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All Marketers Tell Stories: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

All Marketers Tell Stories: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

Location
Bangalore
Condition
New
Product Specifications
Language English
Binding Paperback
Publisher Penguin USA
Description
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $125 sneakers make our feet feel better and look cooler than a $25 brand. And believing it makes it true. As Seth Godin showed in this controversial book, great marketers don't talk about features or even benefits. Instead, they tell a story a story we want to believe, whether it's factual or not. In a world where most people 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 world view, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water or the I Pod. But beware: If your stories are inauthentic, you cross the line from f ... See more
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