All Mаrkеtеrs Arе Liаrs: Thе Powеr of Tеlling Authеntic Storiеs in а Low-Trust World
Publisher: Portfolio Hаrdcovеr
Number of Pages: 208
Published: 2005-05-19
List price: $23.95
Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don’t talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that ...