There’s a common misconception about marketing that you can tell the truth or you can generate sales … but you can’t do both.

In fact, the opposite is the case.

As William Bernbach said: “The most powerful element in advertising is the truth.”

Customers won’t be fooled if you talk about fake fears or nonexistent problems. But if you talk about fears they’ve already been feeling or problems they’ve already been trying to solve, they’ll be all ears.

Here’s the shocking truth about truthful marketing – it really hits home, because people know it’s real.