The Big Idea What sells a product these days?- Is it price point?- Is it the buyer’s need?- Are product features and benefits the deciding factors for customers to buy? Mr. Seth Godin says it is none of the above.
Key Points from the Book Negative Marketing Story Telling 5th P White Lie
Highlights from the Book What makes a great story? Great stories should: Make a promise Be true Be trusted Happen fast Not appeal to logic, but often appeal to our senses Never contradict themselves Agree with our worldview
Five Important Aspects Finding an undiscovered clump Bring change Creating first impression Forming believable story Thrive with authencity
Key Learning It’s all our perception, the advertising fundas, the way a product is presented and a feel good factor are the major factors which influence us to buy any product or services for which Mr. Godin has give few examples of wine in a glass, Porsche v/s Volkswagen and branded sneakers. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse Great stories dont contradict themselves
Cont… Any marketer who is best in story telling can sell anything beyond his limits by simply picturing what his customer thinks of himself, even though if he has got stuck in the web of the spider It’s just a matter of how you tell him the story. That’s all
Conclusion People communicate with stories The facts of your product are irrelevant People are leery Profitable growth is generated from referrals People are bundles of opinions and biases People are bombarded with messages