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All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
 
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Product Description
Seth Godin's three essential questions for every marketer:
"What's you story?"
"Will the people who need to hear this story believe it?"
"Is it true?"

All marketers tell stories. 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 is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $125 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true.

As Seth Godin showed in this controversial book, great marketers don't talk about features or even benefits. Instead, they tell a story--a story we want to believe, whether it's factual or not. In a world where most people 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 Fiji water 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, cigarette companies, and sleazy politicians.

But for the rest of us, it's time to embrace the power of the story. As Godin writes, "Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it."

Product Details
  • ISBN13: 9781591843030
  • Condition: New
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Customer Reviews
A Great Marketing Story
 
Review Date: November 18, 2009
Reviewer: Larry Underwood, Scottsdale, AZ
Some marketers may be liars; some may be honest; those who are the most successful, combine honesty with a compelling message. That's the secret to a great marketing campaign, and that's why Seth Godin's book is so interesting. He knows how to tell relevent stories which engage the reader; before you know it, you've read this entire book.

The message Godin is delivering is really quite simple. Marketers should have a good story to tell; if it's a good enough story, consumers will repeat it, and that story has now become entrenched in our minds as "reality". Mission accomplished.

Successful marketers understand the importance of creating demand from telling a good story. However, as Godin warns, the stories had better be authentic; consumers in this day and age of social media are quick to spot the phonies. That's good news for the consumers; and should be good news for the creative marketers, who have good stories to tell. That probably explains why Twitter is becoming so popular; people like stories, especially short ones that are confined to 140 characters or less. Cutting to the chase has never been more important than it is today.

It should also be good news for Seth Godin, because his story is authentic, very witty, and most compelling. I highly recommend reading it for yourself; I honestly believe you won't be disappointed.
Seth's Best Book on Marketing
 
Review Date: May 21, 2010
Reviewer: Thomas G. Umstattd Jr., TX USA
I have been reading Seth's blog for years and have read almost all of his books. I feel that All Marketers are Liars is Godin's manifesto on marketing. After this book, he started to focus more on leadership (Tribes, Linchpin) and less on marketing.

If you want to market your organization well, read this book first. Then read Purple Cow. Then read
Tribes.

This is the book I wish every marketer would read. It is Seth's best book on marketing.


Great book. The word, "liar"--such an impediment
 
Review Date: April 26, 2010
Reviewer: Doug Saylor, Texas
Seth realizes this, but I have such a negative connotation attached to the word "liar" it is hard to get around it. Take the simplest word processing program and substitute "story" for "liar" and I would give it 5 stars (after writing this, I changed my rating to 5 stars)--just like all the rest of his books. In this re-published edition he changed the title, but that WORD with its incumbent connotation continues to appear in the book. It is an excellent book on selling you on the impact and importance of a TRUE (now or later) STORY, because we react emotionally to a well-crafted story. Why he called it a lie...--well, you get the idea.
Subtle book title says it all
 
Review Date: August 18, 2010
Reviewer: Nancy Loderick, Boston, MA
The premise of this book is that all marketers need to tell stories that consumers want to believe. Seth maintains there is a fine line between telling an outright lie that sounds really good and telling a good story that's true and believable.

What I especially enjoyed about this book:

**the pertinent real-life examples. Yes, we really believe that wine tastes better in a $20 glass than it does in a $2.00 glass. Kiehl's products have a cult-like following.

**it's not about a products' features and benefits, that's so old-school. It's all about "painting vivid pictures" for consumers.

As usual, Seth doesn't say anything new, but it's how he says it that is so effective.

I highly recommend this book for marketers looking for ways to stand out in the crowd.
Big Fan of Seth Godin
 
Review Date: August 22, 2010
Reviewer: Luciano,
I've been a marketing executive for 17 years and now I'm the biggest fan of Seth Godin. His take on marketing is totally modern and refreshing. I'd only read his blogs so this book was my first published account. He knows where the state of marketing is and how to best capitilize on it. He's also a terrifically funny and observant writer. I'm sold!
Game changer
 
Review Date: February 6, 2010
Reviewer: K. C. Ramsay, Raleigh, NC USA
Seth Godin is the right man for the times we are in. Everyone that sells or promotes a product or service should read this book.
Liars = Story Tellers
 
Review Date: January 16, 2010
Reviewer: Marcus Chacos,
I loved this book... it is a wonderful foray into the subconcious factors that influence a buyer... the worldview they hold and the stories they tell themelf.

Seth Godin begins by telling us... we are all story tellers and have been telling stories since the beginning of time. Creation stories, stories about our place in the world and stories about our health, our relationships and about our life. We tell ourself we look attractive in lingerie or that organic foods are better. We tell ourself we don't believe marketers.

We want to tell and be told stories... and Godin describes how the marketer uses stories to create appeal and interest for their product or service; how clients are influnced by stories and why stories are needed as a part of your busiess model.

This is not a marketing techniques book as much as it is the psychology of marketing and how the stories we tell ourselves and our customers can grow our business.

An excellent little tome!

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