All Marketers Are Liars

The Power of Telling Authentic Stories in a Low-Trust World

By: Seth Godin

Narrated by: Seth Godin

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.

Rivetting Listen - highly thought provoking

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.

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.

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

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

Insightful

In a time where it is important to realize how people make their decisions, this book is essential for ones personal toolbox!