The 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.”
From the Trade Paperback edition.
|Publisher:||Penguin Publishing Group|
|Sold by:||Penguin Group|
|File size:||471 KB|
|Age Range:||18 Years|
About the Author
From the Trade Paperback edition.
Most Helpful Customer Reviews
The book “All Marketers are Liars” (then switched to All Marketers Tell Stories) is a 200-page book written by the Marketing Guru, Seth Godin. The book basically discusses how to become successful in marketing by telling an authentic story about whatever you want to promote. He explains how to create a successful story by breaking up the process into five steps which are the five main chapters of the book. The five steps that Godin discusses are first stated in the beginning of the book, are the titles for most of the chapters in the book, and each step is respectively repeated at the end of a chapter after it has been explained. Needless to say, these steps are the main focus of the book. The steps are: Their Worldview and Frames Got There before You Did, People Only Notice the New and Then Make a Guess, First Impressions Start the Story, Great Marketers Tell Stories We Believe, and Marketers with Authenticity Thrive. Godin uses real life scenarios of all types- from picking the right car, to experiences in coffee shops, to how companies have failed and succeeded in the past- to help prove each of his points discussed in the book. His purpose in implementing a wide variety of different scenarios was to make the content relatable for all audiences. He also attempts to do this by stating this, “(Note: when I write company, feel free to insert church, nonprofit, campaign, PTA, job seeker or whatever other entity is relevant to you. We all tell stories, every day, and this book is about your story too.)”. Personally, I found this book to be an easy read and a success at what it set out to do. It was very straight forward and even though I am not a marketer for a big company, I found it to be very helpful in teaching me how to market myself, seeing why certain types of marketing are successful, and realizing why I choose some of the products that I use over other products. It is very informative I would recommend this book to anyone no matter their age nor occupation.
An excellent read even if you are not in business or marketing.
Godin will redefine marketing for you.