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As the Rolling Stones so aptly put it and Seth Godin so eloquently confirms in his new book, All Marketers Are Liars, “You can’t always get what you want, but you get what you need.”
Making you think that what you want is what you need is the job of marketers, who tell us stories (lies) that are intended to create an “I need” mentality. We already have what we really need, and it’s all pretty cheap he says. It takes lies to make us think the more expensive variety of necessities are necessary.
Seth spoke last night at a book party in Manhattan where everyone got a free copy of his book. It was fun to finally meet him in person last night after years of emails and phone calls.
Here’s a marketing lie: my bank, Commerce Bank, (and probably other banks too) lies about electronic funds transfers. I’ve been paying my rent online through EFT for months. Yesterday I got a notice from the landlord saying they’d yet to receive the EFT I sent on the 5th.
Turns out: I request the EFT and the bank cuts a CHECK the next day and SNAIL MAILS it, and says I have to allow 10-14 days for the check to arrive. What’s electronic about that?
They did get on the phone with the landlord and get them to reverse a $50 late charge. But nowhere on the Commerce site does it say you have to allow 14 days for an EFT.
From now on, I will mail the landlord a check and know it will be there in 3 days. Liars. Liars. Pants on fire.