All marketers are liars (with a new preface) ( PDFDrive com )

171 35 0
  • Loading ...
1/171 trang
Tải xuống

Thông tin tài liệu

Ngày đăng: 17/09/2019, 14:44

Cuốn sách cần cho những người làm marketing. Sách hay, căn bản, tư duy chiến lược marketing phù hợp.You believe things that aren’t true.Let me say that a different way: Many things that are true are true because youbelieve them.The ideas in this book have elected a president, grown nonprofit causes,created billionaires, and fueled movements. They’ve also led to great jobs, fundates, and more than a few interactions that mattered. TableofContents TitlePage CopyrightPage PREFACE HIGHLIGHTS GOTMARKETING? STEP1:-THEIRWORLDVIEWANDFRAMESGOTTHEREBEFORE YOUDID STEP2:-PEOPLENOTICEONLYTHENEWANDTHENMAKEAGUESS STEP3:-FIRSTIMPRESSIONSSTARTTHESTORY STEP4:-GREATMARKETERSTELLSTORIESWEBELIEVE EXAMPLES:STORIESFRAMEDAROUNDWORLDVIEWS IMPORTANTASIDE:FIBSANDFRAUDS STEP5:-MARKETERSWITHAUTHENTICITYTHRIVE COMPETINGINTHELYINGWORLD REMARKABLE?THECOWHASNOTLEFTTHEBUILDING BONUSPART1:-MASTERSTORYTELLERSANDTHOSEWHOARE STILLTRYING BONUSPART2:-ADVANCEDRIFFS GOODSTUFFTOREAD SO,WHATTODONOW? Acknowledgements Dedication INDEX WHAT’SYOURSTORY? PORTFOLIO PublishedbythePenguinGroup PenguinGroup(USA)Inc.,375HudsonStreet, NewYork,NewYork10014,U.S.A PenguinGroup(Canada),90EglintonAvenueEast,Suite700, Toronto,Ontario,CanadaM4P2Y3 (adivisionofPearsonPenguinCanadaInc.) PenguinBooksLtd,80Strand,LondonWC2R0RL,England PenguinIreland,25St Stephen’sGreen,Dublin2,Ireland (adivisionofPenguinBooksLtd) PenguinBooksAustraliaLtd,250CamberwellRoad,Camberwell, Victoria3124,Australia (adivisionofPearsonAustraliaGroupPtyLtd) PenguinBooksIndiaPvtLtd,11CommunityCentre,PanchsheelPark, NewDelhi-110017,India PenguinGroup(NZ),67ApolloDrive,Rosedale,NorthShore0632, NewZealand(adivisionofPearsonNewZealandLtd) PenguinBooks(SouthAfrica)(Pty)Ltd,24SturdeeAvenue, Rosebank,Johannesburg2196,SouthAfrica PenguinBooksLtd,RegisteredOffices: 80Strand,LondonWC2R0RL,England Thiseditionpublishedin2009byPortfolio, amemberofPenguinGroup(USA)Inc Copyright©DoYouZoom,Inc.,2005,2009 Allrightsreserved PhotographreproducedbypermissionofTheLongabergerCompany TheLongabergerCompany’sHome Office BuildinginNewark,Ohio,isatrademarkofTheLongabergerCompany Copyright1997TheLongaberger Company eISBN:978-1-10118454-7 Withoutlimitingtherightsundercopyrightreservedabove,nopartofthispublicationmaybereproduced, storedinorintroducedintoaretrievalsystem,ortransmitted,inanyformorbyanymeans(electronic, mechanical,photocopying,recordingorotherwise),withoutthepriorwrittenpermissionofboththe copyrightownerandtheabovepublisherofthisbook Thescanning,uploading,anddistributionofthisbookviatheInternetorviaanyothermeanswithoutthe permissionofthepublisherisillegalandpunishablebylaw Pleasepurchaseonlyauthorizedelectronic editionsanddonotparticipateinorencourageelectronicpiracyofcopyrightablematerials Yoursupportof theauthor’srightsisappreciated WhiletheauthorhasmadeeveryefforttoprovideaccuratetelephonenumbersandInternetaddressesatthe timeofpublication,neitherthepublishernortheauthorassumesanyresponsibilityforerrors,orfor changesthatoccurafterpublication Further,publisherdoesnothaveanycontroloveranddoesnotassume anyresponsibilityforauthororthird-partyWebsitesortheircontent http://us.penguingroup.com Don’tjusttellmethefacts, tellmeastoryinstead Beremarkable! Beconsistent! Beauthentic! Tellyourstorytopeoplewhoareinclinedtobelieveit Marketingispowerful Useitwisely Livethelie PREFACE Youbelievethingsthataren’ttrue Letmesaythatadifferentway:Manythingsthataretruearetruebecauseyou believethem The ideas in this book have elected a president, grown nonprofit causes, createdbillionaires, andfueledmovements They’vealsoledtogreatjobs, fun dates,andmorethanafewinteractionsthatmattered I’ve seen this book in campaign headquarters and carried around at evangelicalconferences I’vealsogottene-mailfrompeoplewhohaveuseditin JapanandtheUKandyes,Akron,Ohio Theideashereworkbecausetheyare simpletoolstounderstandwhathumanbeingsdowhentheyencounteryouand yourorganization Here’s the first half of the simple summary: We believe what we want to believe,andoncewebelievesomething,itbecomesaself-fulfillingtruth (Jump aheadafewparagraphstoreadthecriticalsecondpartofthissummary) If you think that more expensive wine is better, then it is If you think your newbossisgoingtobemoreeffective,thenshewillbe Ifyoulovethewayacarhandles,thenyou’regoingtoenjoydrivingit That sounds so obvious, but if it is, why is it so ignored? Ignored by marketers,ignoredbyordinarilyrationalconsumers,andignoredbyourleaders Once we move beyond the simple satisfaction of needs, we move into the complex satisfaction of wants And wants are hard to measure and difficult to understand Whichmakesmarketingthefascinatingexerciseitis Here’sthesecondpartofthesummary:Whenyouarebusytellingstoriesto people who want to hear them, you’ll be tempted to tell stories that just don’t holdup Lies Deceptions This sort of storytelling used to work pretty well Joe McCarthy became famous while lying about the “Communist threat.” Bottled water companies made billions while lying about the purity of their product compared with tap waterinthedevelopedworld The thing is, lying doesn’t pay off anymore That’s because when you fabricateastorythatjustdoesn’tholduptoscrutiny,yougetcaught Fast So,it’stemptingtoputupademagogueforvicepresident,butitdoesn’ttake long for the reality to catch up with the story It’s tempting to spin a tall tale aboutapieceoftechnologyoracustomerservicepolicy,butonceweseeitin thewild,wetalkaboutitandyouwitheraway That’swhyIthinkthisbookisoneofthemostimportantI’vewritten Ittalks about two sides of a universal truth, one that has built every successful brand, organization,andcandidate,andonethatwerarelyhavethewordstodescribe Here are the questions I hope you’ll ask (your boss, your colleagues, your clients)afteryou’vereadthisbook: “What’syourstory?” “Willthepeoplewhoneedtohearthisstorybelieveit?” “Isittrue?” Everyday,weseemammothtechnologybrandsfailbecausetheyneglectedto ask and answer these questions We see worthy candidates gain little attention andflawedonesbitethedust Therearesmallbusinessesthataresofocusedon whattheydothattheyforgettotakethetimetodescribethestoryofwhythey doit Andonandon Ifwhatyou’redoingmatters,reallymatters,thenIhopeyou’lltakethetimeto tellastory Astorythatresonatesandastorythatcanbecometrue The irony is that I did a lousy job of telling a story about this book The original jacket seemed to be about lying and seemed to imply that my readers (marketers) were bad people For people who bothered to read the book, they couldseethatthiswasn’ttrue,butbythetimetheyopenedthebook,itwastoo late Astorywasalreadytold Ihadfailed Youdon’tgetasecondchanceinpublishingveryoften,andI’mthrilledthat mypublisherletmetryanewjacket,andtriplythrilledthatitworked Afterall, you’rereadingthis So,gotellastory Ifitdoesn’tresonate,telladifferentone Whenyoufindastorythatworks,livethatstory,makeittrue,authentic,and subjecttoscrutiny Allmarketersarestorytellers Onlythelosersareliars SO,WHATTODONOW? Doyouhaveastorytellingplan?Ibelievethisneedstobecomeanessential part of any marketing plan or business plan—something that every nonprofit, start-up,bigbusinessandpoliticianthatintendstosucceedmustdraft Fillinthe blanksandyou’reonyourway It starts with a discussion of which group you will tell your story to The peopleinagroupmustshareaworldview,aworldviewthatmakesitlikelythey willsitupandtakenotice Whichworldviewareyouaddressing? If you don’t get noticed, you’re invisible You can’t tell a story and your marketing ends there and then The story you’ll need to tell in order to get noticedmustmatchtheworldviewofthepeopleyou’retellingitto,andithasto beclearandobvious Whichframeareyouusing? Howdoyouframeyourstorysothatpeoplewiththatworldviewwillbeaware ofit,listentoitandbelieveit? What’sthestorythat’sworthnoticing? Onceyou’veframeditproperly,youcantellasubtlestory Useframestomake the stories palatable to people who share a worldview Tell a story that your audience caresabout(andone youcanlearntocareabout!) Youonlyget one chancetotellthisstory—andit’sastoryyou’regoingtohavetolivewith So pickastorythatworks,notonethatyourbosslikes Howwillyouliveyourstory? Beauthentic Livethestory Makingpromisesyoucan’tkeeporsellingforthe shortterminsteadofthelongtermisalousytrade-off Youhaveapowerfultool —willyouuseittomakepeople’slivesbetter? Whatharddecisionsareyouwillingtomakeinordertokeepyour story real and pure and authentic? Compromise is the enemy of authenticity Createmechanismsthatallowindividualswhobelieveyourstorytoshareitwith theirfriendsandcolleagues Thewayyourstorywillspreadisnotbecauseyou directly market to people with a worldview alien to your story It will spread when one individual interacts with another and uses the power of the personal interactiontospreadyourstory Whataretheshortcutsyourfanscanusetotellthestorytotheir friends?Howcanyouhelpthemframethatstory? Ifyoucan’tdothiswiththeproductorserviceyoucurrentlyoffer,changeit! Howcanyouradicallychangeyourproductorservicesothatthe storyisnaturalandobviousandeasytotell? Ifyou’renotgrowing,theproblemismostlikelyinyourproductandnotyour advertising Havethegutstochangeitsothatitcanevolveintowhatitdeserves tobe What’sthevalueofyourpermissionasset? Finally, understand that the people with a worldview that gives them a bias to listentoyouandtobelieveyouarethemostvaluableconsumersonearth Get permissionfrom themto followup,then get to workfindingnew productsfor thepeoplewhowanttobuythem ACKNOWLEDGMENTS One last story: I’m very fortunate As an iconoclast who can be pretty headstrong, I’ve managed to find a group of insanely smart people who are willing to tell me when I’m wrong My problem is that I ignore them all too often Thanks to Megan Casey, Adrian Zackheim, Will Weisser, Joseph Perez and Allison Sweet at Portfolio To Lisa DiMona and Karen Watts and Robin DellaboughatLark AndtoAmitGuptafromchangethis I learned a lot about storytelling in the real world from Sarah Crary Cohen, Carol King, Marcus Jadotte, Dave Balter, Sripraphai Tipmanee, Elizabeth Talerman, Jerry Shereshewsky, Vivian Cheng and Jacqueline Novogratz Tom Petersevengetshisownsentence,becauseheearnedit Thisbookwasinspired byGeorgeLakoffandMalcolmGladwell RedMaxwell,JonathanSackner-Bernstein,JerryColonna,TomCohen,Chris Meyer, Lynn Gordon, David Evenchik, Patti Jo Wilson, Jen Clavier, Charlotte Okie,RichardPrimason,AlanWebber,BillTaylor,StuartKrichevsky,Michael Cader, Barbara Johnson, Joanne Kates, Marilyn Wishnie, and Drew Dusabout are all-stars (and good friends) who have let me focus on my writing and inspiredmetopushmyworktoadifferentlevel Everyoneofthesepeopleisa masterstoryteller—andanauthenticone ThisbookisdedicatedtoAlex,Moandmydad AndofcoursetoHelene,for makingthebeststoriescometrue INDEX AcumenFund Ailes,Roger Albright-KnoxArtGallery Allen,Robert Allstate Amazon AmericanCustomerSatisfactionIndex AmnestyInternational Amy’s Anderson,Brad Anheuser-Busch Armstrong,Lance ArtBaselMiamiBeach ArtoftheStart(Kawasaki) Ashcroft,John AstonMartin Atkinsdiet AvalonOrganicBotanicals BabyEinstein Balter,Dave Banquet BecksLight Beech-Nut BenBridgeJewelry BestBuy Blink(Gladwell) BlueNile BlueNote Bridge,Jonathan Broadview Bush,GeorgeW Cadillac Campagnolo Cappellazzo,Amy Carlin,George Carter,Jimmy CelestialSeasonings CentersforDiseaseControl Changethis.com Cheng,Vivian chowhound.com Christie’s Cisco Clinton,Hillary Coke ColdStoneCreamery ConAgra ConsumerReports Costco Crock-Pots CrossingtheChasm(Moore) C TurnerJoy Dailycandy.com Dean,Howard Dell DodgeViper DoNotCallRegistry Dragonfly Duyser,Diana DVD eBay EldonBeck Equinox Fanning,Shawn FastCompany FordMotors Fortune FoxNews FreePrizeInside! Fulbright,J William Garland,Judy GeneralMills Gilder,George Gladwell,Malcolm Glaeser,EdwardL Godin,Seth Gogurt GoodHousekeeping Goodyear Google Gore,Al Gouliard,Jay Gourmet Hanson,John Harvard HastingsFarmers’Market Holt,Pat Honda HotMail Huba,Jackie HudsonRiver IBM Ingersoll-Rand InterstateBakeries Intrawest iPod JacksonDiner Jaguar Jobs,Steven Johnson,Lyndon Kawasaki,Guy Kerry,John Kiehl’s Kirin KrispyKreme Lakoff,George Lauren,Ralph Law,Andy Leff,Jim Lennox,Dave Lenska,Rula Limewire LiptonTea LittleMissMatch LiveStrong LongabergerCorporation LotusElise LuckyCheng’s LunnPoly McConnell,Ben McDonald’s Macintosh McLaughlin,Richard McNamara,Robert Maddox Maislin,Joanne Manners,Tim Marshall,JoshuaMicah Masa Matthews,Thomas Maxwell,Red Maytag Mercedes Michelin MiniCooper Mitchell-Innes,Lucy MitsubishiMontero Moore,Geoffrey MountTremblant Murdoch,Rupert Napster Nestlé Nike NimanRanch NissanArmada Nixon,Richard Norman,Donald Novogratz,Jacqueline Number Obermann,Emily OrganicStyle P2P Parker,Robert,Jr PentagonPapers Pepsi PermissionMarketing Peters,Tom PhilipMorris Phish Pirate’sBooty Polo PorscheCayenne Positioning(TroutandRies) presidentialelection2004 Prudhomme,Paul Puma PurpleCow RBC RecordingIndustriesAssociation RepublicofTea Riedel,Georg Ries,Al Riolo,Arthur Robertson,Pat Rosenzweig,Bill Salesforce.com Samuels,Mo Santeria Scharf,Doron ScharffenBerger Schwimmer,Dr Joshua Scott,James Seibel 7-Up Uncola Siegler,Bonnie SiliconValley Silk SiriusSatelliteRadio SlickDeals.net SoyLuckClub Starbucks Stern,Howard St PauliGirl SUVs Talerman,Elizabeth Tazo TeaForte Techbargains.com TetleyTea Tiffany Tom’sofMaine Totino’s Toyota Prius Travelocity Trek Trout,Jack Tweedy,Jeff Twinkies UnCola See7-Up Underhill,Paco UnionSquareCafé UnleashingtheIdeavirus USAToday Vadon,Mark Victoria’sSecret VietnamWar Vioxx VolkswagenTouareg Walker,Rob Wal-Mart Whistler Whitman,Frankie WholeFoodsMarket Wilco WineSpectator WNBA WonderBread Woot.com Zagat Ziegler,Mel Ziglar,Zig Zwerdling,Daniel WHAT’SYOURSTORY? That’s what people want to know from you They want your résumé, your packaging, your candidacy, your ads and your customer service people to tell themastory Sothechallengeyoufaceisnowclear Youmusthaveaconsistent,authentic story that is framed in terms of the worldview of the person you’re telling the storyto Yourstorymustberobustandhonestandtransparentandyouhaveto bepreparedtoliveitoutloud Yes, all marketers are liars But the successful ones are the ones that can honestlytellusastorywewanttobelieveandshare IF you hope to sell a product or service or candidate or organizationthataffectsthewaypeoplefeel, ANDIFyouhopetogetapremium(inrevenueorinmarketshare orinvotes)forthatfeeling, THENyoumustrefocusyourefforts Concentrateonthestoryyou tell The story you tell affects the way your audience feels about the product The story, when you come right down to it, is the product SOMECONSUMERSwillavoidorresistordenyyouyourstory That’s okay Tell your story to people who want to hear it, who wanttobelieveit,whowilltelltheirfriends BEFORE you begin to tell your story you have no choice but to live that story To make it authentic Every action you take and everysignalyousendhastobeinsupportofthestory FINALLY,realizethatyouareinapowerfulpositionandusethat powertodotherightthing,totellthewholetruthandtospread ideasworthspreading AndIreadthefineprint Everynonfictionauthoroughttoincludeasectionlikethisone Why?Well,if you’ve read this far, odds are that your worldview includes a bias in favor of booksbythisauthor Bytellingyouastoryabouthowmybooksfittogether,I make it easier for you to understand the big picture, to spread the ideas and, maybe,tobuysomemorebooks Visitwww.AllMarketersAreLiars.comtofindanyofthesebooks(andmore)at onlinestores ... on a small child trapped in a welloron a wackyauctiononeBay Someideasspreadfarandwideandhave a hugeimpact—whileothers,ideasevenmorevaluableandurgent,seemtofade away If marketers couldtell a betterstoryaboutthereallyurgentstuff—taking... Great stories are rarely aimed at everyone Average people are good at ignoringyou Averagepeoplehavetoomanydifferentpointsofviewaboutlife and average people are by and large satisfied If... CertainlynottheGranolaManufacturersofAmerica, a fictionalorganizationI justdreamedup NorwasitQuakerorAlpen Thefactsofthecase are simple: mostgranolaisloadedwithsugarandsaturatedfats It’snotgoodforyouatall
- Xem thêm -

Xem thêm: All marketers are liars (with a new preface) ( PDFDrive com ), All marketers are liars (with a new preface) ( PDFDrive com )

Gợi ý tài liệu liên quan cho bạn