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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

Amazon.com Price:  $17.95 (as of 08/05/2019 18:52 PST- Details)

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Description

Every marketer tells a story. And if they do it right, we imagine them. We imagine that wine tastes better in a $20 glass than a $1 glass. We imagine that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We imagine that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.

Successful marketers don’t talk about features or even benefits. Instead, they tell a story. A story we need to imagine.

It is a book about doing what consumers demand-painting vivid pictures that they select to imagine. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-should remember that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to lead them to), every organization is a marketer and all marketing is about telling stories.

Marketers succeed when they let us know 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’re 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.

It is a powerful book for anyone who wants to create things people in point of fact want as opposed to commodities that people merely need.

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