Do your customers know what you are against?

Taking aim at something you are really against in your marketing can be an effective tool for building trust with your customers

There are a few caveats with this, it needs to be something you are really against which is shown through your actions

There is nothing more detrimental than saying your are against something but then being found out to be hypocritical

It should also be something that you are qualified to speak out against e.g. malpractice in your industry

When you take aim against things you are against, be sure to do it to show the benefit the information provides to your customer not just to be seen to be selling your own solution

Many businesses are afraid ‘to go negative’ but this can be an effective tool in showing your own knowledge on the subject and outing misinformation / malpractice and showing you to be on the side of the customer

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