How Does Fake News & Alternative Facts Affect Marketing

In today’s world, we are being inundated with information – some truthful and trustworthy and some in the form of “fake news” and “alternative facts”. If you’re a small business owner, you need to ask yourself, “How does this impact me and my marketing message?”

In this time of deception and misinformation, there’s only one thing to do when marketing your business. Tell the truth.

Truth is a powerful marketing tool – and really the only way to promote a message and brand effectively. In order to build a trusted brand you must first start with honesty and clarity in your message. Know what you believe, and tell your audience who you are, what you do, and what they can expect from you. The beauty of telling the truth is that you will attract people who share your beliefs.

Build trust in your brand – by offering consistent high quality products and service. Trust is at the core of any successful relationship. It translates directly into growth and retention, and most importantly lifelong customers who will continue to buy from you and recommend you to friends and loved ones. According to a survey by Concerto Marketing Group, when customers trust a brand, 83% will recommended this company to others and 82% will continue to use the same brand.

You should never misrepresent the benefits of a product or service you offer with alternative facts. Always give the whole truth about a product and let the customer decide if it fills their particular need. Always be truthful about functionality, features, availability, reliability and durability. If you let your customers down, they won’t forget, and they will tell their friends. Do not allow this to happen.

One of the best ways to engage with a potential customer is to demonstrate the value of your product or service. Value can be established by offering samples, through a video demonstration or even by posting customer reviews and displaying customer testimonials. Online customer reviews have become the go-to place for people trying to make a decision about a product or company.



Providing quality customer service is a big part of earning a customer’s trust. This includes responsiveness, and the ability to exceed the customer’s expectations. Showing willingness to help your customers and genuine concern goes a very long way.

In todays world, trust is important. People are growing wiser to fake news and alternative facts. If your audience doesn’t trust you, they won’t buy from you. So, focus on building that trust, and be honest as well as innovative in your advertising efforts.