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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Hardcover – 12 Nov 2009

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Product details

  • Hardcover: 220 pages
  • Publisher: Portfolio (12 Nov. 2009)
  • Language: English
  • ISBN-10: 1591843030
  • ISBN-13: 978-1591843030
  • Product Dimensions: 13.3 x 2.5 x 18.6 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: 1,340,216 in Books (See Top 100 in Books)

More About the Author

Seth Godin is the author of Tribes, The Dip, Purple Cow, All Marketers Are Liars and other international bestsellers that have changed the way business people 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 the English language. He's also the founder and CEO of Squidoo.com and a very popular speaker. He lives in Westchester, New York.

Product Description

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

4.0 out of 5 stars

Most Helpful Customer Reviews

13 of 13 people found the following review helpful By Donald Mitchell HALL OF FAMETOP 500 REVIEWERVINE VOICE on 6 Dec. 2008
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.
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11 of 12 people found the following review helpful By Amazon Customer on 31 May 2005
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.
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1 of 1 people found the following review helpful By Stuie on 18 Mar. 2013
Format: Paperback Verified Purchase
Ok so they didnt really lie, they just told the truth in a very selective fashion.Why? Because they have to!

Im a bit of a marketing neewbie but i have to say that I consider this one of the most eye opening books iv ever read.
Godin explains how the same fundamental tactics are employed time and time again by advertisers, politicians, newspapers, religious establishments etc to influence the average joe on the street.

Godins writing style is casual and jargon free and he seems to make it his mission to help people think for themselves and not become mindless sheep. Its the kind of book you will read in just a few hours, but you'll remember its lesson forever.
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1 of 1 people found the following review helpful By Mr. G. P. Mills on 18 May 2007
Format: Paperback
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. Really well written. An easy going style getting across some points that in other hands would have been overly complicated (such as Peter Fisks Marketing Genius). Anyone who is wondering why their marketing campaigns are not working should read this book. Specifying your benefits is not good enough anymore - no one believes you. You have to wrap it up in a good story that resonates with your target audience.
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4 of 5 people found the following review helpful By Phil Gott on 15 Sept. 2005
Format: Hardcover Verified Purchase
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 would recommend starting with Purple Cow (and possibly Free Prize Inside) before this one.
The book drives home the point that you first need to have a truly remarkable product that appeals to a narrowly defined group of early adopters who are ready to "lie" to themselves (ie convince themselves) that your offering is outstanding in some way. They will then spread the word for you in a way that you simply could not do as a marketer (because no-one would believe you) until your product or service becomes mainstream.
Seth uses some excellent examples but you will quickly come up with your own ideas of products and services that have followed exactly this path.
Seth Godin also takes his own advice in the way he packages and propagates his remarkable ideas (so don't be put off by the quirky title).
Buy these books now, before they become mainstream!
Phil Gott
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By Shaun Varga on 13 Nov. 2009
Format: Hardcover
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. I actually recommend this book to my staff as required reading, and I get good reports back from them. I think the thesis is an interesting one - It's one of those books where you end up in a place where you feel you already knew some of that intuitively, but never really took time out to think it through. I think it's well worth taking the time to both read this book and think through the implications!
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