The most persuasive thing a brand can say is the truth that stands to hurt its pitch.

I was surprised to read this in an email from Backblaze, the cloud backup company we use for offsite data protection:

“Drives are failing less, and lasting longer. The classic bathtub curve no longer fits.”

That’s not the message you’d expect from a company whose business was built on the FEAR of lost data.

Know what?

It made me trust them MORE.

Because hard drives still eventually fail, and just as unpredictably.

And today, the bigger threat isn’t mechanical failure at all.

It’s ransomware.

Backblaze didn’t even try to spin that in this email. They told the truth that made their service more credible, not less.

Calling out the obvious downside to your product helps the buyer let go, free to focus on the upsides.

It disarms the whole counterpoint.

When you lead with honesty (especially the kind that seems on its face to undercut your offer) you can build something more durable than fear:

Credibility.

That’s the kind of marketing people remember.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.