Nick's Reviews > All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

All Marketers Are Liars by Seth Godin
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Facts don't spread an idea. An idea must be really remarkable for it to be remarked on. People don't change their minds or admit they were wrong, generally, so you can't do battle on familiar grounds to them. Your story has to be authentic and consistent, as well as well-geared toward people who already agree with its worldview. A subtle story does not sound like an attempt to sell something. People buy things they want, not things they need, so you can only sell on "want"-like subjective qualities.

Target the extremes: those people are the early adopters, who tell the most friends and are the most passionate; you can't market to the middle. Permission marketing, and the great advances in online tech allowing you to reach those already interested in what you've got, are powerful, because they allow you to know who will be hearing your story. Don't compromise your story to appeal to a wider audience.

Your marketing should fit into the life the customer wants, should be something they already see themselves as. Make it easy for your customers to spread it to friends. Every part of your story should fit, 'cause you don't know which parts will be the ones that finally make that critical first impression (which may be long after first contact). Same as Guy Kawasaki says: great ideas are love-it-or-hate-it, so don't compromise and don't trust consultants with surveys.

Writing was clear, if sensational. Something feels lite about it.
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Reading Progress

August 18, 2008 – Shelved
Started Reading
August 28, 2008 – Finished Reading

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