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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - and Why Authenticity Is the Best Marketing of All
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All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - and Why Authenticity Is the Best Marketing of All

3.90  ·  Rating details ·  12,393 ratings  ·  456 reviews
Seth Godin’s three essential questions for every marketer:
“What’s your story?”
“Will the people who need to hear this story believe it?”
“Is it true?”

All marketers tell stories. 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 is vastly superior to a $36,000 Volkswagen that’s virtual/>
Hardcover, 220 pages
Published November 12th 2009 by Portfolio (first published 2005)
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Average rating 3.90  · 
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 ·  12,393 ratings  ·  456 reviews

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Start your review of All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - and Why Authenticity Is the Best Marketing of All
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 stor
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
Oct 12, 2012 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
Aug 18, 2008 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.
Mar 12, 2018 rated it really liked it  ·  review of another edition
I must confess that I find Godin's rah-rah manifesto-style delivery very endearing. But I also can clearly see why some may feel underwhelmed by this book. There is no 'on this side ... but on the other side' business. Just a raw, emotive but yet perceptive and inspiring speil.

Punchline: customers don't buy products anymore - the buy a story behind them. Therefore successful business/marketing of the future will become better storytellers (or cease to succeed). Could this be delivere
Nataliya Stelmakh
Genius read for all entrepreneurs & start upers. "Sushi tastes better if the chef is Japanese". Don't satisfy customer's needs, create wants. Puma is not selling you product quality/functionality, rather how they make you feel in Pumas. Great product story makes a promise of a safety, feeling beautiful/fit/more popular/loved/smart. It takes a group of people to fall in love with the story of your brand & for them to start spreading the word. Not the brand is doing the marketing, your cus ...more
Tanya Tosheva
Jan 16, 2016 rated it did not like it  ·  review of another edition
Shelves: dropped
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.
Asma Afreen
Oct 12, 2013 rated it really liked it  ·  review of another edition
Shelves: favorites, marketing
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 all a
Oct 03, 2012 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,
Ostap Andrusiv
Oct 21, 2017 rated it it was amazing  ·  review of another edition
1) We buy stories, not features.
2) Word of mouth marketing is still the best marketing possible.
3) "Reframe it, till you make it :D"

While listening to the book I definitely started listening to radio/online ads more carefully trying to understand, why did the person say the phrase in that way. My friends and I organize a conference as a hobby and I started thinking about our conference in terms of the story people experience, rather than just a conference with speakers th
Feb 28, 2018 rated it it was amazing  ·  review of another edition
This is a gem of a book. It discusses marketing concepts that are extremely relevant in today's world.It is a must read for marketers, product managers and entrepreneurs. It gives an in depth understanding of what the consumer thinks and how one can sell him anything if he knows the worldview the consumer represents.
May 30, 2013 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
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 p
Nov 09, 2015 rated it it was amazing  ·  review of another edition
Shelves: 2015
It's actually funny that this book about marketing actually can help you in...writing. Yes, that's the "Authentic Stories" part.

Also, it has a very good approach to marketing, different from the spam or other bothersome ad that actually pushes people away. Really good thoughts on people's worldview as well.

Last, never hurts to understand some facets of business.
Shhhhh Ahhhhh
Apr 09, 2018 rated it it was amazing  ·  review of another edition
Fantastic book. Resonates well with Influence Without Authority. The big points here are that everyone should be marketing to the worldview people have, not trying to change people's worldview to fit what's being sold, and then to follow through on what's been guaranteed through that advertising. Everything else is essentially a case study. Godin goes into detail describing the difference between our worldviews and actual reality and how that difference can be maliciously or positively exploited ...more
Priya Rainelle
Jan 23, 2019 rated it really liked it  ·  review of another edition
This was a perfect supplement to “The Purple Cow”, another book by Seth Godin. I think his approach to marketing is useful for entrepreneurs in today’s consumer economy where there sheer volume of choice in just about any industry makes it difficult to successfully compete using traditional tactics. A good product has a good story: a story that is believable even after the experience, and has to be told over and over again.
Kwang Wei Long
Apr 23, 2017 rated it it was amazing  ·  review of another edition
Interesting takes and insights on marketing in the social media driven world.
Seth really had marketing down to a science.
Taking a storytelling view to influence a small group who will then take it mainstream.
This book will teach you how to market your product successfully in the digital era.
Shirah nealy
Sep 24, 2018 rated it really liked it  ·  review of another edition
funny and true!
Oct 31, 2018 rated it really liked it  ·  review of another edition
Read marketing books.
Start saying"storytelling."
A free MBA.
Apr 06, 2019 rated it really liked it  ·  review of another edition
Great again by Seth Godin.
Kym Hamer
I expected to be WOW-ed but after closing the last page I'm feeling a bit non-plussed about the whole thing.

Must be my world-view. 3-stars.
Apr 03, 2018 rated it it was amazing  ·  review of another edition
Always an inspiring stories and insight from Seth.
Learning to story tell and convey message and communicate will bring us very far ahead.

Might focus on learning some of this skill and build up my story bank.
Anything that I do might resonate with the receivers viewpoint.
Hope Eifert
Aug 12, 2018 rated it liked it  ·  review of another edition
Shelves: 2018
Had some great concepts, but felt scattered. Recently read Purple Cow, also by Seth Godin, and way preferred it!
Bob H
Jan 23, 2017 rated it did not like it  ·  review of another edition
This was a very hard book to read. Super toned down and it felt as if it lacked actual insights about marketing.
Chad Warner
Aug 01, 2015 rated it really liked it
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
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 the edges to get people excite
Tom Franklin
Aug 18, 2012 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 se
Amanda Mitchell
Mar 19, 2015 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
Feb 02, 2013 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 18, 2008 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
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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
“We drink the can, not the beverage.” 7 likes
“We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.” 5 likes
More quotes…