How do you differentiate fictional fake marketing vs factual and true marketing?

[Tuan]

I opened this post under this section hopefully, I can get some insights from Leo too. My Question that I'm struggling to still find the answer for is how do we make sure that when we create marketing assets for clients and for myself - why is there are multiple different opinions regarding what is true and what is false? I heard Leo saying that try to write with facts when writing copy. But how do we know it is a fact? Why some people are against the use of fictional characters and stories in marketing? Why do they keep insisting true marketing while they themselves sometimes use fictional statements? Any idea?

[Tuan]

so far I realized that being clear on the question of what would I not prefer someone else NOT do for me. And not to do that for others too...

Any ideas?

[Tuan]

@Leo Gura Bro do you think you can some thoughts or ideas to this? How do we decide ethical dilemmas and where to draw the line where we are comfortable doing what we do? Thank you

[Consept]

I read somewhere that the best thing a car salesman can say to lead to a sale when asked a question is 'i dont know'. Reason being if hes honest about this he would also be honest about the things he does know and so it builds trust. I think honest marketing and sales could be more effective than telling stories and pretending you know everything 

[Tuan]

Well...Do you see that saying "i don't know" in and of itself is a story that you plant in his mind?