Needs to lose his own preconceived bias.

books:


	• All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Seth Godin Portfolio Hardcover, 2005 - 208 pages average customer review:based on 92 reviews view larger image
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highly recommended

Needs to lose his own preconceived bias.

The book is pretty good over all. The only problem is you are constantly told of examples from the authors liberal bias. To bad he couldnt leave the politics out of it.

Surprising insights, but repetitive

Marketers are always on a quest to discover the new best way to sell products. Author and marketing guru Seth Godin takes a slightly skewed look at the marketing principle of positioning and renames it "storytelling." In doing so, he redefines a market segment as a community with a shared worldview, and a marketing campaign as a story framed to fit that worldview. The idea is provocative. By tweaking the conventional approach to advertising, Godin gives marketers a new angle, backed up by enlightening case studies. At times the book is simplistic and repetitive, and it never fully gets into the meat of how to create and disseminate a marketing story. Still, Godin will intrigue you as he explains that purchases are driven by desire, not need, and that clever storytelling is better at whetting a purchaser's desires than an old-fashioned ad campaign. We recommend his practical marketing advice with its unorthodox approach to charming the cash right out of the customer's wallet.

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How to Get the Value-Add

Tom Peters likes to say, "You can't compete with China on cost, or Wal-Mart on price." So, how do you get the Value-Add for your products these days? It's not just that products have become commoditized. As we used to say in graduate school, they've become reified. It's not just that the product has become one thing among many, our emotional attachment to products has become one emotion among many. All marketing is viewed skeptically as manipulation.
For Seth Godin, the only way marketers can avoid this trap is to go around it, and re-discover the power of narrative. A good story contextualizes a product and reconnects the buyer to the joy of buying and owning the product. Godin provides many examples of good stories, which get the job done, and urges marketers to focus more on the story than on the marketing message, campaign, etc.
My favorite story mentioned here is Kiehl's. If you've been to a Kiehl's store, you know what Godin means by a good story.
Read this book for pure fun, and pay attention to other stories being told.

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Simple yet Important

Some people write a wellknown very complex idea into a simple to digest book (Naked Economics), some people write interesting insights of common things (Freakonomics, Fooled by randomness), some people write great idea into an easy to read book ( the oldest One Minute Manger, etc)...

This one is also an interesting book, the whole book is only about how to put Story into your product and make people believe it and "fool" themselves.

You can easily stripped down the book into one sentence: "Successful markerters are just the providers of stories that consumers choose to believe." But then again, you will lose all the interesting and profound stories behind the stories. You will lose the insight of "Worldview" and of how you can make your story successful.

I like this book, it is easy to read, have an easy points to remember and use, and this is very "Seth Godin".

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reviews: 1, 2, 3, 4, 5, 6, 7, 8, 9, page 10, 11, 12, 13, 14, 15, 16, 17, 18, 19

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