In the vacuum of today's mistrustful environment, there are three paths we can go while marketing something.

Ignored: not only lack of attention, it's also lack of trust.

Sneaking around: you can fake it till you make it, but being manipulative won't make it last.

Trust: it's easiest to live with. You won't have a lie tax to pay.

They remember what you did long after they forgot what you said.