Marketers are not liars, but if you really want to sell whatever it is you have to offer, you find out that 99% of the time you have to bump it up a little. You have to leave the shores of strictly as-it-is behind and paint in a little fantasy.
Do not talk about how your product does what it does (in fact, you should never talk about how you do the amazing things you do), your focus is on what it does and how awesome it does it, and how it is better than any other alternative out there. (You now see why I told you to believe in your product?)
You have to tell stories that will resonate with your target audience, you have to make promises, you have to sound larger than life.
Technically, you start lying when you know you can never deliver what you are promising, and that is not ethical!
