Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.
This is a book about doing what consumers demand; painting vivid pictures that they choose to believe. Every organization, from nonprofits to car companies, from political campaigns to wineglass blowers, must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers and Marlboro.
This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
©2005 Seth Godin; (P)2005 Audible, Inc.
It seems some people were offended by the message of this program. Probably because the book exposes how a good story can make you really believe and commit to something whether the story is true or not. The book says that once we decide to believe a story that our brains will do anything to continue to believe it. The book goes on with examples of how and why stories have worked and spread. I have a feeling that the low scoring people were somehow offended due to their own personal beliefs that Seth must have commented on. I only give it a four because its not a complete marketing program. The message is excellent and very revealing.
We own the oldest advertising firm in our market. This book is so good that we are thinking about giving it as a gift to our clients at the end of the year.
This is a must be read before writing your next marketing plan or investing in any marketing activities. With this simple, practical wisdom you will gain greater results.
Seth has presented a clear, coherent definition of the core of what marketing is all about. All great marketing is based on the principle Seth explains with such clarity and simplicity: telling stories.
There is no preaching in this book. It is a story about marketing. All good stories comes from the heart. As Seth explains your story in all your marketing must be authentic. Hearing Seth tell his story about marketing you realise just how much he understands the importance of the subject to all marketers. When people express things with such authenticity it can easily be misread as preaching.
A good companion to fully understanding this very important basis of marketing in greater detail I would suggest you also listen to, "The 4 Agreements" by Don Miguel Ruiz also available here at Audible.
Another Audible book that touches on this subject, and is fiction, is "Ishmael: An Adventure of the Mind and Spirit" by Daniel Quinn
Interesting book. For me, it basically just emphasized the importance of story telling and how the story needs to be consistent to the company's product/service, vision, mission and core values.
Seth offers some very useful insight into what works in marketing communications today and offers some good advice for getting customers to notice your product. It's all about experience and what they believe, not truth or facts or features and benefits. I've used his ideas successfully to structure some recent marketing campaigns.
I'm on the third listen of this, and I'd imagine I'll listen to it a few more times to internalize the depth of what he is saying. As a dyed in the wool conservative, Seth really does show his colors, but also gives credit where credit is due, for both parties. In fact, I found them very relevant and helpful in a modern context of how to "tell a story".
he goes through the early days, to the "golden age" of marketing, and the modern changes and power of marketing and "telling a story".
I'm ordering the rest of his books. It's changed my mindset about marketing. This audiobook spawned what I think are going to be very profitable ideas and approaches to marketing. Time will tell, but overall a great insight.
I don't read as much as I am read to. I am read to A LOT.
All Marketers Are Liars is great book and definitely worth a listen. Seth's reading style is little dry and mundane, so a voice actor/ professional narrator would have been nice. However, if you have listened to his other stuff and that didn't bother you, this is very much the same. Compared to other choices, I might have held off a bit longer on this one, but it is still a very solid choice overall.
I would definitely say that this book holds true to Seth's series of books, and I would compare it to those first off. It is reminiscent of most business books of the same genre. I would compare it to Good to Great by Jim Collins or maybe The E-Myth Revisited by Michael E. Gerber.
While there are not characters per se, Seth does do a good job in describing people from examples and from real life.
The story that sold a thousands ships.
The information is invaluable. The psychology behind storytelling and how it relates to the sale and perception of products/services should not be missed.
Only downside was hearing Seth "reading" his book - would have loved to hear him deliver it more impromptu. If you can forgive this - the creator of the "Purple Cow" brings a highly provocative and yet totally logical idea. Swap out "Liars" for "Storytellers", and you've got the story line. Have listened to it twice, will listen another couple of times at least and brainstorm further. Very stimulating.
As a master marketer, Seth Godin knows how to hook you, sell you the book, and even make you feel like you learned a lot. However, if you really think about it, the entire book could be condensed to one advice: Tell a story of your product. If it is a good, coherent, unusual story, people will be more likely to buy your product.
The rest is just anecdotes and filling pages. It should have been a 15-min TED talk, not a 7-hour book.
Also, I have an issue with trying to explain all failures and successes by bad/good story. It's Freudism. It's not a testable hypothesis. The Author simply takes any product, and if it was successful, the Author says it was because it had a good story. And if it was a failure, that's because they didn't tell a good story, or told a wrong story. It looks to me like hindsight bias.
So yes, enjoyable to listen. Yes, at least one useful and actionable advice. No, you did not need 7 hours to deliver this message. And no, the explanation for why people pay more for Porshe Cayenne than for VW Touareg is not a very good one. There may be something to it, but there is definitely more going on than just one tells a better story.
"Good for new ideas in Marketing!"
From the title of this book you that Seth Godin is telling you to lie as a marketer but he's not, he's merely telling you to use personal interest stories in your marketing. That testimonials and good stories about the product really do make a difference to your bottom. If you look at story telling throughout time, people always exaggerate and add little bits on but it is these exaggerations and add ons that make a story memorable. Being memorable is what you have to do
The only thing I would take away from this book is that the key ideas are heavily repeated. It is however extremely well written. If you haven't read any new ideas on marketing I would suggest all of Seth Godin's books as a basis and use his recommended reading for further study.
really makes you think. I've enjoyed this book very much. I will be ready other books by this author too.
"Great book, effective ideas"
I'd recommend anyone who wants to grow their business to read / listen to this remarkable book
"Remarkable Seth Godin."
What a fantastic book. Bought on audible so I could listen when travelling and working out. Thank you Seth for writing such an amazing book. Marketing is so simple when you explain it. Too many people make it difficult. Cannot recommend highly enough. BUY THIS BOOK!
a must read for anyone interested in marketing. marketing can have a massive impact on a business and this sets the stage for people within the industry and those who want their business to expand.
"A single-minded idea, a great principle"
Working as a marketeer myself, I find many points raised in this book inspiring and applicable in my daily work. The author touched on many aspects of marketing in an engaging and memorable way. I would say my 'gut instinct' about marketing has been positively strengthened after listening to this book.
In the earlier days Seth wrote good informative content that was useful, over the last few years it's been same old stuff just re done, there are 2 issues I have with this purchase
1 the content is not fresh, inspiring or dynamic, rather is what he has said many times over and over
2 Seth is now well down and unfortunately become victim to arrogance , presumption and a hubris writing style, which I don't like especially when the content is so poor
I really wish I had not bothered buying this audiobook, this book is an example for writing for the sake of writing for a little financial cause u can with little bearing on delivering quality
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