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 sellers 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 enormously better to a $36,000 Volkswagen that's almost an identical vehicle. We think that $125 footwear make our ft suppose better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this debatable e-book, nice agents don't discuss good points or maybe advantages. as an alternative, they inform a story--a tale we wish to think, even if it's authentic or no longer. In a global the place most folks have an unlimited variety of offerings and no time to cause them to, each association is a marketer, and all advertising is set telling stories.
Marketers prevail after they let us know a narrative that matches our worldview, a narrative that we intuitively include after which proportion with our pals. examine the Dyson vacuum cleanser, or Fiji water or the iPod.
But watch out: in case your tales are inauthentic, you move the road from fib to fraud. sellers fail after they are egocentric and scurrilous, after they abuse the instruments in their exchange and make the area worse. That's a lesson realized the not easy means by way 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 allow you to comprehend the area. tales are the single means 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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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
This is urgent. 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.
Needs are practical and objec tive, wants are irrational and subjective. And no matter what you sell—and whether you sell it to businesses or consumers—the path to proﬁtable growth is in satisfying wants, not needs. ) HIGHLIGHTS | 9 CAN PUMAS REALLY CHANGE YOUR LIFE? In the coming pages, I will explain why people lie to themselves and how necessary stories are to deal with the deluge of information all consumers face every day. People believe stories because they are compelling. We lie to ourselves about what we’re about to buy.
The center of the curve had the most value, because that’s where the proﬁt was. If you ran an efﬁcient factory and made quality prod ucts and shipped on time, your advertising would take care of the rest. Make good stuff for cheap, that was the motto. The unsung heroes were the factory foremen and the quality control guys. Sure, it helped if you had a terriﬁc invention, but those were easy to copy. And it was terriﬁc if you had a powerful brand, but those lasted forever and over time, people could inch up on you.