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 greater in a $20 glass than a $1 glass. We think that an $80,000 Porsche Cayenne is enormously more advantageous to a $36,000 VW Touareg, that is almost an identical automobile. We think that $225 Pumas will make our toes think better-and glance cooler-than $20 no-names . . . and believing it makes it real.
winning retailers do not discuss positive factors or maybe merits. in its place, they inform a narrative. a narrative we wish to think.
it is a publication approximately doing what shoppers demand-painting brilliant photos that they decide to think. each organization-from nonprofits to motor vehicle businesses, from political campaigns to wineglass blowers-must remember the fact that the principles have replaced (again). In an economic climate 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 ready telling tales.
sellers be triumphant once 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 the iPod.
yet watch out: in case your tales are inauthentic, you pass the road from fib to fraud. agents fail after they are egocentric and scurrilous, once they abuse the instruments in their exchange and make the area worse. that is a lesson realized the challenging means by way of telemarketers and Marlboro.
it is a strong ebook for a person who desires to create issues humans actually wish in preference to commodities that individuals purely need.
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Extra resources for All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Some marketers do it well. Others are pretty bad at it. Sometimes the stories help people get more done, enjoy life more and even live longer. Other times, when the story isn’t authentic, it can have significant side effects and consumers pay the price. The reason all successful marketers tell stories is that consumers insist on it. Consumers are used to telling stories to themselves and telling stories to each other, and it’s just natural to buy stuff from someone who’s telling us a story. People can’t handle the truth.
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 satisfying a need, you could actually create a want. ” Television was a miracle. It enabled companies with money to effortlessly create more money.
We noticed that the sun rose every morning and we invented a story about Helios and his chariot. People got sick and we made up stories about humors and bloodletting and we sent them to the barber to get well. Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it. YOU’RE A LIAR So am I. Everyone is a liar. We tell ourselves stories because we’re superstitious. Stories are shortcuts we use because we’re too overwhelmed by data to discover all the details.