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All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All |  | Author: Seth Godin
Publisher: Portfolio Hardcover
Category: Book
List Price: $23.95
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Seller: BookHouse1
Rating:  7 reviews
Sales Rank: 16360
Media: Hardcover
Pages: 240
Number Of Items: 1
Shipping Weight (lbs): 0.6
Dimensions (in): 7.1 x 5.2 x 1.1
ISBN: 1591843030
Dewey Decimal Number: 658.8
EAN: 9781591843030
ASIN: 1591843030
Publication Date: November 12, 2009
Availability: Usually ships in 1-2 business days
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Product Description
Seth Godin's three essential questions for every marketer:
"What's you story?"
"Will the people who need to hear this story believe it?"
"Is it true?"
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $125 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true.
As Seth Godin showed in this controversial book, great marketers don't talk about features or even benefits. Instead, they tell a story--a story we want to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, it's time to embrace the power of the story. As Godin writes, "Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it."
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| Customer Reviews:
Showing reviews 1-5 of 7
 Seth's Best Book on Marketing May 21, 2010
Thomas G. Umstattd Jr. (TX USA)
1 out of 1 found this review helpful
I have been reading Seth's blog for years and have read almost all of his books. I feel that All Marketers are Liars is Godin's manifesto on marketing. After this book, he started to focus more on leadership (Tribes, Linchpin) and less on marketing.
If you want to market your organization well, read this book first. Then read Purple Cow. Then read
Tribes.
This is the book I wish every marketer would read. It is Seth's best book on marketing.
Great book. The word, "liar"--such an impediment April 26, 2010
Doug Saylor (Texas)
Seth realizes this, but I have such a negative connotation attached to the word "liar" it is hard to get around it. Take the simplest word processing program and substitute "story" for "liar" and I would give it 5 stars (after writing this, I changed my rating to 5 stars)--just like all the rest of his books. In this re-published edition he changed the title, but that WORD with its incumbent connotation continues to appear in the book. It is an excellent book on selling you on the impact and importance of a TRUE (now or later) STORY, because we react emotionally to a well-crafted story. Why he called it a lie...--well, you get the idea.
 A Great Lesson In Telling Stories For Marketing... March 2, 2010
Joseph Ratliff (Lacey, WA USA)
0 out of 1 found this review helpful
Seth writes another gem of a book with All Marketers Tell Stories. I like the fact that he produced a 2nd edition of this book. While not much content has changed, the title is more "true to form" than the 1st.
And yes, this book explains how marketing really works very well.
Game changer February 6, 2010
K. C. Ramsay (Raleigh, NC USA)
0 out of 1 found this review helpful
Seth Godin is the right man for the times we are in. Everyone that sells or promotes a product or service should read this book.
Liars = Story Tellers January 16, 2010
Marcus Chacos
1 out of 1 found this review helpful
I loved this book... it is a wonderful foray into the subconcious factors that influence a buyer... the worldview they hold and the stories they tell themelf.
Seth Godin begins by telling us... we are all story tellers and have been telling stories since the beginning of time. Creation stories, stories about our place in the world and stories about our health, our relationships and about our life. We tell ourself we look attractive in lingerie or that organic foods are better. We tell ourself we don't believe marketers.
We want to tell and be told stories... and Godin describes how the marketer uses stories to create appeal and interest for their product or service; how clients are influnced by stories and why stories are needed as a part of your busiess model.
This is not a marketing techniques book as much as it is the psychology of marketing and how the stories we tell ourselves and our customers can grow our business.
An excellent little tome!
Showing reviews 1-5 of 7
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