All Marketers are Liars

The bestselling author of Tribes and Purple Cow offers a timeless guide to marketing by asking and answering three essential questions every marketer needs to know—“What’s your story?'''Will the people who need to hear this story believe it?'''Is it true?''All marketers tell stories. 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 is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler than a $25 brand. And believing it makes it true. ''As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. ''