All Marketers Are Liars
Because we're a rich world, we buy for wants not needs which means we buy for non-rational criteria: what the buyer is buying is how your product makes her feel
A great story
- is "true": Authentic
- make a bold promise (Wow Branding)
- are trusted (marketer must earn credibility)
- subtle, filled in by the buyer
- fast: create instant Engagement (Attention Economy)
- often appeal to our senses
- rarely aimed at everyone: Focus
- Coherent (Coherence)
- agree with a World View the buyer already has (even if she doesn't know it). You can't change anyone's World View, though you can trigger a new one (the old Positioning point)
World View: rules, biases, beliefs, values
- each person has a different combination of worldviews
- (Which to me makes World View a poor word choice, because World View to me implies that's it's bigger, and filters many/all of a person's perceptions, at least within certain realms. For the moment I find Belief as a better word; it also resonates with the "story" model, in thinking of a Belief as a Story we tell ourselves.)
- each worldview is held by a different (combined) set of people
- a group sharing a Belief who talk to each other (about it) make a Community
- this can put you in Idea Virus leverage territory
- find a neglected Belief
- Framing presents an idea in a way that embraces a buyer's Belief. (Or you could say it manipulates a person into applying a particular Belief they have to what you want them to think/feel/do.)
People only notice differences, surprises
- then they immediately make predictions (Model-s) about what will happen next
First impressions are key
- but you have no control over which impression/action will be first, because of the heavy Attention filtering
- so every possible impression (TouchPoint, a phrase he doesn't use) has to count
- that's one reason why you have to be Authentic, or else you'll get caught
- It's not just the words of your story, it's how you tell it
- each dimension/sense of each TouchPoint
Story Telling lets the buyer tell herself a story
- and that story (lie) satisfies her desires
- tell a story, don't give a lecture. Hint at the facts, don't preach them (because the buyer won't believe you - Immune Response)
Your story needs to be "true"
- fibs are OK, frauds are not
- 2 tests
- If I knew what you know, would I still choose to buy?
- After I've used/experienced this, will I be glad i believed the story, or will I feel ripped off?
Your story has to be remarkable, therefore so does your product
- the Purple Cow story
- if you really have a Purple Cow, you won't have any trouble getting the story out
- to get spread, your story has to be practically unbelievable, it must demand to be repeated (one benefit of your product is to give people a story to tell other people)
- but don't you typically find that
- there are multiple decision-makers in these processes
- and they often have different World View-s from each other?
- so how do you tell a remarkable-yet-coherent story?
- You can't count on telling different stories to different people and keeping that a "secret"
- But maybe it doesn't matter? If someone hears the targeted-for-someone-else message, maybe they just kinda ignore it, rather than say "but that's different from what I heard directly the other day"???