Marketers are Storytellers, Liars

It's a marketers job to sugar coat the world a bit. Take out some of the starkness and add a little magic. This is exactly what annoys IT folks and realists about marketers. The truth doesn't sell, stories sell.Seth Godin's socks

From time to time people will comment that my personality has spark. And the better I feel about life and the universe, the more apparent the spark.

Sometimes when I write about certain things I love to write about, I can almost feel it through my fingers as I type. When I get too realistic and into the mundane details, it changes the mood entirely.

Seth Godin (his socks tell a story. They are the mental image I have of him in my head. He cannot take himself too seriously because he wears them with his suit!) posted about this finesse, which he calls the placebo effect.

He talks about how you can sell the exact same product for a higher price by raising it's perception, telling a better story. After all, many of our choices are not based on reason, but on emotion.

“Very rarely do vodka marketers tell the truth and say, “here’s our new vodka, which we buy in bulk from the same distillery that produces vodka for $8 a bottle. Ours is going to cost $35 a bottle and come in a really, really nice bottle and our ads will persuade laddies that this will help them in the dating department… nudge, nudge, know what I mean, nudge, nudge…”

Marketing happens in settings you don't think about…like how burning candles and incense can add a mood that helps you feel more spiritual. So you're more likely to feel like your prayers are working.
What's more, he points out – there is absolutely nothing wrong with this. In fact, it's expected, it's imperative.

“It’s all storytelling. It’s all lies.

Not that there’s anything wrong with that.

In fact, your marketplace insists on it.”

Isn't Godin the one that said it first anyway – that all marketers are liars?

Listen to Godin's book on your iPod or in your car on the way to work: All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (Unabridged)

  1. tawnie February 14, 2008
  2. MARY February 14, 2008
  3. Rick Butts February 17, 2008
  4. Newspapergrl February 17, 2008
  5. Mr. Bueno March 26, 2008

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