All Marketers Are Liars
- The Power of Telling Authentic Stories in a Low-Trust World
- Narrated by: Seth Godin
- Length: 4 hrs and 20 mins
- Unabridged Audiobook
- Release date: 25-05-05
- Language: English
- Publisher: Audible Studios
This is a book about doing what consumers demand; painting vivid pictures that they choose to believe. Every organization, from nonprofits to car companies, from political campaigns to wineglass blowers, must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro.
This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
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Customer ReviewsMost Helpful
By Gavin on 24-10-09
Good for new ideas in Marketing!
From the title of this book you that Seth Godin is telling you to lie as a marketer but he's not, he's merely telling you to use personal interest stories in your marketing. That testimonials and good stories about the product really do make a difference to your bottom. If you look at story telling throughout time, people always exaggerate and add little bits on but it is these exaggerations and add ons that make a story memorable. Being memorable is what you have to do
The only thing I would take away from this book is that the key ideas are heavily repeated. It is however extremely well written. If you haven't read any new ideas on marketing I would suggest all of Seth Godin's books as a basis and use his recommended reading for further study.
2 of 2 people found this review helpful
Customer ReviewsMost Helpful
By Christopher W Chrebet on 19-12-05
dont be offended
It seems some people were offended by the message of this program. Probably because the book exposes how a good story can make you really believe and commit to something whether the story is true or not. The book says that once we decide to believe a story that our brains will do anything to continue to believe it. The book goes on with examples of how and why stories have worked and spread. I have a feeling that the low scoring people were somehow offended due to their own personal beliefs that Seth must have commented on. I only give it a four because its not a complete marketing program. The message is excellent and very revealing.
8 of 9 people found this review helpful
By Michael on 23-11-05
The essense of marketing has been defined.
This is a must be read before writing your next marketing plan or investing in any marketing activities. With this simple, practical wisdom you will gain greater results.
Seth has presented a clear, coherent definition of the core of what marketing is all about. All great marketing is based on the principle Seth explains with such clarity and simplicity: telling stories.
There is no preaching in this book. It is a story about marketing. All good stories comes from the heart. As Seth explains your story in all your marketing must be authentic. Hearing Seth tell his story about marketing you realise just how much he understands the importance of the subject to all marketers. When people express things with such authenticity it can easily be misread as preaching.
A good companion to fully understanding this very important basis of marketing in greater detail I would suggest you also listen to, "The 4 Agreements" by Don Miguel Ruiz also available here at Audible.
Another Audible book that touches on this subject, and is fiction, is "Ishmael: An Adventure of the Mind and Spirit" by Daniel Quinn
7 of 8 people found this review helpful