"She’s just like your wife"

Weeks ago, there was a video making rounds on Twitter.

It was about a customer who was checking out the prices of TVs at a Target store when she noticed something.

The price signage for Black Friday: $649.99

But hidden behind that signage was another showing regular sale: $649.99

"It's the same, I don't get it," she said.

Thing is…

If you don’t check, you won’t notice that some Black Friday deals and regular deals are the same.

And the same applied to other stuff too.

Boots, bed sheets, and spooky pumpkin foggers.

Black Friday used to be the day it's okay to punch someone's nana at Best Buy over a PlayStation.

Now, all we get are fake deals.

(We've lost our values)

Anyway, the video got people talking:

"I found one where the regular price was lower than the Black Friday deal."

"Far too many of us have worked retail for us to not check these.”

“Now I don’t even bother. Even online, they raise the price, to ‘drop it’.”

And as I read through these comments, one thing keeps coming to mind.

"The customer is not a moron, she is your wife."

That's David Ogilvy.

Although Ogilvy was talking about how advertisers should stop making excessive claims 'cause people can see through it…

… the quote pretty much applies here.

Your customers aren't dumb, they're just as smart as your wife.

(Well, except your customers are people who think Wakanda is a real country. In that case, yup, they're dumb.)

Now, this is Target. And they'll prolly get away with things like this.

(People will still go on Target runs. I mean, what's the alternative? Walmart? Please.)

But for a smaller brand with less brand pull…

You shouldn't be doing this or any other sleazy stuff:

Raising your price just so you can offer customers a "discount".

Using fake urgency or scarcity.

Thing is…

Trying to pull one over your customers or being caught doing that erodes trust.

And customers' trust is key to long-term success.

So if you're in business for the long run…

Don't be a sleazeball.

Instead, focus on building a lasting relationship with your customers.