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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 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."
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Previews available in: English
Subjects
Business, Marketing, NonfictionShowing 4 featured editions. View all 4 editions?
Edition | Availability |
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1
All marketers are liars: the power of telling authentic stories in a low-trust world
2009, Portfolio
in English
1591843030 9781591843030
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Libraries near you:
WorldCat
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2
All Marketers are Liars (with a New Preface)
2009, Penguin USA, Inc.
Electronic resource
in English
1101179732 9781101179734
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zzzz
Libraries near you:
WorldCat
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3
All marketers are liars: the power of telling authentic stories in a low-trust world
2009, Portfolio
in English
1591843030 9781591843030
|
zzzz
Libraries near you:
WorldCat
|
4
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
May 23, 2005, Portfolio Hardcover
Hardcover
in English
1591841003 9781591841005
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Book Details
Edition Notes
"First published in 2005 by Portfolio."
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- Created February 10, 2010
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December 17, 2022 | Edited by ImportBot | import existing book |
December 23, 2020 | Edited by MARC Bot | import existing book |
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February 10, 2010 | Created by ImportBot | Imported from Library of Congress MARC record |