All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
| Author | : | |
| Rating | : | 4.16 (891 Votes) |
| Asin | : | 1591845335 |
| Format Type | : | paperback |
| Number of Pages | : | 240 Pages |
| Publish Date | : | 2015-08-21 |
| Language | : | English |
DESCRIPTION:
It's a must read book for every marketer and every consumer. 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 produ. 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 valu. this is a great way to introduce and start thinking around the topics 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
. 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 Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip,
Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies butsatisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, t
But beware: If your stories are inauthentic, you cross the line from fib to fraud. And believing it makes it true. 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. Stories are the only way we know to spread an idea. 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. As Godin writes, “Stories make it easier to understand the world. We believe that $225 sneak