Chad Warner's Reviews > All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - and Why Authenticity Is the Best Marketing of All

All Marketers Are Liars by Seth Godin
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really liked it
bookshelves: business, non-fiction, marketing
Recommended to Chad by: Nick Defoe
Recommended for: markers, business owners

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 product or service.

Your story is your product. People want to know it. Make it consistent and authentic. Frame it in terms of the worldview of the person you’re telling the story to (marketing to). Live it out loud. Support it with every action you take, and your packaging, ads, customer service, etc. Don’t worry about those who don’t want to hear it. Tell it to those who will listen, believe, and tell their friends.

When people expect a certain outcome, their brains filter their experience to match. “People tell themselves stories and then work hard to make them true.” For example, at a raved-about restaurant, people remember the good and forget the bad.

“The story is what people set out to buy.” “Lies satisfy our desires. It’s the story, not the good or the service that you actually sell, that pleases the consumer.” “Nobody buys pure design … They buy the way the process makes them feel.”

"Stories (not ideas, not features, not benefits) spread from person-to-person.”

“The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.”

Their Worldview
Find a shared worldview and frame a story around that view.

Don’t try to change someone’s worldview. Don’t try to use the facts to prove your case.

Instead of targeting niches, target the much bigger opportunity: overlooked big markets comprised of people with complementary worldviews.

“It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.” “They can turn a small market into a cult, into a movement and then a trend, and finally into a mass market.” Seek out early adopters (those who want to try new stuff), persuade some that you’ve found “the answer” they’re seeking. "You succeed by being an extremist in your storytelling, then gracefully moving your product or service to the middle so it becomes more palatable to audiences that are persuaded by their friends, not by you.”

Marketers succeed by creating an emotional want, not by filling a simple need.

In marketing, "you have to hint at the facts, not announce them. You cannot prove your way into a sale - you gain a customer when the customer proves to herself that you’re a good choice."

Tell a different story than your competitors. “Persuade those listening that your story is more important than the story they currently believe.” Tell a story that’s different in kind, not in degree.

The only stories that spread are the remarkable ones; the “I can’t believe that!” stories.
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Reading Progress

Started Reading
July 21, 2015 – Finished Reading
August 1, 2015 – Shelved
August 1, 2015 – Shelved as: business
August 1, 2015 – Shelved as: non-fiction
November 17, 2016 – Shelved as: marketing

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message 1: by Nick (new) - rated it 4 stars

Nick Thank you for the wonderful review!

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