Some one once said that all marketers are liars. In fact, he wrote a book about it and called it "All Marketers Are Liars". And while the bald guy who wrote the book of the same name may be right about a lot of things, I don't believe that the work involved in informing customers about your business is a process of lying. And though there's obviously more to the theory behind Seth's discussion of marketing, as a small business owner trying to get a message out to an ocean of customers, I don't like to think of what I am doing as "lying". But "lying" is rampant in our industry. Take this blurb I stumbled on recently at a competitors web site. At the bottom of their site, it reads "Motorcycle Parts are in high demad [sic] all summer, but with over thirty warehouses around the country, we have access to over a million aftermarket Sportbike Parts and OEM parts and accessories." Looking at the Google street view of this business, I