Eventually your job as a marketer is to connect with the consumer. You build trust with great products and services you sell. And you gain their loyalty. You stay true to the values your consumers buy into. It’s a relationship you build; no different from the one you build with your friends and relatives.
So it stands to reason that how you market your products and all the sales promotions and discounts you give will have to be genuine. And sincere. And real. Not something with deception and tricks built into it, hoping that the consumers do not notice.
Why is it so difficult to be genuine in your offerings as marketers? Because as a marketer, the opposite of genuine isn’t dubious or insincere. It is greed.