2. The Big Idea
What sells a product these days?
- Is it price point?
- Is it the buyer’s need?
- Are product features and benefits the deciding
factors for customers to buy?
Mr. Seth Godin says it is none of the above.
3. Key Points from the Book
Negative Marketing
Story Telling
5th P
White Lie
4. Highlights from the Book
What makes a great story? Great stories should:
Make a promise
Be true
Be trusted
Happen fast
Not appeal to logic, but often appeal to our senses
Never contradict themselves
Agree with our worldview
5. Five Important Aspects
Finding an undiscovered clump
Bring change
Creating first impression
Forming believable story
Thrive with authencity
6. Key Learning
It’s all our perception, the advertising fundas, the way a
product is presented and a feel good factor are the major
factors which influence us to buy any product or services
for which Mr. Godin has give few examples of wine in a
glass, Porsche v/s Volkswagen and branded sneakers.
Marketers fail when they are selfish and scurrilous, when
they abuse the tools of their trade and make the world
worse
Great stories don't contradict themselves
7. Cont…
Any marketer who is best in story telling can sell
anything beyond his limits by simply picturing what
his customer thinks of himself, even though if he has
got stuck in the web of the spider
It’s just a matter of how you tell him the story. That’s
all
8. Conclusion
People communicate with stories
The facts of your product are irrelevant
People are leery
Profitable growth is generated from referrals
People are bundles of opinions and biases
People are bombarded with messages
