... only if you want to turn off the customer.
Here is an interesting article by Charles Green at Trust Advisers commenting on situations where the marketing message does not help the sales process. I think that the real issue here is that after almost a century of mass marketing broadcasts, consumers and business decision makers can easily discern which marketing messages apply to them and which do not.
As consumers we constantly find ourselves inundated with marketing messages and sales pitches. Many actually apply us and our situation, but many more do not. If we were not able to weed out the messages that apply from the ones that did not we would never be able to make any decision due to information overload. That is where sticking to the marketing message, particularly the wrong marketing message, can absolutely destroy the credibility of a salesperson in the eyes of the customer.