All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - and Why Authenticity Is the Best Marketing of All Audio CD – Import, 15 April 2014

All marketers tell stories. And if they do it right, we believe them.We believe that wine tastes better in a $20 glass than a $1 glass. We believe that $125 sneakers make our feet feel better — and look cooler — than a $25 brand. And believing it makes it true.As Seth Godin explains, great marketers don’t talk about features or even benefits. Instead, they tell a story — a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.But beware: If your stories are inauthentic, you cross the line from fib to fraud. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.All marketers are storytellers. Only the losers are liars.

Categories: Business & Finance