Download All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World AudioBook Free
Every marketer tells a story. And if indeed they still do it, we believe them. We believe that wine tastes better in a $20 glass when compared to a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is practically the same car. We believe that $225 Pumas can make our feet feel better-and look cooler-than $20 no-names . . . and believing it creates it true.
Successful marketers don't speak about features or even benefits. Instead, they tell a story. A story you 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). Within an economy where the richest have an infinite number of choices (no time to make them), every organization is a marketer and everything marketing is approximately telling stories.
Marketers succeed when they reveal a story that fits our worldview, a story that people intuitively embrace and then tell 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 with their trade and make the world worse. That is clearly a lesson learned the hard way by telemarketers and Marlboro.
This is a powerful book for anybody who would like to create things people truly want instead of commodities that people merely need.
