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All marketers tell stories Godin, Seth

By: Publication details: Portfolio 2009 New YorkDescription: xviii, 220 pISBN:
  • 9781591845331
Subject(s): DDC classification:
  • 658.8 G6A5
Summary: Seth Godin's three essential questions for every marketer: What's your story? Will the people who need to hear this story believe it? Is it true? 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 an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. 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 showed in this controversial book, 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 t. In a world where most people have an infinite number of choices and 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. Marketers fail when they are selfish and scurrilous when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it's time to embrace the power of the story. As Godin writes, Stories make it easier to understand the world. Stories are the only way we kW to spread an idea. Marketers didn't invent storytelling. They just perfected it. http://www.ebay.com.au/itm/USED-VG-All-Marketers-Are-Liars-The-Underground-Classic-That-Explains-How-Mar-/222187725464?hash=item33bb6ba298:g:1R4AAOSwKY9XiQ8n
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book Book Ahmedabad Non-fiction 658.8 G6A5 (Browse shelf(Opens below)) Available 192830
Book Book Bodh Gaya MAR 658.8 GOD (Browse shelf(Opens below)) Available IIMG-001011
Book Book Kozhikode 658.8 GOD/A (Browse shelf(Opens below)) Available IIMKO-36790
Total holds: 0

1. Highlights
2. Got marketing?
3. Their worldview and frames got there before you did
4. People notice only the new and then make a guess
5.First impressions start the story
6.Great marketers tell stories we believe
7. Marketers with authenticity thrive Competing in the lying world Remarkable? : The cow has not left the building

Seth Godin's three essential questions for every marketer: What's your story? Will the people who need to hear this story believe it? Is it true? 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 an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. 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 showed in this controversial book, 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 t. In a world where most people have an infinite number of choices and 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. Marketers fail when they are selfish and scurrilous when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it's time to embrace the power of the story. As Godin writes, Stories make it easier to understand the world. Stories are the only way we kW to spread an idea. Marketers didn't invent storytelling. They just perfected it.

http://www.ebay.com.au/itm/USED-VG-All-Marketers-Are-Liars-The-Underground-Classic-That-Explains-How-Mar-/222187725464?hash=item33bb6ba298:g:1R4AAOSwKY9XiQ8n

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