All Marketers are Liars

1. All Marketers are Liars Seth Godin

2. The New Definition of Marketing • Marketers can no longer use commercials to tell their stories. Instead, they have to live them. Marketing has become more powerful than it has ever been before. • There is a complete disconnect between observable reality and the lies we tell ourselves.

3. Worldview & Frames • Worldview - the rules, values, beliefs, and biases that an individual consumer brings to a situation • Frames – the words and images and interactions that reinforce a bias someone is already feeling

4. Worldview Affects Three Things • Attention – determine whether she ever bothers to pay attention • Bias – predisposition that instantly colors all the information a person sees • Vernacular – consumers care more about how something is said as what is said • The choice of media • The tone of voice • The words that are used • The ways things smell

5. Georg RiedelCan a glass make a difference in how a wine tastes?

6. Georg Riedel Story on Wine Glasses • Can a glass make a difference in how a wine tastes?  We had a chance to speak with Georg Riedel about his favorite subject - Wine Glasses.    • "We discovered that we can shape the size and the rim and the diameter to the character of the individual grape and, therefore, drinking with an instrument like this enhances the enjoyment of the wine." • So the glass doesn't actually alter the wine? • "It cannot.  We're not responsible for miracles!" • But the right glass can make a simple everyday wine taste better? • "The glass doesn't alter the wine but the right glass can make an ordinary wine taste better.  If a simple everyday wine is made well, tastes well, it certainly can be improved and enhanced with the right shape." • A glass can make a difference.  Try your favorite wines in different glasses - maybe even buy one special glass for comparison.  You may find a whole new taste in that familiar bottle. • Pop the cork!

7. LiveStrongWordview of a tiny audience Trek

8. The Purple Cow • Making something remarkable • Purple Cows are rare, valuable, hard to copy, and nonsubstituable

9. New, Used and Rare Music

10. Baby EinsteinVideos useless for babies but it satisfies a real desire for the parents

11. Best BuyAngels – believe that shopping for consumer electronics is funDevils – paying the absolutely lowest price in the entire point

12. Lucky Charms 100 % Whole Grain Magically Delicious Low –carb worldview First movers advantage

13. How does the worldview of these companies differ?

14. Production Invention Marketing Value Old Power Curve Goal: make good stuff for cheap Time

15. New Power Curve Quality of original idea and the story told matter a great deal Valuue Invention Storytelling Production Time

16. BlueNile.com

17. BlueNile.com • Tiffany for the next generation • Sells identical diamonds for ½ price • Target Market – guys • Women hate • Nobody NEEDS a diamond

18. Republic of Tea- turned a small market into a cult, into a movement and then a trend, and finally into a mass market.

19. Free Prize Inside • Two characteristics of the Purple Cow • It’s the thing about your service, your product or your organization that’s worth remarking on, something worth seeking out and buying. • It is not about what a person needs. Instead it satisfies our wants • The element that transcends the utility of the original idea and adds a special, unique element worth paying extra for, worth commenting on.

20. Three Dog Bakery 100% natural food People-grade ingredients

21. Worldview: place to drop packages and mail

22. Worldview Off beat Unique Original Story Kiehl’sInteresting store décorStaff well trainedLabels full of informationEach item lovingly displayedAnimal testingOwned by Estee Lauder

23. People Notice Only the New

24. Segway

25. Porsche $80,000 VW Touareg $36,000

26. Why is everyone’s worldview different? • We all want the same things in life!!! • Health • Love • Respect • Happiness • Friends Why doesn’t everyone drive a Honda? Why don’t we all practice the same religion? Why is the average price paid for a wedding dress $799 – with some paying ten to twenty times that and others borrowing one for free?

27. Donuts = sensual = hot = loveDonuts = carbs = get fat

28. Exercise Your boss charges you with introducing a new kind of salty snack food, a chip of some sort. Develop a marketing strategy.

29. Old Model • Identify a target market • Find media that reached that market • Create some advertising and run it • Pay slotting allowances • Get your bags on ships (in brightly colored packages) into chip aisle • Run some coupons

30. Wordview Model • Supermarket aisle full – jammed and target customer’s ability to pay attention jammed • Identify a segment that might notice a new story, told in a different way • Let’s choose moms that believe “Salty snacks aren’t healthy” • Design chips made of soy not potatoes • Non-GMO, organic. Low fat & salted with sea salt for flavor not sodium • Chips will come in a box, not a bag • Slotted in the produce department

31. First Impressions Start the Story • Humans make decisions on almost no data and they then stick with those decisions regardless of information that might prove them wrong. • Examples: • Surgeons • Speed dating

32. SurgeonThe decision to sue a surgeon for malpractice has nothing whatsoever to do with whether or not the doctor was negligent or careless and everything to do with………

33. Great Marketers Tell Stories Stories let us lie to ourselves. It’s the story, not the good or the service you actually sell. Ex. Organic food is better Minivans vs. SUV’s

34. Minivans Durable Cost-effective Fuel efficient Comfortable SUVs Lousy mileage More dangerous Creates pollution Wear & team on roads Take extra parking Make people feel good Minivans verses SUVs

35. Cotton More toxic pesticides More federal subsidies Environmental side effects High Tech Fabrics Lighter Cooler Easier to care for Less damaging to environment Cotton

36. Marketers with Authenticity Thrive The challenge is in figuring out what’s remarkable and actually making the remarkable happen No marketing succeeds if it can’t find an audience that already wants to believe the story being told.

37. Toyato Prius - good gas mileage - smart key (car knows you have key)

38. Good Housekeeping: Sells ads for lots of money because they reach so many moms Google Blogs: stories aimed precisely at people who want to hear them

40. Cold Stone Creamery • Pay 5 to 10 times price of supermarket • Growth through franchising • Losing passion of founder • Scoopers break into song for tips

41. Avalon Organic Botanical Therapeutic Glycerin Soap

42. Avalon Organic Botanical Therapeutic Glycerin Soap • 30 times as much per wash as generic bar soap • Hand soap as jewelry • Souvenir of your trip

43. Not Story Worthy • Very good quality • Slightly better price • Decent commodity at a decent price • Convenience • Quality brochure • Few defects • Industry standard warranty

44. Edgecraft • A methodical, measurable process that allows individuals and teams to inexorably identify the soft innovations that live on the edges of what already exists. • Go all the way to that edge – as far from the center as the consumer you are trying to reach dare you to go.