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11th out of 102 books
—
16 voters
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
by
Seth Godin
The new rule of marketing is that it doesn't matter if something is actually better or faster or more efficient. What matters is whether consumers believe the story. Godin teaches readers to create a story that fits the consumer's world view, a story they will intuitively embrace and share with friends.
Hardcover, 208 pages
Published
May 19th 2005
by Portfolio Hardcover
(first published 2005)
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Seth Godin’s typical overstated and shocking title made me think twice before digging in, but as I started plowing through the work I realized that his approach actually makes a lot of sense. There were a couple points that I disagreed with along the way, but overall I get where he is going. Godin says that everyone wants to hear a story, a narrative, that fits with how they view life (worldview). If we frame the story that we tell in relation to this specific worldview, we will end up telling t...more
I had low expectations for this book; however, it offered an interesting perspective amongst enjoyable anecdotes and examples. Seth Godin's thesis is that marketers must tell an authentic story that is congruent with a potential consumer's worldview; marketing merely based on price, quality, or features no longer has much effect. Consumers have evolved and are now savvy enough to deflect most if not all forms of traditional marketing. His assertion is that the way forward is to segment a populat...more
Favorites:
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.
Ste...more
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.
Ste...more
In 'All Marketers Are Liars', Seth Godin proposes that marketers take a different approach to storytelling. He makes the assertion that marketers should be more focused on telling authentic stories as they are on creating quality products. However, people will buy a story first before they can buy the product itself. Using numerous anecdotes, Godin shows what makes some marketing campaigns successful and what makes others fail.
One of the points that really came across for me was the idea that co...more
One of the points that really came across for me was the idea that co...more
How Marketing Works (When it Works)
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
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
In "All Marketers are Liars" Seth Godin frames his post TV-industrial complex world of advertising as one of good storytelling. We, the public, are looking for strong, authentic stories that we want to believe. These are the ways new products catch fire with the public.
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
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
Aug 16, 2012
Erwin
added it
Excellent book. Read this along with Start with Why: How Great Leaders Inspire Everyone to Take Action, Insanely Simple: The Obsession That Drives Apple's Success and Tuned in: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs.
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 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
The general thrust of the book is that modern-day marketing must be storytelling, and when done well, basically caters to the lies that individuals tell themselves about how buying a product or service reaffirms their self-worth, makes their lives better, makes them seem more intelligent, etc. Godin is right on the money, and to create a differential factor in an insanely crowded market for nearly every good and service, he's right in saying that unless we tell compelling, unique stories, we wil...more
Mr. Godin's point is that the perceived story behind a product is more important to potential buyers than the product itself. He uses "telling lies" as a shorthand for that throughout the book and I found it contrived and distracting. (He also mentions he's doing this, which makes it less problematic for me because I dig the sense of humor.)
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
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
2 likes · like · see review
Have a good story to tell. And then tell it.
Those two sentences pretty much sum up what Seth Godin is trying to get across in All Marketers areLiars Storytellers. As always, he provides plenty of anecdotal and scholarly evidence and background to support his argument, but in the end his advice can be easily summarized.
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
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
Seth Godin is a master of marketing. I constantly refer to his books whenever I remember something but just can't get to the tip of it. He hits so many essential marketing points that apply to literally any type of business, that the price really is returned four-fold from your purchase.
A vital mark that he emphasizes is the fact that you must state and tell a story. Otherwise, where's the emotional attachment to your company? Make it believable! This is only achieved by you actually believing...more
A vital mark that he emphasizes is the fact that you must state and tell a story. Otherwise, where's the emotional attachment to your company? Make it believable! This is only achieved by you actually believing...more
If you're a marketer worth you share, you should already know that storytelling is central to your job; that good marketing means crafting a good story in all facets of the business. Whether you're developing an approval deck or a quarterly campaign, stories allow people to latch onto something, because utility rarely sells. Godin writes about the obvious stories about products and services marketers tell. The consistent and authentic ones are picked up, embraced - whether totally true or not -...more
Nice short book suggests that telling stories that will resonate with your market segment is a better way to sell than traditional marketing and advertising. The stories must relate to the segment in a stronger way than other simliar stories, and the segment must be able to make the story their own, and be able and willing to pass these stories on. And the story told can't be lies, it must be authentic. Hence the attention-catching title. Note that not all provided examples are business, also in...more
Last week I read somewhere that storytelling is the most underrated skill ever... I agree...
Need evidencs? Just go to the TED website.. everyone tells stories...
Godin explains why, how to and some important story frames. This is actually the only book of him where I would wish a 2.0 version. It would be great to have a more tactical book with a story collection (online would be the best so people could add). That is also the reason for 4 stars. The book is a great insight but it only scratches t...more
Need evidencs? Just go to the TED website.. everyone tells stories...
Godin explains why, how to and some important story frames. This is actually the only book of him where I would wish a 2.0 version. It would be great to have a more tactical book with a story collection (online would be the best so people could add). That is also the reason for 4 stars. The book is a great insight but it only scratches t...more
Facts don't spread an idea. An idea must be really remarkable for it to be remarked on. People don't change their minds or admit they were wrong, generally, so you can't do battle on familiar grounds to them. Your story has to be authentic and consistent, as well as well-geared toward people who already agree with its worldview. A subtle story does not sound like an attempt to sell something. People buy things they want, not things they need, so you can only sell on "want"-like subjective qualit...more
«O que as fábricas eram ontem para a riqueza, hoje são as ideias.»
Seth Godin
A revista Successful Meetings elegeu Seth Godin como um dos 21 melhores oradores do século XXI. Neste livro, dirigido a marketeers, o autor baseia-se na premissa de que o marketing consiste essencialmente na arte de contar histórias que o consumidor quer ouvir. Citando alguns casos, a obra prova que não é a qualidade do produto que conta, mas sim a história que sobre ele se conta. Tudo se trata de vender ideias que devem...more
Seth Godin
A revista Successful Meetings elegeu Seth Godin como um dos 21 melhores oradores do século XXI. Neste livro, dirigido a marketeers, o autor baseia-se na premissa de que o marketing consiste essencialmente na arte de contar histórias que o consumidor quer ouvir. Citando alguns casos, a obra prova que não é a qualidade do produto que conta, mas sim a história que sobre ele se conta. Tudo se trata de vender ideias que devem...more
In this book, Godin explains why all great marketers focus on telling remarkable stories to promote their products and services. He uses many examples of this, including why anyone would by an $80,000 Porsche versus a $30, 000 Volkswagen, though they are virtually the same car. He also explains how marketers need to focus on a persons worldview; what he calls the unique rules, values, beliefs and biases we have as individuals. Check out my latest episode of BookRemedy (book suggestion show)for t...more
Mostly a reletively boring book if you've read Godin's Purple Cow/Free Prize Inside. He uses the Purple Cow principle in naming his book to sell copies and then gives us a dead cow inside. It kind of seemed like he had the book all put together at 100 pages but his publisher said "No, Seth we can't sell a business book that is only 100 pages" So then he ended up putting a lot of rambling repeats in to bump the page count up.
Bottom line:
Don't read this book read Purple Cow.
Bottom line:
Don't read this book read Purple Cow.
Found this a bit redundant after reading Meatball Sundae, but Godin has some solid advice on how to connect with your customers. A decision to buy a product or use a service isn't rational; it's based on their worldview, and the way that product or service fits into that perspective. Telling stories is a way to frame your remarkable product to appeal to a particular worldview. I read this from a librarian POV, and it helped me think through the worldview of our college students and how they migh...more
Um livro sobre marketing, um livro para marketeers, um livro para quem se interessa pela área e para curiosos. O título começa logo por ser mentira, ao longo da sua leitura acabamos por perceber que o que os marketeers fazem não é mentir, é contar as histórias que as pessoas pretendem ouvir.
O livro lê-se quase de um trago, não sei porque demorei tanto tempo a pegar-lhe. Tem uma escrita simples e acessível, e chega a ter piada em algumas das histórias que conta.
O livro lê-se quase de um trago, não sei porque demorei tanto tempo a pegar-lhe. Tem uma escrita simples e acessível, e chega a ter piada em algumas das histórias que conta.
This is now my second Seth Godin book and I'm a fan! His irreverent, matter of fact delivery maintains a certain level of shock that keeps me captivated the entire read through. Godin is quick to point out that this book is more aptly titled "All Marketers Are Storytellers" but continues with the idea that story is a consistent "lie", genuine to the product, and targeted to a specific world view. Facts don't sell, stories do. This book tells a fantastic one.
Why interacting successfully with preexisting worldviews and telling effective stories are the most important parts of marketing. The "lie" is the subjective feeling or belief that a customer has about a product/person/service. The lie is true if believing it makes it true and it is consistent (with itself, with the person's reality). A little postmodern subjectivity/realism mixed with practicality mixed with idealism. Not an ideal how-to for marketing, but interesting mind open-upper. I left th...more
Outstanding book. Usual amazing style of Seth Godin. Simple to read. Obviously top marketers are very good storytellers. The stories mentioned highlight the importance of focusing on packaging your brand in a simple, clear with a great focus on emotional aspects. I highly recommend it as an excellent read to all interested in building their brand, and marketing their products & services
All Marketers Are Liars is a quick read (took me a little over 2 hours) that should give you a lot of inspiration for marketing your ideas.
The basic premise of the book is that good products don't get noticed, good stories do. Seth goes on the detail what makes a good story and what makes a bad story.
If your current marketing plan doesn't include crafting exciting stories, I would definitely recommend reading this book. Then, after realizing how powerful this tactic can be, work on improving you...more
The basic premise of the book is that good products don't get noticed, good stories do. Seth goes on the detail what makes a good story and what makes a bad story.
If your current marketing plan doesn't include crafting exciting stories, I would definitely recommend reading this book. Then, after realizing how powerful this tactic can be, work on improving you...more
Godin does a good job of scratching the surface of what seems to be the most important aspect of marketing, telling a story. While that could have been made very clear in one chapter, a book was written instead. Don't get me wrong, it's a fun, quick read. For any business person, or anybody in any field (as Godin would tell you), if you already have the story you want to tell, you can probably pass on this book. As I suspect all his books are (Purple Cow is up next for me), this is a thought pro...more
The marketing paradigm has changed: throwing money at blasting general audiences won't work; nobody watches commercials any more and they wouldn't believe them if they did; it's instead necessary to build a remarkable product and tell a gripping and authentic story to early adopters with a compatible worldview that will share it with their friends.
My first foray into reading Godin's world-view of marketing and advertising. Written with a lively cadence and a breezy narrative that is so lacking with "business" books. I also love the author's self-effacing humor, using the title of the book as an example of how NOT to advertise. Based upon this read, I purchased "The Purple Cow" by Godin (waiting to be read).
Although I have read other Godin books and have enjoyed his insights, this book seems to be lacking his usual profundity. Admittedly, I may be missing something in the translation, but the overall message of this book appears to be: Tell a lie worth believing, and then live it authentically. Huh? Too much clever metaphor and circle talk for me.
Aug 04, 2011
Tony Canas
added it
An interesting read about how to market in the 21st century. The basic idea is that people like stories, doesn't matter too much whether they are true or not as long as they are compelling and authentic. He spends a good portion of time explaining why authenticity is what matters even if the story itself is not completely true.
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Seth Godin is a bestselling author, entrepreneur and agent of change.
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
More about Seth Godin...
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
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Really this is main things of the book!
Thanks!
Jun 13, 2013 11:28am