The most successful marketers tell two stories at the same time. A shiny one and a deep one.
The shiny story is easy to notice, easy to enjoy, easy to spread.
The deep story is fascinating, worth your time. It has texture and mystery and it lasts.
Profound marketing thought! One arrow, two birds! It means that you are connecting with your prospect or customer at both emotional and rational level.
Well David Ogilvy was definitely not a moron when he said, "Customer is not a moron. She is your wife". So, it would make sense if you find mental as well as emotional compatibility with you customers at the earliest (just the way you would with your wife). And what better way to do this than telling a two component story that simultaneously strikes a cord at head as well as heart of your prospect or customer.
The proposition can be considered workable only when certain amount of integrity and honesty is thrown in.Otherwise the phenomena of marketing on the basis of hype doesn't need it. A cad (read marketer) never needs to have any kind commitment towards his friends of the female variety (read customer) to take them for a ride.