Telling the Story and Knowing What You're Selling
Seth Godin has a new book, All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust World coming out May 23, 2005. The book appears that it will focus on the stories behind the ads and marketing campaigns we see every day.
For example, Seth talks about Evian bottled water is not just a drink of water, it is more than just water. You’re also buying the story “It's not just water, but water from the French Alps. It's superb water. Beyond all other waters. I feel smarter. I look better. You've lifted me out of my mundane, middle-class existence…”
Seth has a post concerning the way lawyers approach trying a case:
Smart lawyers win cases where the facts don't back them up. That's because smart lawyers know how to tell a story that people will want to believe. It's a story that makes a juror feel competent and ethical and satisfied. It's a story that has very little to do with the facts and a lot to do with the lies we insist on.
I think most marketers spend way too much time worrying about their version of the truth and not enough time be authentic and telling stories about what they're up to.
I like Seth’s point, but will disagree that telling an authentic story can be done regardless of the facts. You have to have facts to tell an authentic story. After the facts, the story you tell is important. You can read Seth’s entertaining blog here.
