Seth Godin Presentation - March 11
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Transcript of Seth Godin Presentation - March 11
The Abundance of Choice
The Market Has Changed
We
Have
everything
we
NEED
So now,
we
buy what
we
WANT
What we want is determined by what we believe
…which is where storytelling comes into the picture
Stories
• Don’t tell facts, tell stories
• Stories make it easier to understand the world
• Stories are the only way to spread an idea
You can determine if you…
Tell stories that become Irrelevant
Tell stories that spread
It all depends on how you tell it your story.
Can a pair (or many pairs) of shoes really change your life?
YES
If you believe they can.
Facts are irrelevant – what matters is what the consumer thinks and believes
A Key Point
The consumer is not purchasing the physical product
The consumer is purchasing the feeling associated with the product
A Great Story…
Is True
Makes a Promise
Is Trusted
Are Subtle
Not factual but consistent and authentic
Fun, money, safety, shortcuts
Must earn credibility
Marketer tells himself the lie so the message is released progressively
A Great Story…
Happens Fast
Appeal to Senses
Aimed Specifically
Don’t Contradict Themselves
They sync with expectations upon first impressions and just click
Not to Logic
Stories that try to appeal to everyone, appeal to no-one
Because consumers are clever
Most importantly,
A Great Story agrees with
a consumer’s existing worldview
&
Needs to be told with
(heart)
The Secret…
1.) Their Worldview and Frames got there before you did
-frame your story to accommodate it
-know that it can change over time
-your product should reinforce existing worldviews
The Secret…
2.) People only notice the new
- compare things to Status Quo
- we try to predict what’s coming next
- Cognitive Dissonance – selective perception
The Secret…
3.) First Impressions- don’t know when it will happen which is why
authenticity matters- 99% -> no impression- The only solution to a bad first impression is
strong personal interaction
The Secret…
4.) Tell stories you believe- Everything in the organization must support
the story- Never be inconsistent or unclear
5.) Be Authentic
- Fraud is not the same as a Fib
Final Points
• Don’t compete with an established story• Test for Authenticity by stepping in someone’s
shoes• Otherwise, you will experiencehttp://www.youtube.com/watch?v=XCoaBN6iOu0
You know you’ve succeeded when the story comes true!
Finito!