|
All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All |  | Author: Seth Godin
Publisher: Portfolio Hardcover
Category: Book
List Price: $23.95
Buy New: $8.88
as of 9/8/2010 22:14 CDT details
You Save: $15.07 (63%)
New (26) Used (21) from $4.73
Seller: excellent_values
Rating:  9 reviews
Sales Rank: 15351
Media: Hardcover
Pages: 240
Number Of Items: 1
Shipping Weight (lbs): 0.6
Dimensions (in): 7.1 x 5.2 x 1.1
ISBN: 1591843030
Dewey Decimal Number: 658.8
EAN: 9781591843030
Publication Date: November 12, 2009
Availability: Usually ships in 1-2 business days
| |
| Features:
| • | ISBN13: 9781591843030 | | • | Condition: New | | • | Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed |
|
| Similar Items:
| |
| Editorial Reviews:
Product Description
Seth Godin's three essential questions for every marketer:
"What's you story?"
"Will the people who need to hear this story believe it?"
"Is it true?"
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 an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. 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 showed in this controversial book, 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 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 Fiji water 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, cigarette companies, and sleazy politicians.
But for the rest of us, it's time to embrace the power of the story. As Godin writes, "Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it."
|
| Customer Reviews:
Showing reviews 1-5 of 9
 Big Fan of Seth Godin August 22, 2010
Luciano
I've been a marketing executive for 17 years and now I'm the biggest fan of Seth Godin. His take on marketing is totally modern and refreshing. I'd only read his blogs so this book was my first published account. He knows where the state of marketing is and how to best capitilize on it. He's also a terrifically funny and observant writer. I'm sold!
Subtle book title says it all August 18, 2010
Nancy Loderick (Boston, MA)
The premise of this book is that all marketers need to tell stories that consumers want to believe. Seth maintains there is a fine line between telling an outright lie that sounds really good and telling a good story that's true and believable.
What I especially enjoyed about this book:
**the pertinent real-life examples. Yes, we really believe that wine tastes better in a $20 glass than it does in a $2.00 glass. Kiehl's products have a cult-like following.
**it's not about a products' features and benefits, that's so old-school. It's all about "painting vivid pictures" for consumers.
As usual, Seth doesn't say anything new, but it's how he says it that is so effective.
I highly recommend this book for marketers looking for ways to stand out in the crowd.
Seth's Best Book on Marketing May 21, 2010
Thomas G. Umstattd Jr. (TX USA)
2 out of 2 found this review helpful
I have been reading Seth's blog for years and have read almost all of his books. I feel that All Marketers are Liars is Godin's manifesto on marketing. After this book, he started to focus more on leadership (Tribes, Linchpin) and less on marketing.
If you want to market your organization well, read this book first. Then read Purple Cow. Then read
Tribes.
This is the book I wish every marketer would read. It is Seth's best book on marketing.
Great book. The word, "liar"--such an impediment April 26, 2010
Doug Saylor (Texas)
Seth realizes this, but I have such a negative connotation attached to the word "liar" it is hard to get around it. Take the simplest word processing program and substitute "story" for "liar" and I would give it 5 stars (after writing this, I changed my rating to 5 stars)--just like all the rest of his books. In this re-published edition he changed the title, but that WORD with its incumbent connotation continues to appear in the book. It is an excellent book on selling you on the impact and importance of a TRUE (now or later) STORY, because we react emotionally to a well-crafted story. Why he called it a lie...--well, you get the idea.
 A Great Lesson In Telling Stories For Marketing... March 2, 2010
Joseph Ratliff (Lacey, WA USA)
0 out of 1 found this review helpful
Seth writes another gem of a book with All Marketers Tell Stories. I like the fact that he produced a 2nd edition of this book. While not much content has changed, the title is more "true to form" than the 1st.
And yes, this book explains how marketing really works very well.
Showing reviews 1-5 of 9
|
|
|
 . | |
