All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

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Penguin, Nov 12, 2009 - Business & Economics - 240 pages
8 Reviews
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has three essential questions for every marketer:

“What’s your 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 $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, 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.”


From the Trade Paperback edition.
 

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LibraryThing Review

User Review  - LynleyS - LibraryThing

I have to admit, Seth Godin is a master marketer, which makes me pick up one of his books in the first place. I'm pretty sure his short segments are full of aphorisms, truisms and witty one-liners but ... Read full review

LibraryThing Review

User Review  - Fouad_Bendris - LibraryThing

I do agree with this fact however successful ones are the Ones that could honestly tell us a story we want to believe and at the end to share with other ! Thursday, Feb 3 - 2011 Read full review

Contents

Title Page
GOT MARKETING?
PEOPLE NOTICE ONLY THE NEW AND THEN MAKE A GUESS
STORIES FRAMED AROUND WORLDVIEWS
MARKETERS WITH AUTHENTICITY THRIVE
MASTER STORYTELLERS AND THOSE WHO
GOOD STUFF TO READ
WHATS YOUR STORY?
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About the author (2009)

Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box. He's an entrepreneur, the founder of several successful businesses and a popular TED speaker. He writes one of the most influential business blogs in the world at sethgodin.com.


From the Trade Paperback edition.

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