{"product_id":"all-marketers-are-liars-the-underground-classic-that-explains-how-marketing-really-works-and-why-authenticity-is-the-best-marketing-of-all-paperback","title":"All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--And Why Authenticity Is the Best Marketing of All - Paperback","description":"\u003cp\u003eby \u003cb\u003eSeth Godin\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe indispensable classic on marketing by the bestselling author of \u003ci\u003eTribes\u003c\/i\u003e and \u003ci\u003ePurple Cow\u003c\/i\u003e.\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Legendary business writer Seth Godin has three essential questions for every marketer: \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e \"What's your story?\" \u003cp\u003e\u003c\/p\u003e \"Will the people who need to hear this story believe it?\" \u003cp\u003e\u003c\/p\u003e \"Is it true?\" \u003cp\u003e\u003c\/p\u003e 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 $225 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true. \u003cp\u003e\u003c\/p\u003e As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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. \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e 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 know to spread an idea. Marketers didn't invent storytelling. They just perfected it.\"\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eSeth Godin \u003c\/b\u003eis the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including \u003ci\u003ePermission Marketing\u003c\/i\u003e, \u003ci\u003ePurple Cow\u003c\/i\u003e, \u003ci\u003eAll Marketers Are Liars\u003c\/i\u003e, \u003ci\u003eSmall is the New Big\u003c\/i\u003e, \u003ci\u003eThe Dip\u003c\/i\u003e, \u003ci\u003eTribes\u003c\/i\u003e, \u003ci\u003eLinchpin\u003c\/i\u003e, and \u003ci\u003ePoke the Box\u003c\/i\u003e. He's an entrepreneur, the founder of several successful businesses and a popular TED speaker. He writes one of the most influential business blogs in the world at sethgodin.com.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 240\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.5 x 6.9 x 5 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e April 24, 2012\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42714529660991,"sku":"9781591845331","price":18.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0105\/8226\/1823\/files\/8f13540d19028cef19478ec56cab7c89.webp?v=1765068474","url":"https:\/\/dhl-adrianne.myshopify.com\/products\/all-marketers-are-liars-the-underground-classic-that-explains-how-marketing-really-works-and-why-authenticity-is-the-best-marketing-of-all-paperback","provider":"BBB","version":"1.0","type":"link"}