All Marketers Are Liars

All Marketers Are Liars

The Power of Telling Authentic Stories in A Low-trust World

Book - 2005
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Penguin Putnam
Seth Godin’s three essential questions for every marketer:
?What’s your story?”
?Will the people who need to hear this story believe it?”
?Is it true?”

All marketers tell stories. 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 is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $125 sneakers make our feet feel better?and look cooler?than a $25 brand. And believing it makes it true.

As Seth Godin showed in this controversial book, great marketers don’t talk about features or even benefits. Instead, they tell a story?a story we want to believe, whether it’s factual or not. In a world where most people 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 Fiji water, 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, cigarette companies, and sleazy politicians.

But for the rest of us, it’s time to embrace the power of the story. As Godin writes, ?Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”


Baker & Taylor
Presents an analysis of current marketing trends, maintaining that the marketing campaigns that succeed are those that cater to the inclination of consumers to believe the best story, irrespective of the facts.

Publisher: New York : Portfolio, 2005
ISBN: 9781591841005
1591841003
Branch Call Number: 658.8 GODIN
Characteristics: xv, 186 pages ; 22 cm
Notes: Includes index

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