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 (with a New Preface): The Underground Classic That Explains How Marketing Really Works--and Why Authen ticity Is the Best Marketing of All Hardcover – November 12, 2009
|New from||Used from|
Learning Leadership: The Five Fundamentals of Becoming an Exemplary Leader
Improve your leadership skills with this new book from the authors of "The Leadership Challenge." Learn more.
Frequently Bought Together
Customers Who Bought This Item Also Bought
From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
About the Author
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
Seth does a great job of helping us to niche down to a specific market. And then telling a story that appeals to that group. We can't be all things to all people.Published 13 days ago by Michael R. Douglas
I can't get enough of Seth Godin. What an awesome writer. I just purchased my 4th book.Published 1 month ago by Billy Ayala
Seth Godin makes a great work explaining how our minds work in this new era of marketing. Classic advertising is dead and efficient marketing now relies on telling the right story... Read morePublished 1 month ago by Adrien C
Not very clearly written, though have Great respect for Seth Godin!Published 1 month ago by Finestfotos-Richard Barber
This guy trying to come off as a marketing guru with those glasses - it's so cliche. Ironic since he's trying to tell you how to convey unique stories; his own is trite and we can... Read morePublished 2 months ago by mcater21
I have heard much of Seth Godin. I decided to purchase 3 different titles and chose this one to read first.
Honestly ....after finishing it .. Read more