The Tell-Tale Website: 5 Ways Marketing Tells on Itself

Most of are familiar with the Edgar Allen Poe, writer of the famous Simpson’s episode, The Raven, narrated by James Earl Jones^.

And a great many of us have also read his famous The Tell-Tale Heart, in which the narrator murders someone and buries him the floorboads. And try as he might, he cannot forget. Thump. Thump. Thump, goes the tell-tale heart.

And some brands will try to bury their sins under the floorboards of social media clout and splashy websites. But a lucky few of us, including and especially you, dear reader, will see right through after reading this.

I believe in transparency. I believe in brands being loud and proud about who they are and what they do.

So here’s a short field guide. Spot the tells. And, as The Who famously said, you won’t get fooled again.

The Telltale Marketing Signs

Not everything below applies in every case. There are plenty of well-intentioned brands with clunky websites or awkward social feeds. This isn’t about them.

You may even do 1-2 of these things, and that is okay!

I am referring to brands that seem to actively mislead audiences and how to spot ‘em. Why?

Because the truth matters.

Now, meet the new boss.

1. Publication Logos They Didn’t Earn

You’ve seen it: Vogue. The New York Times. AP. Splashed across the homepage.

Then, in tiny letters underneath:“Our clients have been featured in…”

Here’s the kicker: they may have not secured that coverage. And the way it’s displayed sometimes makes it look—at first glance—like the firm itself was featured.

Share media logos of placement you earned or media that mentioned your brand.

2. Irrelevant Quotes From Big Names

Ever seen a website with a quote from, like, President Trump or Elon Musk on the front page and its not clear why?

Well, it is a random quote. Some brands do this to suggest that Musk or Trump was talking about them (right?!).

The visual presentation suggests endorsement even when there was none.

3. The 15-Person “Advisory Board”

Ever see an organization with 15 people on its advisory board—complete with well-known intellectuals and journalists?

You don’t know if the board members are active or agreed to let their name be listed.

The hockey team-sized advisory board signals importance and connection without proving either.

Meanwhile, some of the strongest organizations I know have five or six very engaged board members—and sometimes don’t even showcase them prominently.

4. Photos With Politicians

This one is very DC-coded.

A common move in policy and advocacy circles: post a photo with a member of Congress and imply proximity equals influence.

The reality is that the people who routinely interface with principals don’t blast it all over social media. If anything, they’re quiet about it.

A random snapshot with a politician at a public event is not evidence of access, let alone impact.

5. Podium and Event Photos!

Similarly, if someone is posing behind a podium at an embassy event or conference, it may very well have been widely accessible to the public.

Being physically present at an event is not the same thing as being invited to speak or attending something exclusive.

A picture is worth 1,000 words, but it doesn’t immediately give a credential.

“Villains!” I shrieked, “dissemble no more! I admit the deed! — tear up the planks! — here, here! — it is the beating of his hideous heart!” shouts the narrator at the end of the story.

Ridden with guilt he could no longer tolerate his secret, buried in the old floorboads^.

No matter how much some brands try bury the real story— the truth will be there, thump, thump, thump.