All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World

What a great book. I turned down 10 pages in this 220 page book. In an age of affluence, satisfying basic needs is rarely enough anymore. More buying comes down to the story you tell. I like the points Godin makes about the awesome power of marketing - it is a power that can be used for good or ill. How do you know if the story you're telling is a good one? Two questions: would the consumer still be happy with the outcome if they knew everything you know? Second, does the story make the experience better?

I had the opportunity to work with Seth for a day years ago. His mind works as fast as you think. It is a little like being on a very fast ride with no seat belts. All Marketers is one of Seth's best books if you manage web sites as I do. Story is critical to online success in Web 2.0. Voice creation, if you've ever tried it, can be hard. Liars helps flatten and demystify creating compelling stories. Seth's point that we marketers are all story tellers is an undeniably true statement. He follows truth with helpful hints. One of Martin's Top Ten Web Marketing books (LOL).

I like the way Seth thinks (about marketing), but strongly dislike his smug leftist-liberal attitude and "worldview" when it comes to politics. He needs to check the attitude at the front book cover for the next one he writes or (in my ever-so-humble opinion) risk loosing readers. Like me. The only reason I picked this up is because the local Penguin distribution center was having a sale and I got it for $2. Nevertheless, I'm glad I picked it up. It's a good read.

In this book Seth brings together a number of concepts that at some level good marketers know instinctively. But he puts words to it--gives form to all those hunches/gut feels that we have. In a nutshell, his thesis is this: people have a worldview, a way of thinking about the show more events and people around them, and they don't like to admit their view may be wrong or slightly out-of-kilter with reality. And so they look for and endorse people, ideas, things that validate their worldview. True enough. He also advocates positioning or "serving up" stories that cater to those worldviews...as long as those stories are true to the worldview and to "truth" or "reality". In other words, it's OK to embellish, to present something in a certain light--especially if it fits with the worldview. But it's not OK to patently lie.

There's a fine line in there somewhere about just who's truth is real truth. But frankly, it all depends on your worldview! And what you consider truth. Or whether or not you even think there IS such a thing as truth. Oh my, my head is starting to ache.

This gets a "recommended read" from me. I like most things Seth writes. I just don't like the attitude. show less

This book is great not only for marketers, but for people wrt large. It gives a nuanced, unique view of how to market to the public.

Good for for thought regarding marketing as story-telling and lots of entertainment value.

Seth Godin crystallizes current notions of why we buy things, reviews the importance of marketing in life and gives examples of what makes for quality storytelling which is how he defines marketing today.
All in a light, easy-to-read writing style.

Great book which explains how marketing really works and how to tell stories propertly.