All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authen ticity Is the Best Marketing of All Paperback – Apr 24 2012
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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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Top Customer Reviews
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.Read more ›
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 ›
Initially, I had a difficult time juggling the term "liar". Godin tries to explain and reclaim the word, but I wasn't buying in. Later in the book, he admits that he chose the word to sound extreme; that he wanted to tell a story about the book to the fringe and hope they re-tell the story enough that it makes it's way into mass. In other words, when telling a story you need to start where the worldview will easily embrace it. From there, if the story is authentic and consistent it will make it into the middle to become digestible by others (because others already live it). I particularly like this notion of segmentation rather than aiming for mass right away (Alex Wipperfurth talks about this too in his book, "Brand Hijack: Marketing without Marketing").
The book itself is an easy read - two to three sittings is all you need. The book does a good job of reinforcing rather than teaching the need of telling a story about a product or service. Like most of Godin's books, it's solid read for any marketer about a practice we should already be practicing.
Most recent customer reviews
How to stand out of the crowd and why you should do so. Don’t sit on the fence, be remarkablePublished 2 months ago by Greg Silas
it seems like the book is pirated， because the quality of the paper is so bad.Published 6 months ago by dorothy
Wonderful, insightful with unique perspectives. Thank you Mo for these ideas. Many aha moments and realizations that are definitely worth spreading. Read morePublished 21 months ago by M. Haine
this is a great book , seth writes in a plain spoken style that is not dry or boring , a ctually it is the opposite , everything is layed out in a clear manner but enough about... Read morePublished on Nov. 23 2012 by Robert Thornhill
I bought this book as used, and it came to me in mint condition, more than what I expected for it to be. I pretty much paid less for more with the quality that it was in. Read morePublished on Nov. 4 2012 by Jem D.
For a new to marketing like me, reading this book was an eye opener. In general though, it aligns with the current common belief(-opinion) that we, the humans, are 'wired up' such... Read morePublished on April 8 2010 by Petre Maierean
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. Read morePublished on Dec 30 2009 by Mathieu Yuill