OK, so who’s lying? Only the marketers who are getting it right.
Let me explain.
Effective marketing is about authentic story telling that engenders trust in a suspicious world. Marketers who get this tell us consumers the lies we really want to hear.
As Seth Godin says, “We really believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Toureg, even if it is virtually the same car. We believe that $225 Pumas will make our feet feel better – and look cooler – that $40 no-names… and believing it makes it true.” (All Marketers Are Liars by Seth Godin)
As purveyors of products or services that we passionately believe in, we’re all to eager to tell people about the wonderful features and benefits of our offerings. We really sets us apart, especially today in this age of too many choices, is our story.
The Mac operating system gets a lot of juice from being the hip, savvy alternative to it’s less expensive, more common and prosaic cousin, Windows OS. We feel smart, and maybe just a touch superior because we’re in the know, like being in the “in crowd” in high school.
Whole Foods really gets this with their customer experience and like Disney, they transport shoppers into a magical world of getting the best food, buying smart, supporting the environment and hanging out with other like-minded global citizens, etc.
So, what does your perfect customer fantasize about? What sweet little lies does she secretly want you to whisper in her ear? (Goes for you too, guys..)
We succeed as marketers when we wrap the story of our product or service in the beliefs and world view of our customers, who then become attached and want to share us with their friends. Your story is the future of growth and profits in your business.
Caution: Please, DO NOT abuse this. When marketers cross the line into selling stuff that ultimately harms their customers, nobocy wins. Don’t be a Marlboro.
Good luck, happy messaging, and please… let me know if you found this interesting and/or helpful!
