Book Review: All Marketers Tell Stories

Since changing career and moving into marketing Seth Godin has been one of my main influences.

All Marketers Tell Stories is one of my favourite books I have at home on all things marketing.

If you’re not familiar with Seth Godin, he’s written a number of best selling books including, Permission Marketing, Tribes, The Purple Cow and Linchpin.

 

In All Marketers tell Stories, he argues that marketing today is no longer just about focusing on the features or benefits of a product or service – instead businesses and marketers need to look at telling a story that their audience or customers want to hear and believe.

This idea immediately appeals to me coming from a journalistic background. I think there’s a convergence between journalism and marketing and we’re seeing more brands using the storytelling techniques of journalism as a way of marketing products and services.

 

The ability to tell a story isn’t just confined to the world of business. We increasingly see it in other areas like politics.

Voters don’t want to hear just about policies – they want to hear stories that resonate with them as individuals which they can identify with. Stories which appeal to the heart as well if not more than the head.

 

Godin argues that you can’t tell any old story. Storytelling isn’t an excuse to bulls*t. Your story has to be authentic and one which your audience will believe in.

I like Godin’s argument that as people we all have are own worldviews which you can call biases. When it comes to marketing a product or service, to be successful you need to tell a story about your business and brand that fits into your audience’s worldview.

 

When it comes to producing content and telling stories about you and your business, you need to develop an authentic story that fits in with the world view of your customers/audience.

Consumers we’re faced with an overwhelming level of choice these days. The story you tell about your business may be different to your competitors – but it could be that more people believe and identify with your story and this is where you can succeed in content marketing.

If people believe and want to spread your story – it gives them a reason and justification for buying your product, supporting your business.

 

It’s not enough to simply tell people that your product or service is really good or better than your competitors.

If you want to be a great storyteller, you need to develop a deep understanding of your customers/audience; know who they are, how they think and feel about the world so that you can tailor an authentic story they’ll believe in.