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

3.85 of 5 stars 3.85  ·  rating details  ·  5,227 ratings  ·  181 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
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Published (first published 2005)
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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.

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
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
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...more
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...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...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
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
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...more
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 Castillo 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...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...more
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
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.
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
Anselmo Martelini Junior
“What’s your story?”
“Will the people who need to hear this story believe it?”
“Is it true?”

O marketing em que R$ 1,00 gasto em anúncios de TV davam R$4,00 de retorno morreu. As empresas precisam repensar seus anúncios e produtos para contar uma história que faça sentido para seus clientes.

Não basta ser uma história qualquer, ele tem que ser verdadeira por todos os aspectos que seu cliente avalie seu produto/serviço. Ela tem que ser aderente a visão de mundo de seus clientes, eles não querem ter s...more
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
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
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
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
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
Derrick Trimble
Oct 22, 2013 Derrick Trimble rated it 3 of 5 stars  ·  review of another edition
Recommended to Derrick by: Brad Herman
Seth Godin's books are enjoyable to read for their pragamatism, simplicity, and ease of digestion. I rarely feel like I am subjected to a lesson in superiorty, but rather a stroll down the shops of a high street, shopping mall, or media interlude.

The concepts that entice his reader to devour his books in a single setting are not new. Several of his recommended books are over ten years old revealing that many of the concepts are based on established marketing understanding. Having read a few of...more
As a marketer, Godin is a Purple Cow.

As a book writer, he is a mess.

"By telling you a story about how my books fit together,
I make it easier for you to understand the big picture,
to spread the ideas, and, maybe, to buy some more books."

This book is pretty much like those seminars about entrepreneurship and finance: spent your money for the seminar where the speaker talks about things that everyone knows plus a bit that seems like new and interesting, and in the end, spent even more for the wor...more
Summary: Recommended as a compact, cornucopia of ideas for busy entrepreneurs looking for a readable, actionable collection of marketing insights, anecdotes, and inspiration. Not much new here (and actually, that's the genius of it).

This review is about the reason why you will (begrudgingly) trust Godin to school you on marketing: Seth Godin is a marketer successfully selling a book about authentic marketing. Haters, our red flags raise: if we admit that we've liked the book, or even purchased...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
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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
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“When Pat Holt strings together a list of words not to overuse—“Actually, totally, absolutely, completely, continually, constantly, continuously, literally, really, unfortunately, ironically, incredibly, hopefully, finally”—she’s not being a stickler for formality and grammar. Instead she’s reminding us that words matter, that poor word use is just a red flag for someone who wants to ignore you.” 0 likes
“All marketers are storytellers. Only the losers are liars.” 0 likes
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