Overcoming the "BS Radar" in the Modern Marketplace

12/02/2025

By Abiye krukrubo, Founder of Brand Direction LLC

I know exactly what it looks like when someone doesn't want to talk to me.

I walk up the driveway. I ring the doorbell. And then, I see it. The blinds twitch. A shadow moves behind the frosted glass. The TV volume goes down.

They are home. They know I am there. But they aren't opening the door.

Why? Because they know I'm selling something, and their default setting is skepticism.

The Digital "Blinds Twitch"

This doesn't just happen on front porches in Georgia. It happens to your brand every single day online.

Ad Blockers are the digital version of pretending you aren't home.
Spam Filters are the digital version of a "No Solicitors" sign.
Scrolling Past is the digital version of slamming the door.

We are living in the Era of Skepticism. Consumers have been lied to, greenwashed, and over-promised to for decades. They have developed a highly sensitive "BS Radar."

If your brand smells even slightly fake, you are blocked.

The Only Thing That Penetrates the Armor

In my Masters program, we studied trust indexes and reputation management. But on the street, I learned the practical application: You cannot fake conviction.

When I am at a door, if I am reciting a script I don't believe in, the homeowner can smell it through the wood.

But when I truly believe that my service will solve their problem? When my body language is open, my tone is authentic, and my purpose is clear?

The door opens.

Why "Purpose" is a Survival Strategy

This is why Brand Direction focuses so heavily on "Closing On Purpose™." It isn't just about feeling good. It's about survival in a skeptical market.

If your sales team is just reciting features ("We are 10% cheaper!"), they will get filtered out.

But if your sales team is aligned with a deeper purpose ("We are here to fix this broken industry"), they stop sounding like salespeople and start sounding like partners.

The Litmus Test

Ask yourself these three questions about your current brand messaging:

Does it sound like a human said it? (Or does it sound like a lawyer wrote it?)
Does your team believe it? (If you hooked your sales reps up to a lie detector, would they pass when reciting your mission statement?)
Is it consistent? (Does your marketing promise match your customer service reality?)

If you answered "No" to any of these, your customers are watching you through the blinds, but they aren't going to open the door.

Let's Open the Door

At Brand Direction, we help you lower the customer's defenses. We do this not by manipulating them, but by aligning your company so thoroughly that your honesty becomes your best sales tactic.

Stop knocking on doors that will never open. Start building a brand that is welcomed inside.