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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

Average Customer Rating

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Performance
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  •  
    Bernardo Mexico DF, Mexico 12-01-10
    Bernardo Mexico DF, Mexico 12-01-10
    ratings
    REVIEWS
    24
    3
    Overall
    "A book that will open your eyes"


    It doesn't matter if you're a buyer or a seller, you will never be able to see a product the same way.

    0 of 0 people found this review helpful
  •  
    Ross Quintana Spokane, WA USA 10-04-10
    Ross Quintana Spokane, WA USA 10-04-10 Listener Since 2010
    HELPFUL VOTES
    1
    ratings
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    "Seth Reveals the Underbelly of Marketing"

    Seth Godin once again examines the underlying reality that affects all marketing. In this book he focuses on the stories we tell and the stories that people tell themselves about the products and marketing they come across. Great topic that is profound enough to have deep implications on how you market your products or services if you understand it. Great Job, Seth is a very aware of the mechanics of how marketing works. Highly recommended. I also recommend "Made to Stick" by Chip and Dan Heath, they touch on the power of storytelling also.

    0 of 0 people found this review helpful
  •  
    Michael Costa Mesa, CA, USA 12-23-05
    Michael Costa Mesa, CA, USA 12-23-05 Member Since 2015
    HELPFUL VOTES
    5
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    112
    4
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    "Interesting"

    I found the most interesting part of the audiobook were the anecdotes that Seth Godin tells about real-life companies. The Riedel wine glass story that opens the book is hilarious. As a marketer, I learned a lot from this book, even if it was, at times, a little dry.

    1 of 2 people found this review helpful
  •  
    Scott Calgary, Alberta, Canada 10-19-05
    Scott Calgary, Alberta, Canada 10-19-05
    ratings
    REVIEWS
    1
    1
    Overall
    "a fresh look..."

    I really liked the message, the honest, the relevance and the practicality. This is my first exposure to Seth Godin and I'm very impressed with what I heard. I work in a commodity business as a marketer and I'm eager to try some of the things Seth has suggested. In addition, I'm ready for the next Godin book.

    0 of 0 people found this review helpful
  •  
    Madalin Boston, MA, USA 06-03-06
    Madalin Boston, MA, USA 06-03-06
    HELPFUL VOTES
    7
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    "All Marketers are Liars"

    Mind blowind. As a CEO I found it VERY usefull and it gave me some good ideeas.
    A must read/listen :)
    Enjoy

    4 of 9 people found this review helpful
  •  
    American Farmington, UT, United States 10-09-05
    American Farmington, UT, United States 10-09-05 Member Since 2014
    HELPFUL VOTES
    9
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    4
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    "Bottom of the barrell"

    When the author is so egotistical that he has to read his own work you know you've made a purchasing mistake. If you can understand his slured words and make it past his "toung too big for mouth" way of speech, you will find that Seth Godin wastes this book (and your time) to push his political views of the world. By the end of the book you all you really learn is he doesn't like Bush, wants Hillary to win in '08 and basically has nothing new to say about marketing (but must have needed some money so he wrote another book anyway). He may have done well with "purple cow" but is now just trying to ride the wave as long as he can. Seth, it's about to crush you. No one should have to sit through the agonizing self indulging hours of this book. It will do you no good to listen to this book. Buy something else that will be of better use to you in business and personal growth.

    9 of 21 people found this review helpful
  •  
    Amazon Customer Phoenix, AZ USA 08-31-08
    Amazon Customer Phoenix, AZ USA 08-31-08 Member Since 2013
    HELPFUL VOTES
    31
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    "A must read/listen for marketers"

    This and The Purple Cow are MUST reads/listens to every serious marketer and entrepreneur.

    2 of 5 people found this review helpful
  •  
    L. Thorne Culver City, CA, USA 04-08-07
    L. Thorne Culver City, CA, USA 04-08-07 Member Since 2014
    HELPFUL VOTES
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    "full of it"

    I couldn't stand to listen to it, this man was so full of "it" and of himself.

    7 of 17 people found this review helpful
  •  
    Dallas Mount Airy, NC, United States 07-14-05
    Dallas Mount Airy, NC, United States 07-14-05 Member Since 2001
    HELPFUL VOTES
    33
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    "Good concepts, poor focus"

    I bought this book expecting some insights into marketing and at first it seemed to be delivering until the author got on his liberal soapbox and started preaching. I didn't necessarily disagree with everything he said it just wasn't the correct venue for this dialogue

    7 of 18 people found this review helpful
  •  
    David Lockport, IL, USA 04-04-06
    David Lockport, IL, USA 04-04-06
    HELPFUL VOTES
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    "BORING!"

    I'm sorry, but I found this whole book extremely boring and dry. I run a small business and Seth claims that his book is geared towards companies large and small. WRONG! I could've summed up the book in a paragraph.

    I guess I've gotten used to reading books by direct marketers who apply their techniques in the real world to increase sales. I'm not sure who exactly would find value in this book unless you are running the ad dept. at some big fortune 500 company. Branding is out by the way.

    3 of 9 people found this review helpful
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  • Gavin
    DublinIreland
    10/24/09
    Overall
    "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.

    1 of 1 people found this review helpful
  • Mr.Ian
    1/21/15
    Overall
    Performance
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    "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!

    0 of 0 people found this review helpful
  • Colin
    London, United Kingdom
    1/17/15
    Overall
    Performance
    Story
    "eye opener"

    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.

    0 of 0 people found this review helpful
  • Jingfang
    SLOUGH, United Kingdom
    4/24/13
    Overall
    "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.

    0 of 0 people found this review helpful

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