All Marketers Are Liars by Seth Godin

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Synopsis

Seth Godin’s three essential questions for every marketer:
“What’s your 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.”
 

About Seth Godin

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Seth Godin is the author of Tribes, The Dip, Purple Cow, Permission Marketing, and many other international bestsellers that have changed the way businesspeople think and act. He's the most influential business blogger in the world and consistently one of the twenty-five most widely read bloggers in any category. He's also the founder and CEO of Squidoo (a successful Internet company) and a very popular lecturer. He lives in Westchester, New York. Visit www.SethGodin.com and click on his head.
 
Published November 12, 2009 by Portfolio. 240 pages
Genres: Business & Economics. Non-fiction
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Unrated Critic Reviews for All Marketers Are Liars

Publishers Weekly

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Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between ""fibs"" that ""make the thing itself more effective or enjoyable"" and ""frauds"" that are ""sole...

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BC Books

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The steps people go through when they encounter successful marketing, the organizing principle of the book are: Their worldview gets there before the marketing does People only notice the different or new First impressions start the story Great marketers tell stories that are believable Mark...

Nov 10 2005 | Read Full Review of All Marketers Are Liars

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Jon Eickmeier

Jon Eickmeier 5 Sep 2013

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