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Kindle Notes & Highlights
by
Seth Godin
Started reading
August 31, 2017
Many things that are true are true because you believe them.
We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.
When you are busy telling stories to people who want to hear them, you’ll be tempted to tell stories that just don’t hold up.
Either you’re going to tell stories that spread, or you will become irrelevant.
Stories are shortcuts we use because we’re too overwhelmed by data to discover all the details.
Why do consumers pay extra for eggs marketed as being antibiotic free—when all egg-laying chickens are raised without antibiotics, even the kind of chickens that lay cheap eggs?
Marketers profit because consumers buy what they want, not what they need. Needs are practical and objective, wants are irrational and subjective.
The way Stephanie felt when she bought the Pumas was the product. Not the sneakers
A great story is true.
Great stories make a promise.
Great stories are trusted.
Great stories are subtle.
Talented marketers understand that the prospect is ultimately telling himself the lie, so allowing him (and the rest of the target audience) to draw his own conclusions is far more effective than just announcing the punch line.
Great stories hap...
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Great stories don’t appeal to logic, but they often appeal to our senses.
Great stories are rarely aimed at everyone.
Great stories don’t contradict themselves.
great stories agree with our worldview.
consumers are complicit in marketing.
Successful marketers are just the providers of stories that consumers choose to believe.
Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization.
Marketing matters because whether or not you’re in a position to buy a commercial, if you’ve got an idea to spread, you’re now a marketer.
Positioning by Jack Trout and Al Ries is one of the most important marketing books ever.
The organizations that succeed realize that offering a remarkable product with a great story is more important and more profitable than doing what everyone else is doing just a bit better.
Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively.
Your opportunity lies in finding a neglected worldview, framing your story in a way that this audience will focus on and going from there.
People clump together into common worldviews, and your job is to find a previously undiscovered clump and frame a story for those people.
Frames are the words and images and interactions that reinforce a bias someone is already feeling.
