Here’s a hard truth:
Most successful brands sell dreams—not reality.
That’s not a cynical take. It’s just how humans are wired.
Airbnb doesn’t show you the cramped basement apartment with a clunky lock and an awkward host. They show you the treetop retreat in the jungle or the mountain cabin with endless views.
The fantasy.
Why?
Because the dream is what sells.
Always has.
But There’s a Catch…
There is a time when radical honesty can outperform even the best dream.
It’s when everyone else is faking it.
John E. Powers, the world’s first professional copywriter, knew this over 100 years ago. He didn’t just tell the truth—he made it his edge.
One of his ads simply read:
“We have a lot of undesirable gossamers we want to get rid of.”
They sold out the same day.
Another?
“They’re not as good as they look. But good enough. 25 cents.”
They flew off the shelf.
And then, the boldest of all:
“We are bankrupt. If you come buy tomorrow, we can pay our creditors. If not, we’re done.”
The store was packed the next day.
Why Did It Work?
Not because people prefer honesty.
But because no one else was being honest.
When the market is full of inflated claims, slick copy, and over-polished images, truth stands out. It’s disruptive. It’s real. And in a world addicted to image, reality can feel revolutionary.
So, What Does This Mean for Cult Brand Builders?
If you’re crafting a brand people will obsess over, here’s the formula:
- Sell the dream when it taps into deep emotion and identity.
- Tell the truth when it breaks through a sea of noise.
- Use contrast as a strategy—not just creativity.
Honesty only works when it feels different.
Cult brands aren’t built by picking truth or fantasy.
They’re built by knowing when to deliver each—and doing it with intention.
Dreams pull people in.
Truth earns their trust.
Contrast makes it unforgettable.
Want your brand to live in hearts, not just carts?
Know when to break the script.