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 bought this book expecting some insights into marketing and at first it seemed to be delivering until the author got on his liberal soapbox and started preaching. I didn't necessarily disagree with everything he said it just wasn't the correct venue for this dialogue
I'm sorry, but I found this whole book extremely boring and dry. I run a small business and Seth claims that his book is geared towards companies large and small. WRONG! I could've summed up the book in a paragraph.
I guess I've gotten used to reading books by direct marketers who apply their techniques in the real world to increase sales. I'm not sure who exactly would find value in this book unless you are running the ad dept. at some big fortune 500 company. Branding is out by the way.
The book has a simple but good idea that it fails to properly flesh out, leaving you with nothing but lots of fluff. Reads more like a motivational book than a marketing technique book. The author failed to realize the potential behind the concept fully. The book is not totally useless, it just does not contain enough actual material to constitute a book, it could have been better written as report.
Godin doesn't necessarily write books. He seems to write chapters of a larger work. Picking up on Purple Cow (to which he makes several references), this is another great Godin look at the current state of marketing. Not a lot of insight on how you can be a better marketer but a good "how am I being manipulated?" piece.
I didnt care much for this book or Seth Godin. I XXX him off my favorite list. He has some novel ideas I must admit but he liberal bias comes thru too strong from me. I just dont care for his concepts that everyone lies and its good to do so, as long as there is shred of truth or good for them. A crock.
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