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.
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All Marketeers Are Liars - by Seth Godin
“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