Download All Marketers are Liars (with a New Preface): The by Seth Godin PDF

By Seth Godin

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 sellers inform tales. 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 is drastically greater to a $36,000 Volkswagen that's almost an identical vehicle. We think that $125 shoes make our ft believe better--and glance cooler--than a $25 model. And believing it makes it true.

As Seth Godin confirmed during this debatable publication, nice dealers don't discuss positive factors or perhaps merits. as a substitute, they inform a story--a tale we wish to think, no matter if it's actual or no longer. In a global the place most folk have an unlimited variety of offerings and no time to lead them to, each association is a marketer, and all advertising and marketing is ready telling stories.

Marketers be successful after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which proportion with our pals. ponder the Dyson vacuum purifier, or Fiji water or the iPod.

But pay attention: in case your tales are inauthentic, you pass the road from fib to fraud. agents fail once they are egocentric and scurrilous, after they abuse the instruments in their alternate and make the realm worse. That's a lesson realized the difficult method 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 enable you comprehend the area. tales are the single method we all know to unfold an idea. retailers didn't invent storytelling. they simply perfected it."

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Extra resources 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

I don’t think so. I think that commercials and hype trivialized marketing, but in fact, my definition of marketing casts a much wider net. These issues are too important not to be marketed. It’s easy for the media and the public to focus on a small child trapped in a well or on a wacky auction on eBay. Some ideas spread far and wide and have a huge impact—while others, ideas even more valuable and ur­ gent, seem to fade away. If marketers could tell a better story about the really urgent stuff—taking your medicine or sending peacekeepers where they belong—we would all benefit.

Pheromones aren’t a myth. People decide if they like someone after just a sniff. And the de­ sign of an Alessi teapot talks to consumers in a way that a fact sheet about boiling water never could. Great stories are rarely aimed at everyone. Average people are good at ignoring you. Average people have H I G H L I G H T S | 13 too many different points of view about life and average people are by and large satisfied. If you need to water down your story to appeal to everyone, it will appeal to no one.

It’s interesting to note that while changing a worldview is fairly glamorous work, it doesn’t often lead to a lot of profit. Marketers don’t hesitate to run different ads for men and women, for the rich and the poor, for those that travel and those that don’t. The mistake is that we don’t go far enough. There isn’t one market. There are a mil­ lion markets, each filled with people who share a worldview. The most successful, fastest-moving examples are those where the marketer used a frame to leverage an ex­ isting worldview, not to change one.

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