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I have read a lot of Seth’s Books, I consider Permission Based Marketing my marketing bible. I’m also an avid reader of his blog, and I just downloaded Linchpin. In many ways for me All Marketers are Liars is an extension of purple cow, and to some extent the notion that perception is reality. Essentially it’s about the need for marketers to tell a story that resonates with your target market. I think the story telling part sometimes get’s lost in all the digital media hype, or just the day to day grind.Preferably your story is something remarkable, something your audience will remark on, passing it onto other people with the same worldview. Openning up some word of mouth and letting your story grow organically.
According to Seth:
* A great story is true, consistent and authentic.
* Great stories make a promise.
* Great stories are trusted.
* Great stories are subtle.
* Great stories happen fast.
* Great stories don’t appeal to logic, but they often appeal to our senses.
* Great stories are rarely aimed at every body.
* Great stories don’t contradict themselves.
* And most of all, great stories agree with our worldview.
In terms of conferences, IQPC B2B conference, or any event – The desire to do what people we admire are doing is the glue that keeps our society together. It’s the secret ingredient in every successful marketing venture as well. So the notion of a great conference bringing leaders together that helps spread ideas, build networks and create knowledge should be an easy picture to create, if you make the effort and stick to the above guidelines.Your goal is not to create a story that is just full of active verbs, involves no risk and is without controversy. As Seth says “Boredom will not help you grow”. Your message still needs to break though all the noise and resonate. It takes solid research and a deep empathy for your target audience.
Trust / Delivery – You also need to find a format that will also help make it happen. People in a dark room watching power point presentations doesn’t get it done any more.
Seth’s books are not a how to guide on marketing, but unlike many of his books, Seth also gives us a story telling plan:
* Which worldview are you addressing?
* Which frame are you using?
* How will you live your story?
* What hard decision are you willing to make in order to keep your story real, pure and authentic? Compromise is the enemy of authenticity.
* What are the short cuts your fans can use to tell the story to their friends? How can you help them frame the story?
* How can you radically change your product or service so that the story is natural and obvious and easy to tell?
* Whats the value of your permission asset?
The book is also jam packed with great stories from Kiehls to Vioxx, all of which help tell the story, and I am sure one or two will make you feel a little concerned, like the call from a telemarketer. It’s an excellent resource for marketers who want to tell stories. Story telling isn’t easy, otherwise we would all be doing it, but find a remarkable story that resonates with your audience and it will spread!
www.nomadmarketer.com
 

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Seth Godin's "All Marketers Are Liars" is an interesting take on why people buy things. Seth insists that the reason people pay tons of money for things that cost little to make is because they are being told (and believing) authentic stories. His premise is a fairly obvious one - successful marketing is based on targeting wants, not needs. He specifies that the consistent and authentic story the marketer is telling to address these needs must be framed in terms of the customer's worldview. The story has to be honest and robust and the company has to live its story. And marketers can't cater to everyone - they must choose an extreme segment and then hope to "cross the chasm" (a la Geoffrey Moore) to the mainstream. If people believe the story, they will tell their friends, the idea/product will spread, and then you get to be rich and famous (or at least rich). Godin uses lots of interesting (if somewhat hipster/organic) examples to get his point across.
My one complaint with this books is that he sort of sweeps product value under the rug. Granted, it is a book about marketing and he does have a point when he says that everything is being commoditized. But I think this applies mostly to consumer products and I think there is still huge opportunity for people that develop truly world-changing products. Overall an insightful and interesting book.
 

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The mantra ‘Perception is stronger than reality’ is the basis of this book.
According to the marketing guru Seth Godin who is the author of this book-whatever is being sold (a religion, a candidate
, a widget, a service) is being purchased because it creates an emotional want, not because it fulfills a simple need. His premise is that successful marketers don't talk about features or even benefits. Instead, they tell stories. Stories about their products that pander to consumers' self-regard and worldview. Stories we want to believe.
The best thing about this book is that it does away with all jargon and complex marketing theories and models. A few quotations from the book which are representative of Godin’s thought process:
“If consumers have everything they need, there’s nothing to left to buy except what they want. And the reason they buy stuff they want is because of the way it makes them feel.”
“The myth of product superiority in business-to-business products is just that. The people who buy for business are people first, and they buy things that get them promoted, that make them feel safe and secure or that give them a sense of belonging. They are not buying a product, but the justification, the story.”
“When the Fortune 500 started hiring vice presidents to spend their billions of dollars on information technology, it appeared that all five hundred of these CIOs had the same worldview. Pretty soon, though, alert competitors discovered that some of them wanted to hear stories about avoiding risk, while others desperately wanted to make a name for themselves by appearing to be risk-taking mavericks. Companies like Broadview and IBM and Cisco carved up the market by working hard to discover who would believe which story.”
Like most Seth Godin books, this one is fun to read and has some great new ideas. At the end of the day, Godin practices what he preaches. He has told a great story here. All marketers can learn a trick or two from this book.
 

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At some point in the past, the marketing scheme of life changed. Web 2.0 took over and suddenly those storefront-style, "let me just stand here and give the glad hand to whomever walks by" attitude people got lost. Not just lost, flushed down the toilet. And they were flushed down the toilet by people who not only had dark glasses to shield them from their glaring smiles, they had ipods to drown out the pitch, and computers at home connected to an internet fast enough to actually deliver serious entertainment. The glad-handers flesh turned to flakey mess and wandered like zombies in the pain of abandonment in a society where they were frequently misunderstood. They weren't hostile. They were just... not in sync.
Buyers want you to meet them where they're "at". Where their head is "at". Where their heart is "at", and where their wallet is "at". And if you don't know where they're "at" why should they trust you with their money, time, style and life?
Permission marketing is more than "Hello, would your boyfriend or husband mind if I could show you around town?" It's "...oh, hey, welcome... yes, this is my place... oh, you'd like to look around? ... you heard about me? oh, yes, take your time... thanks for stopping by... it's so rare that I have visitors these days..." It's more than "will you give me a yes?" --- it's presenting the tiffany blue bag and opening the ring case and looking right into her eyes as she begs you to pop the question just as a formality so she can scream, "Yes!"
And the only guy in town who has really codified the difference between marketing as stealing a feel and marketing as intimacy -- permission-intimacy, or "permintimacy" to coin a new and unwieldy phrase -- is Seth Godin.
But this book is more than getting to a yes. It's about placing yourself squarely between people who want things and people who have things, and facilitating an honest and open dialogue between them about what they want.
No one else has codified the until now strange world of social marketing like Seth Godin. In fact, he's made marketing actually disappear.
He refers to people as being part of "tribes" - I'd say it's more like the difference between fellowship and army the way the iching talks about it. A lot of American culture is wrestling with elements of patriarchy these days: And traditional marketing is top down-- "BUY THIS". But Godin makes that all go away. It's more Eastern. It's more relationship-based. It's more really getting into what people need and delivering it in a way that opens their hearts to God, so they and you can live in an abundant universe where needs are deeply met in a way that's better than either of you could ever have imagined.
So brace yourself - but don't worry, and go forward with your best self. You won't need the old armor anyway.
 

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Amazing book! Really thoughtful and good insight. Definitely recommended for everybody who enjoys a good read.
Seth Godin's style is juste amazing!

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