All Marketers Are Liars 90-100

94 …the right thing to do is to buy a product or service because of what it actually does.

96 In other words, irrational beliefs aren’t a distraction—they are an intrinsic part of the quality of the product.

Storytelling works when the story actually makes the product or service better.

97 A fib is a story that makes something better. Nobody really minds a fib, and if your consumers find out that your story isn’t based on facts, they’re not enraged.
A fraud, on the other hand, is a story based on little or nothing. It’s a story you tell primarily for personal gain. And worst of all, a fraud, when discovered (and it will be discovered), enrages your consumer—probably forever.

100 Just because people might believe your story doesn’t give you a right to tell it!

Marketing is now so well developed and so embedded in our culture that consumers longer make decisions based on a rational analysis of facts. Instead they decide based on the stories they’re told. To disclaim responsibility for a fraud is cowardly.