Book review of “All Marketers Are Lairs” for Entrepreneurs' Connection

All Marketers Are Liars: The Power of TellingAuthentic Stories in a Low Trust World . With that provocative title and opening salvo, well known author, marketing expert, and business blogger Seth Godin takes the reader on another landmark journey into the marketing field.

After reading All Marketers Are Liars, your approach to marketing, advertising,

In this book, Seth Godin discusses the practice of telling compelling, attention grabbing stories about a product and gives examples of products that use this approach and shows that this practice is a compelling ways to market a product. The story that is told is the "lie" that he references in his title most.

The author points out that great marketing stories succeed because of the following attributes:

1.    A great story is true. A great story is not based on facts. Its truth lies in a consistent and authentic message.

2.    Great stories make a promise. Great stories promise something to the consumer that is bold and worth listening to. BMW calls their offering "The Ultimate Driving Machine." As someone who loves to drive, when I hear this promise, it makes me feel like going out and driving a BMW.

3.    Great stories are trusted. In the Amazon Kindle story, the story teller is Jeff Bezos, who founded Amazon.com in the 1990's with the story of a better way to purchase books.

4.    Great stories are subtle. People like to draw their own conclusions. Consumers will come up with the story themselves. When we see a television ad for the Apple Ipad, does Apple come out and tell us what the story is? No. Instead they show people using the Ipad in cool and different ways, with various applications, and let us draw our own conclusion.

5.    Great stories happen fast. A good story engages people quickly. It gets to the point. One of Kawasaki's commercials for quads and off-road motorcycles immediately shows users ripping through the woods on a Kawasaki Quad, and then switches to a rider tearing through the desert terrain on a Kawasaki dirt bike.

6.    Great stories don't appeal to logic, but they often appeal to our senses. Does Axe body spray really attract hundreds of woman to you all at once, as the commercial portrays? Of course not! But does the prospect of attracting a lot of women by using Axe body spray appeal to eligible men? Of course it does.

7.    Great stories are rarely aimed at everyone. Watering down a story to appeal to everyone, will appeal to no one. The Axe body spray story isn't intended to appeal to a fifty-five year old woman with four children. Rather, the story is intended for a younger, specific male demographic.

8.    Great stories agree with our worldview. The best stories are aimed at listeners with a specific worldview, who will feel better and more secure after hearing the story because it already agrees with what they believed in the first place.

Telling stories about a product is a fairly common and accepted practice in most marketing department nowadays. If the idea that telling stories is new to you, than you might find this book an interesting read because throughout the book Godin gives examples of well-known brands and their stories.

Don’t miss out Go buy this book and use it to create your great story!

Robert Biro
513-238-0744
rbiro@wbhomebuyers.com

Book review of “Dot Boom” for Entrepreneurs' Connection

Another title Dot Boom could be called is “Marketing to Baby Boomers Through Meaningful Online Engagement”  Written by David Weigelt and Jonathan Boehman this book goes with that amazing thought process if we understood the customer more we could sell more to them.  Our job as communication professionals is not to simply market to people. Our job is to move people, to inspire them, and to help them process their lives. We should understand what truly motivates consumers and the need to develop marketing campaigns that proactively engage them in authentic and meaningful relationships.”

They went on to do just that. They formed a company called Immersion Active. Specifically this business was geared to marketing to the “baby boomers.” This 50-plus market is a consumer group that is the web’s largest and fastest growing constituency, yet remains the most underserved by online marketing.

Dot Boom provides insight into the baby boomer markets, their online motivations, online behavior and online preferences,. As you read Dot Boom, you’ll gain a deeper understanding of what baby boomers want and need from an internet marketing campaign. You’ll also explore a framework you can use to create these campaigns in a replicable effective manner.

So does it work? Absolutely it works. Best part you don’t need to understand why it does as long as you just follow the framework they outline.  Who wouldn’t want to tap into the 138million people in America who are over 40 and by 2025 another 30 million with cross that threshold?

Not sure if you are savvy enough to design a campaign for the internet crowd.  You happen to be in luck this time.  Several people in our group can help.  Myself, a retired IT professional turned entrepreneur has recently formed a business to address this specific need. I can provide a complete marketing campaign customized for your business from Start to finish, leaving you with the ability to take over future campaigns from there.  Don’t need your hand held through the process?  Chuck Holder and Alice Buchman have a great way to help you.

This book is definitely worth the read. If I had to pick something bad about this book it would have to be it can get a bit technical in some marketing techniques.  But you have to ask yourself, “Do I have the over 50 market buying consistently from my business?” If not go and get this book. Find out if you could be missing out on the largest segment of consumers currently purchasing today.  If you are selling consistently to the over 50 crowds, ask yourself,” are you marketing to them online?”  As you see there are very few reasons to not get this book.

Don’t miss out Go buy this book and use it to build your business. click here and pick up a copy.

Robert Biro

513-238-0744

rbiro@wbhomebuyers.com