塞斯•高汀
Yahoo前營銷副總裁,被美國業界譽為當今觀察力最敏銳、最直觀的營銷大師。他是《特許營銷》、《釋放創意病毒》、《生存並不是全部》,以及引發營銷理念革命的《紫牛》係列著作的作者。這些著作多數都曾名列華爾街日報、紐約時報和商業周刊的暢銷書排行榜。高汀同時也是知名的演說傢及《快速公司》雜誌(Fast Company)的資深編輯。
在綫閱讀本書
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers and Marlboro. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
《营销人是个大骗子》 我场合学员分享,营销人必须会讲故事。 因为在还没有营销之前,人们就开始说故事了。 故事让这个世界更容易理解,也是人们散播观念的唯一方法。 事实无关紧要,重要的是,消费者相信什么。 成功营销步骤1:消费者的世界观与思维模式早已存在 2:消费者只...
評分一本薄书,10万字。一本书只讲一个概念,就是营销人要把注意力放到讲故事上面。再没有更深入的分析,比如什么样的人适合说故事,怎样能说好故事,读完之后感觉可操作性不强。 不过能改变点儿观念也不错,重视说故事而不是说事实。企业不仅是要制造产品或者提供服务,更重要的...
評分原载 http://simadu.com 曾经有这样一个实验: 将形状相同的普通玻璃杯与Georg Riedel酒杯盛放相同的葡萄酒,再由对Georg Riedel赞不绝口的品酒师们鉴别,得到的结论是普通玻璃杯与几百美元的Georg Riedel对葡萄酒口味提升毫无差别。 相同的例证可以找到无数重复:Nike、St...
評分在产品推广过程中,可以考虑换量,换量就是置换资源,可以跟应用市场换,可以跟其他的APP换,也可以加入换量联盟。 1、内容合作:就是通过一些产品的优质内容,吸引其他APP/网站内的一些潜在用户,从而实现推广的目的。 2、弹窗推广:就是在用户打开其他APP/网站时弹出的广告的...
評分A waste of time...
评分所有營銷人都是騙子,其實所有營銷人都不是騙子,隻不過是講故事的高手。
评分All marketers are storytellers. Only the losers are liars.
评分值得談論的書,值得買給你的員工、老闆、朋友的書。不隻是關於營銷,也關於生活。
评分值得談論的書,值得買給你的員工、老闆、朋友的書。不隻是關於營銷,也關於生活。
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