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. Think of the Dyson vacuum cleaner 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 and Marlboro.
This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
©2005 Seth Godin; (P)2005 Audible, Inc.
This is a must be read before writing your next marketing plan or investing in any marketing activities. With this simple, practical wisdom you will gain greater results.
Seth has presented a clear, coherent definition of the core of what marketing is all about. All great marketing is based on the principle Seth explains with such clarity and simplicity: telling stories.
There is no preaching in this book. It is a story about marketing. All good stories comes from the heart. As Seth explains your story in all your marketing must be authentic. Hearing Seth tell his story about marketing you realise just how much he understands the importance of the subject to all marketers. When people express things with such authenticity it can easily be misread as preaching.
A good companion to fully understanding this very important basis of marketing in greater detail I would suggest you also listen to, "The 4 Agreements" by Don Miguel Ruiz also available here at Audible.
Another Audible book that touches on this subject, and is fiction, is "Ishmael: An Adventure of the Mind and Spirit" by Daniel Quinn
We own the oldest advertising firm in our market. This book is so good that we are thinking about giving it as a gift to our clients at the end of the year.
Interesting book. For me, it basically just emphasized the importance of story telling and how the story needs to be consistent to the company's product/service, vision, mission and core values.
It seems some people were offended by the message of this program. Probably because the book exposes how a good story can make you really believe and commit to something whether the story is true or not. The book says that once we decide to believe a story that our brains will do anything to continue to believe it. The book goes on with examples of how and why stories have worked and spread. I have a feeling that the low scoring people were somehow offended due to their own personal beliefs that Seth must have commented on. I only give it a four because its not a complete marketing program. The message is excellent and very revealing.
I'm on the third listen of this, and I'd imagine I'll listen to it a few more times to internalize the depth of what he is saying. As a dyed in the wool conservative, Seth really does show his colors, but also gives credit where credit is due, for both parties. In fact, I found them very relevant and helpful in a modern context of how to "tell a story".
he goes through the early days, to the "golden age" of marketing, and the modern changes and power of marketing and "telling a story".
I'm ordering the rest of his books. It's changed my mindset about marketing. This audiobook spawned what I think are going to be very profitable ideas and approaches to marketing. Time will tell, but overall a great insight.
Seth offers some very useful insight into what works in marketing communications today and offers some good advice for getting customers to notice your product. It's all about experience and what they believe, not truth or facts or features and benefits. I've used his ideas successfully to structure some recent marketing campaigns.
Only downside was hearing Seth "reading" his book - would have loved to hear him deliver it more impromptu. If you can forgive this - the creator of the "Purple Cow" brings a highly provocative and yet totally logical idea. Swap out "Liars" for "Storytellers", and you've got the story line. Have listened to it twice, will listen another couple of times at least and brainstorm further. Very stimulating.
Don't LISTEN to this audiobook. If you are interested in what Seth has to say, READ the ACTUAL BOOK. Seth has a horrible reading voice. Every other sentence he pauses and you can hear the saliva swishing around in his mouth as he prepares for the next sentence. Every time this happens I stop comprehending what he's saying and focus on the disgusting noises he's making. I wish I could review this audiobook on the merits of the content, but unfortunately I was so distracted by Seth's terrible diction and smacking that I couldn't comprehend half of what was said. I still intend to read the book because people tell me it's good; I just hate that I wasted the money here first. I don't understand why Seth didn't pay a voice over professional to read his book... or at the very least pay to have it professionally produced and remove the nauseating noises he makes while reading.
This the first time I've reviewed a book anywhere but after listening I felt inspired to give it a go.
Unsure of how to start, or what to say beyond I really like this book, I first read what some others had to say. I noticed at least one other reviewer did not appreciate hearing Seth narrate his own book. I, however, listened to this book in one sitting practically and loved it and him. I enjoyed the enthusiasm he had for his own material.
I've listened to about 7 audio books so far... all based on business topics ...some read by their authors and some not, and this is my favorite so far. Maybe backing the mic up a little will help... lol
As far as the content? I've read many books about marketing technique and strategy and have listened to many marketing gurus. Though Seth's message isn't completely unfamiliar, he does put a new twist on many things you may have heard previously.
I very much liked his message and even had a few ah hah's about a project I'm working on at the moment.
I think I will read (or listen to) just about anything written by Seth Godin in the future.
Sound, fundamental marketing.
That the author recognizes that "stories" are important. And that you need to genuinely live your "lie".
It's a bit like a friend walking you through the process.
I would definitely listen to this one again!
"Good for new ideas in Marketing!"
From the title of this book you that Seth Godin is telling you to lie as a marketer but he's not, he's merely telling you to use personal interest stories in your marketing. That testimonials and good stories about the product really do make a difference to your bottom. If you look at story telling throughout time, people always exaggerate and add little bits on but it is these exaggerations and add ons that make a story memorable. Being memorable is what you have to do
The only thing I would take away from this book is that the key ideas are heavily repeated. It is however extremely well written. If you haven't read any new ideas on marketing I would suggest all of Seth Godin's books as a basis and use his recommended reading for further study.
"A single-minded idea, a great principle"
Working as a marketeer myself, I find many points raised in this book inspiring and applicable in my daily work. The author touched on many aspects of marketing in an engaging and memorable way. I would say my 'gut instinct' about marketing has been positively strengthened after listening to this book.
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