Almost every important buying decision is made instantaneously.
What is a Frame?
Frames are the words and images and interactions that reinforce a bias someone is already feeling.
A frame allows you to present an idea in a way that embraces the consumer’s worldview.
The best marketing stories are told (and sold) with frames but ultimately to spread to people who are open to being convinced of something brand new.
The best marketing goes on when you talk to a group that shares a worldview and also talks about it – a community.
Personal Worldview Examples
I like to beat the system (take a shortcut).
I’m capable of changing myself through action.
Technology can improve my life.
I have a great selection of media sources I consume.
Books are a valuable medium.
I don’t have enough time. I need to be more efficient with it.
I’m lazy and that’s smart.
Doing the right thing pays off.
Long-term thinking is better than short term thinking.
The public demands that you tell them a story. The story is part of the product or service that they buy – and in many cases, the story is what people set out to buy.
If you want to grow, make something worth talking about. Not the hype, not the ads, but the thing. If your idea is good, it’ll spread.
Questions to ask yourself:
Which worldview am I addressing?
What frame am I using?
What’s the story worth noticing?
How will I live my story?
What am I not willing to compromise on to keep it real and pure?
What are the shortcuts your fans can use to tell the story to their friends?
How can I radically change my product or service so the story is natural?
What’s the value of my permission asset (to follow up)?
The Main idea
Marketing is about telling a story people can and want to believe in.
Stories are far more powerful than features, benefits, or marketing tactics. We connect with stories on a deeper emotional level.
New / Remarkable
Consumers are used to telling stories to themselves and telling stories to each other, and it feels natural for them to buy stuff from someone who’s telling a story that aligns with their worldview.
Consumers are always asking: What’s your story?
They want your resume, your packaging, your candidacy, your ads, your customer service to tell a story.
A consistent, authentic story is one that is framed in terms of the worldview of the person you’re telling the story to. The story must be robust and honest and transparent and you have to be prepared to live it out loud.
Successful marketers are the ones that can honestly tell a story people want to believe and share.
Things that could be improved
Although the laid-back style of the book makes it very easy and fun to read, the repetitive and surface-level nature of 90% of the content can become very tiring.
There is very little visual aid or formatting. The most important insights are spread throughout the book and are hard to identify. It also lacks scientific proof or sources for the many opinions and statements Godin makes.
The headlines describe the examples he’s using rather than the content or insight he’s trying to bring across. If one does not take notes or highlights important paragraphs, he would have to read the book all over again in order to find the valuable insights within the lines.