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All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Download Ebook All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
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Audible Audiobook
Listening Length: 4 hours and 17 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Audible Studios
Audible.com Release Date: May 25, 2005
Whispersync for Voice: Ready
Language: English, English
ASIN: B0009WF9EG
Amazon Best Sellers Rank:
I always learn something valuable from Seth Godin and am a huge fan. This book is another classic of straight-forward, no-nonsense, practical marketing advice and insights from a master. It's also full of Godin's quirky humor, which helps to soften the blow of finding out some of those cherished beliefs are unfortunately pure nonsense.
I'm almost halfway through the book but I can't read it anymore b/c his writing style makes it hard to comprehend the ideas as you're reading.The books starts out with a few main points: different people share a "worldview"- find a common worldview and figure out how to reach that group (and sell to them) by telling them a "story". The "story" consists of lies that people who share that worldview tell themselves to feel comfortable in the world. For instance - "food products labeled as organic help me live longer"... Its not necessarily a lie but its a view shared by many people who value their longevity (a shared worldview)... And that group of people will believe it whether or not organic-labelled food will actually help them live longer.I've simplified his main idea, I think, and I didn't do it very well... that IS his main idea though. Its simple... pretty brilliant. However, the first 30 pages in the book tells it all, I believe. I don't think its necessary to read the rest... about halfway through the book, I'm finding some repetition of the main ideas...Additionally, I'm having trouble getting through the rest of his book b/c of his writing style... its somewhat "conversational". He writes as if he is talking to a live audience. Which is fine... if you hear a speech, it is easy to follow the speakers line of though because lack of phrases and complete sentences are compensated by tone of voice and voice pitch. Its okay to be grammatically informal if you're talking aloud to someone else - rises and falls in the voice, emotion, even facial expression, help you follow the ideas. But on paper, I'm finding this way of writing hard to follow. His ideas are already somewhat complex and need a lot of explanation... so the writing style makes it harder to understand...Reading this book is exhausting. I don't look forward to reading the rest.
It's a must read book for every marketer and every consumer. Marketers might be able to improve their performance, and consumer will understand why they do (and buy) what they do (and buy).Extremely significant is Godin's definition of the "great story.""... A Great story is true.""Great Stories make a promise."Great stories are trusted."and"Great stories are subtle..."These four sentences define the scope. It' s not easy to reach by any marketer. And, consumers need to understand their own behavior better to "... Know Your (their) power." If consumers "demand" that marketers align their products with worthy goals, the world can move toward a better direction very quickly.I wished more marketers would read Godin's warning"It seems like an easy out. Figure out some internally approved story that you can trot out to the sales force and use in a magazine ad, and you're set.Actually, if you do that, you're dead..."I am always baffled how many stories which are trying to sell an expensive program begin with the story of some character, who is completely broke and has also maxed out his credit cards, but THEN borrows money to buy this program and ends up being a millionaire twelve months later. Ha!Godin offers hundreds of interesting example, each one with valuable information whether you work in the particular industry or buy these products, or not. Marketing today is an ever more rapidly evolving process, and good marketing people learn cross industries. Even Steve Jobs learned from Nike.Finally, Godin hones down on what every consumer should think about before swiping the card: "The lie a consumer tells himself is the nucleus in the center of any successful marketing effort."This book is highly recommended. In fact, it should be a must-read book for any HS-senior, to be read again five years later.Gisela Hausmann, author of the "naked (meaning no-fluff) books
This was a quick and insightful read! In typical Godin writing style, he explains through example and storytelling how the business situations of today are asking not for commoditization and efficiency, but depth and personalization. Customers need a story to tell themselves in order to spend more on a product that is likely available cheaper somewhere else. Although I agree with many critiques noting that Godin's ideas may not be new in the business world, his delivery provides a much richer experience in learning about them than any textbook or MBA course likely would.If you have a background in business, it likely that you will find this less than exemplary in relevant information. If you are new to business and marketing, this is a great way to introduce and start thinking around the topics in creative ways.
After reading many marketing books and teaching the subject, I would recommend this book to non-marketers who want to understand a framework for marketing. This book is pretty much written in a way that the book actually talks about. And that is consumers understand things in the worldview in which they reside. This book communicates that message to a person whose worldview is outside of marketing. For a person who teaches the subject, I have found some use to communicate it to my students as a bases for marketing, but as far as in-depth marketing treasures, this book comes up a little flat. I always look for examples to share with my students, and I really didn't find anything in this book that isn't already covered by other authors. Seth Godin does write well and builds an incredible case for transparency, but he talks of a subject that is more common sense than enriching.
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