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    All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (Hardback) By (author) Seth Godin

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    DescriptionSeth Godin's 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 $125 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true. As Seth Godin showed in this controversial book, 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."


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  • Full bibliographic data for All Marketers Are Liars

    Title
    All Marketers Are Liars
    Subtitle
    The Power of Telling Authentic Stories in a Low-Trust World
    Authors and contributors
    By (author) Seth Godin
    Physical properties
    Format: Hardback
    Number of pages: 220
    Width: 132 mm
    Height: 180 mm
    Thickness: 28 mm
    Weight: 272 g
    Language
    English
    ISBN
    ISBN 13: 9781591843030
    ISBN 10: 1591843030
    Classifications

    BIC E4L: BUS
    B&T Merchandise Category: GEN
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.3
    B&T Modifier: Academic Level: 05
    BIC subject category V2: KJS
    LC subject heading:
    DC21: 658.8
    B&T Modifier: Subject Development: 10
    B&T General Subject: 180
    Ingram Subject Code: BE
    Libri: I-BE
    DC22: 658.8
    BISAC V2.8: BUS043000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    LC subject heading:
    B&T Approval Code: A48500000
    LC classification: HF5415 .G5767 2009
    Publisher
    Penguin Putnam Inc
    Imprint name
    PORTFOLIO
    Publication date
    29 April 2010
    Publication City/Country
    New York
    Author Information
    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," "Tribes," "Linchpin," and "Poke the Box." He is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at SethGodin.com.