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All Marketers Are Liars - by Seth Godin (Paperback)

About this item

Specifications

Suggested Age: 22 Years and Up

Number of Pages: 240

Genre: Business + Money Management

Sub-Genre: Marketing

Format: Paperback

Publisher: Portfolio

Book theme: Research

Author: Seth Godin

Language: English

Street Date: April 24, 2012
TCIN: 77318496
UPC: 9781591845331
Item Number (DPCI): 247-56-0362
Origin: Made in the USA or Imported

Description



About the Book



Godin teaches readers to create a story that fits the consumer's world view, a story they will intuitively embrace and share with friends.



Book Synopsis



The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has 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 $225 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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."



Review Quotes




Praise for Seth Godin:

Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off.
--Forbes

It's easy to see why people pay to hear what he has to say.
--Time

If Seth Godin didn't exist we'd need to invent him.
--Alan Webber, founder, Fast Company

If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin.
--Micah Sifry, cofounder, Personal Democracy Forum

Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer...and also a clear-eyed visionary.
--Miami Herald



About the Author



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's an entrepreneur, the founder of several successful businesses and a popular TED speaker. He writes one of the most influential business blogs in the world at sethgodin.com.
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Shipping details

Estimated ship dimensions: 0.5 inches length x 5 inches width x 6.9 inches height
Estimated ship weight: 0.35 pounds
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