- Explore more great deals on thousands of titles in our Deals in Books store.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your email address or mobile phone number.
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World Hardcover – Bargain Price, May 19, 2005
|New from||Used from|
See the Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.
Customers Who Bought This Item Also Bought
Special Offers and Product Promotions
From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
About the Author
More About the Author
His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.
His book Linchpin came out in 2008 and was the fastest selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.
Since Linchpin, Godin has published two more books, Poke the Box and We Are All Weird, through his Domino Project. He followed these with The Icarus Deception via Kickstarter, which reached its goal in less than three hours. Joined by Watcha Gonna Do With That Duck and V is for Vulnerable, those books are now widely available. In late 2014, he announced his latest, What To Do When It's Your Turn, sold directly from his website.
In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.
You can find every single possible detail that anyone could ever want to know at sethgodin.com
Top Customer Reviews
Well, if it is such Seth, then surely You aren't the first marketer to spot this. Therefore, Seth Godin shouldn't take credit for revealing some of the powers of storytelling in marketing.
Other authors were there long before him (e.g. Laurence Vincent, John Simmons, Steve Denning, Christopher Locke, Dave Snowden), who managed to go deeper and further. Mind you though that their individual approaches are very different.
Much of what Godin calls storytelling are simply elements of marketing strategy (already well know to marketers) presented here in a new wrapping called "storytelling". But just because you say so, that doesn't make it so!
Where he writes "You can't out-Amazon Amazon" and "Make your story stand out from the competition", he is simply describing the importance of positioning, and similarly it isn't 'Rocket Science' when he says "Cheap is not marketing". Rather it is leaning up against men like Michael Porter who have been discussing the inherent dangers of price competition for decades.
He does however practice what he preaches. He tells a story that his customers want to believe. It is a pleasant though that success can be achieved simply by telling cute little stories. It is however not as simple as this, which is why I suggest you explore other authors too (See above).
A point I fully agree on is that: "You must aggressively go to the edges and tell a story that only you could tell." However, I don't feel that Godin has followed his own gospel in this case. The story he tells in "All Marketers are Liars" has to a wide extent already been told by a number of other skilful authors.
He still gets 3 stars from me, because I welcome any additions to the body of knowledge available about storytelling in marketing. I believe it is a powerful tool, and it deserves wider recognition.
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.
1. Competitive advantages are becoming too complex too formulate in a one sentence positioning statement and people need stories to make sense of what a company is all about.
2. Stories are what makes people (irrationally) believe that some products are superior to other products. This is why people sincerely believe that a 80 000 dollar Porsche Cayenne is superior to the 36 000 dollar Volkswagen Touareg, despite the fact that they are basically the same part. We buy stories, not products.
3. Stories are what we tell other people and stories are thus what a savvy WOM enlighted marketer should aim for to maximize marketing (mainly WOM) efficiency.
4. To be effective, stories must fit the existing worldview of the target group. If it doesn't, don't try to change their worldview (because people can't be changed), change target group.
5. To break through the info clutter, one must "frame" the story in a way that makes sense to people.
The first point I buy completely. It is obviously very inspired by Malcolm Gladwell's Blink, but still worth pointing out in a marketing context (to be fair, Godin does give Gladwell some credit). The second point is nothing new at all. The use of stories is just basic branding, slightly adjusted. Regarding stories increasing the efficiency of WOM I think it's absolutely true. However, it's not like it hasn't been said before, only using different terminology (even Godin himself in "Ideavirus").Read more ›
Most Recent Customer Reviews
Thanks Seth for telling me what I need to know about marketing in this life. This book is a must read for any serious marketer.Published 1 month ago by Amazon Customer
How to stand out of the crowd and why you should do so. Don’t sit on the fence, be remarkablePublished 2 months ago by Greg Silas
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... Read morePublished 3 months ago by S. E. Jarvis
You get the point about 1/3 into the book and then the same points keep being made.Published 3 months ago by Corey B.
Easy read but I feel there was no substance to the book. He simply just referred back to the title that stories are the way to go and liars are eventually caught or lose their... Read morePublished 4 months ago by Dija
I felt myself saying: "Land". As I read the book.. What I did take from it though, is to find what people are thinking and the support that thought with your marketing. Read morePublished 4 months ago by Christian U Unogu