- Taschenbuch: 208 Seiten
- Verlag: Penguin UK (25. Januar 2007)
- Sprache: Englisch
- ISBN-10: 0141025026
- ISBN-13: 978-0141025025
- Größe und/oder Gewicht: 19,2 x 12,8 x 1,6 cm
- Durchschnittliche Kundenbewertung: 4.0 von 5 Sternen Alle Rezensionen anzeigen (2 Kundenrezensionen)
- Amazon Bestseller-Rang: Nr. 573.677 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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All Marketers Are Liars
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Kurzbeschreibung
Every day we tell ourselves stories about the world. They might be true or they might be false, but nevertheless we believe them. We live in an age where every business must have a story to tell its customers. Because if it doesn't, very soon it will have no customers at all. In "All Marketers Are Liars" Seth Godin uses dozens of examples to show us that the most successful stories aren't necessarily the most truthful but are usually the most compelling and plausible. That means they are believed by those who tell them. Which means they are believed by those who listen to them. And that means they get passed on ...and on. How good is your story?
Synopsis
Every day we tell ourselves stories about the world. They might be true or they might be false, but nevertheless we believe them. We live in an age where every business must have a story to tell its customers. Because if it doesn't, very soon it will have no customers at all. In "All Marketers Are Liars" Seth Godin uses dozens of examples to show us that the most successful stories aren't necessarily the most truthful but are usually the most compelling and plausible. That means they are believed by those who tell them. Which means they are believed by those who listen to them. And that means they get passed on ...and on. How good is your story?
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Einleitungssatz
I have no intention of telling you the truth. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
I have no intention of telling you the truth. Lesen Sie die erste Seite
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1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Marketers are always on a quest to discover the new best way to sell products. Author and marketing guru Seth Godin takes a slightly skewed look at the marketing principle of positioning and renames it "storytelling." In doing so, he redefines a market segment as a community with a shared worldview, and a marketing campaign as a story framed to fit that worldview. The idea is provocative. By tweaking the conventional approach to advertising, Godin gives marketers a new angle, backed up by enlightening case studies. At times the book is simplistic and repetitive, and it never fully gets into the meat of how to create and disseminate a marketing story. Still, Godin will intrigue you as he explains that purchases are driven by desire, not need, and that clever storytelling is better at whetting a purchaser's desires than an old-fashioned ad campaign. We recommend his practical marketing advice with its unorthodox approach to charming the cash right out of the customer's wallet.
Format:Gebundene Ausgabe
All Marketers Are Liars is one of Seth Godin's better marketing books. If you have a choice between reading Purple Cow and All Marketers Are Liars, opt for this one.
The book is based on the observation that customers want to align with offerings and services that reinforce their positive self-images. I'm sure that idea isn't new to you. Otherwise, why would someone pay ten times as much for an item of frequently poor quality that has five cents worth of a brand image stitched into its front?
The book builds from these premises:
1. Don't waste your time trying to educate people about what their worldview should be or what your offerings are. Instead just slip into their preconceptions in a comfortable, authentic way.
2. You won't be noticed unless you fit into their worldview and seem to offer something new that they value.
3. An effective, authentic story can help you make a better and more lasting first impression.
4. Most of the future "experience" of your story will be assumed by customers who want to believe that you are what you say you are.
The book takes a little long to make those points. I found myself wishing this were a tightly edited article rather than a meandering book.
Part of Godin's "promise" to his fans is that he will "shake things up." As a result, the title is deliberately misleading to make people pick the book up . . . because ever customer has been lied to my a marketer or sales person. There's nothing new there. His "new" point for those who haven't studied marketing is that customers like a little sizzle with their steak.
If you know about the emotional value of a brand, this book is a waste of your time. If you think that people only care about product and service features, you need this book.
If you really want to learn about storytelling, I suggest you become acquainted with Stephen Denning's fine books on the subject. If you want to develop a sound foundation in marketing, see Phil Kotler's books.
If you want to be entertained without learning too much, stick with Mr. Godin.
The book is based on the observation that customers want to align with offerings and services that reinforce their positive self-images. I'm sure that idea isn't new to you. Otherwise, why would someone pay ten times as much for an item of frequently poor quality that has five cents worth of a brand image stitched into its front?
The book builds from these premises:
1. Don't waste your time trying to educate people about what their worldview should be or what your offerings are. Instead just slip into their preconceptions in a comfortable, authentic way.
2. You won't be noticed unless you fit into their worldview and seem to offer something new that they value.
3. An effective, authentic story can help you make a better and more lasting first impression.
4. Most of the future "experience" of your story will be assumed by customers who want to believe that you are what you say you are.
The book takes a little long to make those points. I found myself wishing this were a tightly edited article rather than a meandering book.
Part of Godin's "promise" to his fans is that he will "shake things up." As a result, the title is deliberately misleading to make people pick the book up . . . because ever customer has been lied to my a marketer or sales person. There's nothing new there. His "new" point for those who haven't studied marketing is that customers like a little sizzle with their steak.
If you know about the emotional value of a brand, this book is a waste of your time. If you think that people only care about product and service features, you need this book.
If you really want to learn about storytelling, I suggest you become acquainted with Stephen Denning's fine books on the subject. If you want to develop a sound foundation in marketing, see Phil Kotler's books.
If you want to be entertained without learning too much, stick with Mr. Godin.
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34 von 35 Kunden fanden die folgende Rezension hilfreich
Not Bad - but Not Original
1. Juni 2005
Format:Gebundene Ausgabe
Godin writes: "This is a whole new way of doing business."
Well, if it is such Seth, then surely You aren't the first marketer to spot this. Therefore, Seth Godin shouldn't take credit for revealing some of the powers of storytelling in marketing.
Other authors were there long before him (e.g. Laurence Vincent, John Simmons, Steve Denning, Christopher Locke, Dave Snowden), who managed to go deeper and further. Mind you though that their individual approaches are very different.
Much of what Godin calls storytelling are simply elements of marketing strategy (already well know to marketers) presented here in a new wrapping called "storytelling". But just because you say so, that doesn't make it so!
Where he writes "You can't out-Amazon Amazon" and "Make your story stand out from the competition", he is simply describing the importance of positioning, and similarly it isn't 'Rocket Science' when he says "Cheap is not marketing". Rather it is leaning up against men like Michael Porter who have been discussing the inherent dangers of price competition for decades.
He does however practice what he preaches. He tells a story that his customers want to believe. It is a pleasant though that success can be achieved simply by telling cute little stories. It is however not as simple as this, which is why I suggest you explore other authors too (See above).
A point I fully agree on is that: "You must aggressively go to the edges and tell a story that only you could tell." However, I don't feel that Godin has followed his own gospel in this case. The story he tells in "All Marketers are Liars" has to a wide extent already been told by a number of other skilful authors.
He still gets 3 stars from me, because I welcome any additions to the body of knowledge available about storytelling in marketing. I believe it is a powerful tool, and it deserves wider recognition.
Well, if it is such Seth, then surely You aren't the first marketer to spot this. Therefore, Seth Godin shouldn't take credit for revealing some of the powers of storytelling in marketing.
Other authors were there long before him (e.g. Laurence Vincent, John Simmons, Steve Denning, Christopher Locke, Dave Snowden), who managed to go deeper and further. Mind you though that their individual approaches are very different.
Much of what Godin calls storytelling are simply elements of marketing strategy (already well know to marketers) presented here in a new wrapping called "storytelling". But just because you say so, that doesn't make it so!
Where he writes "You can't out-Amazon Amazon" and "Make your story stand out from the competition", he is simply describing the importance of positioning, and similarly it isn't 'Rocket Science' when he says "Cheap is not marketing". Rather it is leaning up against men like Michael Porter who have been discussing the inherent dangers of price competition for decades.
He does however practice what he preaches. He tells a story that his customers want to believe. It is a pleasant though that success can be achieved simply by telling cute little stories. It is however not as simple as this, which is why I suggest you explore other authors too (See above).
A point I fully agree on is that: "You must aggressively go to the edges and tell a story that only you could tell." However, I don't feel that Godin has followed his own gospel in this case. The story he tells in "All Marketers are Liars" has to a wide extent already been told by a number of other skilful authors.
He still gets 3 stars from me, because I welcome any additions to the body of knowledge available about storytelling in marketing. I believe it is a powerful tool, and it deserves wider recognition.
43 von 49 Kunden fanden die folgende Rezension hilfreich
Why is this guy so popular?
18. Juli 2006
Format:Gebundene Ausgabe
I find Seth Godin's books incredibly lightweight. There is really nothing of any substance here. The usual series of marketing anecdotes, normally about quite niche products. I think the whole thing can be summed up in the old advertising cliche: sell the sizzle, not the steak. He's just given it a new word - essentially he's dressing up well-worn concepts in new clothes. The book is poorly organised and repetitive, and I think he succeeds simply because his books are so lightweight - they're easily digestible on a bus ride or plane trip, don't rely on any support for his theories so they're not easily challenged, and essentially say very little. The marketing equivalent of the airport novel.
9 von 9 Kunden fanden die folgende Rezension hilfreich
Author makes a valid point ...but there are better books on the subject
6. Juli 2005
Format:Gebundene Ausgabe
In this book, Seth Godin discusses the practice of telling compelling, attention grabbing stories about a product and gives examples of products that use this approach and shows that this practice is a compelling ways to market a product. The story that is told is the "lie" that he references in his title most.
Telling stories about a product is a fairly common and accepted practice in most marketing department nowadays. If the idea that telling stories is new to you, than you might find this book an interesting read because throughout the book Godin gives examples of well known brands and their stories.
If you are a marketing professional, you will probably find that this book is a bit fluffy and had little new information in it. For a better book on telling stories, I would recommend The Secrets of Word of Mouth Marketing by George Silverman
Telling stories about a product is a fairly common and accepted practice in most marketing department nowadays. If the idea that telling stories is new to you, than you might find this book an interesting read because throughout the book Godin gives examples of well known brands and their stories.
If you are a marketing professional, you will probably find that this book is a bit fluffy and had little new information in it. For a better book on telling stories, I would recommend The Secrets of Word of Mouth Marketing by George Silverman
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