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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
     

All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

by Seth Godin
 
Seth Godin's three essential questions for every marketer: "What's you 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

Overview

Seth Godin's three essential questions for every marketer: "What's you 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 $125 sneakers make our feet feel better--and look cooler--than a $25 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."

Editorial Reviews

Seth Godin advises marketers that what matters is not the quality of their goods but the good feelings generated by their "storytelling." In our complicated, cynical world, we all want to hear a story that we can believe; a story that fits our worldview; a story that we intuitive embrace and then share with our friends. If the story grabs us on a deep gut level, Godin insists, it doesn't matter that it contains a little white lie. In All Marketers Are Liars, the author of Purple Cow describes the difference between marketing campaigns that work and those that fail.

Product Details

ISBN-13:
9781591841005
Publisher:
Penguin Publishing Group
Publication date:
05/19/2005
Pages:
208
Product dimensions:
5.76(w) x 8.52(h) x 0.82(d)
Age Range:
18 Years

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