The Straight Line
Knowing What’s Good Before Calling Something Crooked
C.S. Lewis once wrote, “My argument against God was that the universe seemed so cruel and unjust. But how did I get this idea of just and unjust? A man does not call a line crooked unless he first has some idea of straight.” This reflection on morality, justice, and understanding serves as a profound lens through which we can examine advertising and marketing.
In marketing, we often encounter moments where something feels “off.” It could be a poorly written ad, a jarring billboard, or an uncharacteristic call to action. But how do we know it’s “off”? What are we comparing it to when we call it wrong, ineffective, or even unethical?
Lewis’ insight offers a powerful lesson: We only recognize the crooked because we have an innate sense of the straight.
Recognizing the Crooked in Advertising
Consumers are keenly aware when something in marketing feels out of place or misaligned with their expectations. A tone-deaf campaign, an overused and stale sales pitch, or a misleading call to action—these moments stand out distinctly because they stray from what we intuitively recognize as “right” or “good.” For example, a poorly designed billboard may fail to capture attention effectively because it lacks clarity, direction, or a specific purpose. Clickbait advertisements may temporarily draw immediate traffic but ultimately leave viewers feeling deceived, thereby creating a sense of distrust in the brand. Meanwhile, generic or overly impersonal copy can feel hollow and insincere, alienating audiences who crave genuine authenticity in any communication. In each of these scenarios, the core issue lies in a significant deviation from what is perceived as “good” advertising—advertising that is clear, honest, engaging, and aligned with the values and expectations of the audience.
““The straight line is not measured based on your perception or anyone else’s perception.””
Defining the Straight Line in Marketing
When we set out to create marketing campaigns, our job is to understand what the “straight line” looks like for our audience. This straight line isn’t subjective or arbitrary—it’s rooted in fundamental principles of clarity, trust, and value. As Glenn Scrivener writes, “The straight line is not measured based on your perception or anyone else’s perception.” In marketing, this means speaking truthfully—whether in copy, imagery, or messaging, advertising must be grounded in honesty. Misleading claims might yield short-term results, but they lead to long-term distrust. It also requires creating clarity, as a straight line is unambiguous; good advertising is clear, simple, and easy to understand, while confusion is the hallmark of the crooked. Finally, it’s about prioritizing value—good marketing isn’t about shouting the loudest but about demonstrating how a product or service genuinely improves lives. The straight line always aligns with the audience’s needs and desires, ensuring trust and impact.
The Effort of Knowing What’s Good
C.S. Lewis reminds us that recognizing the straight line requires effort, and in marketing, this means taking the time to deeply understand your audience—what they value, what they need, and what will truly resonate with them. It also involves refining your messaging to ensure that every campaign reflects clarity, trust, and value before it goes out into the world. Beyond that, it’s essential to examine your intentions—are you crafting this ad to help, inform, or inspire, or is it simply to sell? Goodness in marketing isn’t accidental; it’s the result of thoughtful preparation, alignment with values, and a commitment to excellence.
Straight vs. Crooked in Practice
-
Crooked Copy: “Hurry! Only 2 left in stock!” (when it’s not true)
Straight Copy: “Order today to ensure delivery before the holidays.”
-
Crooked Messaging: “We’re the best—just trust us!”
Straight Messaging: “Here’s how we’ve helped businesses like yours grow.”
Why the Straight Line Matters
When marketing efforts stray from the straight line, they may achieve temporary success but often at a significant cost. Misleading or exaggerated messaging quickly leads to a loss of trust, as audiences are keenly aware of inauthenticity. Crooked campaigns also tend to have reduced impact, failing to create meaningful connections that resonate over time. Ultimately, such practices damage a brand’s reputation, eroding credibility and making future engagement more challenging. In contrast, when we take the time to define and follow the straight line, our marketing efforts build trust through honesty and clarity, fostering long-term loyalty. Straight messaging not only creates value by highlighting tangible benefits but also inspires action, encouraging audiences to engage with brands that align with their values.
““A man does not call a line crooked unless he first has some idea of straight.””
A Final Reflection
When we create marketing campaigns, we’re not just throwing ideas into the world. We’re shaping perceptions, building relationships, and, ultimately, influencing decisions. To do this effectively, we must take the time to understand what good looks like.
Before we critique our advertising—or anyone else’s—we must first define what good marketing truly is. Only then can we create campaigns that align with our values, resonate with our audience, and stand the test of time.
Let’s commit to the straight line in marketing. Not because it’s easy, but because it’s right.
