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All Marketers are Liars
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Editorial Reviews
From Publishers Weekly
Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Product Description
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.
Advertising's fundamental theorem-that perception trumps reality-informs this dubious marketing primer. Journalist and marketing guru Godin, author of Purple Cow: Transform Your Business by Being Remarkable, contends that, in an age when consumers are motivated by irrational wants instead of objective needs and "there is almost no connection between what is actually there and what we believe," presenting stolid factual information about a product is a losing strategy. Instead, marketers should tell "great stories" about their products that pander to consumers' self-regard and worldview. Examples include expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary; Baby Einstein videotapes that are "useless for babies but...satisfy a real desire for their parents"; and organic marketing schemes, which amount to "telling ourselves a complex lie about food, the environment and the safety of our families." Because consumers prefer fantasy to the truth, the marketer's duty is to be "authentic" rather than honest, to "live the lie, fully and completely" so that "all the details line up"-that is, to make their falsehoods convincing rather than transparent. Troubled by the cynicism of his own argument, Godin draws a line at deceptions that actually kill people, like marketing infant formula in the Third World, and elaborates a murky distinction between "fibs" that "make the thing itself more effective or enjoyable" and "frauds" that are "solely for the selfish benefit of the marketer." To illustrate his preferred approach to marketing, the author relates a grab bag of case studies, heavy on emotionally compelling pitches and seamless subliminal impressions. Readers will likely find the book's practical advice as rudderless as its ethical principles.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Product Description
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.
Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.
This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers and Marlboro.
This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
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Inside This Book
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First Sentence:
I have no intention of telling you the truth. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
purple cow Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Fox News, Best Buy, Cold Stone, Jackson Diner, Blue Nile, United States, Dave Lennox, General Mills, Georg Riedel, Howard Stern, John Kerry, Crossing the Chasm New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
I have no intention of telling you the truth. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
purple cow Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Fox News, Best Buy, Cold Stone, Jackson Diner, Blue Nile, United States, Dave Lennox, General Mills, Georg Riedel, Howard Stern, John Kerry, Crossing the Chasm New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 6
books:
See all 6 books this book cites
9
books
cite this book:
See all 9 books citing this book
- Crossing the Chasm by Geoffrey A. Moore on page 44, page 52, and page 170
- Secrets of Closing the Sale by Zig Ziglar on page 170
- Secrets of Closing the Sale by Zig Ziglar on page 170
- The Pursuit of Wow! Every Person's Guide to Topsy-Turvy Times by Tom Peters on page 170
- The Republic of Tea: The Story of the Creation of a Business, as Told Through the Personal Letters of Its Founders by Mel Ziegler on page 170
See all 6 books this book cites
- What's Your Story?: Using Stories to Ignite Performance and Be More Successful by Craig Wortmann on 4 pages
- Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers by Robert Scoble on page 32, and page 177
- Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact by Roy A. Young on page 8, and page 185
- Beating the Odds: Poker Strategies for Leading Projects and Winning at Work by John Z. Schroeder in Back Matter
- $100,000+ Career: The New Approach to Networking for Executive Job Change by John Davies in Back Matter
See all 9 books citing this book
What Do Customers Ultimately Buy After Viewing This Item?
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75% buy the item featured on this page: All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World $16.29 |
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8% buy Purple Cow: Transform Your Business by Being Remarkable $13.62 |
 |
7% buy Tribes: We Need You to Lead Us $13.57 |
 |
5% buy Permission Marketing : Turning Strangers Into Friends And Friends Into Customers $19.00 |
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Beta (What's this?)All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
I foudn this book very usefull and I recommand it to all marketers in the world.
Created on Feb 08, 2006, last edited on Feb 08, 2006.
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