All marketers are liars: the power of telling authentic stories in a low-trust world
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Portfolio
2005
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XV, 186 S. 22 cm |
| ISBN: | 1591841003 |
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| 245 | 1 | 0 | |a All marketers are liars |b the power of telling authentic stories in a low-trust world |c Seth Godin |
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Datensatz im Suchindex
| _version_ | 1804135744853245952 |
|---|---|
| adam_text | CONTENTS
HIGHLIGHTS i
In the Beginning, There Was the Story i
You re a Liar 2
Georg Riedel Is a Liar 3
Some of My Best Friends Are Liars 5
Wants and Needs 6
Can Pumas Really Change Your Life? 7
Telling a Great Story 8
Telling a Story Badly: The Plight of the Telemarketer 11
Telling a Story Well: Kiehl s Since 1851 12
The Accidental Marketer 14
Marketers Aren t Really Liars 15
This Appears to Be a Book About Lying 15
One Last Thing Before We Get Going:
Know Your Power 16
x I CONTENTS
GOT MARKETING? 17
Does Marketing Matter? 17
Before, During and After the Golden Age 18
When You Know the Secret, Things Look Different 21
How Marketing Works (When It Works) 2 2
You re Not in Charge (People Can t Listen) 23
You re Not in Charge (You Can t Control
the Conversation) 24
You re Not in Charge (It Won t Stay Stable!) 25
Make Stuff Up: The New Power Curve 26
STEP 1: THEIR WORLDVIEW
AND FRAMES GOT THERE BEFORE
YOU DID 31
We All Want the Same Things 31
Two Definitions and a Strategy 32
All Squirrels Want Nuts 33
They Say There s No Accounting for Taste ... 34
What Color Are Your Glasses? 35
Who We Are Affects What We See 36
Glimpses of a Worldview 37
1,000 Worldviews 3 9
The Power of Frames 41
Getting in the Door 42
None of the Above 42
Angels and Devils 44
Lucky Charms Is a Health Food? 46
Attention, Bias and Vernacular 47
George Carlin 49
Early Adopters and So On 50
CONTENTS I xi
It s Actually Smaller Than the World 5 2
There Are No Doorbells in New Hampshire 53
Finding the Tooth Fairy 54
A Worldview Is Not a Community 5 5
Where to Find the Next Killer Worldview 55
The Most Important Worldview 56
Two More Worldviews Worth Mentioning 58
Putting Frames to Work 59
STEP 2: PEOPLE NOTICE ONLY THE
NEW AND THEN MAKE A GUESS 61
How Your Brain Works 62
Look for a Difference: The Frog and the Fly 63
Look for Causation: Broken iPods 65
Use Your Prediction Machine: Make a Guess 66
Cognitive Dissonance: Presidents We Hate 67
We Get What We Expect 68
STEP 3: FIRST IMPRESSIONS
START THE STORY 69
You Don t Get Much Time to Tell a Story 69
Take a Look at This Picture 70
The First Snapshot 71
The Myth of the First Impression 73
Why You Need to Care About Superstition 75
The Recycling Story 75
xii I CONTENTS
STEP 4: GREAT MARKETERS TELL
STORIES WE BELIEVE 77
Are You a Marketer? 77
Why Did You Buy This Book? 77
Telling Stories in an Internet World 79
How to Get Elected President 80
Postconsumption Consumers 82
EXAMPLES: STORIES FRAMED
AROUND WORLDVIEWS 85
I Believe a Home Cooked Meal Is Better
for My Family 85
I Believe Shopping for Lingerie Makes Me
Feel Pretty 87
I Don t Believe Marketers 88
I Believe Sushi Tastes Better if the Chef Is Japanese 90
I Like Books Seth Godin Writes 90
I Like to Beat the System 91
Amazon Has the Best Customer Service 92
Organic Food Is Better 92
IMPORTANT ASIDE:
FIBS AND FRAUDS 95
Hi, It s Dave! 97
Fibs Are True 98
Frauds Are Inauthentic 99
I m Angry 101
Keeping Promises 102
A Lie Won t Work for Long if It s Really a Lie 102
CONTENTS I xiii
Telling the Honest from the Not So Honest 103
Truth and Beauty 103
The Cigarette Preferred by Doctors! 104
Why Sophisticated Women Hate Minivans 105
Who s Your Nanny? 107
The Gulf of Tonkin 108
The Emperor Actually Looked Good no
STEP 5: MARKETERS WITH
AUTHENTICITY THRIVE 113
Changing the Story Requires Personal Interaction 113
Before I Tell Someone a Story, I Tell That Story
to Myself 114
Every Picture Tells a Story 115
Every Car Tells a Story 115
The Authenticity of the Soy Luck Club 117
Faking It with Ice Cream 118
It s the Combination of Senses That Now Convinces
the Skeptical Consumer 120
All Successful Stories Are the Same 121
COMPETING IN THE LYING WORLD 123
One Story per Customer 123
Flip flop 124
Finding the Right Community 125
Splitting the Community 127
The Other Way to Grow 128
xiv I CONTENTS
REMARKABLE? THE COW HAS
NOT LEFT THE BUILDING 131
Invisible or Remarkable? 131
The Really and Truly Great News 132
In Defense of Extremism 132
Going to the Edges: Getting People to Vote 133
Going to the Edges: The Title of This Book 134
When Storytelling (and the Cow) Doesn t Seem to
Work Very Well 134
BONUS PART 1: MASTER
STORYTELLERS AND THOSE WHO
ARE STILL TRYING 137
I Want to Demonstrate My Power 137
Jackson Diner 138
The Storytellers at Avalon 139
Creating Fox News 140
Is a Restaurant About Eating? 142
Getting Satellite Radio to Sell 142
Getting People to Travel 145
The End of the Jewelry Store? 145
People with Napster Are a Band s Best Customers 146
The Goodyear Blimp 148
BONUS PART 2: ADVANCED RIFFS 149
Fertility 149
Worldviews Change 151
The Complex Life of Simple Things 152
Old Stories 153
CONTENTS I xv
Explaining Failure 154
The Four Failures 155
The Key Addition to Purple Cow Thinking 157
Some Problems Are Hard 158
Google Adwords and Finding the Right Worldview 158
Oxymorons 159
Friend or Faux? 160
Protect Me 161
Are You Marketing a Camel? 162
On the Other Hand ... 164
GOOD STUFF TO READ 167
Further Reading from Seth Godin 167
Other Books Worth Reading! 169
SO, WHAT TO DO NOW? 171
ACKNOWLEDGMENTS 175
INDEX 179
WHAT S YOUR STORY? 185
|
| adam_txt |
CONTENTS
HIGHLIGHTS i
In the Beginning, There Was the Story i
You're a Liar 2
Georg Riedel Is a Liar 3
Some of My Best Friends Are Liars 5
Wants and Needs 6
Can Pumas Really Change Your Life? 7
Telling a Great Story 8
Telling a Story Badly: The Plight of the Telemarketer 11
Telling a Story Well: Kiehl's Since 1851 12
The Accidental Marketer 14
Marketers Aren't Really Liars 15
This Appears to Be a Book About Lying 15
One Last Thing Before We Get Going:
Know Your Power 16
x I CONTENTS
GOT MARKETING? 17
Does Marketing Matter? 17
Before, During and After the Golden Age 18
When You Know the Secret, Things Look Different 21
How Marketing Works (When It Works) 2 2
You're Not in Charge (People Can't Listen) 23
You're Not in Charge (You Can't Control
the Conversation) 24
You're Not in Charge (It Won't Stay Stable!) 25
Make Stuff Up: The New Power Curve 26
STEP 1: THEIR WORLDVIEW
AND FRAMES GOT THERE BEFORE
YOU DID 31
We All Want the Same Things 31
Two Definitions and a Strategy 32
All Squirrels Want Nuts 33
They Say There's No Accounting for Taste . 34
What Color Are Your Glasses? 35
Who We Are Affects What We See 36
Glimpses of a Worldview 37
1,000 Worldviews 3 9
The Power of Frames 41
Getting in the Door 42
"None of the Above" 42
Angels and Devils 44
Lucky Charms Is a Health Food? 46
Attention, Bias and Vernacular 47
George Carlin 49
Early Adopters and So On 50
CONTENTS I xi
It's Actually Smaller Than the World 5 2
There Are No Doorbells in New Hampshire 53
Finding the Tooth Fairy 54
A Worldview Is Not a Community 5 5
Where to Find the Next Killer Worldview 55
The Most Important Worldview 56
Two More Worldviews Worth Mentioning 58
Putting Frames to Work 59
STEP 2: PEOPLE NOTICE ONLY THE
NEW AND THEN MAKE A GUESS 61
How Your Brain Works 62
Look for a Difference: The Frog and the Fly 63
Look for Causation: Broken iPods 65
Use Your Prediction Machine: Make a Guess 66
Cognitive Dissonance: Presidents We Hate 67
We Get What We Expect 68
STEP 3: FIRST IMPRESSIONS
START THE STORY 69
You Don't Get Much Time to Tell a Story 69
Take a Look at This Picture 70
The First Snapshot 71
The Myth of the First Impression 73
Why You Need to Care About Superstition 75
The Recycling Story 75
xii I CONTENTS
STEP 4: GREAT MARKETERS TELL
STORIES WE BELIEVE 77
Are You a Marketer? 77
Why Did You Buy This Book? 77
Telling Stories in an Internet World 79
How to Get Elected President 80
Postconsumption Consumers 82
EXAMPLES: STORIES FRAMED
AROUND WORLDVIEWS 85
"I Believe a Home Cooked Meal Is Better
for My Family" 85
"I Believe Shopping for Lingerie Makes Me
Feel Pretty" 87
"I Don't Believe Marketers" 88
"I Believe Sushi Tastes Better if the Chef Is Japanese" 90
"I Like Books Seth Godin Writes" 90
"I Like to Beat the System" 91
"Amazon Has the Best Customer Service" 92
"Organic Food Is Better" 92
IMPORTANT ASIDE:
FIBS AND FRAUDS 95
Hi, It's Dave! 97
Fibs Are True 98
Frauds Are Inauthentic 99
I'm Angry 101
Keeping Promises 102
A Lie Won't Work for Long if It's Really a Lie 102
CONTENTS I xiii
Telling the Honest from the Not So Honest 103
Truth and Beauty 103
The Cigarette Preferred by Doctors! 104
Why Sophisticated Women Hate Minivans 105
Who's Your Nanny? 107
The Gulf of Tonkin 108
The Emperor Actually Looked Good no
STEP 5: MARKETERS WITH
AUTHENTICITY THRIVE 113
Changing the Story Requires Personal Interaction 113
Before I Tell Someone a Story, I Tell That Story
to Myself 114
Every Picture Tells a Story 115
Every Car Tells a Story 115
The Authenticity of the Soy Luck Club 117
Faking It with Ice Cream 118
It's the Combination of Senses That Now Convinces
the Skeptical Consumer 120
All Successful Stories Are the Same 121
COMPETING IN THE LYING WORLD 123
One Story per Customer 123
Flip flop 124
Finding the Right Community 125
Splitting the Community 127
The Other Way to Grow 128
xiv I CONTENTS
REMARKABLE? THE COW HAS
NOT LEFT THE BUILDING 131
Invisible or Remarkable? 131
The Really and Truly Great News 132
In Defense of Extremism 132
Going to the Edges: Getting People to Vote 133
Going to the Edges: The Title of This Book 134
When Storytelling (and the Cow) Doesn't Seem to
Work Very Well 134
BONUS PART 1: MASTER
STORYTELLERS AND THOSE WHO
ARE STILL TRYING 137
I Want to Demonstrate My Power 137
Jackson Diner 138
The Storytellers at Avalon 139
Creating Fox News 140
Is a Restaurant About Eating? 142
Getting Satellite Radio to Sell 142
Getting People to Travel 145
The End of the Jewelry Store? 145
People with Napster Are a Band's Best Customers 146
The Goodyear Blimp 148
BONUS PART 2: ADVANCED RIFFS 149
Fertility 149
Worldviews Change 151
The Complex Life of Simple Things 152
Old Stories 153
CONTENTS I xv
Explaining Failure 154
The Four Failures 155
The Key Addition to Purple Cow Thinking 157
Some Problems Are Hard 158
Google Adwords and Finding the Right Worldview 158
Oxymorons 159
Friend or Faux? 160
Protect Me 161
Are You Marketing a Camel? 162
On the Other Hand . 164
GOOD STUFF TO READ 167
Further Reading from Seth Godin 167
Other Books Worth Reading! 169
SO, WHAT TO DO NOW? 171
ACKNOWLEDGMENTS 175
INDEX 179
WHAT'S YOUR STORY? 185 |
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| spelling | Godin, Seth 1960- Verfasser (DE-588)122577817 aut All marketers are liars the power of telling authentic stories in a low-trust world Seth Godin 1. publ. New York [u.a.] Portfolio 2005 XV, 186 S. 22 cm txt rdacontent n rdamedia nc rdacarrier Includes index. Marketing gtt Marketing Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015032170&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | All marketers are liars the power of telling authentic stories in a low-trust world |
| title_auth | All marketers are liars the power of telling authentic stories in a low-trust world |
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| title_full | All marketers are liars the power of telling authentic stories in a low-trust world Seth Godin |
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| title_full_unstemmed | All marketers are liars the power of telling authentic stories in a low-trust world Seth Godin |
| title_short | All marketers are liars |
| title_sort | all marketers are liars the power of telling authentic stories in a low trust world |
| title_sub | the power of telling authentic stories in a low-trust world |
| topic | Marketing gtt Marketing Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Marketing Marktkommunikation |
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