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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

2005Seth Godin

2.4/5

Favorites:Instead of being scientists, the best marketers are artists.If people could skip the ads, they would.She buys … because she wants it, not because she needs it.We don’t need what you sell, friend.We buy what we want.Step 1: their worldview and frames got there before you did.Every consumers has a worldview that affects the product you want to sell.That worldview alters the way they interpret everything you say and do. Frame your story in terms of that worldview, and it will be heard.Step 2: people notice only the new and then make a guessStep 3: first impressions start the storyHumans are able to make extremely sophisticated judgments in a fraction of a second. And once they’ve drawn that conclusion, they resist changing it.Step 4: great marketers tell stories we believe.If a consumer figures something out or discovers it on her own, she’s a thousand times more likely to believe it than if it’s just something you claim.The process of discovery is more powerful than being told the right answer.The goal of every marketer is to create a purple cow, a product or experience so remarkable that people feel compelled to talk about it.But if cheap is what you want, you can buy cheap cheaper somewhere else. Cheap is not marketing.There are 4 reasons why your new release failed:1. No one noticed it2. People noticed it but decided they didn’t want to try it3. People tried it but decided not to keep using it4. People liked it but didn’t tell their friendsYes, all marketers are liars. But the successful ones are the ones that can honestly tell us a story we want to believe and share.

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