Someone shared this video recently on Facebook. After watching this video first thing come to mind is that it is similar lesson, which I learned in our last marketing class with Dan. You can go and simply tell your message to your customer, but they are not going to listen you unless you connect your message with them. To connect your message to your audience, you have to talk in their terms and understand what they care about.
Yes you have to tell the honest truth, but that is not enough. You have to frame your message such a way that it gets attention of your audience.