“What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?”
Note: Public Notes from Seth Godin show the 3 questions that he asks people struggling with a project http://bit.ly/emUbx9
He sells glasses to intelligent, well-off wine lovers who then proceed to enjoy their wine more than they did before.
Note: The interesting thing is that they DO enjoy it more, because they've been primed and have bought into the Reidel story.
Marketers aren’t 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 live, how we vote and what we do at work. Successful marketers are just the providers of stories that consumers choose to believe.
Note: This is key. Successful marketers aren't the liars; they just give us a story we can believe.
A frame, in other words, is a way you hang a story on to a consumer’s existing worldview.
Note: important definition of frame