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.
Seth Godin once again examines the underlying reality that affects all marketing. In this book he focuses on the stories we tell and the stories that people tell themselves about the products and marketing they come across. Great topic that is profound enough to have deep implications on how you market your products or services if you understand it. Great Job, Seth is a very aware of the mechanics of how marketing works. Highly recommended. I also recommend "Made to Stick" by Chip and Dan Heath, they touch on the power of storytelling also.
I found the most interesting part of the audiobook were the anecdotes that Seth Godin tells about real-life companies. The Riedel wine glass story that opens the book is hilarious. As a marketer, I learned a lot from this book, even if it was, at times, a little dry.
I really liked the message, the honest, the relevance and the practicality. This is my first exposure to Seth Godin and I'm very impressed with what I heard. I work in a commodity business as a marketer and I'm eager to try some of the things Seth has suggested. In addition, I'm ready for the next Godin book.
When the author is so egotistical that he has to read his own work you know you've made a purchasing mistake. If you can understand his slured words and make it past his "toung too big for mouth" way of speech, you will find that Seth Godin wastes this book (and your time) to push his political views of the world. By the end of the book you all you really learn is he doesn't like Bush, wants Hillary to win in '08 and basically has nothing new to say about marketing (but must have needed some money so he wrote another book anyway). He may have done well with "purple cow" but is now just trying to ride the wave as long as he can. Seth, it's about to crush you. No one should have to sit through the agonizing self indulging hours of this book. It will do you no good to listen to this book. Buy something else that will be of better use to you in business and personal growth.
This and The Purple Cow are MUST reads/listens to every serious marketer and entrepreneur.
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.
"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.
"Remarkable Seth Godin."
What a fantastic book. Bought on audible so I could listen when travelling and working out. Thank you Seth for writing such an amazing book. Marketing is so simple when you explain it. Too many people make it difficult. Cannot recommend highly enough. BUY THIS BOOK!
a must read for anyone interested in marketing. marketing can have a massive impact on a business and this sets the stage for people within the industry and those who want their business to expand.
"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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