I’m just about finished reading All Marketers are Liars by Seth Godin.
The book is brilliant, just like all of Godin’s work.
The book touches on the story telling aspect of marketing. Most of us have food and water and companionship and shelter. Most people have all their basic survival needs met. So what does that say about the things we buy? Do we buy them because they need them?
We buy things because of the stories we’ve been told. For instance, I bought my Audi because of the story it tells about me being sleek and classy. A Toyota Corolla is half the price and serves the same purpose. But it tells a different story.
Coca Cola tells the story of fun and excitement, and we buy it even though sugary drinks are killing us and crippling our health care system. We buy cigarettes because they are cool and they make us feel good, even though science clearly states that cigarettes increase your heart rate and your blood pressure.
Stories are powerful.
I’ve been thinking about my own story a lot. I have a lot of different ideas that I want to spread.
For instance, I feel passionate about spreading the concept of focus. Successful people aren’t busier than everyone else, but rather they make the most of their time through intense focus. Yes, hard work is important but this “hustle” mentality needs to stop. I think I could build a good brand around that story.
Similarly, I want to tell the story about writing and blogging. Most people build their brands on social media and when they do, they eventually discover that they have no ownership over their own brands. Facebook owns your Facebook page, not you. That’s why I feel so passionate about daily blogging and about publishing my work on a website that I control. I control my content. I own it.
I also think about telling the story of simple living. Most of you know that I am sober. My near death battle with OxyContin opened my eyes to how powerful “the chase” is. We live in a culture of “MORE! MORE! MORE! I would like to tell the story about the beauty and freedom of living with less.
My hope is that over time, people will buy into these stories that I tell. If they do, it means I am speaking to my audience on an emotional level that resonates with them. That’s what marketing is.
Luckily, my blog is still at the position where I have time to experiment and mess around. But it’s time for me to start taking it a little more seriously. I can say without a shadow of a doubt that the reason why my other brands have been so successful is because of the story we have told. I know how powerful the story is. I know I need to get it right.
So do you.
I will keep thinking about it.
P.S. – I’m open to suggestions. Let me know if there is a particular topic that I write about that resonates with you. This is a journey and I intend to enjoy it to the fullest.