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 retailers 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 more advantageous to a $36,000 Volkswagen that's nearly an identical automobile. We think that $125 footwear make our toes suppose better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this arguable e-book, nice retailers don't discuss gains or perhaps merits. as a substitute, they inform a story--a tale we wish to think, even if it's authentic or no longer. In an international the place most folk have an enormous variety of offerings and no time to lead them to, each association is a marketer, and all advertising is set telling stories.
Marketers prevail once they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which proportion with our neighbors. consider the Dyson vacuum cleanser, or Fiji water or the iPod.
But pay attention: in the event that your tales are inauthentic, you go the road from fib to fraud. agents fail once they are egocentric and scurrilous, once they abuse the instruments in their exchange and make the area worse. That's a lesson realized the not easy 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 area. tales are the one approach we all know to unfold an concept. dealers 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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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
The story is compelling. It’s easy to believe the lie we tell ourselves. So easy to believe that most of its customers are shocked when they discover that industry giant L’Oréal has owned the company for several years. Is the brand worth the premium they charge con sumers? Well, if worth is measured in the price charged compared to the cost of the raw ingredients, of course not. But if Kiehl’s customers are measuring the price paid compared to the experience of purchasing and the way that using the product makes them feel, it’s a no-brainer.
On a personal level, your résumé should be about inventing remarkable things and telling stories that register—not about how good you are at meeting specs. Organizations that are going to be around tomorrow will be those that stop spending all their time dealing with the day-to-day crises of shipping stuff out the door or re acting to emergencies. Instead the new way of marketing will separate winners from losers. That’s your challenge. The winners will be those who ﬁgure it out. STEP 1: THEIR WORLDVIEW AND FRAMES GOT THERE BEFORE YOU DID WE ALL WANT THE SAME THINGS We all want to be safe, healthy, successful, loved, re spected, happy and ﬁt.
Why do some organizations start strong and then falter, while others can gradually grow in importance and proﬁt and keep it going forever? Marketers can no longer use commercials to tell their stories. Instead they have to live them. Yes, marketing matters. It matters so much that we have an obligation to do it right. Marketing has become more powerful than it has ever been before. It’s not an overstatement to say that marketing changes the world G O T M A R K E T I N G ? | 27 on a daily basis.