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.
I really enjoyed listening to this book, the fourth book of Seth Godin I have listened too so far. His books are the type I could listen to more than once for many reasons, interesting and informative storyline and a performance which seams he is talking to me not reading to me.
Entrepreneur and Consultant - Business, Innovation Management, Technology Transfer, Information Technology. EE-Ms.C., MBA.
Godin is here coming to tell us one very important idea - good marketing is telling a story your customer would buy-in to, believe, and share. Great! What else did I learn thru this audiobook? actually not very much. He is taking this message and stretching it thru the hours, with many stories he is telling to show us that it is really that way, but nothing more.
You don't get any systematic learning about how to craft a good story, how to tell it, how to decide on a customer segment, or any other important information that will assist you in implementing this basic idea.
This book is about how to tell an authentic story to the right people the right way. I highly recommend this book to anyone who has or will start a new product.
Say something about yourself!
The author unlocks a new way to approach your marketing strategy.
Very useful for marketing students and marketing professionals.
Seth will give you the "aha" moments and ideas that will break you out of the foot nailed to the floor syndrome wondering why you're running in circles.
Become a better storyteller...
Not to sell more.
Become a better storyteller.. To help others tell the story
Much follows the best of the storytellers and Seth is certainly one.
Seth does it again. Simple. Profound. Insightful. Compelling. Seth does it again. Highly recommended to anyone who wants to understand the marketing essentials
The main point of this book is that businesses need to learn to tell a compelling story (a story worth talking about) and they need to tell it to the right audience. I don't know that I have a better idea of how to do that after reading this book (there are no step by step instructions for creating YOUR compelling story) but at least I know what I need to do and why it's so important.
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