All Marketers Are Liars

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All Marketers Are Liars

Format:  Paperback,

220 pages

Publisher: Penguin Group USA

Publish Date: Apr 2012

ISBN-13: 9781591845331

ISBN-10: 1591845335

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Book Information

The following content was provided by the publisher.
Seth 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."

Specifications

Publisher: Penguin Group USA
Publish Date: Apr 2012
ISBN-13: 9781591845331
ISBN-10: 1591845335
Format: Paperback
Number of Pages: 220
Shipping Weight (in pounds): 0.35
Product in Inches (L x W x H): 5.0 x 7.0 x 0.75

About the author

Biography of Godin, Seth

Bestselling business book author, entrepreneur, and speaker Seth Godin was born on July 10, 1960. He graduated from Tufts University in 1982 and earned an MBA in marketing from Stanford Business School. Godin worked as a brand manager for Spinnaker Software and founded his own book packaging business, followed by the online marketing company Yoyodyne. He was a vice president of direct marketing for Yahoo, and in 2006 he launched the popular community website Squidoo.

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