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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: 17.6 x 12.9 x 1.7 cm
  • Shipping Weight: 181 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: #13,780 in Books (See Top 100 in Books)


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I have no intention of telling you the truth. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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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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By M. Haine on May 5 2014
Verified Purchase
Wonderful, insightful with unique perspectives. Thank you Mo for these ideas. Many aha moments and realizations that are definitely worth spreading. As I proceed through my project, I've already started applying these concepts. The book is a masterful recount of the delusional brilliance and disruption that is Seth Godin.
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Format: Paperback Verified Purchase
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 that .. this book is amazing . end of story .
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By Jem D. on Nov. 4 2012
Format: Hardcover Verified Purchase
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.

This is a must buy. Also a good read as it entails details within the marketing world, and the rather sly and ingenious ways that the marketing world utilizes in order to tell a "story".
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Format: Hardcover Verified Purchase
If you're a marketer worth you share, you should already know that storytelling is central to your job; that good marketing means crafting a good story in all facets of the business. Whether you're developing an approval deck or a quarterly campaign, stories allow people to latch onto something, because utility rarely sells. Godin writes about the obvious stories about products and services marketers tell. The consistent and authentic ones are picked up, embraced - whether totally true or not - and spread.

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.
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By Petre Maierean on April 8 2010
Format: Hardcover Verified Purchase
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 that we only notice (and allow to receive) information that reinforce our existing views, called 'worldviews' in the book. From this idea, Seth Godin derives a number of techniques to 'frame' marketing messages such that your target audience will take. Those I think are worth trying (and I plan to do for my new startup)
Beside that, as most of his books are, this is an easy to read, spiced up with good humor and practical examples. Highly recommend investing your time into reading it
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