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 dealers 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 tremendously more advantageous to a $36,000 Volkswagen that's nearly an analogous automobile. We think that $125 footwear make our toes believe better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this arguable e-book, nice dealers don't discuss positive aspects or maybe advantages. in its place, they inform a story--a tale we wish to think, even if it's actual or now not. In an international the place most folk 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 after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which proportion with our pals. contemplate the Dyson vacuum cleanser, or Fiji water or the iPod.
But watch out: in the event that your tales are inauthentic, you move the road from fib to fraud. retailers fail after they are egocentric and scurrilous, once they abuse the instruments in their exchange and make the realm worse. That's a lesson discovered the demanding approach 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 help you comprehend the realm. tales are the single means we all know to unfold an idea. sellers didn't invent storytelling. they only perfected it."
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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
At the same time, though, marketing now is more powerful than it has ever been. That’s because the new techniques have even more impact—because they’re more subtle. 26 | ALL MARKETERS ARE LIARS If you aren’t doing as well as you’d like, it’s probably because you’re acting like the golden age is still here. It’s not. In the last century, marketers fell in love with tell ing stories via commercials on television, and we forgot about other, more effective ways to spread our ideas. After the golden age, in what should be marketing’s darkest hour, the industry has reinvented itself.
But once we start talking about more sophisticated products, things that people want instead of need, the discussion gets complicated. Even extremely poor consumers in the developing world will prioritize their purchases to get what they want, often ignoring the opportunity to take what they need. It’s easy to fall into the trap of thinking of your mar ket as a cohesive audience, of thinking of a market as a large group of similar people. But there is no monolith of want. Everyone doesn’t want a slightly better dishwasher or 42 | ALL MARKETERS ARE LIARS a faster plane ride.
Key fact: in 2003 pharmaceutical companies spent more on marketing and sales than they did on research and development. When it comes time to invest, it’s pretty clear that spreading the ideas behind the medicine is more important than inventing the medicine itself. 24 | ALL MARKETERS ARE LIARS BEFORE, DURING AND AFTER THE GOLDEN AGE Before the golden age of television, marketing wasn’t par ticularly important. Companies made commodities— things that people needed. If you could make something that answered a need, was fairly priced and well distrib uted, you’d do just ﬁne.
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