All Marketers are Liars Tell Stories: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All (Paperback)

by Seth Godin

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All Marketers are Liars Tell Stories: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All (Paperback)

Name: All Marketers are Liars Tell Stories: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All: Seth Godin | Rokomari.com
Brand: Penguin USA
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by Seth Godin

Category: Foreign Language Books: Business, Investment and Economics

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Book Length

240 Pages

Edition

Reprint edition

Publication

Penguin USA

ISBN

9781591845331

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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 $125 sneakers make our feet feel better-and look cooler- than a $25 brand. And believing it makes it true.
As Seth Godin explains, 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 infi- nite 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. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
All marketers are storytellers. Only the losers are liars.

Title	All Marketers are Liars Tell Stories: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
Author	Seth Godin
Publisher	Penguin USA
ISBN	9781591845331
Edition	Reprint edition, 2012
Number of Pages	240
Country	India
Language	English