The book dives into the reality of how marketing works, how marketers have used it to their advantage, and the true value behind being authentic with your marketing.
The reality is this: All marketers tell stories. The stories may or may not be true, BUT those stories impact the consumers buying decisions EVERY DAY. If your story is NOT true, and the truth eventually comes out, it will greatly impact your brand’s reputation. Now, some brand’s false stories will never be proven false, and that is sadly the truth.
This is the power of a story. A story shapes a belief about a brand. With an authentic story, you can literally change the world. A story can also penetrate a worldview, and once that happens, people in that worldview will share your brand with others.
The sad thing is that most brand’s do not think in terms of story. They think in terms of push marketing – how do we drive more interactions with our brands by pushing ourselves on them. Yet, they are unknowingly telling stories along the way, but probably not the stories they want to be telling.
Seth covered a lot in this short book. Grab your copy today and let me know what you think!