Very rarely do I come across something that totally changes the way I think about life. But that happened to me yesterday while listening to one of my favorite podcasts, RadioLab. (Think ”This American Life” with a scientific twist.)

In one study, the podcast said, researchers wanted to determine how often people lied to themselves. So they devised a test with a number of embarrassing questions that they believed were universally true. Questions such as:

•   Do you enjoy your bowel movements?

•   Have you ever doubted your sexual adequacy?

•   Have you ever thought about committing suicide just to get back at someone?

Then they polled strangers on these ‘universally true’ questions. The results surprised them.

After comparing the answers with other information they gathered from the strangers, they realized that people who regularly lie to themselves tend to be happier and more successful than people who tell themselves the truth.

To Tell The Truth

I’ve spent much of my adult life believing that honesty is always the best policy. But I admit this philosophy has come back to bite me plenty of times. It’s started arguments that didn’t need to happen, and it’s hindered my marketing more than once.

Like the times I’ve felt the need, while talking to potential customers, to mention my own inadequacies. I did this a lot when I first started marketing, and while today I’m able to bite my tongue, I see this constantly in the women I coach.

They, too, were raised on the idea that  honesty is the best policy. So they feel obligated to say things that aren’t always in their own best marketing interests, often in the form of an apology:

•   I’ve only been doing this for a year, so I’m still learning the ropes.

•   I usually charge $300 for this project, but I can take $200.

•   I’ve never taken on this kind of assignment before, so I might not be good at it.

•   There are plenty of people out there who are more talented than I am.

You might as well take a gun, aim at your left shoe, and pull the trigger. You’re not doing people any favors when you confess your inadequacies—only raising doubts in your customers and confirming your own negative self-beliefs.

Denial Will Make You More Sales

Granted, the study refers to people who lie to themselves. So maybe we should take the hint and stop being so friggin’ honest about our weaknesses.

Instead, choose denial. Recession? Who cares? I’m worth all the money in the world! No experience? Nonsense—I’ve already got the skills I need to succeed. Insecure? Why would I be insecure when I’m perfect just the way I am?

This may sound like sacrilege, but it will work wonders for your marketing. Not only will it give your ego a much-needed boost, it will give your customers and prospects more confidence in you. And when you confront challenges with a positive, take-no-prisoners attitude, you’ve already won half the battle.

Denial may have a bad name, but it can make you a better marketer—and a happier person. Remember that the next time you’re tempted to dwell on your flaws.