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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.

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What members say

Average Customer Ratings

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  • Overall
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Eye Opening

Well written! Simple and straightforward concepts. Looking forward to telling My Story. This is a must read for those wishing to break free of mediocrity.



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another gem!

Seth,

I love the views you express in this book. this has been my third listen through and it never gets stale. thank you for putting out this type of content so the marketing world doesn't get to full of themselves.

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Should have been a 15-min TED talk, not a book

What disappointed you about All Marketers Are Liars?

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.

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Great Value

Wow this book is life-changing for a marketer. I plan on listening it again to take notes.

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    5 out of 5 stars

Loved it.

Why Apple became Apple?
About elite marketing, creating story, and make it to spread and sell.

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Timeless information for every marketer

Godin has strongly influenced how I do marketing. The concepts in the book are more than basic and at the same time represent the simple starting point for a successful marketing campaign.

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Seth always delivers!

Even though this book is over 10 years old, it's still relevant and revolutionary. Thanks Seth for all your wisdom!

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Amazing, Insightful and realistic advice

What made the experience of listening to All Marketers Are Liars the most enjoyable?

First I want to say that the other reviews " stating that his voice and narration was awful " is in my humble opinion incorrect. I didn't find anything wrong with his voice or reading. Sure he didn't sound like morgan freeman or something like that but he told an engaging story. I read another review about how he would pause when he read... Come on stop picking everything apart just because. I almost didn't buy this book because of those reviews and I am VERY glad I didn't listen to them. You will love this book if you buy it. Seth is popular for a reason He is a genius on marketing.

What other book might you compare All Marketers Are Liars to and why?

His other books. But in a good way.

What about Seth Godin’s performance did you like?

That is was actually him reading his books. Its much more personal and I like it

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Beyond Insightful

This is one of those rare information pieces that is worthy of in depth study.

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I should have not bought this audiobook

The book has a great title and then author is very well know. But beside that there is not much value delivered trough out the book. It is very basic and it Hardly helps you to go furred with how to help you spread your ideas. I wish the author has woken more on how to help the reader out. If you know absolutely NoThing about marketing then it might help you in some way but if you already have an idea about how to market a product then do not read this book. You already know the content of the book