all marketers-are-liars
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All Marketers Are Liars Tell StoriesThe Power of Telling Authentic Stories in a Low-Trust World
By Seth Godin
In the Beginning...
...There was a story.
Stories make it easier
to understand the world.
You're a Liar.
So am I.
Everyone is a liar.
We know we're not telling the whole truth.
Special Kind of Liar
Marketers lie because consumer's demand it.
Marketers tell lies & consumers believe them.
Telling a Great Story
A great story is true.Not factually true.
Consistent and authentic.
Telling a Great Story
Great stories make a promise.Promise is bold, audacious it's exceptionalNot 'Very Good'
Deliver the promise
Telling a Great Story
Great stories are trustedTrust is scarce consumers don't trust
Marketers need to earn trust before telling the story.
Telling a Great Story
Great stories are subtleThe less a marketer spells out, the more powerful the story.
The prospect ultimately tell themselves the lie drawing their own conclusions.
Telling a Great Story
Great stories don't appeal to logicThey appeal to our sensesAlessi teapot
Fact sheet about boiling water
Telling a Great Story
Great stories are rarely aimed at everyoneAverage consumers are good at ignoring you.
Successes 'fit' the view of an audienceAudience spreads the story
Telling a Great Story
Great stories don't contradict themselvesRight location, wrong item = you lose
Right item, wrong staff = you lose
Consumers see through deciet
Telling a Great Story
Great stories agree with our worldviewThe best stories don't teach us anything new
The best stories agree with what the audience already believes.
Telling a Great Story
Great stories agree with our worldviewThe best stories don't teach us anything new
The best stories agree with what the audience already believes.
You're Not in Charge
Marketing Myth you are in control of the conversation.Your not.
People pick and choose what they want to hear.
You're Not in Charge
You can choose a position for your product.
But you can't control the messageYour customers will.
You're Not in Charge
Every message changes the marketplace
One competitor makes a change, the entire landscape changes.
The Pearls
Your story is keyIf it doesn't fit your audience, it doesn't matter
If your competitor changes their story, so does yours.
Yesterday's story doesn't work for today's customers
The Pearls
We all have our own worldviews.It's not who we are.
It's what we believe.
It's our biases.
The Pearls
People only notice the newAnd then make a guess (if they like it or not)
The Pearls
First impressions start the storyFirst contact != First impression
We really don't know when the first impression will occur.
The Pearls
Great marketers tell stories we believeStories are framed to fit our worldview
They reinforce our own thoughts
All Marketers Are Liars Tell Stories
Pro'sEasy read
High level concepts that can apply to any business
Changes the perspective on what is 'marketing' in a connected world.
Many business examples
All Marketers Are Liars Tell Stories
Con'sHigh level
No step by step guide (not that you want one)
Doesn't make toast?
All Marketers Are Liars Tell Stories
OverallThis is not a book of 'solutions'
This is a book to help change your perspective
A quick read for any marketer easy to reflect on own line of work and compare.