마케팅책 세스 고딘 All marketers tell stories 스토리텔러

All marketers tell stories 모든 마케터들은 이야기를 말한다- seth godin

I started reading marketing books.

I have never read these before.

i just thought it is for professional marketers

who work in the marketing department of companies.

bu i realized now that we are all marketers everyday.

if you also think like me, i recommend you also.

you will definitely change your mind.

very interesing and memorable words are

worldview, frame, storyteller.

worldview is what we believe now but it can be changed

by our experiences and environments.

Worldview affects when we choose a cholate bar or other tiny choices

not only big issues.

frame-healthy, organic, and so on.

marketing is so powerful tool to change now days.

so we should use this wisely.

my goal is to read as much as i can around 100 books

about marketing.

 

"everyday all of us market.

some of us are really lousy at it and worse.

you'd like people to join your church, vote for your

candidate, ask you out on a date or even offer you a job.

you are a marketer."

 

What's your story?

*all marketers are storytellers. Only losers are liars.

stories make it easier to understand the world.

we tell strories about products , services, friends, job seekers, 

the newyork yankees. And sometimes even the weather.

 

*bottled water companies made billions while lying about the 

purity of their product compared with tap water in the develped world.

 

*does it really matter that the $80,000 porsche cayenne and the 

$3,600 vw touareg are virtually same vehicle, made in the same factory?

 

*the facts are irrelevant.

what matters is what the consumer believs.

 

* plenty of people can make something cheaper than you can, and offering a 

product or service that is measurably better for the same money is a hard edge

to sustain.

 

*stories (not ideas, not features, not benefits) are what sperad from person to 

person.

 

*trust is the sacrest resource we've got left.

 

*the less a marketer spells out, the more powerful the story becomes.

 

* great stories don't always need eight-page color brochures.

 

*telling a story well-kiehl's since 1851.

this is the work of a person, a unique individual, not a corporation.

 

*who made granola healthy?

most granola is loaded with sugar and saturated fats. It's not good for you at all.

consumers are complicit in marketing.

 

*marketers aren't liars. They just storytellers. It's the consumers who are liars.

 

*marketing is the most powerful force available to people who want to make 

change.

 

*some ideas spread far and wide and have a huge impact, while others, ideas even

more valuable and urgent seem to fade away.

 

*in the last century, marketers fell in love with telling stories via commercials on tv.

 

*most marketing fails.

 

*a consumers worldview affects the way he notices things and understand them.

 

*we'd like to believe that people are rational and informed.

they are neither.

 

*product and service cycles are much shorter now.

it is so easy to outsource manufacturing.

an anonymous plant in vietnam makes nike sneakers.

 

*we all want the same things.

it turns out we don't want same things. Each person has a different set of biases 

and values and assumptions.

those worldviews are influenced by thier parents, thier schools, the places they live and 

experiences they've had to date.

 

"don't try to change someone's worldview.

 

*your opportunity lies in finding a neglect worldview.

 

*a worldview is not who you are. It's what you believe.

a worldview is not forever. It's not what consumer believes right now.

that worldview affects three things.

attention, bias, vernacular.

more often than not, worldview affects the way we approach tiny issues. It affects the 

way consumers think about chocolate bars or resumes or a commercial on the radio.

 

*baby einstein, a division of disney, sold more than $150 million worth of videos for 

newborns and infants.

sure, it's useless for babies. But it satisfies a real desire for the parents.

 

*while targeting the right worldview is essential, frames aren't just a tactic.

frames are the words and images and interactions that reinforce a bias someone 

is already feeling.

politicials are becoming masters of using frames to tell their stories.

 

*speaking respectfully to a person's worldview is the price of entry to get 

their attention.

 

*i'm not recommending that you only tell people what they want to hear.

far from it.

 

* the cereal business had a great run. For more than twenty years, prices were 

raised. Shelf space increased. Profits went up and demand was steady.

 

* the words, media, packaging, pricing- all the ways you can possibly color 

your story become far more important than the story itself.

this is why copywriting and webdesign and photography are so important.

 

*it took about ten years to make it's way from the geeks' living room to your 

moms.

 

*not just sort of coffee. But the kind of chairs, the attitude of the people 

behind the counter and the sound espresso machine makes.

 

*we inherited the ability to make snap judgements.

people examine packaging and pricing and uniforms and lighting and location.

and instantly come to a conclusion.

 

*facts are not the most powerful things. Powerful, authentic personal interation is.

That's why candidates still need to shake 

hands and why retail oulets didn't disappear after the success of amazon.

 

*consumers care a lot about the buying process, packaging, peer approval, 

out-of -the box new product experience.

 

*people always begin by pointing our how good their product is, 

how much better/faster/more durable it is. They are obsessed with the utility.

 

*subtlety matters

 

*billboards and telemarketing are precisely the wrong ways to spread a message.

 

*the way the trascation is handled, the noise, the music, the lighting.

each element is at least as important as the item itsef.

 

*is a mercedes really fifteen times better than a toyota?

mercedes spends almost all of the price premium they charge building stores for 

consumers to believe.

 

*cadillac fell apart because they focused on grabbing money instead of telling 

stories.

 

*decades ago, nestle contributed to the death of more than a million babies.

that story encouraged mothers to stop breast-feeding and start using powdered 

nestle formula.

the consumers were complicit.

 

*to be authentic, to do what you say you're going to do.

 

*what happens when we discover that beech-nut apple juice for toddlers was 

systematically watered down?

our egos are damaged.

 

*not the hype, not the ads but the thing.

 

*before we are able to share a story with friends, colleagues or the internet we 

need to tell it to ourselves.

 

*they understand people pay five or ten times the price of supermarket ice 

cream because of the way the experience makes them feel, not because of 

the icecream itself.

 

*the song and the smiles and the staff are a much bigger part of that than 

the ic cream.

the way a home smells.

the display in the window.

the way the receptionist answers the phone.

the typeface on the flyer.

 

*very good quality, the best you can get under the circumstances, a decent 

commodity at a decent price. Convenience. Nice people. A quality brochure.

few defects. None of these attributes are story worty.

 

*you must tell a different story.

if your competition is faster, you must be cheaper.if they sell the story of health,

you must sell the story of convenience.

 

*we try not to sell diamonds as commodities. The only way to do is to stop focusing 

on things like carats and instead learn to appreciate them. Where they came from, 

who cut them.

 

*when you think about cotton, words like natural, cool, soft and healthy come to 

mind. The story that has been encouraed by advertising for decades.

it turns out cotton is a disaster. More toxic pesticides are used to grow than any 

other produce.

 

*create a mechanisms that allow individuals who believe your story to share it 

with their friends and colleagues.