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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust Worldby Seth Godin
Synopses & Reviews
This full-color andldquo;adult ABC bookandrdquo; feels just like the picture books you grew up with. But itandrsquo;s not for kids, itandrsquo;s for you and anyone who works as hard as you do. It makes a perfect companion to The Icarus Deception, highlighting a key riff in that book and featuring illustrations by the webandrsquo;s favorite cartoonist, Hugh MacLeod. It captures 26 of Seth Godinandrsquo;s principles about treating your work as a form of art.and#160;For instance....
A is for Anxiety, which is experiencing failure in advance. Tell yourself enough vivid stories about the worstand#160;possible outcome of your work and youandrsquo;ll soon come to believe them. Worry is not preparation, and anxiety doesnandrsquo;t make you better.
C is for Commitment, which takes you from andldquo;Thatandrsquo;s a fine ideaandrdquo; to andldquo;Itandrsquo;s done.andrdquo; Commitment is risky, because if you fail, itandrsquo;s on you. On the other hand, without commitment, you will fail, because art unshipped isnandrsquo;t art.
F is for Feedback, which can be either a crutch or a weapon. Use feedback to make your work smaller, safer and more likely to please everyone (and fail in the long run). Or use it as a lever, to further push you to embrace what you fear (and what youandrsquo;re capable of).
V is for Vulnerable, the only way we can feel when we truly share the art weandrsquo;ve made. When we connect, we shift all the power and make ourselves naked in front of the person weandrsquo;ve given the gift of our art to. We have no excuses, no manual to point to, no standard operating procedures to protect us.
This is unlike any previous Godin book and makes a great gift, both for loyal fans and those whoandrsquo;ve never read him before. It will take you just a few minutes to read, but it will get under your skin. And you might find yourself handing copies to colleagues and friends.
"Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and 'there is almost no connection between what is actually there and what we believe,' presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell 'great stories' about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are 'useless for babies but...satisfy a real desire for their parents'; and organic marketing schemes, which amount to 'telling ourselves a complex lie about food, the environment and the safety of our families.' Because consumers prefer fantasy to the truth, the marketer's duty is to be 'authentic' rather than honest, to 'live the lie, fully and completely' so that 'all the details line up'-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between 'fibs' that 'make the thing itself more effective or enjoyable' and 'frauds' that are 'solely for the selfish benefit of the marketer.' To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles." Publishers Weekly (Copyright Reed Business Information, Inc.)
A guide to the effective use of sound in marketing, revealing the surprising ways sound can influence our emotions, opinions, and preferences
A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade and#8212; or annoy
From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy.
You donand#8217;t need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how theyand#8217;re perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating and#8220;boom momentsand#8221; and#8212; transcendent instants when sound connects with a listenerand#8217;s emotional core.
The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guestsand#8217; experience; how Chiliand#8217;s restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustangand#8217;s engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music, The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound.
A full-color ABC book for grown-ups, with a powerful message about doing great work
V is for Vulnerable looks and feels like a classic picture book. But itandrsquo;s not for kids, itandrsquo;s for hardworking adults. It highlights twenty-six of Seth Godinandrsquo;s principles about treating your work as a form of art, with illustrations by acclaimed cartoonist Hugh MacLeod. A sample:
A is for Anxiety, which is experiencing failure in advance. Tell yourself enough vivid stories about the worst possible outcome and youandrsquo;ll soon come to believe them. Worry is not preparation, and anxiety doesnandrsquo;t make you better.
F is for Feedback, which can be either a crutch or a weapon. Use it to make your work smaller, safer, and more likely to please everyone (and fail in the long run). Or use it as a lever to further push you to embrace what you fear and what youandrsquo;re capable of.
This is unlike any previous Godin book and makes a great gift, both for loyal fans and those whoandrsquo;ve never read him before.
About the Author
Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. Heandrsquo;s the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.
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