All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
| Author | : | |
| Rating | : | 4.40 (545 Votes) |
| Asin | : | 1591843030 |
| Format Type | : | paperback |
| Number of Pages | : | 240 Pages |
| Publish Date | : | 2015-10-16 |
| Language | : | English |
DESCRIPTION:
Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. 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. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. 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 didn’t invent storytelling. They just perfected it.”. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. 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. We believe that $225 sneakers m
. He's an entrepreneur, the founder of several successful businesses and a popular TED speaker. He writes one of the most influential business blogs in the world at sethgodin. Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permissi
Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we bel
"It's a must read book for every marketer and every consumer." according to Gisela Hausmann. It's a must read book for every marketer and every consumer. Marketers might be able to improve their performance, and consumer will understand why they do (and buy) what they do (and buy).Extremely significant is Godin's definition of the "great story."" A Great story is true.""Great Stories make a promise."Great stories are trusted."and"Great stories are subtle"These four sentences define the scope. It' s not easy to reach by any marketer. And, consumers need to understand their own behavior better to " Know Your (their) power." If consumers "demand" that marketers align their products with worthy goals, t. MB said Simple Idea Writing Style Makes It Hard to Swallow. I'm almost halfway through the book but I can't read it anymore b/c his writing style makes it hard to comprehend the ideas as you're reading.The books starts out with a few main points: different people share a "worldview"- find a common worldview and figure out how to reach that group (and sell to them) by telling them a "story". The "story" consists of lies that people who share that worldview tell themselves to feel comfortable in the world. For instance - "food products labeled as organic help me live longer" Its not necessarily a lie but its a view shared by many people who value their longevity (a sha. "this is a great way to introduce and start thinking around the topics" according to AvidReader. This was a quick and insightful read! In typical Godin writing style, he explains through example and storytelling how the business situations of today are asking not for commoditization and efficiency, but depth and personalization. Customers need a story to tell themselves in order to spend more on a product that is likely available cheaper somewhere else. Although I agree with many critiques noting that Godin's ideas may not be new in the business world, his delivery provides a much richer experience in learning about them than any textbook or MBA course likely would.If you have a background in business,