All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Instead of being scientists, the best marketers are artists.
If people could skip the ads, they would.
She buys … because she wants it, not because she needs it.
We don’t need what you sell, friend.
We buy what we want.
Step 1: their worldview and frames got there before you did.
Every consumers has a worldview that affects the product you want to sell.
That worldview alters the way they interpret everything you say and do. Frame your story in terms of that worldview, and it will be heard.
One of the points that really came across for me was the idea that co ...more
Seth also has a habit of immediately contradicting himself - "it's not the product, it's the story" followed ...more
Step 1: Their worldview and frames got there before you did. A consumer's worldview affects the way he notices things and understands them. If a story is framed in terms of that worldview, he's more likely to believe it.
Step 2: People only notice the new and then make a guess. Consumers notice something only when it changes.
Step 3: First impressions start the story. A first impression causes the consumer to make a very quick, permanent judgment about what he wa ...more
Every story needs to be framed for a specific worldview. The story of Fox News is framed for conservatives who feel betrayed by mainstream media. The story of fancy watch or car is framed for peo ...more
I've seen his TED talks, his interviews and read his blog at regular intervals. And he was awesome! I knew what he was going to say even before I started reading and agreed wholeheartedly. I was just curious to read how he puts it.
What I didn't expect this book to do, though, was change the way I think. Godin's theory is pretty simple: Tell an authentic story about your brand. Consistently, across all fronts. How he went about telling this story is what the book is ...more
“A lot of people who buy marketing books are also people who have a worldview that says, "Tell me the truth, I don't want to hear a story." Alas, this group is small indeed. Members of this group don't want to hear stories about my stories.” I didn't but it was all stories regardless of the quote. Actually the whole book was Godin's telling the stories of big companies, organizations etc in one big story. First third of the book was interesting, after that everything got repetitive. At ...more
Despite the title, Godin isn’t advocating lying. He calls the stories that consumers believes “lies,” because they often aren’t completely factually accurate. Stories are the lies consumers tell themselves based on the emotional need they want to fill by acquiring a ...more
Those two sentences pretty much sum up what Seth Godin is trying to get across in All Marketers are
That's not to say that it is as easily implemented.
Having read Seth's blog for a few months now, and a couple of his other books (Tribes, Linchpin), going back to this one expose ...more
Godin recommends Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers and his own Purple Cow: Transform Your Business by Being Remarkable.
Bottom line is that "All Marketers are Story Tellers", but you need to go to ...more
Godin says, in essence, we're all looking for new superstitions. A superstition is a story/belief told to us by someone we believe. We then take on that same belief, regardless of any greater Truth. In fact, we will seek out addit ...more
However, as always, he supports his theories with well-known, real world examples--and this is what I always appreciate in his work. Often, nonfiction writer ...more
في كتابة كل خبراء التسويق كذابين (All Markets Are Liars) يشرح سيث جودن قوة وتأثير القصص علينا كمستهلكين.
يناقش في الكتاب، أن خبراء التسويق ليسوا كذابين بالفعل، ولكن يعرفون كيف يروون القصص. الكاذبين، كما يكتب، هم المستهلكين الذين يكذبون على أنفسهم كل يوم في ما يلبسون، أين يسكنون وما يختارون كعمل. جودن يشرح، كيف أن خبراء التسويق الناجحين ما هم إلا راويين للقصص التي يختار المستلهك أن يصدقها. القصة الجيدة التي ترضي المستهلك هي المورد لنجاح وثروة الشركة.
القصص مهمة لمساعدة المسته ...more
In All Marketers are Liars, Seth Godin explores what exactly marketing is, and the factors that that makes marketing successful. He seeks to understand why some brands fail and others succeed? Questions like why wine taste better in a $20 glass than in a $1 glass. Or why $125 pair of sneakers make our feet feel better or look cooler than a $25 brand pair of sneakers? Behind all these questions, Godin determines that the answer lies in the stories behind the product. That in fact all marketing i ...more
By Seth Godin
Marketing strategies are explained in story mode this time around.
Godin has incredible flow. He avoids delving into data and process-oriented case studies.
Instead, we are captivated by the stories that companies have told. The stories that shaped their successes and their failures.
Godin explicitly states, that functions, and benefits from a company are not what convince people to buy. But rather it is the story they tell themselves, and sometimes ...more
Major takings from the book:
1. Not that the first impression isn't important, but that we can't control at what point this first impression happens for the consumer.
2. Authenticity means consistency across all points of communication for the organisation, not necessarily ...more
If you think you should advertise the features and benefits of your product, you're probably wrong. And All Marketers Are Liars by Seth Godin explains what to do instead.
I'm a big Seth Godin fan. Fanboy even, I admit. Purple Cow, The Dip and Linchpin were huge revelations for me. They explain certain phenomena every one of us should understand in this postindustrial economy. All Marketers Are Liars is different.
Post Industrial Marketing
Let me st...more
Marketing is basically Storytelling. It's a story that a consumer buys and not just the physical product. The stories that consumers buy must first adhere to their world views - and it's almost impossible to change a consumer's world view. Even if this world view is a lie, noone wants their lies taken away from them.
I liked how the author explai ...more
Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.
Seth was founder and CEO of Yoyodyne, the indust ...more