Storytelling And Selling

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I enjoy reading Seth Godin's blog on occasion, he has a somewhat eccentric perspective on things which is I think is healthy for the the masses who worship at the altar of his iconic status.  I found this post particularly interesting - and, on a lot of levels, find his thoughts almost completely in disagreement with my own..:-) 

The danger, I find, in all of these "marketing" blogs is the almost irrational, narcissitic desire to break EVERYTHING down to niches and segmentation and marketing metaphors.  Market to message match is a pretty real phenomena WELL outside of the confines of selling stuff, ( religion, gender, et al) but I'm still a pretty big believer in the idea of universal needs and resonance.    In this sort of worldview, there are no more universals - only people who fall into distinct categories on the totem pole of taste, and how speaking their unique language is the only way to wake them up.

I disagree….and while I like Godin's material by and large, I can't stand all of the OTHER mediocre marketing minds out there constantly pontificating on stuff that goes WELL beyond the purview of selling ebooks on parakeets and meerkats and would probably be FAR better left to those in the real world who really more of a clue..:-)  

SG blog below.

Every person in the market has a worldview when it comes to what you're selling. It might be, "I don't care about that," or it might be, "all big companies are evil" or it might be, "I love new stuff."When your story aligns with my worldview, we have something to discuss. When it doesn't, you're likely to be invisible.A worldview is a lot like the strings on a piano or the cables in a bridge. When it hits something that is of the same frequency, it resonates. The cause and the effect embrace each other and the story sticks, and spreads.It's essentially impossible to tell a story to an entire population and have it resonate with all of them. The global warming story, for example, has influenced some people a great deal and been dismissed out of hand by others.While most marketers spend their time telling stories about themselves, politicians spend a lot of time telling (negative) stories about the competition. It's illuminating, because it makes the resonance idea really clear.

Seth's Blog

 

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