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All Marketers Are Liars (Hardcover)

de Seth Godin (Author) "I have no intention of telling you the truth ..." En savoir plus
4.0étoiles sur 5  Voir tous les commentaires (5 évaluations de client)
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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.
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I have no intention of telling you the truth. Lire la première page
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4.0étoiles sur 5 (5 évaluations de client)
 
 
 
 
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4.0étoiles sur 5 This book in combination with his Web site makes for a good combo, Déc 30 2009
Par Mathieu Yuill (Toronto, Canada) - Voir tous mes commentaires
(REAL NAME)   
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 markets worldview. Basically you need to tell a compelling lie to the appropriate audience.

Of course Godin doesnt 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 its authentic. If you create a story about great customer service and then hire the cheapest labour and fail to train them, dont be surprised if your business falters because consumers who came in for one purchase saw the hype didnt match the experience and never came back.

I reviewed this book in more detail on my Web site: [...]
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5.0étoiles sur 5 Among the best, most honest marketing books out there, Oct. 3 2009
Par Judith Tang - Voir tous mes commentaires
(REAL NAME)   
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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4.0étoiles sur 5 Be authentically swayed, Mars 1 2009
Par Tork Beavis "krotbacca" (Toronto, ON Canada) - Voir tous mes commentaires
(REAL NAME)   
As previous reviews have stated, Godin's book weaves the need for an authentic and compelling story about your remarkable product or service. His thesis that it is useless to attempt to change your target market's worldview is supported by Ori and Rom Brafman's Sway: The Irresistible Pull of Irrational Behavior. If you want to know why you cannot use the out-of-date marketing methods that Godin talks about, Sway will explain why. Both books make compelling and useful reading.
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 		 Commentaires client les plus récents

3.0étoiles sur 5 Authentic Stories and Experiences Help Attract and Retain Customers

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... Read more
Publié il y a 14 mois par Professor Donald Mitchell

4.0étoiles sur 5 A very good story
(...)

All marketers tell stories, and if they do it right, we believe them. But the interesting part is that by believing the story the story becomes true. Read more

Publié le Mai 22 2005 par tragiclad

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