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

von Seth Godin (Autor)

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Produktinformation

Gebundene Ausgabe: 208 Seiten
Verlag: Portfolio Hardcover (19. Mai 2005)
Sprache: Englisch
ISBN-10: 1591841003
ISBN-13: 978-1591841005
Gr��e und/oder Gewicht: 21,3 x 14,5 x 2,3 cm

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Amazon.de Verkaufsrang: Nr. 45.057 in Englische Bücher (Die Bestseller Englische Bücher)

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Produktbeschreibungen

From Publishers Weekly

Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

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5.0 von 5 Sternen Surprising insights, but repetitive, 23. November 2005

Von	Rolf Dobelli "getAbstract.com" (Switzerland) - Alle meine Rezensionen ansehen (REAL NAME)

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.

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3.0 von 5 Sternen Authentic Stories and Experiences Help Attract and Retain Customers, 6. Dezember 2008

Von	Professor Donald Mitchell "Jesus Makes Me a P... (Boston) - Alle meine Rezensionen ansehen (TOP 100 REVIEWER)

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.

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