How & Why Consumers Buy

#Marketing & Storytelling #Brands #Storytelling

Book Title: ‘All Marketers Tell a Lie by Seth Godin’

The Power of Telling Authentic Stories in a Low-Trust World.

Before "storytelling" became a buzzword, this book addressed it in the simplest way possible. Published in 2005; I  read it in 2010.

The real gem is in how it explains brand stories and the importance of storytelling.

Takeaway:

·      It’s about the worldview you want people to believe in—are marketers lying or just telling you their side of the story?

·      The example of Kiehls in the book illustrates this very well. You either believe in the story and become a consumer, or you see it as a lie.

·      Every element of customer experience is orchestrated to support the story.

That’s what a brand story is—a perspective you want people to believe in, whether it’s about nostalgia, authenticity, or self-improvement.

Highly recommended for aspiring marketers or anyone in the field who hasn’t read it. While a bit dated, Seth Godin remains a GOAT in marketing stories. Check out his newer books, too.