Marketing is telling believable stories

Some films succeed. Many others fail. Films are well-crafted stories. The films with stories which connect with a large number of people, succeed. The ones which tell a bad story or tell a story badly, fail.

Stories help us live a different life, even though temporarily. Seth Godin says marketing is creating and selling stories. Successful marketing means building successful stories.

Stories that connect with people.
Stories that let them live a different life, even though temporarily.
Stories that help people to lie to themselves.

In the absence of some other productive occupation, we love telling lies to ourselves. It is a distraction.  But a motivating one.

When a cream brand tells a girl that 4 out of 5 girls get softer skin after applying our cream, the girl dreams of being one of those 4. She goes and buys that cream.

Finally, after weeks of religious application of the cream with no significant improvements, the truth emerges and she lands among those 5th girls who did NOT get softer skin. This happens with 80% of the girls who buy that story of softer skin and get disappointed. By the time the futility of the promises and claims made by the company dawns upon a now-wiser girl, she gets hooked to another “New Improved” cream of yet another brand and buys another dream, believing and telling to herself the lie the brand’s advertisement said.

Thankfully for the older brand,  younger sister or cousin of this now-wiser girl grows up with dreams in her eyes and goes and buys that same cream with the dreams of softer skin.

This continues. Just like we sometimes watch the same movie or read the same book again and again even though we know everything about it, we keep buying the things we don’t need because of the lure of the story.

This is the success of marketing. Creating “New & Improved” stories and selling them.
Repeatedly.
Profitably.

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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