All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - And Why

All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - And Why Authenticity Is the Best Marketing of All

By Seth Godin

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.

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Book Information

Publisher: Portfolio
Publish Date: 11/12/2009
Pages: 220
ISBN-13: 9781591843030
ISBN-10: 1591843030
Language: English

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November 14, 2009

Friday Links Returns!

By 800-CEO-READ

We're bringing back Friday Links, a blog feature that we haven't posted in some time. Basically, the wonderful folks here at 8cr compile some of their favorite stories throughout the week, and we post the links. Brilliant, eh? READ FULL DESCRIPTION

Full Description

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 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. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. All marketers are storytellers. Only the losers are liars.

About the Author

Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box.

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