By Seth Godin
Seth Godin's 3 crucial questions for each marketer:
"What's you story?"
"Will the folks who have to pay attention this tale think it?"
"Is it true?"
All sellers inform tales. And in the event that they do it correct, we think them. We think that wine tastes greater in a $20 glass than a $1 glass. We think that an $80,000 Porsche is greatly greater to a $36,000 Volkswagen that's nearly an analogous automobile. We think that $125 footwear make our toes think better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this debatable publication, nice agents don't discuss positive aspects or perhaps advantages. as an alternative, 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 unlimited variety of offerings and no time to lead them to, each association is a marketer, and all advertising and marketing is ready telling stories.
Marketers prevail after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which percentage with our buddies. ponder the Dyson vacuum purifier, or Fiji water or the iPod.
But pay attention: in the event that your tales are inauthentic, you pass the road from fib to fraud. dealers fail once they are egocentric and scurrilous, after they abuse the instruments in their alternate and make the realm worse. That's a lesson realized the difficult method via telemarketers, cigarette businesses, and sleazy politicians.
But for the remainder of us, it's time to embody the ability of the tale. As Godin writes, "Stories assist you comprehend the realm. tales are the single approach we all know to unfold an concept. agents didn't invent storytelling. they only perfected it."
Read Online 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
The great failure of marketing theory is its inability to explain variety. No marketer can tell you in advance if an advertisement is going to work or if a new product is S T E P 1 : T H E I R W O R L D V I E W | 39 going to be successful. As a result, the whole thing feels like a crapshoot. The explanation for this variety lies in the worldview all consumers carry around. It turns out that we don’t all want the same things! Each person has a differ ent set of biases and values and assumptions, and those worldviews are inﬂuenced by their parents, their schools, the places they live and the experiences they’ve had to date.
The transformation of our organiza tions has been under way for a while, but now, thanks to G O T M A R K E T I N G ? | 37 outsourcing and computers and increasing manufacturing quality, it’s easier than it’s ever been to get something made, shipped and stocked. Easier than ever to ensure quality and durability. What’s difﬁcult—really difﬁcult—is ﬁguring out what’s worth making and then telling a story about it. (No, I’m not saying that manufacturing doesn’t matter. It does. It’s an essential part of the story you’re going to tell.
Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. Consumers don’t trust the beautiful women ordering vodka at the corner bar (they’re getting paid by the liquor company). ) and consumers don’t trust the companies that make pharmaceuticals (Vioxx, appar ently, can kill you). As a result, no marketer succeeds in 12 | ALL MARKETERS ARE LIARS telling a story unless he has earned the credibility to tell that story. Great stories are subtle. Surprisingly, the less a mar keter spells out, the more powerful the story becomes.
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