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Tous Les Marketeurs Sont Des Menteurs: Tant Mieux, Car Les Consommateurs Adorent Qu'on Leur Raconte Des Histoires

3.87  ·  Rating Details  ·  8,135 Ratings  ·  285 Reviews
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 ...more
167 pages
Published 2007 by Maxima (first published 2005)
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Oct 12, 2012 Gabriela rated it it was amazing  ·  review of another edition
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
Aug 18, 2008 Nicholas rated it really liked it  ·  review of another edition
Shelves: marketing
This review has been hidden because it contains spoilers. To view it, click here.
Yana Kiselyova

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.

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
Oct 03, 2012 Lucas rated it liked it  ·  review of another edition
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
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
Asma Afreen
Oct 19, 2013 Asma Afreen rated it really liked it  ·  review of another edition
Shelves: marketing, favorites
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
May 30, 2013 Philip rated it really liked it  ·  review of another edition
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
Amanda Mitchell
Mar 19, 2015 Amanda Mitchell rated it it was amazing  ·  review of another edition
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
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
Feb 02, 2013 Bill rated it really liked it  ·  review of another edition
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
Aug 28, 2008 Nick rated it liked it  ·  review of another edition
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
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
Tom Franklin
Aug 18, 2012 Tom Franklin rated it really liked it  ·  review of another edition
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
Jordan Price
Aug 21, 2010 Jordan Price rated it really liked it  ·  review of another edition
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
Tanya Hristova
Jan 18, 2016 Tanya Hristova rated it did not like it  ·  review of another edition
Can you write a 200 page book without any content whatsoever? Apparently, you can. The author has followed his friend Lisa's example - a best seller that doesn't offer anything new and just caters to already existing worldviews. The same statement was repeated over and over again, without being proven even once.
Mahmoud Ghoz
Sep 12, 2015 Mahmoud Ghoz rated it really liked it  ·  review of another edition
This book is about how to tell an authentic story to the right people the right way. I highly recommend this book to anyone who has or will start a new product.
Mar 10, 2016 Erica rated it really liked it  ·  review of another edition
An expert in understanding the thought process of both customers and good marketers, Seth Godin is the author of many influential texts that help guide people in many professions. His experience comes from a history as an entrepreneur, marketer, and public speaker. The stories he tells are incredibly thought provoking and subtle but make the reader question their own perception of their relationships with companies and the effectiveness of these strategies on their own buying process. Many peopl ...more
Martha Chudy
So I probably got like three stars of knowledge out of this book, but it was so annoying that it only gets two. I don't enjoy how quickly and easily Godin comes to conclusions about the world. He would like us to believe that there's no way to be a smart buyer, that everyone has some agenda and it is the job of marketers to tell a story that resonates with your already-cemented world views. Certainly it makes sense that marketing to a specific audience who is looking for your product is better t ...more
David Leavitt
Apr 25, 2014 David Leavitt rated it it was amazing  ·  review of another edition

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
Max Nova
Mar 21, 2014 Max Nova rated it really liked it  ·  review of another edition
Shelves: marketing
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
Feb 25, 2014 Leonidas Kaplan rated it really liked it  ·  review of another edition
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
Chad Warner
Aug 03, 2015 Chad Warner rated it really liked it  ·  review of another edition
Recommends it for: markers, business owners
Recommended to Chad by: Nick Defoe
Godin shows how to use storytelling as marketing. He says that the successful marketers are those who honestly tell a story people want to believe and share. He describes principles and plenty of specific examples. There’s no filler.

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
Mar 18, 2016 Devika rated it liked it  ·  review of another edition
I was a little skeptical about ordering this book after finding Purple Cow a fairly drab read. But Godin raises one major great point- how marketers should tell stories instead of hard facts- that he then explains in many ways.

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
Michal Nowak
Feb 11, 2016 Michal Nowak rated it really liked it  ·  review of another edition
Recommends it for: Marketing folks, Entrepreneurs
Your Customers Lie to Themselves All The Time

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

Jun 03, 2015 s rated it really liked it  ·  review of another edition
"Boring is invisible". Seth Godin lays out another good work on what compels consumers to go for certain products and at times - at much higher prices.

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
Abhi Yerra
Apr 24, 2015 Abhi Yerra rated it really liked it  ·  review of another edition
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 really liked it  ·  review of another edition
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
Jun 13, 2013 James rated it really liked it  ·  review of another edition
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.
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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 about Seth Godin...

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