All Marketers are liars (0)

In his book, All Marketers are Liars,  Seth Godin contends that consumers prefer fantasy to
the truth , and that consequently marketers should “ live the lie, fully and completely .”
Stopping short of endorsing marketing methods which might kill people, Godin says that
marketers should “give people what they want.”  The book is telling a story about why
marketers must forsake any attempt to communicate nothing but the facts, and must focus on
what people believe and then work to tell them stories that add their worldview.
HIGHLIGHTS
Before marketing, before shopping carts and long before informercials, people started telling
themselves stories. Stories make it easier to understand the world. Stories are the only way to
spread an idea. Marketers didn´t invent storytelling. They just perfected it.
We tell ourselves stories, because we´re superstitious. Stories are shortcuts we use because we´re too overwhelmed by data to discover all the details . We tell stories about products , services, friends , job seekers and sometimes even the weather . We tell ourselves stories that can´t possibly be true, but believing those allows us to function.
Marketers are a special kind of liars. Marketers lie to consumers because consumers demand it. Some marketers to it well, others pretty bad. Sometimes the stories help people get more done, enjoy life more and even live longer. Other times , when the story isn´t authentic, it can have significant side effects and consumers pay the price .
Truly great stories succeed because they are able to capture the imagination of large and 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. The promise is bold and audacious and not very good . Great stories are trusted. Trust is the scarcest resource we´ve got left . Consumers don ´t trust the spokespeople on commercials and companies that make pharmaceuticals. Great stories are subtle. Surprisingly, the less a marketer spells out, the more powerful the 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 - pages colour brochures or a face - to- face meeting . Great stories are rarely aimed to everyone. Average people have too many different points of view about life. Consumers are clever and they´ll see throught your deceit at once. And most of all, great stories agree with our worldview. The best stories don´t teach people anything new.
Consumers are complict in marketing. Consumers believe stories. Without this belief, there is no marketing. A marketer can spend plenty on promoting a product, but unless consumers are actively engaged in believeing the story.
MARKETERS AREN ´T REALLY LIARS
They are just storytellers. It´s the consumers who are liars. As consumers, we lie to ourselves every day. We lie to ourselves about what we wear, where we lie, how we vote and what we do at work. Successful marketers are just the providers of stories that consumers choose to believe.
This is a book about the psychology of satisfaction. Seth Godin believes that people tell themselves stories and then work hard to make them true. He thinks that people find a remarkable lie that will benefit them, they selfishly tell the lie to others, embellishing it along the way. A good story is where genuine customer staisfaction comes from.
But the irony, of course, is that it´s a book about telling the truth. The only way your story will be believed, the only way people will tell themselves the lie you are depending on and the only way your idea will spread is if you tell the truth.
He believes marketing is the most of powerful force available to people who want to make change . And with that power will comes responsibility. Marketers have the leverage to generate huge impact in less time- and with less money- that ever before.
GOT MARKETING?
Marketing is about spreading ideas , and spreading ideas is the single most important output of our civilization.
Before the golden age of television , marketing wasn´t particulary important. Companies made commodies- thing that people needed. During the golden age, if you had enough money, you could buy a ton of television commercials and magazine ads and tell the story of your choice to each and every consumer . Television was the miracle . It enabled companies with money to effortlessly create more money. This was the age of mass market, when all consumers were equal and you could sell anything to everyone. After the golden age, in what should be marketing´s darkest hour , the industry has reinvented itself. This is a book about new kind of marketing.
Most marketing fails. Here are the steps that people go through when they encounter successful marketing:
Step 1: Their worldview and frames got there before we did. A consumer´s worldview affects the way he noticed things and understands them. If a story is framed in terms of that worldview, he´s more likely to believe it.
Step 2: People only noticed the new and then make a guess . Consumers noticed something only when it changes .
Step 3: First impressions start the story. A first impression causes the consumer to make a very quick, permanent judgment about what he was just exposed to.
Step 4: Great marketers tell stories we believe. The marketer tells a story about what the consumer noticed. The story changes the way the consumer experiences the product or service and he tells himself a lie. Consumer rationalize anything that doesn´t match that prediction .
Step 5: Marketers with authenticity thrive. The authenticity of the story determines whether it will survive scrutiny long enough for the consumer to tell the story to other people.
The biggest myth marketer believe: „I have money, which means that I am in charge. I have control over the conversation , over the airwaves, over your attention and over retailers.“
There are only two things that separate success from failure in most organizations today :

Invent stuff worth talking about.

Tell stories about what you´re invented .
Make up great stories. That´s the new motto. This is urgent . The transformation of our organization has been under way for a while , but now, thanks to outsourcing and computers and increasing manufacturing quality .
STEP 1: THEIR WORLDVIEW AND FRAMES GOT THERE BEFORE YOU DID
A worldview is not who you are. It´s what you believe. It´s biasis. A worldview is not forever . It´s what the consumer believes right now.
It´s not enought to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.
WORDS

Content- sisu, sisaldus, rahulolu

Endorse- varustama, pealdama, toetama , heaks kiitma

Forsake- hülgama, maha jätma, loobuma

Informercial- reklaamuudis

Superstitious- ebausklik

Overwhelm- alla jäänud, üle kuhjama, üle koormama

Authentic- autentne, ehtne

Significant-oluline, tähtis, märkimisväärne

Capture- haarama , tabama, vangistama

Audience -publik, kuulajaskond, kuulajad

Factual- fakiline, faktidesse puutuv, tegelik

Consistent-terviklik, järjekindel, kooskõlas, kokkuhoidev

Bold- julge, vahva, jõuline

Audacious- hulljulge, ebatavaline

Spokespeople- esindaja, eestkõneleja

Commercials- reklaamid, kaubandus, kommerts, äri

Pharmaceuticals-ravimi, farmaatsia , farmatseutiline

Subtle- peen, õrn, osav, kaval

Aim- sihtima, püüdlema, taotlema

Deceit- pettus, tüssamine, eksiteele viimine

Complict- kaassüü

Marketer- turustaja, reklaamija

Urgent- pakiline, kiire, edasilükkamatu, hädavajalik

Outsource- välisteenus

Manufacture- tootma , tootmine, valmistamine, töötlema

Bias - kallakus, vildakus, kalduvus

Plenty- rikkalik, rikkalikult, palju

Engage - kaasa haarama, palkama, haarduma

Provider- varustaja , levitaja

Benefit- kasu saama, head tegema, kasu, tulu, toetus

Embellish- ilustama, dekoreerima, kaunistama

Genuine- algupärane, ehtne, puhas

Irony- iroonia

Leverage- mõjujõud, abinõu

Impact- põrge, löök, mõju

Output- väljalase, toodang

Particularly- eriti, iseäranis

Effortlessly- sundimatult, pingevabalt, hõlpsalt

Reinvented- taasleiutama, taassünd

Frame - raam, kaader

Affect- mõjutama, teesklema

Encounter- kokkupõrge, ootamatult kohtuma

Permanent- pidev, jääv, püsiv, kestev

Judgment- otsustus , hinnang

Rationalize-ratsionaliseerima, seletust pakkuma, mõistuspärastama

Prediction- ennustus, ettekuulutus

Thrive- edenema, jõudsalt kasvama

Determine- määrama, tingima, otsutama

Scruntiny- täpne vaatlemine , kontrollimine, järeleuurimine

Retailer- jaemüüja, poodnik, kaupmees