sly : marketing

DR. Phil, A Fake Deer and Pizza

I remember reading All Marketers are Liars by Seth Godin, and it was like I finally understood what marketing was all about. I read about how we turn brands into stories, how we turn people into stories and how we even turn ourselves into stories.

We have always been surrounded by stories.

We need to start asking the same question as my good friend Mark Harai is asking:

“What do people think of you when your name or brand comes up in a conversation?”


That’s the story about you.

By the way, did you know that Adam Sandler Would Have Been the Greatest Blogger in the World? That’s because he is one of the best story tellers in the world, and he has turned himself into the perfect story.

What are you waiting for?

The thing is, we create stories whether we like it or not. We turn content into related content, no matter if it’s related or not. And we don’t care if the people who created the content had a story in mind. If they didn’t, we create the stories ourselves.

Pizza is not just pizza

Remember my pizza delivery guy story? Oh, you don’t? Well, here’s the short version; a few years ago a pizza delivery guy gave me a ride home. After that ride, their pizza started to taste even better. And I have been spending my money there ever since. The thing is, it’s not about the pizza. All my friends are telling me that the pizza tastes the same. I’m saying no, it doesn’t, not to me.

The fake deer

If you didn’t remember the pizza delivery story, my guess is that you won’t remember the story about the fake deer either. It’s actually a lot funnier. Here’s another short version for you. I was out walking, and I discovered a garden with a fake deer. I stopped and stared and asked myself – why? Then, I discovered that this person is actually telling a story. Maybe he’s like me, he loves animals, and in his ideal world, he would have a live deer just like this in his garden? I have no clue if that was the story he was trying to tell, but that was the story I created.

Dr. Phil

Every successful person on TV understands the power of telling stories. If you’ve read 5 Dr. Phil marketing tricks, you already know that he’s not only creating a random TV show. He has turned himself into a story that millions of people truly love.

Create a brand new story or adopt an old one?

You can do research and discover what the market is already looking for (in all parts of life and business). And you can turn yourself into this type of brand or person. Or, you can create a brand new story, a story that no one have ever heard. That’s the choice you have.

No matter what you do; create a story, continue to tell it, and stick to it.

15 responses to “DR. Phil, A Fake Deer and Pizza”

  1. Ricardo Nuñez says:

    I think adopting a story and trying to do what somebody already did allows people to have more confidence in what they are doing because they think that already worked. I don’t think is the best way of doing things, and people will never know why the other person did it. Telling your story is the best way of building your brand. Story telling isn’t easy, but with practice everything is possible,

    • jens says:

      Hi Ric,

      I agree, storytelling is very hard. It’s one thing to find your story, and to be authentic and then to keep telling the same story until people understand who you are and never forgets it 🙂

      Thanks a lot for your comment Ric. Have a great weekend.


  2. jens says:

    Hey mr. Dell 🙂

    Thanks a lot for stopping by. The reason why the pizza is tasting better is how the people at the restaurant is treating me. The pizza delivery guy gave me a ride home, and the people there are just plain awesome. The pizza is still the same, but when I really enjoy being there among those people, the pizza tastes better. I know, it’s probably still confusing, but the taste is all about how I feel when I’m there.

    Thanks a lot for the comment.


  3. Stuart says:

    You have a way with words Jen, you really do. And I thought the castrated cat was special enough!

    I agree with the whole idea of stories; I always say that everyone, and I mean EVERYONE, has got a story to tell. When you ask people about themselves, and they clam up and claim they’re not very interesting, I don’t believe them.

    They ARE interesting, they just don’t want to believe it.

    Take care amigo 🙂

    • jens says:

      Hi Stuart,

      Guess what? I’ve just been to England. I visited Bournemouth last weekend. It was my first visit, and wow, what a place. Incredible beaches and palms, and the weather was just awesome. I’m definitively going back soon.

      Thanks a lot for the kind words. Everyone has a story to tell, definitively. I believe that the hard part is to find a way to tell it. I enjoy writing, that’s how I tell most of my stories. But other people might enjoy talking. And some people might not enjoy any form of communication (to strangers). But the important part is that we’re all unique and have different stories to tell 🙂

      Have a great weekend Stu, and thanks a lot for your comment.


  4. Carolyn says:

    I agree with both of you, storytelling is quite difficult. Jens, that is one of the many aspects of your blog that I find enjoyable: your ability to tell a fascinating, entertaining and enlightening story.

    • jens says:

      Hey Carolyn,

      Thanks a lot. I’m doing my best to turn the difficult part of marketing into something not so difficult 🙂

      Have a great weekend, and thanks a lot for the comment.


  5. Eugene says:

    I have been thinking about this topic a lot lately. Actually was knocking around ideas in my head for a post about the subject. I think stories are priceless. They help you connect with other people. Instead of saying “here…buy this” you can actually help the other person visualize and feel. And feeling goes much further than any specs or details about a product.

    • jens says:

      Hi Eugene,

      Stories are priceless, I absolutely agree. I started out with “buy this” and then, “please buy this” until I realized that it was all about stories. I love telling stories, and turning difficult situations into something easy to visualize (and understand).

      Thanks a lot for your comment. Have a great weekend.


  6. Kavita says:

    It is easier to understand a topic/trick/strategy/moral from a story. Children learn about morals and good things better from stories. We all have grown up listening to stories. A practical thing goes into head easily. That is what I like about your posts. You relate real stories and give a visual picture. Thanks for the share.

    • jens says:

      Hi Kavita,

      My kids really enjoy stories, and I have even made them a special song. This is (according to them) their favorite song. I sing it to them when they are going to go to sleep. I believe that the reason they enjoy it so much, is that it’s their song. It was created for them, and nobody else. That’s the same with stories. When we create stories that you feel involved in, you’ll remember them a lot easier and the story gets a lot more exciting 🙂

      Thanks a lot for your comment Kavita.


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