All Marketers Are Liars: The Power of Telling Authentic by Seth Godin PDF

By Seth Godin

ISBN-10: 1591841003

ISBN-13: 9781591841005

Each marketer tells a narrative. And in the event that they do it correct, we think them. We think that wine tastes greater in a $20 glass than a $1 glass. We think that an $80,000 Porsche Cayenne is enormously improved to a $36,000 VW Touareg, that is almost an analogous vehicle. We think that $225 Pumas will make our toes suppose better-and glance cooler-than $20 no-names . . . and believing it makes it actual. profitable retailers do not discuss beneficial properties or maybe advantages. in its place, they inform a narrative. a narrative we wish to think. this can be a booklet approximately doing what shoppers demand-painting brilliant photographs that they decide to think. each organization-from nonprofits to vehicle businesses, from political campaigns to wineglass blowers-must remember that the foundations have replaced (again). In an economic system the place the richest have an enormous variety of offerings (and no time to make them), each association is a marketer and all advertising is set telling tales. sellers prevail after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which percentage with our associates. think about the Dyson vacuum purifier or the iPod. yet watch out: in case your tales are inauthentic, you move the road from fib to fraud. agents fail once they are egocentric and scurrilous, once they abuse the instruments in their alternate and make the area worse. that is a lesson realized the tough means via telemarketers and Marlboro. this can be a robust ebook for an individual who desires to create issues humans really wish in place of commodities that folks in basic terms want.

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Extra info for All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

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Presented with the same wine in both an ordinary kitchen glass and the proper Riedel glass, they rarely fail to find that the expensive glass delivers a far better experience. This is a breakthrough. ) wine glass. And yet when the proper tests are done scientifically—double-blind tests that eliminate any chance that the subject would know the shape of the glass—there is absolutely zero detectible difference between glasses. A $1 glass and a $20 glass deliver precisely the same impact on the wine: none.

Some marketers do it well. Others are pretty bad at it. Sometimes the stories help people get more done, enjoy life more and even live longer. Other times, when the story isn’t authentic, it can have significant side effects and consumers pay the price. The reason all successful marketers tell stories is that consumers insist on it. Consumers are used to telling stories to themselves and telling stories to each other, and it’s just natural to buy stuff from someone who’s telling us a story. People can’t handle the truth.

It’s possible that a product advertised on an infomercial might be a good buy. • My goal is to tread lightly on the Earth. • I love the New York Yankees. • Physical therapy will cure me faster than surgery will. • Protecting my family from harm is the most important thing I can do. • Let’s party! • Don’t tell me shallow stories about consumerism and flash and spend, spend, spend. Talk to me about inner values, quality and life. Regardless of “reality” (as determined by double-blind studies, extensive research or a cold, hard look at the facts), the statements above are easily believed or disbelieved by different individuals.

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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin

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