Download e-book for kindle: All Marketers are Liars (with a New Preface): The by Seth Godin

By Seth Godin

ISBN-10: 1591843030

ISBN-13: 9781591843030

Seth Godin's 3 crucial questions for each marketer:
"What's you story?"
"Will the folks who have to pay attention this tale think it?"
"Is it true?"

All dealers inform tales. 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 is greatly improved to a $36,000 Volkswagen that's almost a similar automobile. We think that $125 footwear make our ft believe better--and glance cooler--than a $25 model. And believing it makes it true.

As Seth Godin confirmed during this arguable e-book, nice retailers don't speak about gains or perhaps merits. in its place, they inform a story--a tale we wish to think, no matter if it's genuine or no longer. In a global the place most folks have an unlimited variety of offerings and no time to cause them to, each association is a marketer, and all advertising and marketing is ready telling stories.

Marketers be triumphant after they let us know a narrative that matches our worldview, a narrative that we intuitively include after which percentage with our pals. reflect on the Dyson vacuum purifier, or Fiji water or the iPod.

But pay attention: in the event that your tales are inauthentic, you pass the road from fib to fraud. retailers fail once they are egocentric and scurrilous, once they abuse the instruments in their exchange and make the realm worse. That's a lesson realized the tough approach via telemarketers, cigarette businesses, and sleazy politicians.

But for the remainder of us, it's time to embody the facility of the tale. As Godin writes, "Stories show you how to comprehend the realm. tales are the single means we all know to unfold an idea. dealers didn't invent storytelling. they only perfected it."

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Extra info for All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

Example text

It’s easy to make ball bearings, T-shirts, bottled water and mort­ gages. Making isn’t hard any more. Ford makes Jaguars, Anheuser-Busch makes Kirin, an anonymous plant in Vietnam makes Nike sneakers. The making isn’t hard or special or differentiating any longer. And the end of the curve, the place where you actu­ ally tell your stories and authentically live up to what you say you’re going to do—that’s where the leverage is now. The right side of the curve, where you take something people may or may not need and turn it into something they definitely want—that’s where the money is.

Plenty of people can make something cheaper than you can, and offering a product or service that is measurably better for the same money is a hard edge to sustain. Marketers profit because consumers buy what they want, not what they need. Needs are practical and objec­ tive, wants are irrational and subjective. And no matter what you sell—and whether you sell it to businesses or consumers—the path to profitable growth is in satisfying wants, not needs. ) HIGHLIGHTS | 9 CAN PUMAS REALLY CHANGE YOUR LIFE?

25 Television was a miracle. It enabled companies with money to effortlessly create more money. Consumers would gladly pay extra for Tony the Tiger or would wait in line to see the new 1954 Chevrolet. To grow your company, all you had to do was create a commercial that generated demand—and then make something to sell. Businesses quickly recalibrated and fell in love with what they thought was marketing—using commercials to sell more stuff. Marketers had a great run. Truly average products were sold for significant markups because of good adver­ tising.

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All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All by Seth Godin

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