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Fred is great at advertising. You might imagine that he is not as honest as some less successful people, but in fact, he is more honest. He watched other advertisers, and he saw that twisting the truth did not increase sales. Then he decided that he might as well be as honest as he could. Where some people might otherwise not tell all the facts, he told them all in his advertisements. He felt it might appear more genuine and honest and open if he did that. In fact he was right. People trusted his ads more, and bought his products more. That’s why he is great at advertising.