All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Hardcover – 19 May 2005
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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. --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
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.Read more ›
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.
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.
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!
Then he says this is just a trick played to illustrate a worldview.
I am inclined to believe that the book was based off of a 3 page outline and that he is using the very methods he describes in the book to market the book as more fleshed out than it really is. He even dedicates the book to someone named Mo.
There were a few good points and anecdotes in the book. I put exactly two paragraphs from the book into my personal notes. It about all the value that I needed to take from this book. Everything else is either common sense, possibly a fake anecdote, or pure filler.
Someone named Donald? Wrote a review that sums up 5 or so points that the book laid out. You can read that review and save your time instead of reading the whole book.
Most Recent Customer Reviews
The font is good, not too small, very readable. Haven't read it yet to judge the content.Published 1 month ago by e.s..
A great read - informative, interesting and concise for quick readingPublished 8 months ago by Audrey
Pity Amazon don't have SIX stars. Godin always deserves it.Published on 6 Aug. 2014 by Mr Stuart A Ferguson Dateline Publishing
Another excellent book by Seth Godin. Well up to his usual standard.Published on 28 July 2014 by cliffchapman
Despite it was published almost 10 years ago, despite all the changes we faced this last decade, the thoughts and concepts Seth talks about are pretty up to date. Read morePublished on 29 Dec. 2013 by Carlos Venancio
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
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 on 6 July 2012 by M. Michel Tresseras
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
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 morePublished on 1 Jun. 2010 by Martin