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All Marketers Are Liars

The Power of Telling Authentic Stories in a Low-Trust World

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About this listen

 Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better, and look cooler, than $20 no-names... and believing it makes it true.

Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand; painting vivid pictures that they choose to believe. Every organization, from nonprofits to car companies, from political campaigns to wineglass blowers, must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.

©2005 Seth Godin (P)2005 Audible, Inc. Marketing Marketing & Sales Business
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Most relevant
From the title of this book you that Seth Godin is telling you to lie as a marketer but he's not, he's merely telling you to use personal interest stories in your marketing. That testimonials and good stories about the product really do make a difference to your bottom. If you look at story telling throughout time, people always exaggerate and add little bits on but it is these exaggerations and add ons that make a story memorable. Being memorable is what you have to do

The only thing I would take away from this book is that the key ideas are heavily repeated. It is however extremely well written. If you haven't read any new ideas on marketing I would suggest all of Seth Godin's books as a basis and use his recommended reading for further study.

Good for new ideas in Marketing!

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This was worthwhile read, especially if you have a product or service on the market.

Decent read

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I was recommended a list of books about marketing and I chose this one due to the controversial title.. I listened intently to understand where he was coming from and the power of story telling and the lies we tell ourselves.
He doesn’t know what he’s talking about, in fact he’s a master of his trade.

He doesn’t know what he’s talking about!

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This is a book worthwhile to listen to. Even if you are not a marketer you will benefit to understand their strategies to resist temptation and avoid traps. You can also get inspired from some of the strategies in your personal life such as applying for jobs.

Worth listening even for non-marketers

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Suffers from the log windedness of its genre, but still interestong and worth the listen.

Inconcise but good

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