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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. --This text refers to the Hardcover edition.
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.
it seems like the book is pirated， because the quality of the paper is so bad.Published 1 month ago by dorothy
Wonderful, insightful with unique perspectives. Thank you Mo for these ideas. Many aha moments and realizations that are definitely worth spreading. Read morePublished 17 months ago by M. Haine
this is a great book , seth writes in a plain spoken style that is not dry or boring , a ctually it is the opposite , everything is layed out in a clear manner but enough about... Read morePublished on Nov. 23 2012 by Robert Thornhill
I bought this book as used, and it came to me in mint condition, more than what I expected for it to be. I pretty much paid less for more with the quality that it was in. Read morePublished on Nov. 4 2012 by Jem D.
For a new to marketing like me, reading this book was an eye opener. In general though, it aligns with the current common belief(-opinion) that we, the humans, are 'wired up' such... Read morePublished on April 8 2010 by Petre Maierean
The main concept of the book is advertising is not marketing and in order to get people to listen to your message you must tell authentic stories. Read morePublished on Dec 30 2009 by Mathieu Yuill
As a veteran marketer for both the high end real-estate industry and E-commerce, we have to read every marketing book out there. Read morePublished on Oct. 3 2009 by Raamayan Ananda