Just to be clear, especially if you're just joining us:
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 use, recommend or are loyal. Our story about the origin and the impact and the utility.
Marketing is storytelling.
The story of your product, built into your product. The ad might be part of it, the copy might be part of it, but mostly, your product and your service and your people are all part of the story.
Tell it on purpose.