By Seth Godin
Each marketer tells a narrative. 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 Cayenne is enormously improved to a $36,000 VW Touareg, that's almost a similar vehicle. We think that $225 Pumas will make our toes think better-and glance cooler-than $20 no-names . . . and believing it makes it real. profitable sellers do not speak about positive factors or maybe merits. as a substitute, they inform a narrative. a narrative we wish to think. it is a e-book approximately doing what shoppers demand-painting vibrant images that they decide to think. each organization-from nonprofits to motor vehicle businesses, from political campaigns to wineglass blowers-must keep in mind that the foundations have replaced (again). In an financial system the place the richest have an enormous variety of offerings (and no time to make them), each association is a marketer and all advertising and marketing is set telling tales. agents be triumphant after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which percentage with our pals. consider the Dyson vacuum purifier or the iPod. yet pay attention: in case your tales are inauthentic, you pass the road from fib to fraud. sellers fail after they are egocentric and scurrilous, after they abuse the instruments in their alternate and make the area worse. that is a lesson realized the difficult method through telemarketers and Marlboro. this can be a robust booklet for a person who desires to create issues humans actually wish instead of commodities that folks purely desire.
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Additional info for All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Managers will tell you how well they manage the day-to-day crises that cross their desks. Résumés confirm this—the organization of our organizations is all about getting stuff done and smart job seekers stress this in their credentials. That’s no surprise. The old power curve is on the next page. The Curve of Making Stuff All the juicy stuff was in the middle. 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 products and shipped on time, your advertising would take care of the rest.
This makes sense, of course. Taste is subjective. If you think the pancakes at the IHOP taste better, then they do. Because you want them to. Riedel sells millions of dollars’ worth of glasses every year. He sells glasses to intelligent, well-off wine lovers who then proceed to enjoy their wine more than they did before. Marketing, apparently, makes wine taste better. Marketing, in the form of an expensive glass and the story that goes with it, has more impact on the taste of wine than oak casks or fancy corks or the rain in June.
It’s an essential part of the story you’re going to tell. ) The reason most of the people who sell services and products to business are struggling with profit margins is that they see themselves as peddling a commodity. Because they focus on the center of the curve, on making a better widget a little cheaper, they’re stuck. The organizations that succeed realize that offering a remarkable product with a great story is more important and more profitable than doing what everyone else is doing just a bit better.
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin