- Hardcover: 220 pages
- Publisher: Portfolio (12 Nov 2009)
- Language English
- ISBN-10: 1591843030
- ISBN-13: 978-1591843030
- Product Dimensions: 17.8 x 13 x 2.5 cm
- Average Customer Review: 1.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 627,972 in Books (See Top 100 in Books)
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More About the Author
Product Description
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."
"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."
About the Author
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.
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Customer Reviews
Most Helpful Customer Reviews
7 of 17 people found the following review helpful
Format:Hardcover
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. His suggestions to replace advertising by giving discounts, by innovation, by offering free calls to customer service etc. etc. are just plainly naive. Godin has been selling the same message in at least five books under differing titles for the last 10 years. Save your money.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
16 reviews
14 of 14 people found the following review helpful
A Great Marketing Story
18 Nov 2009
Format:Hardcover|Amazon Verified Purchase
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.
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.
7 of 7 people found the following review helpful
Seth's Best Book on Marketing
21 May 2010
Format:Hardcover
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.
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.
4 of 4 people found the following review helpful
Do Yourself A Favor - Read This Book
18 Nov 2010
Format:Hardcover|Amazon Verified Purchase
Today's world is different from yesteryear's world. Seth Godin is right on the mark with this book. He tells you the real psychology behind the technique of an old word "Marketing." Everyone thinks they know what marketing is, they don't. Do yourself a favor and read this book first, before you do anything else. If you understand the psychology in this book you will understand how to Market your brilliant idea. There is no Top Ten, Best Tips or How To Do This, or That. Those are gimmicks, you are just paying someone to tell you what you already know. And you will find the so-called tips are just borrowed ideas not original content. Actually, your story costs nothing to tell, just tell it properly, once you have read the book you will understand. This is one of the best books about Marketing, written by someone who has 'been there done that', gone through the ups and downs of life, and tells it like it is.
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