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Publisher's Summary

Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe 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 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.
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Customer Reviews

Most Helpful

By Christopher W Chrebet on 12-19-05

dont be offended

It seems some people were offended by the message of this program. Probably because the book exposes how a good story can make you really believe and commit to something whether the story is true or not. The book says that once we decide to believe a story that our brains will do anything to continue to believe it. The book goes on with examples of how and why stories have worked and spread. I have a feeling that the low scoring people were somehow offended due to their own personal beliefs that Seth must have commented on. I only give it a four because its not a complete marketing program. The message is excellent and very revealing.

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7 of 8 people found this review helpful


By E. Jerome on 07-17-05

Must Read

We own the oldest advertising firm in our market. This book is so good that we are thinking about giving it as a gift to our clients at the end of the year.

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15 of 18 people found this review helpful

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By Gavin on 10-24-09

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.

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2 of 2 people found this review helpful


By @ahcperrin on 07-14-17

Worth listening even for non-marketers

This is a book worthwhile to listen to. Even if you are not a marketer you will benefit to understand their strategies to resist temptation and avoid traps. You can also get inspired from some of the strategies in your personal life such as applying for jobs.

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1 of 1 people found this review helpful

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Customer Reviews

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By James on 05-08-17

I love weird marketing concepts and loved this

Short and sweet audio book that dives into the idea of marketing which really is about having good products and services that sell themselves. Making remarkable things in the world. Good for inspiration into doing things differently!

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By Brett on 02-09-16

interesting over view on marketing.

Great listen for begginers. But no relevance to todays social media and online world. It does have great strategies for marketing content and partnerships. It was still worth the time and money.

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