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

3.86 of 5 stars 3.86  ·  rating details  ·  6,385 ratings  ·  229 reviews
All marketers tell stories. And if they do it right, we believe them. A good story is where genuine customer satisfaction comes from. It's the source of profit and it's the future of your organisation. This book shows how to discover and tell authentic stories that set you and your products or service apart from the competition.
Hardcover, 208 pages
Published May 19th 2005 by Portfolio Hardcover (first published 2005)
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Nicholas
This review has been hidden because it contains spoilers. To view it, click here.
Gabriela
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
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Yana Kiselyova
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
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Lucas
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
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Asma Afreen
This was my first Seth Godin.

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
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Alex Plutzer
This book was incredibly unimpressive. It would be a fantastic 10 page essay but is clearly stretched out so as to barely fit into a miniature book. It's a quick read but it should be quicker. Seth regurgitates the same few points every few pages. I'd recommend reading the first 10 - 20 pages and putting it down. It feels like a knock-off of more substantial reads like Crossing the Chasm.

Seth also has a habit of immediately contradicting himself - "it's not the product, it's the story" followed
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Aaron Wolfson
This book builds on Purple Cow: Transform Your Business by Being Remarkable by showing that every remarkable product needs a story worth talking about. In many cases, we don't even buy the products themselves -- we buy them because of how they make us feel, because of the story it lets us tell ourselves.

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
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Brett
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 are Liars 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
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Bill
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
Erwin
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
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Tom Franklin
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
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Philip
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
Jordan Price
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
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Amanda Mitchell
This is a book about storytelling in marketing. Why recommend it? Well, because all of us use marketing (whether we know it or not) in the workplace. Selling products through the use of compelling, attention-getting stories is not new. However, Seth Godin provides a good rationale for why focusing communication through story is particularly important now. Substitute “yourself/your career” for “products/services” and you’ll see how applicable this book can be in communicating your point-of-differ ...more
David Leavitt

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
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Max Nova
Seth Godin's "All Marketers Are Liars" is an interesting take on why people buy things. Seth insists that the reason people pay tons of money for things that cost little to make is because they are being told (and believing) authentic stories. His premise is a fairly obvious one - successful marketing is based on targeting wants, not needs. He specifies that the consistent and authentic story the marketer is telling to address these needs must be framed in terms of the customer's worldview. The ...more
Leonidas Kaplan
All Marketers Are Liars Tell Stories

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
Abhi Yerra
Godin thesis is that marketing is telling a story that the consumer believes. We as consumers buy certain things not because there is an inherent need for that item but because we have been made to feel and believe a story that is being sold to us. When we buy an Apple item we believe the story of immaculate design and melting of technology and art, the story that Apple tells us, but we disregard the part where the conditions in which those items are made is subpar. We believe the a story when w ...more
Ps Chua
Nov 24, 2014 Ps Chua rated it 4 of 5 stars
Recommends it for: Marketers in any industries
Seth Godin proposes that everything consumers believe a product or service can do to him or her is a lie, and that it became a reality to the consumer after s/he truly believed in the lie. The best way for the marketer to then lie to the consumer is then to live the lie itself, making the story authentic.

A very fascinating, psychological idea and one that is backed by consistent evidence of his stance about marketing. A must read to the end for all marketers who believe that marketing is all ab
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James
Another interesting Seth Godin book. Several times during this book I thought, dammit, I've been sucked into the message they sold me. The book also had some interesting points on the desire to buy items and the self motivating factors behind those purchases.
Inna Davidiuk
The book did not exceeded my expectations. The basic idea is interesting, I liked a lot of beautiful phrases about marketers, good examples, but all these can be fitted in a couple of pages of one booklet. It is a good storytelling.
Grayson
My business partner gave this book to me. He highly recommended it. Nothing profound. It's a book of concepts repeated over & over with no action steps. What took up a book could have taken up a magazine article
Leader Summaries
Desde Leader Summaries recomendamos la lectura del libro Los profesionales del marketing mienten, de Seth Godin.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, atraer y retener a los clientes.
En el siguiente enlace tienes el resumen del libro Los profesionales del marketing mienten, Un libro fundamental para comprender los mecanismos del consumo y las fórmulas del éxito en marketing: Los profesionales del marketing mienten
Asma
Jan 25, 2014 Asma rated it 3 of 5 stars  ·  review of another edition
Recommended to Asma by: Lama
I got this book as a gift from a real close friend, whom I've worked with on a start-up project. My friend believed that I had the marketing skills and this book would help nurture them. Was she right? Well, it's complicated!
On one hand, this book was basically a revision to all the marketing topics I've heard about prior. Points were clarified with real interesting examples. On the other hand, the book was very repetitive of one basic concept: marketers tell stories and consumers buy the stor
...more
Mahmoud Khoder
Wether you want to start a new business, write a book or what ever you want to start, in order for you to succeed you need to have a story which will match many people point of view. Opening a gluten free cafe your telling a story for the gluten free consumers , if your starting an organic food shop your telling a story for those who believe that organic food is good for them and they will come and buy from you, it's only worth while when your story targeting decent amount of people who would ma ...more
Mac
Incredibly valuable book. After reading it, I keep asking myself "what's their story?" every time I see a business, whether it be offline or online. Highly important in order to weed out the stuff that don't really matter and only focus on emotional aspect of story telling aspect, which separates yourself from the competitors who concentrate on the 80% that will only produce 20% of the result. Totally makes sense in every way and coincide with the greats like Terry Dean. Instead of looking at th ...more
Ruth
I smile when I read books like this one--it's just SO very much written by a true marketer (meaning, of course, that it's written in pithy sound bites, as it were, with inventive and outrageous titles that catch your eye and intrigue you--GOOD MARKETING STRATEGY, eh?)

Anyway, it's labeled as a controversial read, and I can sort of see why. The author goes on about how in the first version of this book, he kept the title "Good Marketers Are Liars," then amended it slightly in this later edition by
...more
Nick
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
Fauza
It's my first time reading Godin's world-view of marketing and advertising and that was because a friend of mine recommended this book to me. She said the book was so inspiring and full of meaningful insights about business' world and marketing. As I'm currently taking business major for my graduate study, I think the book would be relevant and help me gain more perspective about marketing and business. The thing that took my interest first was the title. Sounds quiet offensive for marketers. Sa ...more
Shawn Buckle
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
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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...
Linchpin: Are You Indispensable? Tribes: We Need You to Lead Us Purple Cow: Transform Your Business by Being Remarkable The Dip: A Little Book That Teaches You When to Quit (and When to Stick) Permission Marketing: Turning Strangers Into Friends And Friends Into Customers

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