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

Synopsis:
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass.

Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand--painting vivid pictures that they choose to believe. Every organization--from nonprofits to car companies, from political campaigns to wineglass blowers--must understand that the rules have changed (again). In an economy where the richest 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.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.

About the Author:
Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. He's the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.

Product Details
Format: Hardcover, 208 pages; Publisher: Penguin Group; Imprint: Portfolio (May 2005); Subject: Marketing; ISBN: 9781591841005; Dimensions: 8¼ x 5½ inches.