All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - And Why Authenticity Is the Best Marketing of All
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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.
| Quantity | Price | Discount |
|---|---|---|
| List Price | $18.00 |
Non-returnable discount pricing
$18.00
Book Information
| Publisher: | Portfolio. |
|---|---|
| Publish Date: | 04/24/2012 |
| Pages: | 240 |
| ISBN-13: | 9781591845331 |
| ISBN-10: | 1591845335 |
| Language: | English |
What We're Saying
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.
