Life is pain, highness. Anyone who says differently is selling something.

As quoted by William Goldman in the film The Princess Bride.

Fairy tale wisdom – but true in every aspect.

Marketers are not gullible to not know that customers generally want the easy way out.

Six-pack shortcuts. 5 simple ways to market your business. It’s easy to learn to code.

Build a successful E-commerce business in 3 days! Really? Because I don’t know any great E-commerce brands that became successful in just 3 days.

Because it is probably a harder sell when you market the truth.

The solution for marketers then, is to start by telling the truth and then a story.