营销人都是大骗子
All marketers are liars
Seth Godin · 初版 2005 年
13人推荐
22位读者提及
38次提及
为什么值得读
- 被读者评为该作者最适合入门的一本书
- 启发读者看清竞品讲述的谎言与所占定位
- 比同类营销书更具洞见且不落俗套
所有营销人员都在讲故事。如果他们讲得精彩，我们就会深信不疑。我们相信20美元的酒杯里的红酒比1美元酒杯里的更好喝；我们相信价值80000美元的Porsche远胜于与它几乎完全相同的36000美元的Volkswagen；我们相信125美元的球鞋比25美元的品牌穿在脚上更舒服——也显得更酷。而坚信这一理念，就让它成了事实。正如Seth Godin在这本颇具争议的著作中所揭示的那样，优秀的营销人员从不谈论产品特性甚至益处，而是去讲一个故事——一个无论是否属实、我们都心甘情愿相信的故事。在这个大多数人都拥有
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除了《Four Steps to the Epiphany》（顿悟的四个步骤）、《Crossing the Chasm》（跨越鸿沟）和《Getting Real》之外，我还想加上 Seth Godin 的《All Marketers are Liars》（营销人都是骗子）。在 Seth 的其他书里，《Permission Marketing》（许可营销）、《Free Prize Inside》（免费赠品）和《The Big Red Fez》（大红毡帽）也对我产生了很大影响。但我认为《All Marketers are Liars》是最好的入门起点。绝对……
In addition to Four Steps to the Epiphany, Crossing the Chasm, and Getting Real, I would add All Marketers are Liars by Seth Godin. Of Seth's other books, Permission Marketing, Free Prize Inside, and The Big Red Fez also made a big impact on me. But All Marketers are Liars is the best starting place I think. Definitely…
……继续深入研究。好吧，倒也不用真把每一本营销书都读一遍。但如果你感兴趣，这里有几本我会推荐给营销新人的书。《Permission Marketing》（许可营销）- Seth Godin；《All Marketers Are Liars》（营销人都是骗子）- Seth Godin；《Purple Cow》（紫牛）- Seth Godin；《Unleashing The Ideavirus》（引爆疯潮）- Seth Godin；《Positioning》（定位）- 杰克·特劳特与阿尔·里斯；《Differentiate or Die》（与众不同或毁灭）- 杰克·特劳特；《The 22 Immutable Laws of Marketing》（22条商规）- 阿尔·里斯；《Repositioning》（重新定位）……
…on, and do a deep dive. OK, maybe not literally every marketing book. But if you're interested, here are a few items I'd recommend to a budding would-be marketer. Permission Marketing - Seth Godin All Marketers Are Liars - Seth Godin Purple Cow - Seth Godin Unleashing The Ideavirus - Seth Godin Positioning - Jack Trout and Al Ries Differentiate or Die - Jack Trout The 22 Immutable Laws of Marketing - Al Ries Repositioning…
供你参考，Seth Godin 的书《All Marketers Are Liars》也讲到了你那个具体例子里的内容。它大概没有涵盖《The Strategy and Tactics of Pricing》（定价策略与战术）其余大部分内容，不过在我看来，“走向极端”这个理念实在太重要了……
For what it's worth, Seth Godin's book All Marketers Are Liars also covers the material in your specific example. It probably doesn't cover most of what's in the rest of The Strategy and Tactics of Pricing, though imho the idea of 'going to the extremes' is so important…
……继续往前走。密切关注你的竞争对手在做什么，不仅是在产品功能和技术层面。去读读阿尔·里斯和杰克·特劳特的《Positioning - The Battle For Your Mind》（定位），以及 Seth Godin 的《All Marketers are Liars》，想想你的竞争对手在讲什么“谎言”（或者他们在试图抢占什么定位），然后弄清楚你能否：A. 抢在他们之前拿下那个定位/谎言，或者 B. 建立一个相关的……
…moving forward. Keep a close eye on what your competitors do, and not just in terms of product features and technical stuff. Read Positioning - The Battle For Your Mind by Al Ries & Jack Trout, and All Marketers are Liars by Seth Godin, and think about what "lie" your competition are telling, (or what position they're trying to grab) and figure out if you can A. grab that position / lie before them, or B. establish a related…
……经历过（或者待过失败的团队）。软件项目管理中有很多反直觉的东西。4. 彼得·德鲁克的著作。有点冗长且车轱辘话多，但有些见解很深刻。营销类：1. Seth Godin 的《All Marketers are Liars》。比起《Purple Cow》、《Guerilla Marketer's Handbook》（游击营销人手册）和《The Big Red Fez》，我更喜欢这本。后面那几本大部分内容都太显而易见了。2. 马尔科姆·格拉德威尔的《The Tipping Point》（引爆点）3. 《Crossing……
…before (or been on a failing team). There's a lot that's counterintuitive about software project management. 4. Peter Drucker's work. Kinda long and repetitive, but some good insights. Marketing 1. All Marketers are Liars by Seth Godin. I like this better than Purple Cow, Guerilla Marketer's Handbook, and The Big Red Fez. Most of those have fairly obvious stuff. 2. The Tipping Point by Malcolm Gladwell 3. Crossing…
纳西姆·塔勒布的《Fooled By Randomness》（随机漫步的傻瓜）和 Seth Godin 的《All Marketers Are Liars》彻底改变了我对商业世界的看法。我很期待接下来读塔勒布的《The Black Swan》（黑天鹅）。
Fooled By Randomness by Nassim Taleb and Seth Godin's book All Marketers Are Liars have just completely changed the way I think about the business world. I'm looking forward to getting to The Black Swan by Nassim Taleb.