*We believe that wine tastes better in a $20 glass than a $1 glass.
We believe that the $200 silver ring when put in a blue Tiffany box is worth $500.
*We believe that an $80,000 Porsche Cayenne is cooler than a $36,000 VW Touareg, which is virtually the same car.
*We believe that $225 Pumas will make our feet feel better than $20 unbranded… and believing it, makes it true.
The list goes on and on.
Just about everything we buy comes with a story that we tell ourselves. Whosoever does a great job of storytelling, we buy from them.
And yet, most sellers and marketers don’t ask the question, “So, what story will the customer and consumer tell themselves when buying our product or service?” Business plans include figures, market research, SWOT, target, etc, but never the most important question.
What is the story? Not the story we want to tell, but the story that the customer or consumer wants to hear.
* Source: All Marketers Tell Stories By Seth Godin
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