By Seth Godin
Seth Godin's 3 crucial questions for each marketer:
"What's you story?"
"Will the folks who have to listen this tale think it?"
"Is it true?"
All agents inform tales. And in the event that they do it correct, we think them. We think that wine tastes larger in a $20 glass than a $1 glass. We think that an $80,000 Porsche is significantly more suitable to a $36,000 Volkswagen that's almost an identical automobile. We think that $125 footwear make our ft think better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this debatable ebook, nice retailers don't discuss beneficial properties or perhaps advantages. in its place, they inform a story--a tale we wish to think, no matter if it's authentic 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 prevail after they let us know a narrative that matches our worldview, a narrative that we intuitively include after which percentage with our associates. think about the Dyson vacuum cleanser, or Fiji water or the iPod.
But pay attention: in case your tales are inauthentic, you pass the road from fib to fraud. agents fail once they are egocentric and scurrilous, after they abuse the instruments in their exchange and make the area worse. That's a lesson realized the challenging approach by means of telemarketers, cigarette businesses, and sleazy politicians.
But for the remainder of us, it's time to embody the facility 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. dealers didn't invent storytelling. they simply 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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Extra 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
People bought stuff they needed and those with a skill made money providing for their customers’ needs. During the golden age, if you had enough money, you could buy a ton of television commercials and magazine ads and tell the story of your choice to each and every consumer. But you had to market to all the consumers at once—there were only three channels, after all. You had sixty seconds to tell a simple story, and if you did a good job, you could create demand. Instead of sat isfying a need, you could actually create a want.
MARKETERS AREN’T REALLY LIARS I wasn’t being completely truthful with you when I named this book. Marketers aren’t liars. They are just storytell H I G H L I G H T S | 19 ers. It’s the consumers who are liars. As consumers, we lie to ourselves every day. We lie to ourselves about what we wear, where we live, how we vote and what we do at work. Successful marketers are just the providers of stories that consumers choose to believe. This is a book about the psychology of satisfaction. I believe that people tell themselves stories and then work hard to make them true.
Until marketers of all stripes realize this, marketing will never come near its potential to change things. There’s too much to say and not enough time to say it in. New and Improved and Organic and Healthy and Union-made and Calorie-free and Low-carb and Celebrity-endorsed and As-Seen-On-TV and so on. You’ve heard the numbing statistics about new product introductions and media clutter so often that you’ve for gotten just how bad they are. Not only are there too many choices, but as prod ucts and services have gotten more and more complex, there’s a lot of teaching for marketers to do.