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All Marketers Are Liars

The Power of Telling Authentic Stories in a Low-Trust World

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All Marketers Are Liars

By: Seth Godin
Narrated by: Seth Godin
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About this listen

 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.

©2005 Seth Godin (P)2005 Audible, Inc. Marketing Marketing & Sales
All stars
Most relevant
Insightful a bit repetitive, good for anyone interested in marketing and offer good tips in breaking the ice.

Recommend

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Seth is as much a business philosopher as he is a marketer. There are new insights into the successes and failures from the marketing of a wide range of operations, as he takes the reader through the application of story telling to the challenge to business operators to be authentic in taking on the embodiment of the story they have constructed. It's a short book with a consistent theme and cross references to his "Purple Cow' often. It is very USA in its application,but that's not a real drawback...since marketing is essentially a USA export (but some European examples would have rounded out the process) It's read with passion and conviction (which seems to distinguish author read books from third person), if you enjoyed Pink's "A Whole New Mind" you will recognise this as an extrapolation of the same creative theme told with much the same vigour.

impressive and challenging for businesspeople

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Great listen for begginers. But no relevance to todays social media and online world. It does have great strategies for marketing content and partnerships. It was still worth the time and money.

interesting over view on marketing.

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Excellent book narrated by the author himself.
I love that and you can get stronger emphasis and clear communication of messages.

If you are serious about marketing, your products and customers you must download and listen to this.

Excellent

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Short and sweet audio book that dives into the idea of marketing which really is about having good products and services that sell themselves. Making remarkable things in the world. Good for inspiration into doing things differently!

I love weird marketing concepts and loved this

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Focusing on telling a brand story and identifying the world view of you potential clientele. Some really great examples and distinctions to improve brand messaging

Worth a listen if you own a brand

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