(Sculpture- Vigo, Spain)

JOE: Good morning Calliope.
CALLIOPE: Good morning Joe. Ready for another week?
JOE: Yes. I'm ready to go.
CALLIOPE: Did you finish Seth Godin's book, All Marketers are Liars yet?
JOE: Not yet. I'm about half way through it.
CALLIOPE: What do you think so far?
JOE: The title intrigued me. So did the picture on the front cover of Seth with a Pinnochio nose attached.
CALLIOPE: Is that what got you to buy the book?
JOE: Mostly. I looked inside and thought the approach looked interesting.
CALLIOPE: How so?
JOE: I have been trying to approach marketing my books in a scientific way as if there were a logical way to go about it.
CALLIOPE: We muses don't get too involved in marketing. So it's not a scientific endeavor?
JOE: It doesn't seem to be. Seth's writing indicates that it is more an appeal to the emotions.
CALLIOPE: In what way?
JOE: When people consider buying something, they concern themselves more with whether having it reinforces their world view (lies they tell themselves) and confirms what they already think rather than due to benefits, features or anything else logical.
CALLIOPE: I never looked at it that way before.
JOE: Neither did I. But the more I read the more sense it makes. Talk with you tomorrow.