Download PDF by Seth Godin: All Marketers Are Liars: The Power of Telling Authentic
By Seth Godin
Each marketer tells a narrative. And in the event that they do it correct, we think them. We think that wine tastes greater in a $20 glass than a $1 glass. We think that an $80,000 Porsche Cayenne is tremendously more advantageous to a $36,000 VW Touareg, that's almost a similar vehicle. We think that $225 Pumas will make our ft suppose better-and glance cooler-than $20 no-names . . . and believing it makes it precise. profitable sellers do not discuss positive aspects or maybe merits. as a substitute, they inform a narrative. a narrative we wish to think. this can be a publication approximately doing what shoppers demand-painting brilliant images that they decide to think. each organization-from nonprofits to motor vehicle businesses, from political campaigns to wineglass blowers-must remember that the foundations have replaced (again). In an financial system the place the richest have an unlimited variety of offerings (and no time to make them), each association is a marketer and all advertising is set telling tales. dealers prevail after they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which proportion with our buddies. give some thought to the Dyson vacuum purifier or the iPod. yet watch out: in the event that your tales are inauthentic, you move the road from fib to fraud. sellers fail once they are egocentric and scurrilous, after they abuse the instruments in their alternate and make the realm worse. that is a lesson realized the not easy manner via telemarketers and Marlboro. it is a robust ebook for a person who desires to create issues humans really wish rather than commodities that individuals purely desire.
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Extra resources for All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
ALL SQUIRRELS WANT NUTS If you want to attract some squirrels, put out some acorns. It’s a safe bet. Nuts are something that squirrels need, the same way people need water and food. But once we start talking about more sophisticated products, things that people want instead of need, the discussion gets complicated. Even extremely poor consumers in the developing world will prioritize their purchases to get what they want, often ignoring the opportunity to take what they need. It’s easy to fall into the trap of thinking of your market as a cohesive audience, of thinking of a market as a large group of similar people.
If a telemarketer has a story to tell, most of us don’t want to hear it. TELLING A STORY WELL: KIEHL’S SINCE 1851 About twenty years ago, long before online shopping, a colleague in Boston asked me to stop by Kiehl’s Since 1851, an obscure drugstore in Manhattan. She explained that it had a special skin lotion she loved, and always eager to please, I volunteered to head a few blocks out of my way one day to pick some up. I walked into the store not knowing a thing about Kiehl’s, but curious about why someone would insist on a skin cream only available two hundred miles away from home.
Or worse, do you think of relentless spam and clueless telemarketers? ” Stuff like that is just a tactic. Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization. Hundreds of thousands of Sudanese have died because of bad marketing. Religions thrive or fade away because of the marketing choices they make. Children are educated, companies are built, jobs are gained or lost—all because of what we know (and don’t know) about spreading ideas. Am I trivializing these important events by implying that marketing is at the heart of the issue?
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin