All Marketers are Liars. Seth Godin. The New Definition of Marketing. Marketers can no longer use commercials to tell their stories. Instead, they have to live them. Marketing has become more powerful than it has ever been before.
100 % Whole Grain
Low –carb worldview
First movers advantage
Old Power Curve
Goal: make good stuff for cheap
Quality of original idea and the story told matter a great deal
100% natural food
Kiehl’sInteresting store décorStaff well trainedLabels full of informationEach item lovingly displayedAnimal testingOwned by Estee Lauder
VW Touareg $36,000
Why doesn’t everyone drive a Honda?
Why don’t we all practice the same religion?
Why is the average price paid for a wedding dress $799 – with some paying ten to twenty times that and others borrowing one for free?
Your boss charges you with introducing a new kind of salty snack food, a chip of some sort. Develop a marketing strategy.
SurgeonThe decision to sue a surgeon for malpractice has nothing whatsoever to do with whether or not the doctor was negligent or careless and everything to do with………
Stories let us lie to ourselves. It’s the story, not the good or the service you actually sell.
Ex. Organic food is better
Minivans vs. SUV’s
The challenge is in figuring out what’s remarkable and actually making the remarkable happen
No marketing succeeds if it can’t find an audience that already wants to believe the story being told.
- good gas mileage
- smart key (car knows you have key)
Google Blogs: stories aimed precisely at people who want to hear them