All Marketers Are Liars 56-61

57 A lot of people want what everyone else is buying.

58 If it ain’t broke, don’t fix it. The reason so many effective solutions take forever to get implemented is that the fear of change is greater than the cost of sticking with what you’ve got.

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60 Every consumer has a worldview that affects the product you want to sell. The worldview alters the way they interpret everything you say and do. Frame your story in terms of that worldview, and it will be heard.

61…the purpose of this book is to persuade you to be less rational. Stop trying to find the formula that will instantly make your idea into a winner. Instead of being scientists, the best marketers are artist. They realize that whatever is being sold (a religion, a candidate, a widget, a service) is being purchased because it creates an emotional want, not because it fills a simple need.