In Seth Godin’s book ‘All Marketers Are Liars’, Godin says promoting the features and benefits of your product or service is no longer enough to be a successful marketer.
Check out the book at www.sethgodin.com to find out why you need to tell remarkable and compelling stories to a market who want to believe how your product or service will make them feel.
Godin says marketing is about spreading ideas, and that stories spread, but features and benefits don’t.
The key message this book has for marketers is that people buy things because of how it makes them feel AND consumers want to believe a lie.
So you need to tell your story (your lie) to an audience that already wants to believe you.
Godin says, “Storytelling works when believing it makes your product or service better”. He uses the example of how buying organic produce makes us feel like we are doing something better for our health and the environment, even though there is no proof to support this.
Godin also warns marketers that how you frame and colour your story matters even more than the story itself.
He says that’s why your marketing materials are so important – because the words you use matter.