Tuesday, May 31, 2005

All Marketers Are Liars

My blog friends over at 800-CEO-READ just sent me a book by Seth Godin: All Marketers Are Liars (The Power of Telling Authentic Stories in a Low-Trust World) which by the excerpt below promises to be a compelling read.

If you haven't discovered 800-CEO-READ, this is the definitive site for providing business and technical titles to corporations, universities and MBA-programs, small businesses, as well as individual book buyers.

Jack Covert and team founded the company over two decades ago, and they have been selling and recommending business books to the business community ever since. They have a must read daily blog which provides great content if you're interested in books on business, leadership, marketing and much more.

Another good resource is Feed Your Intelligence! which is their new site featuring the works of leading business thinkers.

All Marketeers Are Liars - by Seth Godin Posted by Hello

“Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Tourareg, which is virturally the same car. We believe that $225 Pumas will make our feet feel better—and look cooler—than $20 no-names…and believing it makes it true. Successful marketers don’t talk about futures or even benefits. Instead, they tell a story. A story we all believe.

This is a book about doing what consumers demand—painting vivid pictures that they choose to believe. Every organization—from nonprofits to car companies, from political campaigns to wineglass blowers—must understand that the rules have changed (again). In an economy where the richest 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 and the iPod.

For a followup, visit:

What's Your Brand Mantra?: All Marketers are Liars

Seth Godin - Liar's Blog

800-CEO-READ Blog: Review: All Marketers Are Liars

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