Make Marketing History

The views of a marketing deviant.

Tuesday, January 03, 2017

Narrative Fallacies.

The new year brings an invitation to a story-telling webinar.

An article about it asserts that "In the past, before tech came and muddled everything, a brand's objective was simple: create engaging stories to capture the public's imagination and endear them to the brand"

No, no, no. Marketing is not about stories. Stories are made up. Stories are contrived. Stories are disbelieved.

No. Great marketing is about uncovering and communicating truths. Not truths that please the CMO or support the Board's delusions aboutthe nature of their customers. But truths that resonate with the lives of real people and make them more inclined to buy your product or service.

And, yes, suggesting that your product or service wil make the user feel like a superhuman is a legitimate story, even if we and they both know that they won't actually become superhuman. Because that's not the truth.

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