ALL MARKETERS ARE LIARS

Godin tells all in this new book on marketing by telling stories as a way of illustrating the benefits of one's product or service. In the beginning, Godin relates that marketing professionals need to let their customers tell themselves about a particular product; that is, what it does and how it does it, in other words, tell themselves a story. So marketers should become good storytellers, relating their product to the consumer. Godin smoothly and effortlessly delivers his narrative, allowing his comfort with his theory to pervade his speaking style. He forgets about the microphone and gives listeners a seminar to challenge and inspire their marketing skills. M.B.K. © AudioFile 2006, Portland, Maine [Published: FEB/ MAR 06]