By Seth Godin

Each marketer tells a narrative. And in the event that they do it correct, we think them. We think that wine tastes greater in a $20 glass than a $1 glass. We think that an $80,000 Porsche Cayenne is enormously enhanced to a $36,000 VW Touareg, that's almost an analogous automobile. We think that $225 Pumas will make our toes consider better-and glance cooler-than $20 no-names . . . and believing it makes it real. profitable dealers do not speak about positive aspects or maybe merits. as a substitute, they inform a narrative. a narrative we wish to think. this can be a booklet approximately doing what shoppers demand-painting shiny photos that they decide to think. each organization-from nonprofits to vehicle businesses, from political campaigns to wineglass blowers-must needless to say the principles have replaced (again). In an economic climate the place the richest have an enormous variety of offerings (and no time to make them), each association is a marketer and all advertising is ready telling tales. sellers be successful once they let us know a narrative that matches our worldview, a narrative that we intuitively embody after which percentage with our pals. give some thought to the Dyson vacuum purifier or the iPod. yet watch out: in case your tales are inauthentic, you pass the road from fib to fraud. dealers fail once they are egocentric and scurrilous, after they abuse the instruments in their alternate and make the area worse. that is a lesson discovered the demanding approach through telemarketers and Marlboro. it is a strong booklet for an individual who desires to create issues humans actually wish rather than commodities that individuals in basic terms desire.

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Additional info for All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

Sample text

In the short run, it doesn’t matter one bit whether something is actually better or faster or more efficient. What matters is what the consumer believes. A long time ago, there was money to be made in selling people a commodity. Making your product or service better and cheaper was a sure path to growth and profitability. Today, of course, the rules are different. Plenty of people can make something cheaper than you can, and offering a product or service that is measurably better for the same money is a hard edge to sustain.

Sometimes marketing is so powerful it can actually change the worldview of someone who experiences it, but no marketing succeeds if it can’t find an audience that already wants to believe the story being told. YOU’RE NOT IN CHARGE (PEOPLE CAN’T LISTEN) The biggest myth marketers believe: “I have money, which means that I am in charge. ” You, the marketer, are not in charge. You are not in charge of attention or the conversations or even the stories you tell. Until marketers of all stripes realize this, marketing will never come near its potential to change things.

The facts are irrelevant. In the short run, it doesn’t matter one bit whether something is actually better or faster or more efficient. What matters is what the consumer believes. A long time ago, there was money to be made in selling people a commodity. Making your product or service better and cheaper was a sure path to growth and profitability. Today, of course, the rules are different. Plenty of people can make something cheaper than you can, and offering a product or service that is measurably better for the same money is a hard edge to sustain.

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