Seth Godin's All Marketer's Are Liars Blog.
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He's got a new book out, and some of the takeaway is startling. In one study, half the angina patients waiting for surgery got nothing but a cut in the chest--no surgery. The other half had the surgery. The placebo group enjoyed the same improvements as those that had the "real" surgery.
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The reason, of course, is that on this day, the way you feel is everything. The entire wedding industry is built on a lie. The lie is a story that says, "if your wedding doesn't include at least all of the standard items, you're not special."
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Some people (most people) want to buy music they've heard before. The best new album in the world isn't going to change that worldview. And they spread the song, playing it over and over (for free) to people who don't like new music. After awhile, it's not new to those people, so they buy it.
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Coffee carafe type thing, and the other was a fancy Capresso machine. If your worldview says, "I like gadget, premium, hyped, tweaky coffee" you went for the fancy machine. If your worldview was, "I like to settle, take no risks and be safe and predictable with my coffee" you took the other.
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Francesco confesses that while this was the most popular vacuum in Italy, it was no better and no cheaper than the alternatives. If they just told us the truth (weight and horsepower) they'd be doing nothing at all to make us feel good while we vacuum.
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They can't... not as long as they continue to tell a story that only appeals to just one worldview. You may be good at one story, you may have grown into that story, but now that story can't get you to an audience that doesn't have the same worldview as your existing customers.
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People still pay extra for perfume with Paris Hilton's name on it (she's making more than $10 million a year endorsing stuff). "No, I buy Polo jeans because they fit me better." They're not paying Pierce because they care about Pierce's opinion (or that you care about his opinion).
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