Companies need ads to make their product stand out of the large competition in the market. But are they lying? I don't think so. There are exaggerations, over-statements, or misleading information which advertisers can get away with. The art of the sale is not in lying, but it is manipulating with the truth to make it sound like you actually need a product you don't. A lot of the statements that advertisers make are not literally true, but even not they are expecting that every person is believeing everything that is advertised. In the modern competitive market, there are so many products from so many companies which do not differ very much, therefore advertising companies have to be creative to present the advertised product in a good way.
Great stories are rarely aimed to everyone. Average people have too many different points of view about life. Consumers are clever and they´ll see throught your deceit at once. And most of all, great stories agree with our worldview. The best stories don´t teach people anything new. Consumers are complict in marketing. Consumers believe stories. Without this belief, there is no marketing. A marketer can spend plenty on promoting a product, but unless consumers are actively engaged in believeing the story. MARKETERS AREN´T REALLY LIARS They are just storytellers. It´s the consumers who are liars. As consumers, we lie to ourselves every day. We lie to ourselves about what we wear, where we lie, how we vote and what we do at work. Successful marketers are just the providers of stories that consumers choose to believe. This is a book about the psychology of satisfaction. Seth Godin believes that people tell themselves stories and then work hard to make them true
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