Verizon's New Ad Campaign Is a Load of Half-Truths

Why is Verizon Wireless telling half-truths in its latest advertising campaign? It does make the company look better than its competitors, but here's the problem: When customers realize what they're led to believe is only a half truth, they will be very upset with Verizon. Verizon is not lying. Still, it is telling only half the truth, and the result leads customers to believe something that isn't true. Verizon is trying to make customers think it offers better and faster service. In fact, if customers knew the whole truth, Verizon's ads would have no selling power. Instead, they would hurt Verizon because they would destroy the trust the company has built over the years. Customers want speed. They don't care how a carrier provides it. Different networks can use different technologies to achieve the same goal. Customers don't think one is better than the other. Customers don't really care what a technology is called. They want performance -- and Verizon is not the only carrier to offer performance. From the customer's perspective, what really matters is which network offers the fastest service where you spend the most time. The bottom line is, if the network you use has been updated where you spend time, you will have the highest speed. If not, you won't. Period.