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ALL MARKETERS ARE LIARS: THE POWER OF TELLING AUTHENTIC STORIES I N A LOW TRUST WORLD libro de 621 paginas, escrito en español que trata sobre Empresa, escritas por el escritor SETH GODIN , 2014 financiado por la editoral PENGUIN USA

  • Paginas 621
  • ISBN 9781591843030
  • Autor SETH GODIN , 2014
  • Categoria Empresa
  • Editorial PENGUIN USA

Sinopsis del libro ALL MARKETERS ARE LIARS: THE POWER OF TELLING AUTHENTIC STORIES I N A LOW TRUST WORLD en castellano

Seth Godin's three essential questions for every salesperson:

"What's your story?"

"Will people who need to hear this story believe it?"

"Is it true?"

All salesmen tell stories.

And if they do it right, we believe them.

We think wine tastes better in a $20 glass than in a $1 glass.

We believe that an $80,000 Porsche is far superior to a $36,000 Volkswagen which is practically the same car.

We believe the $125 sneakers make our feet feel better - and look cooler - than a $25 brand.

And believing it makes it true.

As Seth Godin showed in this controversial book, great sellers don't talk about features or even benefits.

Instead, they tell a story--a story we "want" to believe, 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 salesperson, and all marketing is about telling stories.

Sellers 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 the Fiji water, or the iPod.

But be careful: If your stories are not authentic, you cross the line from lying to fraud.

Sellers fail when they are selfish and slanderous, 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 sordid politicians.

But for the rest of us, it's time to embrace the power of history.

As Godin writes, "Stories make the world easier to understand.

Stories are the only way we know how to spread an idea.

Sellers didn't invent storytelling.

They've just perfected it."

Biografia de SETH GODIN , 2014

Seth Godin es uno de los mayores gurús del marketing que ha surgido en los últimos tiempos.

Autor de éxito de ventas, emprendedor y agente de cambio, sus polémicos e innovadores libros, como La Vaca Púrpura, The Dip o No todos los comerciales son mentirosos, han vendido millones de ejemplares en todo el mundo y se han posicionado en los primeros puestos de Amazon, Business Week o New York Times.

También es el autor del blog de negocios más famoso del mundo, www.sethgodin.com Además de su prolífica carrera como escritor, también es un orador de renombre, habiendo sido elegido como uno de los 21 oradores para el próximo siglo.

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