9781591841005

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

Godin, Seth

ISBN 10: 1591841003 / 1-59184-100-3
ISBN 13: 9781591841005
Publisher: Portfolio Hardcover
Publication Date: 2005
Binding: Hardcover
Editorial Reviews:
Synopsis:
Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.

Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.


 

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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World [Hardcover] (ISBN: 1591841003 / 1-59184-100-3)
Godin, Seth
ISBN 10: 1591841003
ISBN 13: 9781591841005
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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (ISBN: 1591841003 / 1-59184-100-3)
Godin, Seth
ISBN 10: 1591841003
ISBN 13: 9781591841005
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Book Description: Portfolio/Penguin, New York, New York, U.S.A., 2005. Hardcover. Book Condition: New. Dust Jacket Condition: New. First Edition. Shows a hint of light browning/dust spotting on the top edge of the bound pages from time on our shop shelves. Bookseller Inventory # 005328

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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (ISBN: 1591841003 / 1-59184-100-3)
Godin, Seth
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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (ISBN: 1591841003 / 1-59184-100-3)
Godin, Seth
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ISBN 13: 9781591841005
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