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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 Paperback – April 24, 2012
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"Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off."
"It's easy to see why people pay to hear what he has to say."
"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."
About the Author
- Item Weight : 5.6 ounces
- Paperback : 240 pages
- ISBN-10 : 9781591845331
- ISBN-13 : 978-1591845331
- Product Dimensions : 4.93 x 0.44 x 6.97 inches
- Publisher : Portfolio; Reprint Edition (April 24, 2012)
- Reading level : 18 and up
- Language: : English
- ASIN : 1591845335
- Best Sellers Rank: #37,662 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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The books starts out with a few main points: different people share a "worldview"- find a common worldview and figure out how to reach that group (and sell to them) by telling them a "story". The "story" consists of lies that people who share that worldview tell themselves to feel comfortable in the world. For instance - "food products labeled as organic help me live longer"... Its not necessarily a lie but its a view shared by many people who value their longevity (a shared worldview)... And that group of people will believe it whether or not organic-labelled food will actually help them live longer.
I've simplified his main idea, I think, and I didn't do it very well... that IS his main idea though. Its simple... pretty brilliant. However, the first 30 pages in the book tells it all, I believe. I don't think its necessary to read the rest... about halfway through the book, I'm finding some repetition of the main ideas...
Additionally, I'm having trouble getting through the rest of his book b/c of his writing style... its somewhat "conversational". He writes as if he is talking to a live audience. Which is fine... if you hear a speech, it is easy to follow the speakers line of though because lack of phrases and complete sentences are compensated by tone of voice and voice pitch. Its okay to be grammatically informal if you're talking aloud to someone else - rises and falls in the voice, emotion, even facial expression, help you follow the ideas. But on paper, I'm finding this way of writing hard to follow. His ideas are already somewhat complex and need a lot of explanation... so the writing style makes it harder to understand...
Reading this book is exhausting. I don't look forward to reading the rest.
Extremely significant is Godin's definition of the "great story."
"... A Great story is true."
"Great Stories make a promise."
Great stories are trusted."
"Great stories are subtle..."
These four sentences define the scope. It' s not easy to reach by any marketer. And, consumers need to understand their own behavior better to "... Know Your (their) power." If consumers "demand" that marketers align their products with worthy goals, the world can move toward a better direction very quickly.
I wished more marketers would read Godin's warning
"It seems like an easy out. Figure out some internally approved story that you can trot out to the sales force and use in a magazine ad, and you're set.
Actually, if you do that, you're dead..."
I am always baffled how many stories which are trying to sell an expensive program begin with the story of some character, who is completely broke and has also maxed out his credit cards, but THEN borrows money to buy this program and ends up being a millionaire twelve months later. Ha!
Godin offers hundreds of interesting example, each one with valuable information whether you work in the particular industry or buy these products, or not. Marketing today is an ever more rapidly evolving process, and good marketing people learn cross industries. Even Steve Jobs learned from Nike.
Finally, Godin hones down on what every consumer should think about before swiping the card: "The lie a consumer tells himself is the nucleus in the center of any successful marketing effort."
This book is highly recommended. In fact, it should be a must-read book for any HS-senior, to be read again five years later.
Gisela Hausmann, author of the "naked (meaning no-fluff) books
If you have a background in business, it likely that you will find this less than exemplary in relevant information. If you are new to business and marketing, this is a great way to introduce and start thinking around the topics in creative ways.
Top reviews from other countries
a critical perspective on mass marketing). Save your money and buy these instead: To see brilliant examples of storytelling (both as examples and in the writing of the book itself) read Contagious. To understanding the psychology behind and nuances of storytelling, read Seducing the Subconscious. A word of caution on that one - it a dense and at times dry read. But what it lacks in storytelling it makes up for in content. (And no, I'm not affiliated with any of these books). Sorry Seth (or is it "Mo"?), it wan't for me.
Im a bit of a marketing neewbie but i have to say that I consider this one of the most eye opening books iv ever read.
Godin explains how the same fundamental tactics are employed time and time again by advertisers, politicians, newspapers, religious establishments etc to influence the average joe on the street.
Godins writing style is casual and jargon free and he seems to make it his mission to help people think for themselves and not become mindless sheep. Its the kind of book you will read in just a few hours, but you'll remember its lesson forever.
I love books like this one: doesn't teach how to do it in detail, but makes you think how you can do it better using something new that you haven't thought about before.