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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Hardcover – Jan. 1 2005

by Seth Godin (Author)
4.5 4.5 out of 5 stars 1,509 ratings
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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.

From Publishers Weekly

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.
Previous page
  1. Print length
    183 pages
  2. Language
    English
  3. Publisher
    Portfolio
  4. Publication date
    Jan. 1 2005
  5. Dimensions
    14.61 x 1.91 x 21.59 cm
  6. ISBN-10
    1591841003
  7. ISBN-13
    978-1591841005
  8. See all details
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Product details

  • Publisher ‏ : ‎ Portfolio (Jan. 1 2005)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 183 pages
  • ISBN-10 ‏ : ‎ 1591841003
  • ISBN-13 ‏ : ‎ 978-1591841005
  • Item weight ‏ : ‎ 318 g
  • Dimensions ‏ : ‎ 14.61 x 1.91 x 21.59 cm
  • Customer Reviews:
    4.5 4.5 out of 5 stars 1,509 ratings

About the author

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Seth Godin

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Seth Godin is the author of 20 international bestsellers that have been translated into over 38 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.

He worked as a year as the volunteer founding editor of The Carbon Almanac, and his recent bestsellers also include The Practice and This is Marketing.

He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.

His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.

His book Linchpin came out in 2008 and was the fastest-selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.

In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.

He's known as a pioneer in online education, and was the founder of the altMBA.

You can find every single possible detail that anyone could ever want to know at sethgodin.com

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DC
5.0 out of 5 stars Very interesting
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Cliente de Kindle
5.0 out of 5 stars Just what I was looking for, but not for everybody
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Nano Fregonese
5.0 out of 5 stars Marketing é contar histórias
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5.0 out of 5 stars Sullo storytelling
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