All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World,Books,Free Shipping,1591841003,

	All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin
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Product Details Binding Hardcover Dewey Decimal Number 658.8 EAN 9781591841005 ISBN 1591841003 Manufacturer Portfolio Hardcover Number Of Items 1 Number Of Pages 208 Publication Date May 19, 2005 Publisher Portfolio Hardcover Release Date May 23, 2005 Availability Usually ships in 24 hours Product Description Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need. Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and 'there is almost no connection between what is actually there and what we believe,' presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell 'great stories' about their products that pander to consumers' self-regard and worldview. 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 but...satisfy 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, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between 'fibs' that 'make the thing itself more effective or enjoyable' and 'frauds' that are 'solely for the selfish benefit of the marketer.' To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles. Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need. Customers who bought this item also bought Purple Cow: Transform Your Business by Being Remarkable Permission Marketing : Turning Strangers Into Friends And Friends Into Customers The Dip: A Little Book That Teaches You When to Quit (and When to Stick) Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas Meatball Sundae: Is Your Marketing out of Sync? Customer Reviews for: All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Rating - Not Liars...Storytellers Seth Godin, author of such classics as Permission Marketing, Purple Cow, and Unleashing the Idea Virus (and founder of the social networking site Squidoo), continues to display his chops as one of the freshest and most visionary marketing minds in the English-speaking part of the planet. In this book, he looks deeply at the power of story in marketing-with some insights I haven't seen elsewhere. Why does wine actually taste ... Read More Rating - Authentic Stories and Experiences Help Attract and Retain Customers All Marketers Are Liars is one of Seth Godin's better marketing books. If you have a choice between reading Purple Cow and All Marketers Are Liars, opt for this one. The book is based on the observation that customers want to align with offerings and services that reinforce their positive self-images. I'm sure that idea isn't new to you. Otherwise, why would someone pay ten times as much for an item of frequently poor quality that has five ... Read More Rating - The importance of having a story that resonates with customers' world view "Marketers are liars" is a catchy title. A more informing title would be "Products need to resonate with customers' (subjective) world view", but it wouldn't have sold as well... Godin is good at marketing to marketers. A central theme is that consumers are not rational. They lie to themselves about the decisions they make and later rationalize those decisions. It's a good reminder, although this is psychology 101 and clearly not a "whole new ... Read More Rating - a good resource for designers A design colleague I respect recommended this book as a way to answer some of the questions I had about the ethics about selling design services and business in general. It makes a good case for why certain services are more expensive than others, and how to justify your fees.. see more reviews See all books by author Seth Godin

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