Lie to us. Convince us that we need whatever you’re selling in the story of our lives. Connect your story to our story… of vacuum cleaners??? Seth Godin:
The reason that vacuum cleaner makers tell us lies like this is that we demand it. If they just told us the truth (weight and horsepower) they’d be doing nothing at all to make us feel good while we vacuum. And feeling good is why people spend their hard-earned money on things that they don’t actually need.
From All Marketers Are Liars blog.