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All Marketers Are Liars

The Power of Telling Authentic Stories in a Low-Trust World

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All Marketers Are Liars

Written by: Seth Godin
Narrated by: Seth Godin
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Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better, and look cooler, than $20 no-names... and believing it makes it true.

Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand; painting vivid pictures that they choose to believe. Every organization, from nonprofits to car companies, from political campaigns to wineglass blowers, must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.

©2005 Seth Godin (P)2005 Audible, Inc. Marketing Marketing & Sales Personal Success Business
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I love the way Seth Godin is telling a story.
it was interesting to listen to what a great story is made out of.

love the story

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Seth godin is an authentic author for adopting in to the consumers point of view.

Phenomenal author. Changed my entire worldview

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I love when an author uses real life stories to establish the theories basis. Incredibly interesting and fulfilling read.

Excellent read with compelling thought joggers

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learn a lot about marketing from somebody who's passionate and knowledgeable about the topic and find out what it can do for you and how did best to use it in your Pursuits for a better world

marketing potential crash course

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I've enjoyed all Seth Godin's books, but this one was especially solid and in my opinion, actionable. It definitely reframed the way I think about marketing as a whole, and will definitely affect any of my future marketing efforts. Highly recommended!

Powerful book about why you must tell a good story

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