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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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About this listen

 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
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Changed the way I looked at story telling..!! gets to the roots of human physiology and why story telling is the currency of thoughts and emotions..!!

Great Insights

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Thoroughly enjoyed the wisdom shared by Seth. The book recommendations at the end is worth the prize of this book. I am going for more. Seth has proved his consistency and has earned my loyalty..

Marketing from the Master

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Highly recommend this, as the author talks about the worldviews and other crucial aspects of Marketing.

Amazing audio book

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this book surprised me. now i basically understand what storytelling means. and the role of storytelling in marketing. this is 5th book of seth godin i read.

give me so much clarity about marketing and storytelling

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