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Tell The Truth: Honesty Is Your Most Powerful Marketing Tool Hardcover – April 3, 2012


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Product Details

  • Hardcover: 256 pages
  • Publisher: BenBella Books; 1 edition (April 3, 2012)
  • Language: English
  • ISBN-10: 1936661462
  • ISBN-13: 978-1936661466
  • Product Dimensions: 8.3 x 5.6 x 1 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,791,871 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Truth is the only defensible competitive advantage. I'm not sure why this is controversial, but it's true."
Seth Godin, Author, We Are All Weird

"The true future of marketing will be about brands and their ability to have a direct relationship with their consumers. The trick, as so well explained in Tell The Truth, is that brands have to be honest … brutally honest. Truth in advertising? Truth in marketing? It hasn’t really happened, but now it can. Sue Unerman and Jonathan Salem Baskin offer this wonderful book as a first step in the right direction. It belongs on everyone’s desk who touches a brand.”
Mitch Joel, President of Twist Image and Author, Blogger, and Podcaster, Six Pixels of Separation

"Truth in advertising is no longer an oxymoron; it's an absolute necessity if a brand wishes to compete in today's increasingly transparent marketplace. Brands will be judged not based on what they say, but what they do; not the promises they make, but the ones they keep. This book is the first step toward your enlightenment."
Joseph Jaffe, Author, Flip the Funnel

“The authors re-examine the abiding value of authenticity; convince us that, in the Internet age, brand truth has become a marketing necessity; and offer practical guidance on how to achieve it.”
Sir Martin Sorrell, CEO, WPP

Tell the Truth is an essential guide to advertising in the modern world.”
Jonathan Dean, Online Culture Editor, The Sunday Times

“In a sea of marketing gibberish and thinly disguised motivational babble ... Unerman and Baskin stand out by offering practical information presented in plain English.”
Ken Wheaton, Managing Editor, Advertising Age, and author of The First Annual Grand Prairie Rabbit Festival

"In the digital age, all of us have a voice that can be heard instantly and around the world. Consumers are increasingly using that voice to speak out whenever they see injustice and untruth. So for brands and businesses, honesty and integrity are now imperative for success. Tell The Truth is an essential guide to building honest businesses."
Claire Beale, Editor, Campaign

About the Author


Sue Unerman is Chief Strategy Officer of MediaCom. Amid the changing media landscape, she delivers a strategic edge in communications and strategic planning for clients, thereby ensuring MediaCom UK is a step ahead of the competition. Equipped with a history degree from Oxford University, Unerman has experience in planning and buying media at Benton and Bowles, DMB+B, and Geers Gross. The UK-based Campaign magazine says that Unerman is "widely considered to be one of media's finest strategic brains, helping to turn MediaCom into a $1billion agency."

Jonathan Salem Baskin leads Baskin Associates, Inc., a marketing decisions consultancy. He writes the award-winning blog, Dim Bulb, a daily post about 2,000 years of social behavior do's and don'ts at Today in the Histories of Social Media, and is a regular columnist on CMO leadership for Advertising Age. Jonathan is a member of the advisory board of SocialMediaToday.com, and a Senior Fellow Emeritus at the Smithsonian's National Museum of American History.

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Customer Reviews

4.7 out of 5 stars
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That is what shines through in this book.
Danny Donovan
The book splits the 8 ways up into what you can and should say to your customers, and how you ultimately tell the truth.
JP
Tell the Truth will help you put the new rules of marketing to work for your brand.
Sean Duffy

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Sean Duffy on March 25, 2012
Format: Hardcover
Marketing has changed in recent years. Global interconnectivity via the Internet has redefined the way that brands are built and managed. For many marketers adapting has meant frantic experimentation with the latest social media platforms, viral tactics or online metrics. My advice: Stop and read this book first. Because if you want your brand to benefit from all these nifty new tools and tactics then you'll also need to adopt a new mindset. That's what Tell the Truth is about: Providing marketers with a new conceptual framework for building brands that can compete in today's wired world.

I found Tell the Truth a lucid and enjoyable read. Underman and Baskin provide original thinking, clear writing and lots of examples to help the reader unlearn prevailing marketing dogma that was shaped during the media monopoly of the last century. Chief among these beliefs is the notion that truth is optional.

While Tell the Truth makes a compelling case for why truth is the most powerful marketing tool we have, it's not an esoteric ethical treatise. It's a hands-on field guide, full of practical advice for implementing truth in your day-to-day marketing efforts.

If you are trying to get your head around the changes taking place in marketing today, start here. Tell the Truth will help you put the new rules of marketing to work for your brand. I've made it required reading in my company. I hope Tell the Truth will be for today's generation of marketers what Ogilvy on Advertising was for previous generations.
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2 of 2 people found the following review helpful By Danny Donovan on April 8, 2012
Format: Hardcover
Unerman and Baskin are clearly marketing practitioners with many years of experience between them helping real brands get real results, with Truth clearly at the heart of their ethos. That is what shines through in this book. Thought provoking, yet practical. Marketers and business leaders looking to build brands in the 21st century media ecology will do well to read this book and listen carefully to the mantra. Truth is no longer optional.
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1 of 1 people found the following review helpful By JP TOP 500 REVIEWER on February 5, 2013
Format: Hardcover
Brands like Progressive Insurance - "My Sister Paid Progressive Insurance to Defend Her Killer in Court", United Airlines - "United Breaks Guitars, But Not Their Silence" could take a note. If you aren't marketing the truth, you will get called out and pay a heavy penalty for it.

In "Tell The Truth", you will find the 8 ways for brands to better deliver truth. This isn't a ploy to cover up what is the truth, but a way to be direct and specific about what it takes to help shape your brand. The example brands above are a couple of the hundreds of brands that failed to address the customers' situation promptly and as such lost both customers and brand reputation. This book is an excellent guide presenting the criteria that when applied, can give your business the competitive advantage truth provides.

The book splits the 8 ways up into what you can and should say to your customers, and how you ultimately tell the truth. In today's world, we live in the shadows of WorldCom, Enron, Tyco and the other companies that betrayed the people's trust of corporate governance. In the 90's and early 2000's, these companies did not have to deal with the existence of social media like Twitter and Facebook. It's easier today for a simple Tweet or Facebook post of a ticked customer to create a PR nightmare for a company.

The authors make a great point that because of the heavy internet age we live in today, the truth is out there and it will soon be found out. It's far better to admit and confront the truth than to treat your customers like they are too stupid to find it on their own.
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1 of 1 people found the following review helpful By Michael Mozill on December 18, 2012
Format: Hardcover Verified Purchase
Jonathan Salem Baskin is a great writer who has uncovered a seeming obvious concept missing from many of today's business and marketing practices.
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