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This is Marketing
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ALL MARKETERS TELL STORIES. AND IF THEY DO IT RIGHT, WE BELIEVE THEM.
WE BELIEVE THAT WINE TASTES BETTER IN A $20 GLASS than a $1 glass. We believe that $125 sneakers make our feet feel better-and look cooler- than a $25 brand. And believing it makes it true.
As Seth Godin explains, great marketers don't talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
All marketers are storytellers. Only the losers are liars.
