All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works–and Why Authenticity Is the Best Marketing of All

All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All Author Seth Godin
ISBN-10 1591845335
ISBN-13 9781591845331
Year 2012-04-24
Pages 240
Language English
Publisher Portfolio
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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 Whats 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 thats virtually the same car We believe that 225 sneakers make our feet feel betterand look coolerthan 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 dont talk about features or even benefits Instead they tell a storya story we want to believe whether its 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 Thats a lesson learned the hard way by telemarketers cigarette companies and sleazy politicians But for the rest of us its 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 didnt invent storytelling They just perfected it

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