All Marketers Are Liars

All Marketers Are Liars Cover

All Marketers Are Liars

The Power of Telling Authentic Stories in a Low-Trust World

By Seth Godin

Portfolio, Hardcover, 9781591843030, 220pp.

Publication Date: November 12, 2009

Description
The indispensable classic on marketing by the bestselling author ofTribesandPurple 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.


About the Author
Seth Godinis the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, includingPermission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, andPoke the Box. 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.com."

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