9/9/18 All Marketers are liars...
“Marketing is no longer about the stuff you make, but the stories you tell."
- Seth Godin
I have just finished the book, "All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World," by the marketing guru Seth Godin. Through the book readers are presented with a series of thoughtful marketing concepts designed to push the true marketer. There are several segments that require thoughtful analysis but also insight into marketing techniques that have been used on you, and techniques that you can use for your business.
Due to recent advancements in technology, Godin, consistently drives the theme of the responsibility that the marketer now has to tell a concise, interesting story of the brand and the product. Traditional avenues of television and advertising are no longer considered effective in a connected world. Most importantly, he states that the message must be authentic to be successful.
"We drink the can, not the beverage."
People purchase items for the perception of how it will make them feel and not necessarily the function. In a recent email, we compared a Nissan Versa to a Mercedes. And while both vehicles can perform the same basic function, the Mercedes exudes style, speed and wealth.
In the same respect, why would anyone ever purchase Tylenol, when the store brand is 75% cheaper and has the exact same ingredients. It probably come off of the same assembly line ; yet there is a reason that Tylenol is present on the supermarket shelves, it sells. Marketers have led the buyer to believe that the branded Tylenol product is superior to the alternative, and thus more effective.
“We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.”
When consumers make a purchase, they've made a decision. They made the decision to part with their hard-earned money to receive a good or service that they believe will benefit their lives. Once they've made that decision, they will likely make it again, and also, they will also defend it to their friends and family. Knowing this is particularly beneficial to develop your business. Should your goods or services exceed expectations your consumers will become your single greatest marketing tool. To date, amongst all technological advancements, the most powerful marketing tool is still word of mouth adoration from consumers experienced with your company. It’s simple, deliver exactly what you promise and be authentic in delivery.
“Stories (not ideas, not features, not benefits) are what spread from person to person.”
Benefits are important as well as features, but they can be complex, unimportant to the consumer and potentially replaceable. The one thing that can't be copied is a story that provides a positive outlook. What is a company's story? Its unique to each brand. Its not always entirely obvious, but it should not be overlooked.
“Your story is a symphony, not a note.”
Work on your story, know that it will develop and evolve. It won't be perfect in the beginning, but it will become better with each victory. Understand the uniqueness that it provides and the power that it gives your business to differentiate your brand from the pack.
- Sean Garvey
Dwell Inspect Arizona
(480) 867 4599