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

Portfolio Hardcover, 2005 - 208 pages

average customer review:based on 92 reviews
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   highly recommended  highly recommended






More insight from the Patrick Henry of the grassroots marketing revolution

The title is just messing with your head - but what really messes with your head is the premise of the book. Godin states that the real "liars" are the consumers. They are liars because of the stories that they tell themselves when making a purchase. The marketer is responsible for making sure his story matches the story of his target audience. The marketer is only a liar if he tells a false story to trick the audience.

What's funny is that the book is not really about lying. It is about being transparent and authentic and not trying to trick your prospects into buying from you.

This is a must read for not just marketing communication people, but also professional salespeople.



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Worldview accomplished

As the the author anticipated in the book, this book has created for me a new worldview on marketing.









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an authentic story about marketing

This book can be summed up by the last few paragraphs at the end of the book. In particular, "You must have a consistent, authentic story that is framed in terms of the worldview of the person you're telling the story to."

Marketers in just about every industry need to pay attention to this wisdom, and start telling stories that their target audiences want to hear. Coming from high-tech, I have seen over and over again the pitch of product features and functionality where, instead, they should be talking about the business need, and how the product will satisfy that need.

Seth Godin has again come up with a masterful book that picks apart accepted business norms, pointing out where most businesses need to make a change.

This book goes hand in hand with Malcolm Gladwell's book, Blink.


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Seth Godin Keeps Glenwood 8th Graders Begging for More!


You're going to like today's review not because of the review but because of the book I'm going to tell you about. Are you looking for a book that tells it like it is, reveals amazing insight and at the same time re-Educates you on what the real objective of marketing is about? Have you under valued or under estimated the power of authentic story telling?...then you've found your break through as I did in Seth Godin's "All Marketers Are Liars".

SETH COMMUNICATES FOR ALL TO HEAR...
The ease of Seth's communication style is so down to earth that I've been doing very indepth presentations to 8th grade Glenwood students on the book. Guess what? They Love it! That's right 8th graders digging Seth Godin's book on marketing is quite impressive.

HIS IDEAS ARE CLEAR & TO THE POINT
I believe this points to the simple power of Seth's ability to communicate clear ideas and paradigms concerning how small businesses and corporations need to approach the marketing of their ideas. Learning how to really become a master story teller is important and revealed in this book.

DO YOU NEED TO COMMUNICATE A STRONG MARKETING STORY WITH AUTHENTICITY?
If you do then understanding the depth of your consumers Worldview and how to frame that story to appeal to your clients is crucial to your success in the business world. Seth shows you how to understand people's worldviews and how to respect that consumers do not have a generic point of view. He goes into the details of how to understand what a Worldview is. Presents to us how to recoginze how to accept the conclusion that we all have a different worldview. This seems to be a problem that most people fail to consider when they are marketing to consumers. Eventually by studying the entire book you will learn how to bring your product or service into the market place in clear and meaningful ways that will make your customer want what you've got. I'm using the ideas from this book and it's making a tremendous difference in how I approach the advertising and marketing plan.

SIMPLE ENOUGH FOR 8TH GRADERS TO GRASP
Futhermore if it's simple enough for 8th graders to grasp in a 40 minute presentation then you'll have fun learning to use these concepts on your next stratgic marketing endeavour. I've been spending 2 hours and 40 minutes a week sharing the concepts in this book and these kids are begging for more. They hate for me to put the book down and I've assured them that mastering the ideas in this book will guarantee that none of them would be left behind.

As I've always said please don't take my word for what I'm sharing here today. My reputation and the endorsements I've gained are far more important for me to maintain then telling you some crazy lie about a book by a man whose reptuation in the industry is well respected. Get the book, read it for yourself and watch your product/service launch take on a whole new perspective. Hope you enjoyed this review because I love the book. Is there anything else I can do for you?

Your Servant,

Deremiah, *CPE (Customer Passion Evangelist)


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I light shade of purple

For some unknown reason my copy of Liars had been gathering dust on the shelf for quite some time and I decided to read it on a train ride to Stockholm yesterday. The book is about how (and why) to use stories to further your company's/organization's/your own objectives. The main thesis' of the books are:

1. Competitive advantages are becoming too complex too formulate in a one sentence positioning statement and people need stories to make sense of what a company is all about.
2. Stories are what makes people (irrationally) believe that some products are superior to other products. This is why people sincerely believe that a 80 000 dollar Porsche Cayenne is superior to the 36 000 dollar Volkswagen Touareg, despite the fact that they are basically the same part. We buy stories, not products.
3. Stories are what we tell other people and stories are thus what a savvy WOM enlighted marketer should aim for to maximize marketing (mainly WOM) efficiency.
4. To be effective, stories must fit the existing worldview of the target group. If it doesn't, don't try to change their worldview (because people can't be changed), change target group.
5. To break through the info clutter, one must "frame" the story in a way that makes sense to people.

The first point I buy completely. It is obviously very inspired by Malcolm Gladwell's Blink, but still worth pointing out in a marketing context (to be fair, Godin does give Gladwell some credit). The second point is nothing new at all. The use of stories is just basic branding, slightly adjusted. Regarding stories increasing the efficiency of WOM I think it's absolutely true. However, it's not like it hasn't been said before, only using different terminology (even Godin himself in "Ideavirus"). Number four and five are quite obvious if you've read some consumer behaviour, however I don't agree. The thing that I remember best from Blink was the case study of Herman Millers Aeron chair. It took a couple of years for it to become the best selling office chair of all time. It didn't do this by meeting people's existing worldview on what an office chair was all about. People hated it at first sight. But Herman Miller believed in Aeron and when people got used to the ground breaking design, it redefined how an office chair should be evaluated. The main point about Blink (for me) wasn't that people make snap judgements and use intution. That's hardly news to anyone. The most interesting part is that you can actually change what people believe. And that's good news, now isn't it?

I understand why Godin writes what he does; a lot of neomarketing lit. is critized for not being practical enough. People want books like "Ten things that guarantee you instant success within (enter industry here)". And it is a realistic goal for most companies to get their story straight, find a group that might believe it and tell it ("frame" it) in a way that they'll understand. But to be honest, it's just a slight improvement over the classic approach: build a decent product, select a target market with a high likelyhood of adoption and communicate in terms that they'll understand. Boring. And actually kind of ironic (or a big conspiracy maybe?) since what he does is finding a new frame (WOM is all the rage now and books about that will break though the clutter) to an existing worldview and communicating the idea to a partially new target. I like the fact that he points out how product development WOM and sales are all interrelated but to give him credit for this is kind of like saying that Newton for "invented" gravity.

From a marketing stand point that Godin wants to buy books it's all very clever, indeed (and hardly a coincidence no?). But I don't like it. I think that the winners of tomorrow are those standing out by making a really, really, really awesome product. The crazy ones. The misfits. The round pegs in the square holes. Those who see a work of art when other people see a blank canvas. Think different. Go for broke. Revolutionize. Re-define. Re-imagine. Remarkabalize. Think it. Test it. Try it. Do it. Impossible is nothing.


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reviews: 1, 2, 3, 4, 5, 6, 7, page 8, 9, 10, 11, 12, 13, 14, 15, 16, 17



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