All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authen ticity Is the Best Marketing of All
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.”
From the Trade Paperback edition.
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All Marketers Are Liars : The Power of Telling Authentic Stories in a Low-Trust WorldUser Review - Not Available - Book Verdict
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 ... Read full review
I DONT BELIEVE MARKETERS1
I BELIEVE SUSHI TASTES BETTER IF THE CHEF IS JAPANESE
I LIKE TO BEAT THE SYSTEM
ORGANIC FOOD IS BETTER
HI ITS DAVE
FRAUDS ARE INAUTHENTIC
MARKETERS ARENT REALLY LIARS
KNOW YOUR POWER
DOES MARKETING MATTER?
WHEN YOU KNOW THE SECRET THINGS LOOK DIFFERENT
HOW MARKETING WORKS WHEN IT WORKS
YOURE NOT IN CHARGE PEOPLECANTLISTEN
YOURE NOT IN CHARGE IT WONT STAY STABLE
WE ALL WANT THE SAME THINGS
ALL SQUIRRELS WANT NUTS
THEY SAY THERES NO ACCOUNTING FOR TASTE
WHAT COLOR ARE YOUR GLASSES?
GLIMPSES OF A WORLDVIEW
THE POWER OF FRAMES
GETTING IN THE DOOR
ANGELS AND DEVILS
LUCKY CHARMS IS A HEALTH FOOD?
ATTENTION BIAS AND VERNACULAR
ITS ACTUALLY SMALLER THAN THE WORLD
THERE ARE NO DOORBELLS IN NEW HAMPSHIRE
A WORLDVIEW IS NOT A COMMUNITY
TWO MORE WORLDVIEWS WORTH MENTIONING
HOW YOUR BRAIN WORKS
THE FROG AND THE FLY
MAKE A GUESS
PRESIDENTS WE HATE
YOU DONT GET MUCH TIME TO TELL A STORY
THE FIRST SNAPSHOT
THE MYTH OF THE FIRST IMPRESSION
WHY YOU NEED TO CARE ABOUT SUPERSTITION
ARE YOU A MARKETER?
TELLING STORIES IN AN INTERNET WORLD
HOW TO GET ELECTED PRESIDENT
I BELIEVE A HOMECOOKED MEAL IS BETTER FOR MY FAMILY
I BELIEVE SHOPPING FOR LINGERIE MAKES ME FEEL PRETTY
TRUTH AND BEAUTY
WHY SOPHISTICATED WOMEN HATE MINIVANS
WHOS YOUR NANNY?
THE GULF OF TONKIN
THE EMPEROR ACTUALLY LOOKED GOOD
CHANGING THE STORY REQUIRES PERSONAL INTERACTION
EVERY PICTURE TELLS A STORY
THE AUTHENTICITY OF THE SOY LUCK CLUB
FAKING IT WITH ICE CREAM
ITS THECOMBINATIONOF SENSES THAT NOW CONVINCES THE SKEPTICAL CONSUMER
ALL SUCCESSFUL STORIES ARE THE SAME
ONE STORY PER CUSTOMER
SPLITTING THE COMMUNITY
THE OTHER WAY TO GROW
INVISIBLE OR REMARKABLE?
IN DEFENSE OF EXTREMISM
WHEN STORYTELLING AND THE COW DOESNT SEEM TO WORK VERY WELL
I WANT TO DEMONSTRATE MY POWER
THE STORYTELLERS AT AVALON
CREATING FOX NEWS
IS A RESTAURANT ABOUT EATING?
GETTING PEOPLE TO TRAVEL
PEOPLE WITH NAPSTER ARE A BANDS BEST CUSTOMERS
THE GOODYEAR BLIMP
THE FOUR FAILURES
THE KEY ADDITION TO PURPLE COW THINKING
SOME PROBLEMS ARE HARD
ARE YOU MARKETING A CAMEL?
ON THE OTHER HAND
FURTHER READING FROM SETH GODIN2
OTHER BOOKS WORTH READING3
Other editions - View all
All Marketers are Liars: The Power of Telling Authentic Stories in a Low ...
Limited preview - 2005
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low ...
Limited preview - 2005
All Marketers Are Liars: The Underground Classic That Explains How Marketing ...
No preview available - 2012
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