All Marketers Are Liars
IN THIS SUMMARY
What sells a product these days? Is it price point? Is it the buyer's need? Are product features and benefits the deciding factors for customers to buy? Seth Godin says it is none of the above. Consumers buy products when they fall for a marketer's story. A successful marketer has to be able to come up with stories that consumers want to believe. The stories should fit a consumer's worldview and encourage people to talk to others about it. When a marketer's story is authentic and remarkable, the product will sell.