All Marketers Are Liars

The Power of Telling Authentic Stories in a Low-Trust World

  • Engels
  • 1e druk
  • 9781591843030
  • november 2009
  • Hardcover
  • 220 pagina's
Alle productspecificaties

Seth Godin

Seth Godin bestsellers changed the way people think about marketing, change and work. His books have been translated into more different languages, and his ebooks are among the most popular ever published. He is responsible for many words in the marketer's vocabulary, including permission marketing, ideaviruses, purple cows, the dip and sneezers. His irrepressible speaking style and no-holds-barred blog have helped him create a large following around the world.

Seth's book, Tribe, is a nationwide bestseller. It's about the most powerful form of marketing--leadership--and how anyone can become a leader, creating movements that matter. The Miami Herald listed it among the best business books of 2008.

Meatball Sundae, Godin's book, is a Wall Street Journal bestseller. A meatball sundae is the unfortunate result of mixing two good ideas. This book explores how some organizations attempt to slap new marketing onto old and end up with nothing but a failed website.

The Dip, is about quitting, but more important, it's about being the best in the world.

Small is the New Big was published in 2006 and has been nominated by Publishers Weekly for what may one day be a prestigious Quill award.

Purple Cow was a New York Times and Wall Street Journal bestseller. It's all about how companies can transform themselves by becoming remarkable.

Survival is Not Enough has made bestseller lists in Germany, the UK and the United States. With a foreword by Charles Darwin, this breakthrough book redefines what change means to anyone who works for a living. Tom Peters called it a, "landmark."

Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998. Godin worked as VP Direct Marketing at Yahoo before leaving to become a full time speaker, writer and blogger.

He holds an MBA from Stanford, and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.

Productbeschrijving

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."

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Hardcover
Verschijningsdatum
november 2009
Druk
1e druk
Afmetingen
18,6 x 13,6 x 2,3 cm
Aantal pagina's
220 pagina's
ISBN13
9781591843030

Betrokkenen

Auteur
Seth Godin
Uitgever
Penguin Putnam Inc

EAN

EAN
9781591843030

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