All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

As a Seth Godin fan, I decided to pick up “All Marketers are Liars.” I think the book is best for people who are already in the Godin universe because rather than being a “how to,” the book is more like listening to Seth share some of his worldview. Of course, his worldview is worth listening to, so no matter who you are, you’ll benefit from the time you spend. The main idea the book points out is that as a marketer, you’re unlikely to change someone’s point of view. Rather, you’ll succeed if you can find the people who already agree with you and then just invite them to join your client base. Godin shares a story which illustrates this well: “My friend Lisa wrote a best seller a few years ago, and reading the reviews on Amazon is an astonishing experience. About half of the readers gave the book five stars. They talked about how poignant and well-written the book was. They mentioned that they had bought four or five copies for their friends. The other half? They gave it one star. They vilified Lisa, her writing, her lifestyle and even the people who liked the book. What’s going on here? How can one book generate such diametrically opposite points of view? Simple. The book didn’t generate anything. All it did was give people a chance to express the biases they had before they even opened the book.”Another important point that Godin teaches which is often lost in the internet marketing world is that personal interactions really matter. In fact, they’re the #1 reason people will succeed in business. Of course, the original master of personal interaction was Dale Carnegie, and everyone on the planet should read, “How to Win Friends and Influence People.” However, to get a more modern explanation, read what Seth Godin writes, “If a consumer has a lousy telephone experience with a hotel reservations agent, his impulse will be to hate the service from every person he interacts with when he finally arrives at the hotel. The only solution? It’s not expensive carpeting, lower rates or a better mattress. The only solution is a warm, personal interaction between an authentic and caring individual and your disgruntled customer. Facts are not the most powerful antidote to superstition. Powerful, authentic personal interaction is. That’s why candidates still need to shake hands and why retail outlets didn’t disappear after the success of Amazon.”The whole really isn’t about lying. In fact, I don’t think I would have titled the book, “All Marketers are Liars.” But it’s catchy, and the author certainly makes a strong case in the book for why he chose that name. I’m giving the book five stars because I enjoyed reading it, but I’d choose a different one of his books if you’re looking to really advance your marketing efforts.

It's a must read book for every marketer and every consumer. Marketers might be able to improve their performance, and consumer will understand why they do (and buy) what they do (and buy).Extremely significant is Godin's definition of the "great story.""... A Great story is true.""Great Stories make a promise."Great stories are trusted."and"Great stories are subtle..."These four sentences define the scope. It' s not easy to reach by any marketer. And, consumers need to understand their own behavior better to "... Know Your (their) power." If consumers "demand" that marketers align their products with worthy goals, the world can move toward a better direction very quickly.I wished more marketers would read Godin's warning"It seems like an easy out. Figure out some internally approved story that you can trot out to the sales force and use in a magazine ad, and you're set.Actually, if you do that, you're dead..."I am always baffled how many stories which are trying to sell an expensive program begin with the story of some character, who is completely broke and has also maxed out his credit cards, but THEN borrows money to buy this program and ends up being a millionaire twelve months later. Ha!Godin offers hundreds of interesting example, each one with valuable information whether you work in the particular industry or buy these products, or not. Marketing today is an ever more rapidly evolving process, and good marketing people learn cross industries. Even Steve Jobs learned from Nike.Finally, Godin hones down on what every consumer should think about before swiping the card: "The lie a consumer tells himself is the nucleus in the center of any successful marketing effort."This book is highly recommended. In fact, it should be a must-read book for any HS-senior, to be read again five years later.Gisela Hausmann, author of the "naked (meaning no-fluff) books

Great book for people who are creative and wanna establish the sales and advertising market, with good read to the facts and figures, beautiful and easy to read and understand

Livro fundamental para quem trabalha com marketing nos dias de hoje. A escrita é leve, divertida, recheada de exemplos e com um conteúdo muito bom. Seth Godim não decepciona e traz uma abordagem muito mais natural e instintiva à criação de marcas e produtos. Recomendadíssimo.

Its a pretty good book, short and simple.

Buen libro aunque bastante retro, es del 2009, así que muchas cosas ya no aplican (como cuando dice que las personas prefieren el trato de un vendedor a la frialdad de las compras en línea....y estoy comprándolo en Amazon). El tamaño es muy cómodo. Llegó en tiempo y forma.

Questo libro parla dell'importanza dello storytelling per chil si occupa di marketing. Le persone comprano una storia, una narrazione; ecco perché bisogna saper raccontare le storie.