ALL MARKETERS ARE LIARS
Published on : 2017-04-13 16:36:30
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. Stories are the only way we know to spread an idea. Instead, they tell a story—a story we want to believe, whether it’s factual or not all marketers are liars. But beware: If your stories are inauthentic, you cross the line from fib to fraud all marketers are liars. 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 fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. ÁdIq³»§ó³=â¿ÏçgLØôßìîïçg`. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. As Godin writes, “Stories make it easier to understand the world. We believe that wine tastes better in a $20 glass than a $1 glass. 5 %µµµµ 1 0 obj >>> endobj 2 0 obj > endobj 3 0 obj >/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group>/Tabs/S/StructParents 0>> endobj 4 0 obj > stream xµÛnã¸õ=@þ}°#J¤. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car.
Å $;;;E§ØíØEäXÕqlWr¤_ßsE|u$eä¹ðÜyÄ>üÂ>~üðõöË,¸ºb7. But for the rest of us, it’s time to embrace the power of the story. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.BridgeCoin.
821)SAÂEÈ¬*ÎÏ~ÿ+[ÁP¼hÀßLdÈBC(* 4L®K6½&_óê[±-¦rRÕìº*Ø. And if they do it right, we believe them. .Ethereum Classic.
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all marketers are liars