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All Marketers  Are Liars  Tell Stories The Power of Telling Authentic Stories  in a Low-Trust World By Seth Godin
In the Beginning... <ul>...There was a story. Stories make it easier to understand the world. </ul>
You're a Liar. <ul><li>So am I.
Everyone  is a liar.
We know we're not telling the whole truth. </li></ul>
Special Kind of Liar <ul><li>Marketers lie because consumer's demand it.
Marketers tell lies & consumers believe them. </li></ul>
Telling a Great Story <ul><li>A great story is true. </li><ul><li>Not factually true.
Consistent and authentic.  </li></ul></ul>
Telling a Great Story <ul><li>Great stories make a promise. </li><ul><li>Promise is bold, audacious – it's  exceptional </...
Telling a Great Story <ul><li>Great stories are trusted </li><ul><li>Trust is scarce – consumers don't trust
Marketers need to earn trust before telling the story. </li></ul></ul>
Telling a Great Story <ul><li>Great stories are subtle </li><ul><li>The less a marketer spells out, the more powerful the ...
The prospect ultimately tell themselves the lie – drawing their own conclusions. </li></ul></ul>
Telling a Great Story <ul><li>Great stories don't appeal to logic </li><ul><li>They appeal to our senses </li><ul><li>Ales...
Fact sheet about boiling water </li></ul></ul></ul>
Telling a Great Story <ul><li>Great stories are rarely aimed at everyone </li><ul><li>Average consumers are good at ignori...
Successes 'fit' the view of an audience </li><ul><li>Audience spreads the story </li></ul></ul></ul>
Telling a Great Story <ul><li>Great stories don't contradict themselves </li><ul><li>Right location, wrong item = you lose
Right item, wrong staff = you lose
Consumers see through deciet </li></ul></ul>
Telling a Great Story <ul><li>Great stories agree with our worldview </li><ul><li>The best stories don't teach us anything...
The best stories agree with what the audience already believes. </li></ul></ul>
Telling a Great Story <ul><li>Great stories agree with our worldview </li><ul><li>The best stories don't teach us anything...
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Transcript of "All marketers-are-liars"

  1. 1. All Marketers Are Liars Tell Stories The Power of Telling Authentic Stories in a Low-Trust World By Seth Godin
  2. 2. In the Beginning... <ul>...There was a story. Stories make it easier to understand the world. </ul>
  3. 3. You're a Liar. <ul><li>So am I.
  4. 4. Everyone is a liar.
  5. 5. We know we're not telling the whole truth. </li></ul>
  6. 6. Special Kind of Liar <ul><li>Marketers lie because consumer's demand it.
  7. 7. Marketers tell lies & consumers believe them. </li></ul>
  8. 8. Telling a Great Story <ul><li>A great story is true. </li><ul><li>Not factually true.
  9. 9. Consistent and authentic. </li></ul></ul>
  10. 10. Telling a Great Story <ul><li>Great stories make a promise. </li><ul><li>Promise is bold, audacious – it's exceptional </li><ul><li>Not 'Very Good' </li></ul><li>Deliver the promise </li></ul></ul>
  11. 11. Telling a Great Story <ul><li>Great stories are trusted </li><ul><li>Trust is scarce – consumers don't trust
  12. 12. Marketers need to earn trust before telling the story. </li></ul></ul>
  13. 13. Telling a Great Story <ul><li>Great stories are subtle </li><ul><li>The less a marketer spells out, the more powerful the story.
  14. 14. The prospect ultimately tell themselves the lie – drawing their own conclusions. </li></ul></ul>
  15. 15. Telling a Great Story <ul><li>Great stories don't appeal to logic </li><ul><li>They appeal to our senses </li><ul><li>Alessi teapot
  16. 16. Fact sheet about boiling water </li></ul></ul></ul>
  17. 17. Telling a Great Story <ul><li>Great stories are rarely aimed at everyone </li><ul><li>Average consumers are good at ignoring you.
  18. 18. Successes 'fit' the view of an audience </li><ul><li>Audience spreads the story </li></ul></ul></ul>
  19. 19. Telling a Great Story <ul><li>Great stories don't contradict themselves </li><ul><li>Right location, wrong item = you lose
  20. 20. Right item, wrong staff = you lose
  21. 21. Consumers see through deciet </li></ul></ul>
  22. 22. Telling a Great Story <ul><li>Great stories agree with our worldview </li><ul><li>The best stories don't teach us anything new
  23. 23. The best stories agree with what the audience already believes. </li></ul></ul>
  24. 24. Telling a Great Story <ul><li>Great stories agree with our worldview </li><ul><li>The best stories don't teach us anything new
  25. 25. The best stories agree with what the audience already believes. </li></ul></ul>
  26. 26. You're Not in Charge <ul><li>Marketing Myth – you are in control of the conversation. </li><ul><li>Your not. </li></ul><li>People pick and choose what they want to hear. </li></ul>
  27. 27. You're Not in Charge <ul><li>You can choose a position for your product.
  28. 28. But you can't control the message </li><ul><li>Your customers will. </li></ul></ul>
  29. 29. You're Not in Charge <ul><li>Every message changes the marketplace
  30. 30. One competitor makes a change, the entire landscape changes. </li></ul>
  31. 31. The Pearls <ul><li>Your story is key </li><ul><li>If it doesn't fit your audience, it doesn't matter
  32. 32. If your competitor changes their story, so does yours.
  33. 33. Yesterday's story doesn't work for today's customers </li></ul></ul>
  34. 34. The Pearls <ul><li>We all have our own worldviews. </li><ul><li>It's not who we are.
  35. 35. It's what we believe.
  36. 36. It's our biases. </li></ul></ul>
  37. 37. The Pearls <ul><li>People only notice the new </li><ul><li>And then make a guess (if they like it or not) </li></ul></ul>
  38. 38. The Pearls <ul><li>First impressions start the story </li><ul><li>First contact != First impression
  39. 39. We really don't know when the first impression will occur. </li></ul></ul>
  40. 40. The Pearls <ul><li>Great marketers tell stories we believe </li><ul><li>Stories are framed to fit our worldview
  41. 41. They reinforce our own thoughts </li></ul></ul>
  42. 42. All Marketers Are Liars Tell Stories <ul><li>Pro's </li><ul><li>Easy read
  43. 43. High level concepts that can apply to any business
  44. 44. Changes the perspective on what is 'marketing' in a connected world.
  45. 45. Many business examples </li></ul></ul>
  46. 46. All Marketers Are Liars Tell Stories <ul><li>Con's </li><ul><li>High level
  47. 47. No step by step guide (not that you want one)
  48. 48. Doesn't make toast? </li></ul></ul>
  49. 49. All Marketers Are Liars Tell Stories <ul><li>Overall </li><ul><li>This is not a book of 'solutions'
  50. 50. This is a book to help change your perspective
  51. 51. A quick read for any marketer – easy to reflect on own line of work and compare. </li></ul></ul>
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