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

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

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 makes it true.
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Publisher's Summary

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 makes it true.

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.

What Members Say

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Performance
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  •  
    Andri Centurion, South Africa 03-02-13
    Andri Centurion, South Africa 03-02-13 Member Since 2007
    HELPFUL VOTES
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    "Adequate but only adequate"
    Would you recommend this book to a friend? Why or why not?

    Only for students.


    Any additional comments?

    The book is a bit basic. Would be helpful for students or beginners.

    Entertaining though and great work by the narrator.

    0 of 0 people found this review helpful
  •  
    Cassandra Fair Oaks Ranch, TX, United States 01-15-13
    Cassandra Fair Oaks Ranch, TX, United States 01-15-13
    ratings
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    1
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    Story
    "Seth is an Icon"
    Where does All Marketers Are Liars rank among all the audiobooks you’ve listened to so far?

    One of the best


    What was one of the most memorable moments of All Marketers Are Liars?

    Seth really breaks down the concept of why people buy.


    If you were to make a film of this book, what would be the tag line be?

    telling stories for avid buyers


    0 of 0 people found this review helpful
  •  
    tonya LOS ANGELES, CA, United States 10-01-12
    tonya LOS ANGELES, CA, United States 10-01-12 Member Since 2011
    HELPFUL VOTES
    5
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    "If you own a business this will save you money"

    The fist listen I heard Blah Blah Blah but I must have heard something because it sank in. The second listen and third made this book so worth it. the book is packed full of ideas and advice and confermations. It scares me how much money I have wasted on advertising. This book exsplains what works and what doesn't. But he exsplains it in a way that it becomes a part of your consciousness so really understand it.

    0 of 0 people found this review helpful
  •  
    Gerald Austin, TX, United States 09-03-12
    Gerald Austin, TX, United States 09-03-12 Member Since 2012
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    "Great perspective, marketing is about storytelling"
    What did you love best about All Marketers Are Liars?

    I like the fact that it looked at human psychology vs. surface trends.


    Who was your favorite character and why?

    N/A


    What does Seth Godin bring to the story that you wouldn’t experience if you just read the book?

    N/A


    Did you have an extreme reaction to this book? Did it make you laugh or cry?

    It made me appreciate marketing's important role in society.


    0 of 0 people found this review helpful
  •  
    Michelle Reisterstown, MD, United States 08-13-12
    Michelle Reisterstown, MD, United States 08-13-12 Member Since 2011
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    2
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    Story
    "Good, but not super"

    The book as a whole is ok, I liked it but others by Seth are better. I bought the book as I was hoping to learn a bit more about "building" your story. I have a story, but at the point of... Now what. This book was true to name, all about the lies and myths in marketing, complete with back up examples... The book isn't about how to lie to customers, but relating your story through other people's world views, whether the lie is wrong or not. If the book was more focused on how to create your own story vs. trying to emphasize you need to have a story that would be great. Additionally, if it were less if you don't lie too much and more on how to be authentic," and more on how how to MARKET IT, then this would be a great book. Just my thoughts though.

    0 of 0 people found this review helpful
  •  
    Scott O. Geist Mansfield, TX United States 07-16-12
    Scott O. Geist Mansfield, TX United States 07-16-12 Member Since 2012

    Ekul

    ratings
    REVIEWS
    2
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    Story
    "Swallowing heard at 20:14 chapter 1"
    Would you say that listening to this book was time well-spent? Why or why not?

    Seth has great advice in this book, however the overall experience was distracted from his pausing and swallowing. Buy the book instead. In a matter of about an hour Seth could have easily edited the audio with freeware or hire an ELance pro to edit the audio for him. This would make the whole "story" more enjoyable.


    What could Seth Godin have done to make this a more enjoyable book for you?

    Use Sound Forge to download free audio editing software and edit out the swallowing. It is completely unprofessional.


    How did the narrator detract from the book?

    Swallowing


    0 of 0 people found this review helpful
  •  
    Brandon FRANKLIN, IN, United States 07-04-12
    Brandon FRANKLIN, IN, United States 07-04-12 Member Since 2011

    An avid learner and therefore, lover of non-fiction works, specifically about business, marketing and sales.

    HELPFUL VOTES
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    "Light on Details but Pretty Good Overall."

    This book reads like an abridged version, as it's quick, light in details and rather short. That being said, the topic doesn't require much detail and perhaps is best delivered like this anyway. While I may argue with a few points in the book based off of my experiences, Seth's insights are pretty sharp and cohesive with his overall marketing vision and well worth the listening. While I wouldn't say I walked away with a ton of insights, I am glad I own this book and listened to it and would recommend it to others. I definitely enjoy the fact that Seth reads his own books and his delivery is superb.

    0 of 0 people found this review helpful
  •  
    Mike Houston, TX, United States 06-11-12
    Mike Houston, TX, United States 06-11-12 Member Since 2012
    HELPFUL VOTES
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    "Worth the time for sure"
    Would you recommend this audiobook to a friend? If so, why?

    This is the 3-4th Godin book I have listened to and gotten something from all of them. I liked this one b/c I push $1000 residential windows in the home. Most people do NOT want the facts, just a good story they can buy into. All marketers need a good story and I learned a lot about that consumers want to buy a story- sometimes any story.
    Get this one if you are in any type of sales.
    I have seen some comments that Godin has a bad reading style but I sure like it. Gotta go spin a yarn for someone...


    0 of 0 people found this review helpful
  •  
    Timothy Arnot, PA, United States 04-16-12
    Timothy Arnot, PA, United States 04-16-12 Member Since 2006
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    "Seth has gotten much better"
    What would have made All Marketers Are Liars better?

    This one was not my favorite of all the Seth Godin's books... but has some nice nuggets. Kind of like listening to early days of a rock band.. they had to start someplace and you can hear the potential. Good warm up for all the good stuff to come.


    Has All Marketers Are Liars turned you off from other books in this genre?

    No will always turn to books like this for inspiration and encouragement


    Would you listen to another book narrated by Seth Godin?

    Yes


    You didn’t love this book... but did it have any redeeming qualities?

    Yes I feel some good thoughts and info


    0 of 0 people found this review helpful
  •  
    Elcione North Charleston, SC, United States 02-13-12
    Elcione North Charleston, SC, United States 02-13-12
    ratings
    REVIEWS
    1
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    Story
    "Good thesis"
    Would you say that listening to this book was time well-spent? Why or why not?

    Yes. The book was not very long and the theory defended by the author was interesting.


    What was the most interesting aspect of this story? The least interesting?

    The fact that people do not have time therefore people need lies to ease their conscious


    Would you listen to another book narrated by Seth Godin?

    Yes. His voice is not the best, but I good marketing for the author and good for us to put a voice to the content.


    Do you think All Marketers Are Liars needs a follow-up book? Why or why not?

    No. The theory is already covered well enough in this book.


    0 of 0 people found this review helpful
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