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 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!
Only for students.
The book is a bit basic. Would be helpful for students or beginners.
Entertaining though and great work by the narrator.
One of the best
Seth really breaks down the concept of why people buy.
telling stories for avid buyers
The fist listen I heard Blah Blah Blah but I must have heard something because it sank in. The second listen and third made this book so worth it. the book is packed full of ideas and advice and confermations. It scares me how much money I have wasted on advertising. This book exsplains what works and what doesn't. But he exsplains it in a way that it becomes a part of your consciousness so really understand it.
I like the fact that it looked at human psychology vs. surface trends.
It made me appreciate marketing's important role in society.
The book as a whole is ok, I liked it but others by Seth are better. I bought the book as I was hoping to learn a bit more about "building" your story. I have a story, but at the point of... Now what. This book was true to name, all about the lies and myths in marketing, complete with back up examples... The book isn't about how to lie to customers, but relating your story through other people's world views, whether the lie is wrong or not. If the book was more focused on how to create your own story vs. trying to emphasize you need to have a story that would be great. Additionally, if it were less if you don't lie too much and more on how to be authentic," and more on how how to MARKET IT, then this would be a great book. Just my thoughts though.
Seth has great advice in this book, however the overall experience was distracted from his pausing and swallowing. Buy the book instead. In a matter of about an hour Seth could have easily edited the audio with freeware or hire an ELance pro to edit the audio for him. This would make the whole "story" more enjoyable.
Use Sound Forge to download free audio editing software and edit out the swallowing. It is completely unprofessional.
An avid learner and therefore, lover of non-fiction works, specifically about business, marketing and sales.
This book reads like an abridged version, as it's quick, light in details and rather short. That being said, the topic doesn't require much detail and perhaps is best delivered like this anyway. While I may argue with a few points in the book based off of my experiences, Seth's insights are pretty sharp and cohesive with his overall marketing vision and well worth the listening. While I wouldn't say I walked away with a ton of insights, I am glad I own this book and listened to it and would recommend it to others. I definitely enjoy the fact that Seth reads his own books and his delivery is superb.
This is the 3-4th Godin book I have listened to and gotten something from all of them. I liked this one b/c I push $1000 residential windows in the home. Most people do NOT want the facts, just a good story they can buy into. All marketers need a good story and I learned a lot about that consumers want to buy a story- sometimes any story.
Get this one if you are in any type of sales.
I have seen some comments that Godin has a bad reading style but I sure like it. Gotta go spin a yarn for someone...
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