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All Marketers (Are Liars) Tell Stories - Seth Godin

By Seth Godin

Release Date: 2005-05-19

Genre: Marketing & Sales

4 (87 ratings)
Read Download
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has 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 $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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.”

From the Trade Paperback edition.

All Marketers (Are Liars) Tell Stories - Seth Godin

By Seth Godin

Release Date: 2005-05-19

Genre: Marketing & Sales

4 (87 ratings)
Read Download
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has 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 $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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.”

From the Trade Paperback edition.

More by Seth Godin

Linchpin

Tribes

Purple Cow, New Edition

The Dip

This Is Marketing

All Marketers (Are Liars) Tell Stories

Do the Work!

The Icarus Deception

Graceful

The Practice

Permission Marketing

Whatcha Gonna Do with That Duck?

This Is Strategy

Seth Godin

Poke The Box

The Song of Significance

Free Prize Inside

The Big Moo

Unleashing the Ideavirus

The Carbon Almanac

Meatball Sundae

Survival Is Not Enough

We Are All Weird

EVERYONE IS AN EXPERT (about something)

Why CRM Doesn't Work

The Knot

El marketing del permiso

Do More Great Work

ÂĄHazlo!

Livro Livre

A vaca roxa

NepostradatelnĂ­

Poke the box

Il vicolo cieco

Hoje ser pequeno Ă© ser grande

A canção do significado

La vache pourpre - 2e Ă©d.

Questo Ăš il marketing

La mucca viola

Toți marketerii sunt mincinoși

Tartsuk kézben hétköznapjainkat!

Alkossunk maradandĂłt!

La canciĂłn del lĂ­der

Asta ßnseamnă marketing

Nous sommes tous singuliers - Exit le marketing de masse !

Practice

La pratica

SmysluplnĂĄ prĂĄce

Das ist Marketing!

La Supercherie d'Icare - Volerez-vous assez haut ?

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