By Seth Godin
Seth Godin's 3 crucial questions for each marketer:
"What's you story?"
"Will the folk who have to listen this tale think it?"
"Is it true?"
All agents 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 tremendously greater to a $36,000 Volkswagen that's nearly an analogous motor vehicle. We think that $125 footwear make our ft consider better--and glance cooler--than a $25 model. And believing it makes it true.
As Seth Godin confirmed during this arguable booklet, nice dealers don't discuss gains or perhaps merits. as an alternative, they inform a story--a tale we wish to think, even if it's real or no longer. In a global the place most folks have an enormous variety of offerings and no time to cause them to, each association is a marketer, and all advertising and marketing 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 percentage with our neighbors. 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. dealers fail once they are egocentric and scurrilous, once they abuse the instruments in their alternate and make the area worse. That's a lesson realized the not easy manner by means of telemarketers, cigarette businesses, and sleazy politicians.
But for the remainder of us, it's time to include the facility of the tale. As Godin writes, "Stories aid you comprehend the area. tales are the single manner we all know to unfold an idea. retailers didn't invent storytelling. they simply 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
Pile that onto the way some of us feel about donuts and they had tapped into an existing worldview (donuts = sensual = hot = love). It wouldn’t work on everyone, but until people changed their worldview (donuts = carbs = get fat), they did great. Today Krispy Kreme is losing money, shutting stores and facing government inquiries—all because of a change in worldview. A frame, in other words, is a way you hang a story on to a consumer’s existing worldview. When a furniture store runs a going out of business sale with banners on every street corner, they’re not talk ing about the furniture.
The operator starts giving a prewritten speech. He doesn’t stop for at least ten sentences. He’s reading a script and he’s not doing a particularly good job of it. The words don’t match his unsophisticated tone of voice. H I G H L I G H T S | 15 I’m long gone, of course. But the ﬁnal straw is when he starts saying things that are patently and transparently untrue. ” Is it any wonder that more than 50,000,000 people signed on to the Do Not Call Registry in just a matter of weeks? If a telemarketer has a story to tell, most of us don’t want to hear it.
Even if we could be sure of the magic phrase that would turn a prospect into a customer, we can’t use it be cause we don’t know which customer is going to listen to which message. It’s not crisp. It’s fuzzy. YOU’RE NOT IN CHARGE (YOU CAN’T CONTROL THE CONVERSATION) Most messages don’t come from marketers. Yes, it’s a myth that you’re in charge. That John Kerry gets to decide what people will hear and learn about him, that Dell or Allstate or Mini or Maytag are somehow in control of everything that gets received by the ultimate consumer of the product.