A huge part of being a Real Estate Investor is being able to market to potential sellers and buyers. In fact, many may argue that real estate investing is all about marketing whether it be trying to sell yourself to a seller or trying to sell a property to a buyer. If you can’t market you will not be very successful.
That is the reason I picked up Seth Godin’s All Marketers are Liars Tell Stories. I became a big fan of Seth after reading his last book Tribes. He has a clear and concise way of explaining complex theories by relating the topics to stories and life experiences.
All Marketers Are Liars Tell Stories is the same book as All Marketers Are Liars accept he re-jacketed it with the new name and changed the introduction a bit. The reason for the change was simply about marketing, go figure!
The premise of the book is that what sells in today’s world is not a product or a service, but the stories behind those items. If there is no story, the story is the wrong one for the target market or the story is not true then the product will fail to sell.
It’s a simple concept to understand, but not very simple to pull off. The characteristics of a great story are as follows…
– Must be true
– You as the marketer must believe it to be true
– Your target audience must believe it to be true
As marketers, your job is not to convince people that your story is true, it is to find those people who already have the same world view as you do and then share your story with them. Only then will your product be truly successful over a long period of time.
This is an outstanding book, and one I’m going to buy again. uhhh buy again? Yup! That is because I’m going to give this book away to the first person who posts a comment saying “I WANT IT SCOTT!”.
After every book I read, I am going to be giving it away to the first poster, so if you want to have a chance to be the first commenter you should sign up for my RSS feed or email subscription.
If you have also read this book, I’d love to hear what you thought about it.
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