This morning I gave myself leave to randomly bounce around the internet letting myself blindly follow likely links to some new aspect of marketing for home inspectors.

Generally, this type of behavior is a waste of time but today's little fling landed me on a site that gave me pause to re-think how I'm presenting my marketing messages. Not just in print - but in all aspects of my branding and philosophy.

One of my mantra's "We are not home inspectors, but marketers who happen to deliver home inspection services", makes it clear that I'm a marketer.

Seth Godin's new book "All Marketers Are Liars", piqued my interest and is a refreshing real world view of marketing strategy. Laid bare are all the reasons why telling your marketing message in story form and incorporating the story into all your messages will ultimately turn the believers of your stories into a sales force. Not a bad idea, eh? Is'nt this what I've been teaching you all along? Get a referral base that sells for you!

"Successful marketers don't tell the truth. They don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. Consumers demand that you paint vivid pictures that they choose to believe. Every organization must understand that the rules have changed again. Every organization is a marketer and all marketing is about telling stories." - Seth Godin

Now the idea here is to figure out in which areas I could benefit from this new view of marketing through stories. The first one that comes to mind is your USP (unique selling proposition) - Imagine buying a house that you know as well as the one your in now - and being able to ask someone else to fix it.

We are not home inspectors - but marketers who happen to deliver home inspection services -- Bob Kille

Now I just came up with that one and it's not bad for 5 minutes of work. Basically, what someone wants when buying a home - no hassles after the purchase. Strike a cord with your target audience on the things that they want, not what they need.