ALL MARKETERS ARE LIARS THE POWER OF TELLING AUTHENTIC STORIES IN A LOW-TRUST WORLD Seth Godin P O RT F O L I O ALL MARKETERS. All Marketers Are Liars The Power of Telling Authentic Stories in a Low-Trust WorldAuthor: Seth Godin Publisher: Portf Size Report. DOWNLOAD PDF. 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, .
|Language:||English, Dutch, Portuguese|
|Genre:||Health & Fitness|
|ePub File Size:||22.76 MB|
|PDF File Size:||12.70 MB|
|Distribution:||Free* [*Registration Required]|
All Marketers Are Liars Summary by Seth Godin is an exceptional marketing guidebook that opens the eyes and minds of all skeptics. The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions . All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All [Seth Godin] on.
The power of marketing is — a simple message or a note can change the flavor of some product.
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
His company manages to stay competitive in the market and earn profits because it focuses on customer needs. Each person is a closed book, with a defined worldview that is based on impartial and biased ideas and thoughts.
Nevertheless, you should think about the things that your target audience values, and put a lot of effort to please them. In fact, our views are rarely unique. Influenced by our parents, environment, education, society, and media outlets, we share our world with the rest of the group.
The perspective you adopt, actually determines how these marketers will approach you, with what story in mind. Evidently, people from similar religious, social, educational backgrounds cherish almost identical ideas and viewpoints. If you plan on conquering the world as a marketer, make sure you possess the expertise to dig deep and explore these mental concepts, in order to find an anecdote that matches their mindset.
The key is to find a representative of some group and try to infiltrate for the purpose of understanding their deepest cravings. Listen to your audience, design questionnaires, insist on face-to-face interaction. When people are confronted with a relatively new approach, they tend to use the power of comparison.
Their knowledge about pretty much everything is based on word of mouth, and by analyzing. A creative individual who excels at marketing knows this fact very well.
Synopsis on All Marketers Are Liars
Your marketing saga should involve these assets for obvious reasons. Win-win situation 2.
Production is something the sassy marketer outsources these days, the better to concentrate on storytelling. Godin differentiates between two levels of terminological inexactitude in marketing — the fib and the fraud. Fibbing is basically OK.
Fitting in with their world view enhances their experience and your business, so everybody's happy. The usual corporate suspects are invoked here — from fast-food merchants to tobacco giants. Godin reserves particular rancour for Nestle, whose infant-formula marketing in developing countries he accuses of having spun a deceitful story of the benefits of Western technology over traditional breast-feeding.
He insists that it's not good enough to invoke the doctrine of consumer sovereignty when marketing's grand narratives can be so seductive. Yet, a few pages on he argues that: Marketing is just a tool.
People are the problem.
He has that, at least, in common with the Mayor of London. To separate fibs from frauds, Godin recommends that downloaders spend their few minutes asking two questions of sellers.
Secondly, in time, will we be glad we bought into the story? Stories are nested and enmeshed in a complicated web of received wisdom and commonsense understanding which itself is changing and developing in ways difficult to understand or predict. The difference between fib and fraud is thus highly contestable, depending on which story you are in.
Godin is in a North American story — which is one of the reasons his book is of interest to those of us elsewhere. We find him writing in coffee shops, musing on the success or otherwise of his fellow storypreneurs often personal friends in a post-industrial economy, citing nationally based US businesses as commonplaces, and, very American this, appearing not to know who Rula Lenska is.
It's easy to hold fibs innocent in a sophisticated self-ironic culture where wants rather than needs set the marketing agenda.
All Marketers are Liars
But widen the lens to a global marketplace and sooner or later the truth will out. Godin sets this book against his previous efforts, most recently Purple Cow While consistent with that book's doctrine of the need for marketing to be remarkable and therefore talkable about , this one widens the context of such talk to storytelling to others and ourselves.
Yet it is still a context that appears to have rather arbitrary cultural and social limits.The marketer wins and so do her customers. Retailers call it an experience.
What is Kobo Super Points?
A surprisingly large chunk of your brain is reserved for your ability to use your eyes and to take action on what you see. It watches only for changes in the environment. Marketers tell the stories, and consumers believe them. Great Marketers Tell Stories We Believe The complicity between marketers and consumers is about consumers wanting to believe the lies they themselves created in their minds.