Not long ago I read the helpful book "All Marketers are Liars" by Seth Godin. Actually, the copy I picked up was a later edition, on which the phrase “are liars” had been scratched out and changed to “tell stories”. The basic premise of the book is that people buy goods or services for the story associated with their purchase, for the way the thing makes them feel, and not because they have conducted a careful examination of the facts.
Successful marketers, Mr. Godin explains, learn how to tell authentic stories to people who already believe them. They look for customers whose worldview makes them hungry for the seller’s product. For example, a local organic farmer would do well to offer her produce in places where customers are likely to buy it. If she’s smart, she’ll tell a story that emphasizes her personal connection to the customer’s community. At the farmer’s market, she’ll project an image of healthy, wholesome living. Or maybe she’ll partner with restaurants that like to feature fresh, local foods in their menus.
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