miercuri, 26 noiembrie 2014

All marketers are liars. Book review


All marketers are liars by Seth Godin is a very good essay in terms of the power of telling good an authentic stories. From the very first page, the author explains us what the whole book is about: either you're going to tell stories that spread, or you will become irrelevant.


This is a book about new marketing and reffers to stories, not commercials. 

Why stories are so important in marketing?

Before marketing, e-shops, social media and even tv commercials, people started telling stories. People notice things and they want tot talk about it, we get sick and we feel the need to complain about it and so on. We tell stories all the time. 

Marketers didn't invent storytelling. They just perfected it. 

 Why the author says that "all marketers are liars? Well, because everyone is a liar. We tell stories to ourselves because we are superstitious. 

All those stories we tell ourselves are lies and make it far easier to live in a very complicated world. 


We tell stories about products, brands and even about our job and marketers just say stories that consumers want to hear. That's why we buy Nikes and not just regular sneakers - we tell stories to ourselves that by wearing Nikes we are goind to be different and look different.  But all we gonna do with those Nikes is just... walk - nothing different from a regular sport shoes. 

Marketers are a specific kind of liar. Marketers lie to consumers because consumers demand it. Marketers tell the stories, and consumers believe them(...) and this is all because people can't handle the truth. 

Another plus point for storytelling is that stories make it easier to understand the world and it is the only way you can spread an idea. 


Case study: marketing makes wine taste better

Georg is a tenth-generation glassblower, an artisan pursuing an age-old craft. I’m told he’s a very nice guy. And he’s very good at telling stories. His company makes wine glasses (and scotch glasses, whiskey glasses, espresso glasses and even water glasses). He and his staff fervently believe that there is a perfect (and different) shape for every beverage.

According to Riedel’s Web site: “The delivery of a wine’s ‘message,’ its bouquet and taste, depends on the form of the glass. It is the responsibility of a glass to convey the wine’s messages in the best manner to the human senses.” 

Thomas Matthews, the executive editor of Wine Spectator magazine, said, “Everybody who ventures into a Riedel tasting starts as a skeptic. I did.” The skepticism doesn’t last long. Robert Parker, Jr., the king of wine reviewers, said, “The finest glasses for both technical and hedonistic purposes are those made by Riedel. The effect of these glasses on fine wine is profound.


I cannot emphasize enough what a difference they make.” Parker and Matthews and hundreds of other wine luminaries are now believers (and as a result, they are Riedel’s best word-of-mouth marketers). Millions of wine drinkers around the world have been persuaded that a $200 bottle of wine (or a cheap bottle of Two-Buck Chuck) tastes better when served in the proper Riedel glass.

Tests done in Europe and the United States have shown that wine experts have no trouble discovering just how much better wine tastes in the correct glass. Presented with the same wine in both an ordinary kitchen glass and the proper Riedel glass, they rarely fail to find that the expensive glass delivers a far better experience. 


This is a breakthrough. A $5 ora$20 or a $500 bottle of wine can be radically improved by using a relatively inexpensive (and reusable!) wine glass. (...)

So what’s going on? Why do wine experts insist that the wine tastes better in a Riedel glass at the same time that scientists can easily prove it doesn’t? (...)

Riedel sells millions of dollars’ worth of glasses every year. He sells glasses to intelligent, well-off wine lovers who then proceed to enjoy their wine more than they did before.


Marketing, apparently, makes wine taste better. Marketing, in the form of an expensive glass and the story that goes with it, has more impact on the taste of wine than oak casks or fancy corks or the rain in June.

Georg Riedel makes your wine taste better by telling you a story

So, bottom line... what is marketing according to this new marketing era? 

Marketing is the story marketers tell to consumers. 
About Balaban Madalina

Digital and social media lover.

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