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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All Paperback – Apr 24 2012


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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All + Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter + Permission Marketing: Turning Strangers Into Friends And Friends Into Customers
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Product Details

  • Paperback: 240 pages
  • Publisher: Portfolio Trade; Reprint edition (April 24 2012)
  • Language: English
  • ISBN-10: 1591845335
  • ISBN-13: 978-1591845331
  • Product Dimensions: 13 x 1.7 x 17.8 cm
  • Shipping Weight: 181 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: #85,380 in Books (See Top 100 in Books)

Product Description

From Publishers Weekly

Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

About the Author

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 is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at SethGodin.com.

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I have no intention of telling you the truth. Read the first page
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Customer Reviews

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2 of 2 people found the following review helpful By Laura De Giorgio TOP 100 REVIEWER on Dec 17 2011
Format: Hardcover
The ideas in this book are not new - they revolve around the core of successful marketing, around positioning and creating a story about your business that revolves what is at other times called a unique selling proposition, how is what you are selling different than the similar products by other sellers.

The book is ultimately about creating your story, not just verbally but through the whole experience a potential buyer has with you, your company and your products. In other for the story to work it has to be authentic.

We create stories all the time, both as buyers and as sellers and in every area of our lives - they are part of selling, advertising, seduction, court-room, healing, and any form of inter-personal relationships. In the TV series "Shark", the lawyers begins instruction of his assistants with the words "Truth is relative. Choose one that works." This is true in any area of our lives, including in marketing.

We meet someone and we begin to weave stories in our minds out of the information we have and the information we don't have we fill in with whatever seems appropriate to us. When we buy products we may buy stories offered by the company manufacturing the product or we may create our own, according to our own beliefs and experiences (or lack of experience with anything similar).

The seller may weave the story around selling a kefir that says Hunza people live healthy and long lives - over 100 years old - from eating kefir and the buyer may translate the story that if he were to eat kefit, he will also have a long life - never mind all the other differences in lifestyle of people who have long and healthy lives.
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Format: Hardcover
The main concept of the book is advertising is not marketing and in order to get people to listen to your message you must tell authentic stories. Seth argues people make up lies for themselves when buying a product or service. Like Starbucks will make you part of a social elite or buying a frozen meal you make in the crock pot is the same as preparing a home-made dinner yourself. Godin says marketers need to propose these lies to match their target market's worldview. Basically you need to tell a compelling lie to the appropriate audience.

Of course Godin doesn't suggest marketers should really tell lies, but rather stories. The title comes from a strategy of using an oxymoron to describe a product or service, something that will stand out by creating an absurd juxtaposition in their mind.

If there is one large takeaway from this book its to create your story and ensure it's authentic. If you create a story about great customer service and then hire the cheapest labour and fail to train them, don't be surprised if your business falters because consumers who came in for one purchase saw the hype didn't match the experience and never came back.

I reviewed this book in more detail on my Web site: [...]
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Format: Hardcover
As a veteran marketer for both the high end real-estate industry and E-commerce, we have to read every marketing book out there.

This book is probably the best

Why?

Because it cuts to the chase

All marketing is just storytelling, that's it. And that's all it really is. Even if you have an amazing product, you still have to tell a story about it, and in reality, the easiest people to convince are people who already believe a part of it.

Any marketer who fails to understand this, fails in general.

If we are talking about ad-words campaigns etc, and the world of catch-e-marketing, then the rules are a bit augmented, but the principle is still the same

And it will always be the same

Our world is an amalgamation of stories, worldviews and beliefs, and our current industrial model was created to manufacture wants and needs. If you have to convince someone they want or need something, they better believe the thread of the story you are appealing to them with.

A+ for Seth Godin, a must have in any marketers collection.
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Format: Hardcover
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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