All Marketers Are Liars: The Power of Telling Authentic by Seth Godin

By Seth Godin

Each marketer tells a narrative. And in the event that they do it correct, we think them. We think that wine tastes larger in a $20 glass than a $1 glass. We think that an $80,000 Porsche Cayenne is drastically enhanced to a $36,000 VW Touareg, that is almost an analogous automobile. We think that $225 Pumas will make our toes believe better-and glance cooler-than $20 no-names . . . and believing it makes it actual.

profitable dealers do not speak about gains or perhaps advantages. as a substitute, they inform a narrative. a narrative we wish to think.

it is a e-book approximately doing what shoppers demand-painting brilliant photos that they decide to think. each organization-from nonprofits to automobile businesses, from political campaigns to wineglass blowers-must take into account that the foundations have replaced (again). In an economic climate the place the richest have an enormous variety of offerings (and no time to make them), each association is a marketer and all advertising and marketing is ready telling tales.

sellers be triumphant after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which proportion with our pals. reflect on the Dyson vacuum purifier or the iPod.

yet pay attention: in the event that your tales are inauthentic, you go the road from fib to fraud. sellers fail once they are egocentric and scurrilous, once they abuse the instruments in their exchange and make the area worse. that is a lesson realized the difficult approach by means of telemarketers and Marlboro.

this can be a robust publication for someone who desires to create issues humans really wish instead of commodities that individuals in simple terms need.

Show description

Read Online or Download All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World PDF

Similar marketing books

Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior

What motivates shoppers to shop for? Is it excitement? schooling? leisure? prestige? or simply an impulse? realizing why shoppers purchase what they do is the key to predicting how they'll behave within the ever-changing market. in general, a lot of what humans purchase are goods they honestly don’t desire.

Marketing to Moviegoers: A Handbook of Strategies and Tactics, Second Edition

Whereas Hollywood executives spend hundreds of thousands of bucks making videos, much more funds is poured into promoting these motion pictures to the general public. within the moment variation of his entire guidebook, advertising and marketing to Moviegoers, veteran movie and television journalist Robert Marich plumbs the depths of the ideas and strategies utilized by studios to industry their motion pictures to shoppers.

The Active Consumer: Novelty and Surprise in Consumer Choice (Routledge Frontiers of Political Economy)

The lively client discusses how shoppers appear to relish attempting new ideas and exploring new combinatory percentages. This publication offers an economic-theoretical knowing of this phenomenon and the various ways that innovation can constitution shopper selection. The authors express from diversified issues of view how significant novelty should be in patron behaviour, the way it pertains to technical switch and the way new purchaser services are built and arranged.

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

Sample text

Marketers can no longer use commercials to tell their stories. Instead they have to live them. Yes, marketing matters. It matters so much that we have an obligation to do it right. Marketing has become more powerful than it has ever been before. It’s not an overstatement to say that marketing changes the world on a daily basis. I think it’s time we figured out how to make it work the way it should. WHEN YOU KNOW THE SECRET, THINGS LOOK DIFFERENT In the East Village, there’s a wildly popular bar and nightclub called Lucky Cheng’s.

I’m already telling myself a story. The lie I’m telling myself isn’t pretty. It’s a detailed monologue about someone trying to steal my time, to rip me off, to deal with me dishonestly. I remind myself that even answering the phone puts my number on a list of names worth selling to someone else. Still, I chance it. ” My story is confirmed in less than a second. First I hear the telltale click of a dial-ahead computer-aided system passing me off to the next operator in line. Then I hear the unique bustle and background noise of a boiler room operation.

It’s easy to make ball bearings, T-shirts, bottled water and mortgages. Making isn’t hard any more. Ford makes Jaguars, Anheuser-Busch makes Kirin, an anonymous plant in Vietnam makes Nike sneakers. The making isn’t hard or special or differentiating any longer. And the end of the curve, the place where you actually tell your stories and authentically live up to what you say you’re going to do—that’s where the leverage is now. The right side of the curve, where you take something people may or may not need and turn it into something they definitely want—that’s where the money is.

Download PDF sample

Rated 5.00 of 5 – based on 12 votes