All Marketers Are Liars

  • by Seth Godin
  • Narrated by Seth Godin
  • 4 hrs and 20 mins
  • Unabridged Audiobook

Publisher's Summary

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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Customer Reviews

Most Helpful

dont be offended

It seems some people were offended by the message of this program. Probably because the book exposes how a good story can make you really believe and commit to something whether the story is true or not. The book says that once we decide to believe a story that our brains will do anything to continue to believe it. The book goes on with examples of how and why stories have worked and spread. I have a feeling that the low scoring people were somehow offended due to their own personal beliefs that Seth must have commented on. I only give it a four because its not a complete marketing program. The message is excellent and very revealing.
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- Christopher W Chrebet

Must Read

We own the oldest advertising firm in our market. This book is so good that we are thinking about giving it as a gift to our clients at the end of the year.
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- E. Jerome

Book Details

  • Release Date: 05-25-2005
  • Publisher: Audible Studios