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That’s the power of storytelling. It goes to the point where it changes the customer experience, just because of what people believe.
We live in a world where people buy what they want, not what they necessarily need. Most of us have bought a designer piece of clothing, sportswear, device or even food from a certain brand, not because of the quality (which is something we keep telling ourselves), but because of the way it reflects our beliefs and view of the world .
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Want to tell an authentic st...
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According to Seth, there’s a difference between fibs and frauds. A fib is when you tell your spouse you had a late meeting, when really you were out shopping for their birthday present. It’s an “honest lie”, because you tell it to improve their birthday experience, not with mean intent.
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Even though we’d love to believe it, it’s become impossible to never buy a product that’s overpriced, because marketers have long caught on to the value of a good story. But actually, that’s okay.
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Frauds however, are a whole other topic.
For example, when VW lied about the amounts of CO2 their cars emitted , key people, including CEO Martin Winterkorn, lost their positions, their stock went down the tubes and they had to recall...
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One of the most fun things to do with any Seth Godin book is look at the many many examples he provides and then try to come up with your own or more recent ones. All Marketers Are Liars is from 2005, so i...
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The 32 year old shoe sales rep, who frequently makes up features about shoes to meet the sales quota, the 54 year old with a company, who’s product is struggling because it’s too feature-focused, and anyone who’s a fan of one particular brands products.
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The reason you think a pair of Nike’s is high quality and justifies a steep $100 price tag in addition to making you look cool, when they really just cost $5 to manufacture (hint: Macklemore’s Wings tells a great story about those) is the...
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George Riedel has been telling a powerful story about wine glasses for ages. His company has been in the business of glass-blowing for over 4 centuries. Leading the family business in the 10th generation, Riedel introduced a special series ...
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All Marketers Are Liars is based on the idea that we believe whatever we want to believe, and that it’s exactly this trait of ours, which marketers use (and sometimes abuse) to sell their products by inf...
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his book is all about storytelling. More so, it distinguishes between good stories which are just that – good stories – and those that are authentic.
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CURATED FROM
All Marketers Are Liars - Book Summary
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Adults aren't disappointing because they have grown bigger, or got jobs, or taken on responsibilities.
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We want to become a part of our partners. We want to know their thoughts, history, beliefs, the way they see the world. We want to give the people in our lives things because in doing so we are becoming a part of their lives and therefore owning a piece of their history.
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