All Marketers Are Liars By Seth Godin
All Marketers Are Liars: The Energy of Telling Genuine Tales in a Low Belief World is the seventh revealed e-book by Seth Godin, and the third in a collection of books on 21st century advertising, following Purple Cow and Free Prize Inside.
All entrepreneurs inform tales. And in the event that they do it proper, we imagine them. We imagine that wine tastes higher in a $20 glass than a $1 glass. We imagine that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s just about the identical automotive. We imagine that $225 sneakers make our ft really feel higher and look cooler than a $25 model. And believing it makes it true.
As Seth Godin has taught a whole bunch of hundreds of entrepreneurs and college students around the globe, nice entrepreneurs don’t discuss options and even advantages. As a substitute, they inform a narrative a narrative we need to imagine, whether or not it’s factual or not. In a world the place most individuals have an infinite variety of selections and no time to make them, each group is a marketer, and all advertising is about telling tales.
Marketers succeed once they inform us a narrative that matches our worldview, a narrative that we intuitively embrace after which share with our buddies. Consider the Dyson vacuum cleaner, or Fiji water, or the iPod.