Posts Tagged ‘Trust in Marketing’

The Storyteller, 1874 (oil on canvas)We just love Seth Godin around here. He’s one of those guys in “marketing” (whatever that is anymore) who make us proud to also be part of the “marketing” world (still, whatever that is).

Seth pulled out a piece today which both discusses the importance of telling a compelling story and the need for that story to be true, authentic, and TRUSTED.

He says that “TRUST IS THE SCARCEST RESOURE WE’VE GOT LEFT.” Yet, he aknowledges we can’t be very successful without it.

I hope you love this peice as much as we do. And check out Seth’s Blog as often as is humanly possible!

Ode: How to tell a great story by Seth Godin

Chris Fralic reminded me of this piece I wrote for Ode.

Great stories succeed because they are able to capture the imagination of large or important audiences.

A great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.

Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.

Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. People don’t trust the beautiful women ordering vodka at the corner bar (they’re getting paid by the liquor company). People don’t trust the spokespeople on commercials (who exactly is Rula Lenska?). And they certainly don’t trust the companies that make pharmaceuticals (Vioxx, apparently, can kill you). As a result, no marketer succeeds in telling a story unless he has earned the credibility to tell that story. (more…)


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