All Marketers Are Liars 115-123

119 Some senses count for more than others, but every sense matters.

120 You win when you manage to make your story coherent.

121 marketing has become an art. The essence of that art is your ability to use non-verbal techniques to make me a series of promises.

Copy someone in a different industry who’s telling a similar story. Discover the cues and signals she uses.

Remember, the best stories promise to fulfill the wishes of a consumer’s worldview. They may offer: a shortcut, a miracle, money, social success, safety, ego, fun, pleasure, belonging.

122 Because successful stories never off the things marketers are most likely to feature: very good quality.

123 The most important principle is this: you cannot succeed if you try to tell competition’s story better than you can.