Seth has a new blog related to his upcoming book release, All Marketers Are Liars. It looks pretty good so far so I’m on the preorder list. From what I’ve read, the underlying message is that things sell when there is a story behind it. And, of course, that most of the stories we hear are, at least in part, contrived.
I believe it goes a little deeper. It’s not just the story, but how it makes us feel that compels us to buy, tell our friends, etc. One of the feelings which is important in the purchase process is confidence…confidence in the product, the experience and the people behind it. So, the story needs to be great for sure. But, now more than ever, it needs to be believable. If we suspect any sort of underhandedness, real or imagined, it’s doomsday for the seller.