Every day we tell ourselves stories about the world. They might be true or they might be false, but nevertheless we believe them. We live in an age where every business must have a story to tell its customers. Because if it doesn't, very soon it will have no customers at all. In "All Marketers Are Liars" Seth Godin uses dozens of examples to show us that the most successful stories aren't necessarily the most truthful but are usually the most compelling and plausible. That means they are believed by those who tell them. Which means they are believed by those who listen to them. And that means they get passed on ...and on. How good is your story?
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About the Author
Seth Godin is the author of seven books that have been bestsellers around the world and have been translated into more than fifteen languages. He's been featured in the Wall Street Journal, Forbes, Fortune, Fast Company and Business Week. Godin was singled out by Successful Meetings Magazine as one of twenty-one top speakers for the twenty-first century. Before All Marketers Are Liars, Godin wrote Free Prize Inside!, which Forbes picked as one of its books of the year (as did Fast Company). He is also the author of Purple Cow, the bestselling marketing book of the decade, and Permission Marketing.
--This text refers to an out of print or unavailable edition of this title.
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
All Marketers Are Liars is one of Seth Godin's better marketing books. If you have a choice between reading Purple Cow and All Marketers Are Liars, opt for this one.
The book is based on the observation that customers want to align with offerings and services that reinforce their positive self-images. I'm sure that idea isn't new to you. Otherwise, why would someone pay ten times as much for an item of frequently poor quality that has five cents worth of a brand image stitched into its front?
The book builds from these premises:
1. Don't waste your time trying to educate people about what their worldview should be or what your offerings are. Instead just slip into their preconceptions in a comfortable, authentic way.
2. You won't be noticed unless you fit into their worldview and seem to offer something new that they value.
3. An effective, authentic story can help you make a better and more lasting first impression.
4. Most of the future "experience" of your story will be assumed by customers who want to believe that you are what you say you are.
The book takes a little long to make those points. I found myself wishing this were a tightly edited article rather than a meandering book.
Part of Godin's "promise" to his fans is that he will "shake things up." As a result, the title is deliberately misleading to make people pick the book up . . . because ever customer has been lied to my a marketer or sales person. There's nothing new there. His "new" point for those who haven't studied marketing is that customers like a little sizzle with their steak.
If you know about the emotional value of a brand, this book is a waste of your time. If you think that people only care about product and service features, you need this book.
If you really want to learn about storytelling, I suggest you become acquainted with Stephen Denning's fine books on the subject. If you want to develop a sound foundation in marketing, see Phil Kotler's books.
If you want to be entertained without learning too much, stick with Mr. Godin.
The book is based on the observation that customers want to align with offerings and services that reinforce their positive self-images. I'm sure that idea isn't new to you. Otherwise, why would someone pay ten times as much for an item of frequently poor quality that has five cents worth of a brand image stitched into its front?
The book builds from these premises:
1. Don't waste your time trying to educate people about what their worldview should be or what your offerings are. Instead just slip into their preconceptions in a comfortable, authentic way.
2. You won't be noticed unless you fit into their worldview and seem to offer something new that they value.
3. An effective, authentic story can help you make a better and more lasting first impression.
4. Most of the future "experience" of your story will be assumed by customers who want to believe that you are what you say you are.
The book takes a little long to make those points. I found myself wishing this were a tightly edited article rather than a meandering book.
Part of Godin's "promise" to his fans is that he will "shake things up." As a result, the title is deliberately misleading to make people pick the book up . . . because ever customer has been lied to my a marketer or sales person. There's nothing new there. His "new" point for those who haven't studied marketing is that customers like a little sizzle with their steak.
If you know about the emotional value of a brand, this book is a waste of your time. If you think that people only care about product and service features, you need this book.
If you really want to learn about storytelling, I suggest you become acquainted with Stephen Denning's fine books on the subject. If you want to develop a sound foundation in marketing, see Phil Kotler's books.
If you want to be entertained without learning too much, stick with Mr. Godin.
9 of 10 people found the following review helpful
Format:Hardcover
If you've read any of Seth Godins books you've probably got a good take on "new marketing". If you haven't you need to get up to speed. Either way this book is a must read.
Building on the themes of Purple Cow and his previous writing, this "Liars" further defines why a new approach to marketing is absolutely necessary and describes what that new approach might be.
To quote from the book;
"There are only two things that separate success from failure in most organisations today:
1. Invent stuff worth talking about
2. Tell Stories about what you've invented"
As you'd expect from a book that celebrates storytelling, its a good read. The book is full of great examples to support his views and lots of very quotable stories and anecdotes.
If you're in business I think you need to read this. And I think you'll enjoy it.
2 of 2 people found the following review helpful
Format:Paperback
This book really hits the nail on the head, revealing why much marketing just doesn't work any more, and most importantly explaining why. We not only need a compelling story that connects with our target audience, it needs to be an authentic story embodied throughout our organisation. Extremely well written and a pleasure to read.
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Most Recent Customer Reviews
5.0 out of 5 stars
They Lied?!! The bastards!
Ok so they didnt really lie, they just told the truth in a very selective fashion.Why? Because they have to! Read more
Published 2 months ago by Stuie
5.0 out of 5 stars
Great book
One of the best books of Seth Godin. One of those books that stay current forever
If you're interested in storytelling this is your book
If you're interested in storytelling this is your book
Published 5 months ago by Mr. Javier Perez-izaguirre
4.0 out of 5 stars
To be read
A good book to read if you're interested or concerned by marketing, sales or entrepreneurship. The idea described is very simple: can be understood by anyone.
Published 10 months ago by M. Michel Tresseras
2.0 out of 5 stars
overrated
godin has a section titled presidents we hate; jfk,nixon and clinton.
in my opinion two of three do not deserve to be in the classification "presidents we hate". Read more
in my opinion two of three do not deserve to be in the classification "presidents we hate". Read more
Published 12 months ago by adrian_hayes@dell.com
1.0 out of 5 stars
same message - same book - fifth time over
This is yet another book by Seth Godin, who claims that traditional advertising in magazines, mailings, radio and television commercials is dead. He's probably correct at that. Read more
Published on 1 Jun 2010 by Martin
5.0 out of 5 stars
Well worth it
This is one of Seth Godin's easier reads - but is no less valuable for that. On the contrary, there is lots of though provoking material between the covers. Read more
Published on 13 Nov 2009 by Shaun Varga
4.0 out of 5 stars
Inspirational read
I would have scored this as 4.5 if it was possible. It only failed to get top marks from me because there was a bit of repetition/reinforcement of the central themes. Read more
Published on 18 May 2007 by Mr. G. P. Mills
5.0 out of 5 stars
Another excellent book from Seth Godin
This is a must read book for anyone trying to make themselves heard in a busy marketplace.
This book builds on Godin's earlier books and, if you haven't already read any, I... Read more
Published on 15 Sep 2005 by Phil Gott
5.0 out of 5 stars
Set Godin is a Marketing God!
Another suerb book from Seth who in my belief is a true marketing God! The book is so well written and inspiring and is full of practical and common sense ideas. Read more
Published on 30 Aug 2005
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