the Flaws:
Own the flaws. What's an objection you think your audience would have about your product/course/service? Admit it. Address it. Don't hide it. Because it's like… if you're brave enough to admit something negative, then you must be honest. So, your other claims must be truthful, right?
Something like,
"Yes, our course takes effort. Consider it a break from cat videos."
“Are sales pages hard to write? Yup. But it's easier done together.”
Also, Volkswagen nailed it with it's non-bs approach: "Want to climb the corporate ladder? Drive to work early. And maybe just work really hard." Brilliant.
Then Flip the Script:
Highlight a flaw, then hit them with a win. Notice how Buckley's attached a desire to their brutal honesty. They admitted the “tastes awful” flaw BUT they also balanced it with “but it works.” So, so simple. But honest, real and addressed the end desire of their customers. So yes, be honest but also add what you can do for them.
And remember, honesty in messaging isn't about underselling yourself—it's about building genuine connections. It's about showing up as you are, offering real value, and speaking directly to the needs and desires of your audience.
hey, i’m holle!
Head word nerd at Tonica and I’m here to help you shift how you show up with buzzworthy brand messaging strategy that you and your clients are obsessed with.
Hey, I’m Hollie!
Website & Launch Copywriter for creative slashies
Whether you need help developing your target audience, writing your home page, your course’s sales page, a story-led email newsletter or figuring out (and building!) your client-winning offer ecosystem—you’re in the right place.
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