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What sells a product these days? Is it price point? Is it the buyer'sneed? Are product features and benefits the deciding factors forcustomers to buy? Seth Godin says it is none of the above.Consumers buy products when they fall for a marketer's story. Asuccessful marketer has to be able to come up with stories thatconsumers want to believe. The stories should fit a consumer'sworldview and encourage people to talk to others about it. When amarketer's story is authentic and remarkable, the product will sell.All Marketers Are LiarsAll Marketers Are LiarsAuthor:Seth GodinPublisher:PortfolioDate of Publication:2005ISBN:Number of Pages:208 pages1-59184-100-3About the AuthorAbout the AuthorThe Big IdeaThe Big IdeaSeth GodinSeth GodinSETH GODINis a bestselling author,entrepreneur and agent of change.Godin is author of six books that havebeen bestsellers around the worldand changed the way people thinkabout marketing, change and work.Permission Marketingwas anAmazon.com Top 100 bestseller for ayear, aFortuneBest Business Bookand it spent four months on theBusiness Weekbestseller list.Unleashing the Ideavirusis themost popular ebook ever written.The Big Red Fezwas the #1 ebook(worldwide) on Amazon for almost ayear before it was published inpaperback in 2002.Survival is NotEnoughhas made bestseller lists inGermany, the UK and the UnitedStates.Purple Cowwas aNew YorkTimesandWall Street Journalbestseller.Free Prize Insidewasan Amazon Top 50 bestseller and aNew York Timesbusiness bestseller.Just out,All Marketers are Liarshas already made the Amazon Top100 and has inspired its own blog.Seth is a renowned speaker as well.He was recently chosen as one of21Speakers for the Next CenturybySuccessful Meetingsand isconsistently rated among the verybest speakers by the audiences headdresses.For more information on Seth Godin,visit. To knowmore about the difference betweencommodity marketing ands t o r y t e l l i n g , v i s i tPublished by BusinessSummaries, Building 3005 Unit 258, 4440 NW 73rd Ave, Miami, Florida 33166©2006 BusinessSummaries All rights reserved. No part of this summary may be reproduced or transmittedin any form or by any means, electronic, photocopying, or otherwise, without prior notice ofBusinessSummaries.comThe Power of Telling Authentic Stories in a Low-Trust WorldThe Power of Telling Authentic Stories in a Low-Trust World
Telling stories is an age-old tradition used by people to make sense of naturalphenomena such as seasons and sicknesses. Marketers did not invent it, but theyhave used it for years to sell products, services, and ideas.Godin suggests that marketers and consumers are conspirators in this lying, orstory-telling business. Marketers tell the stories. The consumers, who lie tothemselves, buy the stories.

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