By Seth Godin
Seth Godin's 3 crucial questions for each marketer:
"What's you story?"
"Will the folk who have to pay attention this tale think it?"
"Is it true?"
All retailers inform tales. And in the event that they do it correct, we think them. We think that wine tastes higher in a $20 glass than a $1 glass. We think that an $80,000 Porsche is tremendously more advantageous to a $36,000 Volkswagen that's nearly an identical automobile. We think that $125 shoes make our ft think better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this arguable booklet, nice dealers don't speak about beneficial properties or maybe advantages. in its place, they inform a story--a tale we wish to think, no matter if it's genuine or no longer. In an international the place most folks have an enormous variety of offerings and no time to cause them to, each association is a marketer, and all advertising is ready telling stories.
Marketers be triumphant once they let us know a narrative that matches our worldview, a narrative that we intuitively include after which proportion with our buddies. examine the Dyson vacuum cleanser, or Fiji water or the iPod.
But pay attention: in case your tales are inauthentic, you go the road from fib to fraud. sellers fail after they are egocentric and scurrilous, once they abuse the instruments in their alternate and make the realm worse. That's a lesson discovered the not easy method via telemarketers, cigarette businesses, and sleazy politicians.
But for the remainder of us, it's time to include the ability of the tale. As Godin writes, "Stories enable you to comprehend the realm. tales are the one manner we all know to unfold an concept. retailers didn't invent storytelling. they only perfected it."
Read or Download All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All PDF
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Additional info for All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
These people embrace the brand and tell the story to their friends as well. If a consumer believes that cosmetics should be cheap or ubiquitous or the brand that a best friend uses, then Kiehl’s is invisible. But if a consum er’s worldview is about ﬁnding something offbeat, unique and aggressively original, then the story resonates. Ironically Kiehl’s didn’t set out to succeed by telling a unique story. This brand is the work of an idiosyncratic individual, and lucky for him, his story meshed with the worldview of the people who shopped there.
The story changes the way the consumer expe riences the product or service and he tells himself a lie. Consumers make a prediction about what will hap pen next. Consumers rationalize anything that doesn’t match that prediction. STEP 5: MARKETERS WITH AUTHENTICITY THRIVE The authenticity of the story determines whether it will survive scrutiny long enough for the consumer to tell the story to other people. Sometimes marketing is so powerful it can actually change the worldview of someone who experiences it, but no marketing succeeds if it can’t ﬁnd an audience that already wants to believe the story being told.
Detailed narratives about animal testing and motorcycle racing, about the founders and about their customers. The prices were ridiculous, the bottles unlike any I’d ever seen sold for money (they appeared homemade—and still do). I bought my colleague her cream and headed for home, but not before I’d bought myself some shave cream and my wife a bar of soap. And just like a little family business, they insisted on giving me samples of other products to take home—for free. Apparently many others have had a similar experience.
All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All by Seth Godin