- Taschenbuch: 240 Seiten
- Verlag: Portfolio; Auflage: Reprint (24. April 2012)
- Sprache: Englisch
- ISBN-10: 1591845335
- ISBN-13: 978-1591845331
- Vom Hersteller empfohlenes Alter: Ab 18 Jahren
- Größe und/oder Gewicht: 12,7 x 1 x 17,8 cm
- Durchschnittliche Kundenbewertung: 4 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 17.605 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All (Englisch) Taschenbuch – 24. April 2012
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Praise for Seth Godin:
"Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off."
"It's easy to see why people pay to hear what he has to say."
"If Seth Godin didn't exist we'd need to invent him."
—Alan Webber, founder, Fast Company
"If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin."
—Micah Sifry, cofounder, Personal Democracy Forum
"Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer…and also a clear-eyed visionary."
From the Hardcover edition.
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? -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe.Alle Produktbeschreibungen
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Dazu führt er Positiv- wie Negativbeispiele an, erklärt was an den Geschichten wichtig ist, bläst das Thema unendlich auf, nennt alle Randaspekte - und erzählt im Grunde nichts Neues.
Der Erzählstil ist amüsant und man kann es gut lesen. Am Ende jedoch legt man das Buch weg und denkt sich: Ja, Marketing muss Geschichten erzählen. Mehr ist leider nicht dahinter.
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.Lesen Sie weiter... ›
Diese Zusammenfassung lässt schon erahnen, dass das Buch einfach nichts Neues enthält, sondern nur ein übermäßig vereinfachtes, theoriefreies und deformiertes Standardmarketing. Der Begriffs- und Theorieapparat des akademischen Marketing ist erstens umfassender, präziser und differenzierter und zweitens auch näher an der Praxis. In dem ganzen, kleinen Büchlein sucht man vergeblich nach Umsetzungsvorschlägen, Checklisten, Heuristiken oder irgendetwas, das einen Praxistransfer ermöglicht.
Die angekündigte Psychologie der Befriedigung fällt aufgrund nicht vorhandener Bezüge zur Psychologie aus. Dafür wimmelt es nur so von (US-amerikanischen) Beispielen für oder gegen gelungenes Storytelling. Von Fallstudien kann man leider nicht sprechen, dafür fehlt eine systematische Analyse. Die vertretenen "Thesen" sind so schwammig, dass man sie auf alles beziehen kann.Lesen Sie weiter... ›
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Extremely significant is Godin's definition of the "great story."
"... A Great story is true."
"Great Stories make a promise."
Great stories are trusted."
"Great stories are subtle..."
These four sentences define the scope. It' s not easy to reach by any marketer. And, consumers need to understand their own behavior better to "... Know Your (their) power." If consumers "demand" that marketers align their products with worthy goals, the world can move toward a better direction very quickly.
I wished more marketers would read Godin's warning
"It seems like an easy out. Figure out some internally approved story that you can trot out to the sales force and use in a magazine ad, and you're set.
Actually, if you do that, you're dead..."
I am always baffled how many stories which are trying to sell an expensive program begin with the story of some character, who is completely broke and has also maxed out his credit cards, but THEN borrows money to buy this program and ends up being a millionaire twelve months later. Ha!
Godin offers hundreds of interesting example, each one with valuable information whether you work in the particular industry or buy these products, or not. Marketing today is an ever more rapidly evolving process, and good marketing people learn cross industries. Even Steve Jobs learned from Nike.
Finally, Godin hones down on what every consumer should think about before swiping the card: "The lie a consumer tells himself is the nucleus in the center of any successful marketing effort."
This book is highly recommended. In fact, it should be a must-read book for any HS-senior, to be read again five years later.
Gisela Hausmann, author of the "naked (meaning no-fluff) books
Godin’s first point that a consumer’s worldview was there before you proves to be very important in proving his argument. He describes a worldview as “the rules, values, beliefs and biases that an individual consumer brings to a situation.”(p.39) Worldviews, along with frames (“elements of a story painted to leverage the worldview a consumer already has”) govern what stories consumers will believe. To support this, Godin uses the example of the General Mills team adapting to changes in a worldview when Atkins was implemented. General Mills quickly changed their popular Lucky Charms cereal recipe to a whole grain based product and leveraged this with the same old slogan “magically delicious!” Godin exemplifies that a company, to be successful, must tell an authentic story that adheres to the worldview of an audience and if that worldview changes adaptations must be made. This, along with multiple others of Godin’s examples, successfully explains that worldviews are there before you and a story must be framed in terms of this worldview to be successful. Godin sets up the rest of his book with this idea.
Next, Godin explains that people on notice what is new, and then they’ll guess about what to expect next. His most important example in explaining this is at the very end of this chapter. He talks about how diners at the Union Square Café rave about the service. However, these customers only do this because that is what they have persuaded themselves is true. Therefore the customers get the good service they expect because that’s the story that plays in their head and their brain makes their expectations come true. (p. 84) This human tendency, as Godin successfully describes, makes it easier to trick people into believing something is new and different. Godin’s clever use of describing how the brain works makes it clear that marketers can easily tell a story that isn’t all accurate and succeed in doing so. It’s interesting to see that this behavior is so common yet overlooked in being such a huge part of what succeeds and what doesn’t.
Godin goes on to explain another human behavior, snap judgments, which affect what a consumer thinks. He realizes that people will make snap judgments when buying something and will refuse to change his mind after that initial decision. This makes first impressions, not overly important, but pretty crucial in that it is the beginning of the story, even though the time of this first impression is ambiguous. Therefore, authenticity matters in generating a story that is going to be heard and repeated. He speaks about how people get upset when they find out recycling isn’t as effective as they thought and how New Yorkers were outraged when recycling was cancelled. Godin says, “The recycling lie was subtle, multifaceted and deeply seated.” (p. 94) Which he affirms is exactly the story you want to create for a brand to last. His explanation of this further proves that people will make loaded judgments in a fraction of a second, and refuse to change it once the decision has been made and marketers must realize this to be successful. Again, it is very interesting that such a behavior of stubbornness can have such a great affect on what stories will be believed. If someone makes this judgment and believes the story they will spread it, which rises the realization that marketing is almost entirely reliant on behaviors on the consumer.
Great marketers tell stories we believe. Godin starts this chapter by engaging the audience by making us the marketer. He then offers the idea of how to get elected as president. John Kerry failed at doing this because he didn’t tell a coherent story or a lie we wanted to believe because he didn’t live his story in everything he did. This non- cohesive story was unattractive and not believable so he wasn’t elected. This example shows that telling a story that consumers will believe is very important and if you don’t do this, as Godin explains, you’ll fail. Stories allow us to lie to ourselves and satisfy our desires. Therefore, it’s the story that please us, not the actually good or service. Basically, we want a good story, and then we’ll trust the product. If marketers can’t do that, they’ll lose.
In his final chapters, Godin offers some pretty great advice to becoming a successful brand: being authentic will allow you to thrive.
Authentic marketing, from one human to another, is extremely powerful. Telling a story authentically, creating a product or service that actually does what you say it will leads to a different sort of endgame. The marketer wins and so does her customers. A story that works combined with authenticity and minimized side effects builds a brand (and a business) for the ages. (p. 129)
This passage from his book affirms everything Godin has connected to the authenticity of a story. This advice achieves tying all of his main points together and applying them to a company, brand or oneself and how any off the facets of business can be successful in adhering to authenticity. This insightful and intriguing part of his book really brings everything together.
Amongst many other things, Godin’s simple syntax and lack of hard to understand jargon, I believe, attributed to his intriguing story about story telling in the marketing world. It interesting to see that human behavior is such a huge factor in the success of storytelling and that it actually drives this phenomenon. All facets of his book combine to create an idea about authenticity and its importance to successful storytelling, concluding that the real liars are the ones who can’t achieve this authenticity. This book is interesting, exciting and, most importantly, relevant. Not to mention incredibly enjoyable!
The chapter in that book is what ignited my interest in the subject and after searching through the internet this book was highly recommended, which is the reason why I purchased it.
What I love about this book is that it describes how Markets (based on peoples) "world views" create variety based on there biases (We are the environment we interpret) that act as the foundation for Markets.
It talks about how Marketers strive by embracing a markets "world view", "taste" and how to focus on creating authentic "frames" that reflect these lies a Market tell's itself.
This book made me reflect a lot because not only does it teach you how to develop a brand for a particular Market, but it also teaches you a lot about life. How we market ourselves and how we "frame" our story to others ultimately defines how other's view us.
It talks about how authenticity matters and how unauthentic marketers (a salesperson) just can't stand tall.
You can be the best marketer (a salesperson) in the world but if you don't have the substance to sustain your story you fail.
If your story is coherent with how markets (people) view you and your product you thrive.
Everything matters in Marketing, the look, the feel, the slogan, the location of your brand but what ultimately matters is the story and if your market senses an unauthentic story, game over.
Same goes at a personal level, with people that enter and exit your life.