Apparently We’re All Liars

I had another guerilla reading episode last night at the local Chapters. This time I decided to read All Marketers are Liars by Seth Godin. Great book so far! It made me think about the stories I tell people day in and day out and checking myself to see if they’re actually the truth. It’s easy to get caught up in your own hype some time but it’s good to reflect on what you’re promoting when you’re in business.

One part in the book explains that the truly remarkable brands are ones that tell a story. People believe these stories because they want to believe and enjoy every moment of their experience with their favorite brands. It makes it okay to buy a $5 cup of coffee and to spend $100,000 on a 2-seater sports car in a winter city.

So why do marketers do it? Why do we tell people they’ll be healthier if they drink a particular type of bottled water, or stronger if they eat more suppliments? It’s because the immeasurable differences these products make in our lives benefit our most important possession – our ego. By catering to the beliefs that consumers have for themselves and their favorite brands, we make their world a better place to live in.

Substance and reality is old news. Without a quality product or service, your brand will not last. But to be truly remarkable you have to appeal to the inner beliefs of your customers. Tap into their psyche and watch how passionate they can be about your brand. Stroke their ego and watch them pour into your store with their wallets wide open. The best part is they’re doing it willingly. They’ll reward you with their business because you get it. You make them feel good about choosing you.