never lie about what you say
say truth by using proof by building up authority and using logic
make boldest claims which can be backed up with truth
damaging omission:
true about your product or service being a bit bad can make them belief you because of your integrity
from professor:
Maintaining brutal and authentic honesty, including making only those bold claims that can be substantiated, fosters trust and establishes credibility. A single untruth can precipitate comprehensive distrust, hence it is vital to uphold veracity in all communications and claims. Demonstrating honesty through acknowledging a product’s limitations or weaknesses can paradoxically enhance belief in your communication due to perceived integrity. 
