All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--And Why Authenticity Is the Best Marketing of All — Bulk Books — Business Books in Bulk — 800-CEO-READ

All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--And Why Authenticity Is the Best Marketing of All

    By Seth Godin
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. "
    ABOUT THE AUTHOR

Seth is the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. You might be familiar with his books LinchpinTribesThe Dip and Purple Cow.

In addition to his writing and speaking, Seth founded both Yoyodyne and Squidoo. His blog (which you can find by typing "seth" into Google) is one of the most popular in the world.

He was recently inducted into the Direct Marketing Hall of Fame, one of three chosen for this honor in 2013.

Recently, Godin once again set the book publishing industry on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way.

His newest book, What To Do When It's Your Turn, is already a bestseller.




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Publisher Portfolio
Publish date 04/24/2012
Pages 220
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ISBN-10 1591845335
Language English

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