Let's start with some basic concepts. You live in an age of lies. Every day of your life you are literally being drowned in lies. Lies by government. Lies by advertisers. Lies by the corporate media.
Truth has become such a valuable commodity that the government is economizing it!
Liars, meaning good convincing liars (i.e. sociopaths, who evince no guilt when they lie) , lie because they are able to get what they want from people, especially if those people are conditioned from childhood to tell and to believe that others will tell the truth.
It may seem that I am stating the obvious, but the point I want to make is that all ruling power is, is the willingness and ability to do things the ruled may not, or have been conditioned to believe they cannot do.