Delivery is an important concept that is not just important in marketing, but in day-to-day life as well. Why? Because delivery is the way you relay a concept to the world, or the particular person you’re talking to. This is a concept touched upon in “All Marketers Tell Stories” or “All Marketers Are Liars” by Seth Godin. While it is presented under the topic of marketing, he makes it very obvious that the book is intended for everyday folks as well. Seth explain that all organizations or individuals are storytellers, or marketers of ideas, too. And, even if you don’t believe that you’re one, I’d like to put emphasis again on how important it is in daily life, because if you intend to say something nice to someone else, but deliver the idea in an angrily charged tone, then it almost certainly will not be received the way you intended it to be. This book provides a look at how to circumvent these situations and be heard for what you are truly saying.
Delivery is Everything! In Marketing, and Day-to-day Life
So, to get started, I’d like you to take a look at the back cover of “All Marketers Are Liars” with me.
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that $125 sneakers make our feet feel better – and look cooler – than a $25 brand. And believing it makes it true.
As Seth Godin explains, great marketers don’t talk about features or even benefits. Instead, they tell a story – a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
All marketers are storytellers. Only the losers are liars.
The topic of appealing to someone’s worldview strikes me as particularly interesting. As a teacher friend of mine recounted, in a classroom setting it is important to repeat the subject at hand in about four different ways, as everyone absorbs information differently. Similarly, if you’re approaching a subject that appeals to your audience’s worldview, they are more likely to understand and agree. This brings me to the subject of euphemisms.
Euphemisms may seem like political correctness run amok, but they are actually focused on telling stories that are framed to get past a person’s biases and gives the speaker a chance to tell a story.
Two examples from George Carlin are as follows – a maid can also be called a room attendant, and a committee could be called a task force. It’s the same job, just without the preconceived ideas of what being in that position would be like. Now, this concept of getting past people’s blinders is really fascinating, however, some may take advantage of this and use it with malintent. Of course, as Seth Godin mentioned on the cover we read, telemarketers, cigarette companies, and sleazy politicians all tell stories and deliver concepts really well. However, the main part about delivery, is actually delivering on what you said you would deliver. So, this is part is possibly the most important part of the process.
So, I’d like to note one last thing before I wrap this up, and it’s an excerpt from the beginning of the book. See, the only way telling stories (delivering concepts that others agree with) works is if you’re actually being authentic, because people will certainly find out if you’re not.
I believe marketing is the most powerful force available to people who want to make change. And with that power comes responsibility. We (anyone with the ability to tell a story – online, in print or to the people in our communities) have the ability to change things more dramatically than ever before in history. Marketers have the leverage to generate huge impact in less time – and with less money – than ever before.
There’s no question that consumers (and voters and nations, and so on) are complicit in the storytelling process. No marketer can get a person to do something without his active participation. But this complicity doesn’t absolve marketers of the responsibility that comes with the awesome power we’ve got to tell and spread stories.
The question you have to ask yourself is this: what are you going to do with that power?
I’d recommend this book as a crucial read to those involved in business, but also to friends alike. It’s important to be able to appeal to those around you to create harmony in your life. If you’re able to understand where they’re coming from, and communicate with them in a way that won’t feel charged, or make them feel aggravated, then you’re probably more likely to come to a resolution together, which is better for everyone. But again, you have to be authentic and truly believe, live, and breathe what you’re talking about, rather than saying one thing, and doing another, like the telemarketers, cigarette companies, and sleazy politicians. And no one likes that. Again, if you have any questions that are in my realm of things, I’d love to invite you to chat with me to break through your technical blocks. I’m here to support my fellow business people, especially those that are dedicated to serving others at the highest level.
Good luck on your journey!