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All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All by [Godin, Seth]
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All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All Kindle Edition

4.4 out of 5 stars 272 customer reviews

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Length: 243 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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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.

Review

Praise for Seth Godin:

"Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off."
Forbes

"It's easy to see why people pay to hear what he has to say."
Time

"If Seth Godin didn't exist we'd need to invent him."
—Alan Webber, founder, Fast Company

"If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin."
—Micah Sifry, cofounder, Personal Democracy Forum

"Godin is endlessly curious, opinionated, and knowledgeable on a wide variety of subjects. He is a relentless marketer…and also a clear-eyed visionary."
Miami Herald

Product details

  • File Size: 754 KB
  • Print Length: 243 pages
  • Page Numbers Source ISBN: 1591843030
  • Publisher: Portfolio (November 12, 2009)
  • Publication Date: November 12, 2009
  • Sold by: Penguin Group (USA) LLC
  • Language: English
  • ASIN: B00315QK8M
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #105,831 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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