All
Marketers Are Liars Book ReportBook:
Godin, Seth. All Marketers Are Liars: The Power of Telling Authentic Stories in
a Low-Trust World. New York: Portfolio, 2009. Internet resourceSummary
of the BookThe
biggest lie that Seth Godin tells in the book “All Marketers are Liars” is the title name of the book. The book is
the exact opposite of what the title depicts because he elaborates t
...[Show More]
All
Marketers Are Liars Book Report
Book:
Godin, Seth. All Marketers Are Liars: The Power of Telling Authentic Stories in
a Low-Trust World. New York: Portfolio, 2009. Internet resource
Summary
of the Book
The
biggest lie that Seth Godin tells in the book “All Marketers are Liars” is the title name of the book. The book is
the exact opposite of what the title depicts because he elaborates that
marketers are not liars but merely storytellers. According to the author, the
liar is the consumer as they deceive themselves every day in terms of where
they live, what they wear, what they do to work and how they vote. Godin points
out that successful managers are just but a vessel of stories that customers
choose to believe. A good story that appeals to consumers is the backbone of a
firm’s growth and profit. Godin puts that ‘complete
dedication to and embrace of your story’ is what it takes to make marketing
work.
The
book posits that successful marketing is organized based on a five-step process
that people undergo when they come upon successful marketing;
Step
1: Consumer perception of the world got there before you did
Consumer’s
perception (the combination of consumer’s current beliefs, rules, and biases)
have an impact on how he or she notices and comprehend things. Therefore, if a
story is framed in tandem with the worldview, people are more inclined to
believe it. Godin posits that smart marketers do not change a person’s
perception but rather identify people having a particular perception and frame
their story to relate to that perception. Because individuals tend to have
similar perception “clump together”, marketers who end up to be successful
unearth undiscovered clump and frame a story using words, images, as well as
interactions in a bid to reinforce these individual’s biases.
Step
2: People tend to notice the new and then make a speculation.
Consumers
are sensitive and quick to note when things change. One they discover something
new, they begin to make guesses about what to expect next.
Step
3: First Impression matters
First impressions
makes a consumer make a quick and permanent
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