Abstract: This book is about the importance of telling authentic stories in marketing. Successful marketers are those who identify a large group
of consumers having a similar worldview and frame stories that appeal to this worldview.
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In an age where consumers have plenty of
choices and are bombarded by advertising and other messages
from companies that seek to peddle their products and
services, the main challenge for any marketer or advertiser
is cutting through the clutter in the market place and
grabbing the attention of the consumer. This book highlights
this challenge faced by marketers and goes on to explain why
telling authentic stories can help marketers deal with this
challenge.
Seth Godin, new age marketing guru and author of bestsellers
like Purple Cow and Permission Marketing has ensured that he
applies the principles that are discussed in the book, to
the marketing of the book itself. An attention-grabbing
title and an attractive cover make the book stand out from
other books - and also entices you to pick it up. |
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But as the title suggests, are all marketers really liars? Apparently
not, for the author goes on to explain that marketers are actually story
tellers and they tell stories because consumers demand it.
We all know about the power of stories. Humans are more receptive to stories
than they are to the memorization of facts and figures. Seth Godin tells us
that successful marketers go beyond conveying the facts i.e., features and
benefits of the product or service, to customers. They are successful
because they tell an authentic story - a story that fits the beliefs,
values, and biases that customers have. These beliefs and biases are termed
as the customers’ worldview.
Worldviews are not static. Instead, they are a function of what the consumer
believes at that moment. People like to stick to their worldviews and want
them to be reinforced. Marketers should scout for consumers who have a
particular worldview, frame a story that is most likely to appeal to them
and convey it to them in a cost effective manner.
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