The truth is elusive. No one knows the whole truth about anything. We certainly don’t know the truth about the things we buy and recommend, and use.
What we do know (and what we talk about) is our story. Our story about why you use, recommend or are loyal to you and your products. Our story is about the origin and the impact and the utility of what we buy.
Marketing is storytelling.
The story of your product is built into your product. The ad might be part of it, and the copy might be part of it, but mostly, your product, your service and your people are all part of the story.
Tell it on purpose.
