All Marketers Are Liars

Author: Seth Godin
Edition: Reprint
Publisher: Portfolio Trade
Binding: Paperback
ISBN: 1591845335
Price:
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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

Seth Godin’s three essential questions for every marketer:
“What’s your story?”
“Will the people who need to hear this story believe it?”
“Is it true?”
 

All marketers tell stories.All Marketers Are Liars review. And if they do it right, we believe them. We believe that wine tastes better in a glass than a glass. We believe that an ,000 Porsche is vastly superior to a ,000 Volkswagen that’s virtually the same car. We believe that 5 sneakers make our feet feel better—and look cooler—than a brandRead full reviews of All Marketers Are Liars by Seth Godin.

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All Marketers Are Liars : Paperback : Penguin Putnam Inc : 9781591845331 : 1591845335 : 24 Apr 2012 : The new rule of marketing is that it doesn't matter if something is actually better or faster or more efficient. What matters is whether consumers believe the story. Godin teaches readers to create a story that fits the consumer's world view, a story they will intuitively embrace and share with friends.

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Seth Godin's three essential questions for every marketer: 'What's your story?' 'Will the people who need to hear this story believe it?' 'Is it true?' All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a glass than a glass. We believe that an 000 Porsche is vastly superior to a 000 Volkswagen that's virtually the same car. We believe that 5 sneakers make our feet feel better--and look cooler--than a brand. And believing it makes it true. As Seth Godin showed in this controversial book, great marketers don't talk abou

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All Marketers Are Liars

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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--And Why Authenticity Is the Best Marketing of All

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All Marketers Are Liars Reviews

And if they do it right, we believe them. We believe that wine tastes better in a glass than a glass. We believe that an ,000 Porsche is vastly superior to a ,000 Volkswagen that’s virtually the same car. We believe that 5 sneakers make our feet feel better—and look cooler—than a brand. And believing it makes it true.
 
As Seth Godin showed in this controversial book, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
 
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
 
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
 
But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”