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lot of people write of marketing, especially online marketing, as merely being full of liars who sell to you via smoke and mirrors.
This is at least in part true; good marketing plays up the good sides of the product/service and down plays the less desirable attributes.
Take coffee for instance: you can buy cheap coffee that in reality can still be as good as expensive coffee. The price difference comes down to who they are marketing to. Cheap coffee can be marketed as cheap and that it wakes you up in the morning, expensive coffee plays on the idea that it is luxurious with fuller flavor and so forth