Buch: All Marketers are Liars – The power of telling authentic stories in a low trust world (Seth Godin)

Marketing fasziniert mich, immer wie mehr. Deshalb habe ich mir Seth Godin's Buch näher angeschaut. Das hier ist keine Rezension und Zusammenfassung, aber ein paar wichtige Erkenntisse habe ich mir notiert. Schmökern ist hier erlaubt.

Some quotes:

• People stick to their initial judgments
  
• Don't try to change peoples world views
• All have different worldviews – find one you want to address
• Tell stories – but tell them to yourself first, to see if they are compelling
• Stories have to offer something (e.g. shortcut, miracle, money, social success, safety, ego, fun, pleasure, belonging,…)
• Stories don’t feature good quality or a better price!

In a nutshell:

1. Which world view are you addressing?
2. Which frame are you using?
3. What’s the story that’s worth noticing?
4. How will you live your story?
5. What hard decisions are you willing to make in order to keep your story real and pure and authentic? Compromise is the enemy of authenticity.
6. What are the shortcuts your fans can use to tell the story to their friends? How can you help them frame that story?
7. How can you radically change your product and service so that the story is natural and obvious and easy to tell?
8. What’s the value of your permission asset?