I HAVE NO INTENTION OF TELLING YOU THE TRUTH. THE STORYTELLING ABOUT MARKETING
Instead, I’m going to tell you a story. This storytelling about why marketers must forsake any attempt to communicate nothing but the facts, and must instead focus on what people believe and then work to tell them stories that add to there worldview.
MAKE NO MISTAKE
This is not about tactics or spin or little things that might matters.This is a whole new way of doing business.
It’s the fundamental shift in the paradigm of how ideas spread. Earther you’re going to tell stories that spread, or you will become irrelevant.
I’ll explain what the whole story is about, and then we’ll take it apart, bit by bit, from the beginning, so you can learn how to tell stories too.
IN THE BEGINNING, THERE WAS THE STORY.
Before marketing, before shopping carts and long before infomercials, people started telling themselves stories.
We noticed things. We noticed that the sun rose every morning and we invented a story about helios and his chariot.
People got sick and we made up stories about humor and bloodletting and we sent them to the barber to get well.
Stories make it easier to understand the world. Stories are the only way we know to spread an idea.Marketers didn’t Invent storytelling. They just perfected it.
YOU’RE THE LIER
Everyone is a liar. We tell ourselves stories because we’re superstitious.
Stories are shortcuts we use because we’re too overwhelmed by data to discover all the details.
The stories we all tell ourselves are lies that make it far easier to live in a very complicated world. We tell stories about products, services, friends, job seekers and many more.
We tell ourselves stories that can’t possibly be true, but believing those stories that can’t possibly be true but believing those stories allows us to function.
we know we’re not telling ourselves the whole truth, But it works, So we embrace it.
We tell stories to our spouse, our friends, our bosses, our employees and our customer most of all, we tell stories to ourselves.
marketers are a special kind of lier. Marketer lies to the consumer because consumer demands it. Marketer tells the stories, and consumer believes them some marketers do it well.
Other is pretty bad at it. Sometimes the stories help people get more done to enjoy life more and even live longer.
Other times when the story isn’t authentic, it can have significant side effect and consumers pay the price
The reason all successful marketers tell stories is that consumer insists on it.
consumer are used to telling stories to themselves and telling stories to each other, and it’s just natural to buy stuff from some who are telling us a story. People can’t handle the truth.
The Part II storytelling about Marketing. Book By SETH GODIN:
GEORG RIEDEL IS A LIAR
Georg is a tenth-generation glassblower, an artisan pursuing an age-old craft. I’m told he’s a very nice guy. And he’s very good at telling stories.
His company makes wine glasses (and scotch glasses, whiskey glasses, espresso glass and even water glasses).
He and his staff fervently believe that there is a perfect (and different) shape for every beverage.
According to Riedel’s website: (www.riedel.com) “The delivery of a wine’s ‘message,’ its bouquet and taste, depends on the form of the glass. It is the responsibility of a glass to convey the wine’s message in the best manner to the human senses.”
Thomes Matthews, the executive editor of wine spectator magazine, said, “Everybody who ventures into a Riedel tasting starts as a skeptic. I Did.”
The skepticism doesn’t last long. Robert Parker, Jr., the king of wine reviewers, said. “The finest glasses for both technical and hedonistic purposes of fine wine is profound. cannot emphasize enough what a difference they make.”
Parker and Mathews and hundreds of other wine luminaries are now believers (and as a result, they are Riedel’s best world-of- mouth marketers).
Millions of that a $200 bottle of wine (or a cheap bottle of Two- Buck Chuck) tastes better when served in the proper Riedel glass.
Test done in Europe and the United States have shown that wine experts have no trouble discovering just how the much better wine tastes in the correct glass.
Presented with the same wine in both an ordinary kitchen glass and the proper Riedel glass, they rarely fail to find that the expensive glass delivers a far better experience.
This is a breakthrough. A $5 or a $20 or a $500 bottle of wine can be radically improved by using a relatively inexpensive (and reusable!) wine glass.
And yet when the proper test is done scientifically-
Double-blind test that eliminates any chance that the subject would know the shape of the glass – there is absolutely zero detectable difference between glasses. A $1 glass and a $20 glass deliver precisely the same impact on the wine: none.
So What’s going on? Why do wine experts insist that the wine tastes better in a Riedel glass at the same time that scientists can easily prove it doesn’t?
The flaw in the experiment, as outlined by Daniel Zwerdling in Gourmet magazine, is that the reason the wine tastes better is that people believe it should. This makes sense, of course.
Taste is subjective.If you think the pancakes at the IHOP taste better, then they do. Because you want them to.
Riedel sells millions of dollars’ worth of glasses every year.
He sells glasses to intelligent, well-off wine lovers who then proceed to enjoy their wine more than they did before.
Marketing, apparently, makes wine taste better.
Marketing, in the form of an expensive glass and the story that goes with it, has more impact on the taste of wine than oak casks or fancy corks or the rain in June.
Georg Riedel makes your wine taste better by telling you a story.
ALL MARKETER ARE
LIER TELL STORIES: Buy book on Amazon
Have a Great day!
To be continued with The Part II storytelling about Marketing.
Hence, Marketing is all about storytelling. See you in the next story.