New PDF release: All Marketers Are Liars: The Power of Telling Authentic

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 higher in a $20 glass than a $1 glass. We think that an $80,000 Porsche Cayenne is enormously more suitable to a $36,000 VW Touareg, that is nearly an identical automobile. We think that $225 Pumas will make our ft suppose better-and glance cooler-than $20 no-names . . . and believing it makes it precise. winning sellers do not discuss positive factors or maybe merits. as a substitute, they inform a narrative. a narrative we wish to think. this can be a e-book approximately doing what shoppers demand-painting vibrant images that they decide to think. each organization-from nonprofits to vehicle businesses, from political campaigns to wineglass blowers-must remember the fact that the foundations have replaced (again). In an economic system the place the richest have an unlimited variety of offerings (and no time to make them), each association is a marketer and all advertising is set telling tales. retailers be successful once they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which percentage with our neighbors. give some thought to the Dyson vacuum cleanser or the iPod. yet watch out: in the event that your tales are inauthentic, you pass the road from fib to fraud. dealers fail once they are egocentric and scurrilous, once they abuse the instruments in their exchange and make the area worse. that is a lesson realized the challenging means through telemarketers and Marlboro. this can be a robust publication for somebody who desires to create issues humans actually wish in preference to commodities that individuals only desire.

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

Example text

Or worse, do you think of relentless spam and clueless telemarketers? ” Stuff like that is just a tactic. Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization. Hundreds of thousands of Sudanese have died because of bad marketing. Religions thrive or fade away because of the marketing choices they make. Children are educated, companies are built, jobs are gained or lost—all because of what we know (and don’t know) about spreading ideas. Am I trivializing these important events by implying that marketing is at the heart of the issue?

Every message changes the marketplace. Just as in evolutionary biology, the game is always changing. The evolutionary paradox called the curse of the Red Queen states that what worked yesterday is unlikely to work today. When Alice was busy playing chess in Wonderland, the Red Queen kept changing the game whenever she moved. The same thing occurs in our marketing wonderland. One competitor makes a change and suddenly the entire competitive landscape is different. The reason marketing seems irrational and inconsistent and faddy is that it is.

Here’s the first half of the simple summary: We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth. (Jump ahead a few paragraphs to read the critical second part of this summary) If you think that more expensive wine is better, then it is. If you think your new boss is going to be more effective, then she will be. If you love the way a car handles, then you’re going to enjoy driving it. That sounds so obvious, but if it is, why is it so ignored? Ignored by marketers, ignored by ordinarily rational consumers, and ignored by our leaders.

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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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