by Seth Godin
The Power of Telling Authentic Stories in a Low-Trust World
Pg 84:
"We don't need what you sell, friend.
We buy what we want.
Step 4: Stories let us lie to ourselves. And those lies satisfy our desires. It's the story, not the good or the service you actually sell, that pleases the customer."
Pg. 89:
"It's easy to tout your features, focus on teh benefits, give proof that you are, in fact, the best solution to a problem. But proof doesn't make a sale. Of course,
you believe the proof, but your audience doesn't. The very fact that you presented the proof makes it suspect. If a consumer figures something out or discovers it on her own, she's a thousand times more likely to believe it than if it's just something you claim.
This is where the art of marketing occurs. for most products and services, skywriting, billboards, telemarketing are precisely the wrong ways to spread a message. Not because they won't be noticed--they probably will. But because they won't be believed.
In order to be believed, you must present enough of a change that the customer chooses to notice it.
But then you have to tell a story, not give a lecture. You have to hint at the facts, not announce them. You cannot prove your way into a sale--you gain a customer when the
customer proves to herself that you're a good choice.
The process of
discovery is more powerful than being told the right answer--because of course there is no right answer, and because even if there were, the consumer wouldn't believe you!"