Story Marketing

This time, I would like to mention "Stroy Marketing."
Before I came to the U.S., one book attracted my eyes at the bookstore.
"All Marketers are Liers" by Seth Gordin is what I am talking about.

He asserts that the brand concepts or ideas are spread by people, who really love those.
In this term, marketers are supposed to tell stories of their products, not only explaining the quality but also expanding customers' future image with those products.

For instance, a person who is going to buy Audi might expect his ideal image with it. For his perspective, other brands may not match with his images.
Marketers or sales representatives are try to approach to inspire his future images, with telling stories.

Then, that guy would tell his own experiences with Audi to his surroundings such as co-workers or relatives. This is what Seth Gordin empasis on the importance, and marketers should have this skill expecially within this competitive society.

It is often said that the story marketing is consisted by three steps.
1) Draggin people's eyes, interests by its design
2) Adding values, which raise the people's willingness of payment.
3) Construct the relationships with customers (brand loyalty)

Reminding my first encounter of this book, I was draged by the design, and I thought it deserved to pay a money, not a copy from library, and then finally I have the loyalty to his theory.
(In this case, the name of "Seth Gordin" would be brand.)

People spread their own experiences by means of the stories, like this blog post of my experiences.

Here is Gordin's blog.

http://sethgodin.typepad.com/