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All Marketers Tell stories: The underground Classic That Explains How Marketing Really Works and Why Auhthenticity Is the Best Marketing of All.

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The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has three essential questions for every marketer:

“What’s your story?”

“Will the people who need to hear this story believe it?”

“Is it true?”

All marketers tell stories. 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 is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people 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 Fiji water, 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, cigarette companies, and sleazy politicians.

But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”

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Ketersediaan

B00736

001.42 GOD a

(BI Corner)

Tersedia

Informasi Detail

Judul Seri

-

No. Panggil

001.42 GOD a

Penerbit

USA : Penguin Books., 2009

Deskripsi Fisik

220 hlm.; 17 cm

Bahasa

English

ISBN/ISSN

978-1-59184-533-1

Klasifikasi

001.42

Tipe Isi

text

Tipe Media

unmediated

Tipe Pembawa

volume

Edisi

-

Subjek

Reseach Methods/Metode Riset

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Godin Seth

Versi lain/terkait

Lampiran Berkas

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