Seth Godin's three essential questions for every marketer:
"What's you story?"
"Will the people who need to hear this story beleive it?"
"Is it true?"
And if they do it right, we believe them. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtualy the same car. We beleive that wine tastes better in a $20 glass than a $1 glass. We beleive that $125 sneakers make our feet feel better--and look coler--than a $25 brand. And believing it makes it true. Al marketers tel stories
In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and al marketing is about telling stories. Instead, they tell a story--a story we want to believe, whether it's factual or not. As Seth Godin showed in this controversial book, great marketers don't talk about features or even benefits
Marketers succed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our freinds. Think of the Dyson vacum cleaner, or Fiji water or the iPod
But beware: If your storeis are inauthentic, you cross the line from fib to fraud. That's a lesson learned the hard way by telemarketers, cigarete companies, and sleazy politicians. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse
Stories are the only way we know to spread an idea. Marketers didn't invent storyteling. They just perfected it.". As Godin writes, "Stories make it easier to understand the world. But for the rest of us, it's time to embrace the power of the story
EAN: 9781591843030
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Should I buy the All Marketers are Liars (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All?
A Great Marketing Story
Some marketers may be liars; some may be honest; those who are the most successful, combine honesty with a compelling message. That's the secret to a great marketing campaign, and that's why Seth Godin's book is so interesting. He knows how to tell relevent stories which engage the reader; before you know it, you've read this entire book.
The message Godin is delivering is really quite simple. Marketers should have a good story to tell; if it's a good enough story, consumers will repeat it, and that story has now become entrenched in our minds as "reality". Mission accomplished.
Successful marketers understand the importance of creating demand from telling a good story. However, as Godin warns, the stories had better be authentic; consumers in this day and age of social media are quick to spot the phonies. That's good news for the consumers; and should be good news for the creative marketers, who have good stories to tell. That probably explains why Twitter is becoming so popular; people like stories, especially short ones that are confined to 140 characters or less. Cutting to the chase has never been more important than it is today.
It should also be good news for Seth Godin, because his story is authentic, very witty, and most compelling. I highly recommend reading it for yourself; I honestly believe you won't be disappointed.
Seth's Best Book on Marketing
I have been reading Seth's blog for years and have read almost all of his books. I feel that All Marketers are Liars is Godin's manifesto on marketing. After this book, he started to focus more on leadership (Tribes, Linchpin) and less on marketing.
If you want to market your organization well, read this book first. Then read Purple Cow. Then read
Tribes.
This is the book I wish every marketer would read. It is Seth's best book on marketing.
Great book. The word, "liar"--such an impediment
Seth realizes this, but I have such a negative connotation attached to the word "liar" it is hard to get around it. Take the simplest word processing program and substitute "story" for "liar" and I would give it 5 stars (after writing this, I changed my rating to 5 stars)--just like all the rest of his books. In this re-published edition he changed the title, but that WORD with its incumbent connotation continues to appear in the book. It is an excellent book on selling you on the impact and importance of a TRUE (now or later) STORY, because we react emotionally to a well-crafted story. Why he called it a lie...--well, you get the idea.
Subtle book title says it all
The premise of this book is that all marketers need to tell stories that consumers want to believe. Seth maintains there is a fine line between telling an outright lie that sounds really good and telling a good story that's true and believable.
What I especially enjoyed about this book:
**the pertinent real-life examples. Yes, we really believe that wine tastes better in a $20 glass than it does in a $2.00 glass. Kiehl's products have a cult-like following.
**it's not about a products' features and benefits, that's so old-school. It's all about "painting vivid pictures" for consumers.
As usual, Seth doesn't say anything new, but it's how he says it that is so effective.
I highly recommend this book for marketers looking for ways to stand out in the crowd.
Big Fan of Seth Godin
I've been a marketing executive for 17 years and now I'm the biggest fan of Seth Godin. His take on marketing is totally modern and refreshing. I'd only read his blogs so this book was my first published account. He knows where the state of marketing is and how to best capitilize on it. He's also a terrifically funny and observant writer. I'm sold!
