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Synopsis On All Marketers Are Liars
Synopsis On All Marketers Are Liars
BOOK REVIEW
ON
eth godin (born July 10, 1960) is an American entrepreneur, author and public
speaker. Godin graduated from Tufts University in 1989 with a degree in computer science and philosophy. Godin earned his MBA in marketing from Stanford Business School. From 1983 to 1986, he worked as a brand manager at Spinnaker Software. He is Author of Seven best sellers around the world. He has been featured in The Wall Street Journal, Forbes, fortune, Fast Company and Business Week. Author of Purple Cow, the bestseller in the decade.
CONTENTS
The Book is organized into 5 quick steps chapters Stories : A new way of doing BUSINESS. Step 1: Their Worldview And Frames Got There Before You Did. Step 2: People Notice Only The New And Then Make A Guess. Step 3: First Impressions Start The Story. Step 4: Great Marketers Tell Stories We Believe. Step 5: Marketers With Authenticity Thrive. Stories: A new way of doing BUSINESS Truly great stories succeed because they are able to capture the imagination of large or important audiences. A great story is true. Not true because it s factual, but true because it s consistent and authentic. Great stories make a promise. They promise fun or money, safety or a shortcut. Great stories are trusted. No one trusts anyone. Consumers don t trust the beautiful women ordering vodka at the corner bar (they re getting paid by the liquor company). Consumers don t trust the spokesperson on commercials. Great stories are subtle. The less a marketer spells out, the more powerful to story becomes. Great stories happen fast. First impressions are far more powerful than we give them credit for. Great stories don t always need eight-page color brouchers or a face-to-face meeting. Great stories are rarely aimed at everyone. If you need to water down your story to appeal to everyone, it will appeal to no one. Great stories don t contradict themselves. Consumers are clever and they ll see through your deceit at once. And most of all, great stories agree with our worldview. The best stories don t teach people anything new.
STEP 1: THEIR WORLDVIEW AND FRAMES GOT THERE BEFORE YOU DID
A consumer s worldview affects the way he notices things and understands them. If a story is framed in terms of that worldview, he s more likely to believe it. WORLDVIEW: IT REFERS TO THE RULES, VALUES, BELIEFS AND BIASES THAT AN INDIVIDUAL CONSUMER BRINGS TO A SITUATION. FRAMES: WORDS, IMAGES AND INTERACTIONS THAT REINFORCE A BIAS SOMEONE IS ALREADY FEELING.
STEP 2: PEOPLE ONLY NOTICE THE NEW AND THEN MAKE A GUESS
Consumers notice something only when it changes. People only notice stuffs that are new and different. And the moment they notice something new, they start making guesses about what to expect next. People look for a difference. People look for causation. People use their PREDICTION MACHINE. People rely on Cognitive Dissonance .People only notices something new and start making guess what to expect next.
CONCLUSION
DONT JUST TELL ME THE FACTS, TELL ME A STORY INSTEAD.