All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All book by Seth Godin
By Seth GodinThe indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has 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 $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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.” Published By Penguin on 2012-04-24
Book details
- Paperback
- 241 pages
- English
- 9781591845331
- 1591845335
About Seth Godin
seth godin is a bestselling author, entrepreneur and agent of change.godin is author of ten books that have been bestsellers around the world, and he is al Read More about Seth Godin
More Books By Seth Godin
Permission Marketing: Turning Strangers into Friends and Friends into Customers (A Gift for Marketers) book by Seth Godin
New Book
The Dip: A Little Book That Teaches You When to Quit book by Seth Godin
New Book
All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All book by Seth Godin
New Book
People who bought this also bought
Modern Roses 10: The Comprehensive List of Roses of Historical and Botanical Importance Including All Modern International Rose Registrations
Used Book
Working Identity: Unconventional Strategies for Reinventing Your Career book by Herminia Ibarra
New Book
Webster's Geographical Dictionary: A Dictionary Of Names Of Places with Geographical And Historical Information And Pronunciations
Used Book
The Book You Wish Your Parents Had Read and Your Children Will Be Glad That You Did book by Philippa Perry
New Book
Surviving: the Uncollected Writings of Henry Green book by Henry Green
Used Book
When Holidays Hurt: Finding Hidden Hope Amid Pain and Loss book by Bo Stern
Used Book
Stealing the Environment: Social and Ecological Effects of Industrialization in Rourkela
Used Book
Armageddon, Oil and the Middle East : What the Bible Says About the Future of the Middle East and the End of Western Civilization
Used Book
Prayers for a Planetary Pilgrim: A Personal Manual for Prayer and Ritual
Used Book
All Things New: Heaven, Earth, and the Restoration of Everything You Love book by John Eldredge
New Book
The Resurrection of the Shroud: New Scientific, Medical, and Archeological Evidence
Used Book
The CEO Next Door: The 4 Behaviors that Transform Ordinary People into World-Class Leaders book by Elena Botelho
New Book
Releasing Your Potential: Exposing the Hidden You book by Myles Munroe
New Book
Pro Sports Halls Of Fame - Volume 1 - Hockey 1945-1967 Hobey Baker to Turk Broda
Used Book
Future Rich : The People, Companies, and Industries Creating America's Next Fortunes
Used Book
The Organized Mind: Thinking Straight in the Age of Information Overload book by Daniel J. Levitin
New Book
Before the Wind: The Memoir of an American Sea Captain, 1808-1833 book by Charles Tyng
Used Book
Women and Leadership: Lessons from some of the world's most powerful women
New Book