Saturday, September 09, 2006

Confused selling?

Let’s pretend for a moment that marketers actually sold what they advertised.

Yesterday as I was doing an errand through our local mall I passed an Aldo’s store full of people, shoes, and people buying shoes. What grabbed my attention most was the huge window advertisement of a girl in a short-short skirt with the question, “What is your story?”

Is Aldo selling shoes or stories?

Marketers clearly know that quality product alone does not move product from retailer to consumer. Consider this billboard (and Failure to Launch line), “Buying a boat is not about the boat, buying a boat is about the culture.”

What are you selling? Facts, formulas, hard truths, and fake community…or…are we selling great stories, culture, and life. How would a marketer sell the church?

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