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 Are Liars

Author : Seth Godin
ISBN : 110118454X
Genre : Business & Economics
File Size : 43.6 MB
Format : PDF, Kindle
Download : 963
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The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: “What’s your 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 $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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.” From the Trade Paperback edition.
Category: Business & Economics

All Marketers Are Liars

Author : Seth Godin
ISBN : 1591841003
Genre : Business & Economics
File Size : 84.36 MB
Format : PDF
Download : 739
Read : 1052

Presents an analysis of current marketing trends, maintaining that the marketing campaigns that succeed are those that cater to the inclination of consumers to believe the best story, irrespective of the facts.
Category: Business & Economics

All Marketers Are Liars

Author : Seth Godin
ISBN : 9781101216255
Genre : Business & Economics
File Size : 82.47 MB
Format : PDF, ePub, Docs
Download : 481
Read : 284

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."
Category: Business & Economics

Permission Marketing

Author : Seth Godin
ISBN : 9781471105777
Genre : Business & Economics
File Size : 58.5 MB
Format : PDF, Mobi
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Read : 1271

Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity, time, Permission Marketing offers consumers incentives to voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.
Category: Business & Economics

Tribes

Author : Seth Godin
ISBN : 1591842336
Genre : Business & Economics
File Size : 51.57 MB
Format : PDF, Docs
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Describes how individuals can become successful leaders through passion and connection with an interested group, and provides real-life case studies that illustrate this method.
Category: Business & Economics

Meatball Sundae

Author : Seth Godin
ISBN : 1591841747
Genre : Business & Economics
File Size : 70.89 MB
Format : PDF
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An analysis of current marketing practices argues that established brands are losing growth potential by using strategies that are inconsistent with their products, making recommendations for utilizing options that are more compatible and effective.
Category: Business & Economics

Purple Cow

Author : Seth Godin
ISBN : 9780141924861
Genre : Business & Economics
File Size : 36.4 MB
Format : PDF, Kindle
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You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.
Category: Business & Economics

Poke The Box

Author : Seth Godin
ISBN : 9781591848257
Genre : Business & Economics
File Size : 29.10 MB
Format : PDF, Kindle
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First published by Do You Soom, Inc. through The Domino Project.
Category: Business & Economics

Twitter Is Not A Strategy

Author : Tom Doctoroff
ISBN : 9781137279309
Genre : Business & Economics
File Size : 64.39 MB
Format : PDF, Docs
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A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement
Category: Business & Economics