All Marketers Are Liars

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

By: Seth Godin

Narrated by: Seth Godin

Length: 4 hrs and 17 mins

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.

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.

Remarkable

The author unlocks a new way to approach your marketing strategy.
Very useful for marketing students and marketing professionals.

I liked it :)

Yet another good book from seth godin. there are bits and pieces from this book, that helped me a lot in my daily work-life. thank you!

Marketing must read

Struggling to find your niche messaging? This book gives great insight into how to tap into your audience, and gives you confidence to be bold.

Very insightful

My first Seth Godin. Overall great information! Makes me want to pickup and read his other books.

Great narration by Seth. Very well paced.

Excellent will now go read the rest of his books

Came across Seth on a Podcast. He was interviewed and I was entranced. Will now go read the rest of his books.

dont be offended

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.

Another great book from Seth Godin

Like the way he discusses the importance of marketing having to match the worldview of its customers and framing a story around it.

great material but could be organized better

my main complaint is that the book is not organized into chapters. this often made it hard to go back to listen to a specific part again.

More useful advice

Some of the most practical advice I've ever heard regarding cognitive frames. Pay attention to their existence or ignore them at your peril.