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

Grossed me out

Don't LISTEN to this audiobook. If you are interested in what Seth has to say, READ the ACTUAL BOOK. Seth has a horrible reading voice. Every other sentence he pauses and you can hear the saliva swishing around in his mouth as he prepares for the next sentence. Every time this happens I stop comprehending what he's saying and focus on the disgusting noises he's making. I wish I could review this audiobook on the merits of the content, but unfortunately I was so distracted by Seth's terrible diction and smacking that I couldn't comprehend half of what was said. I still intend to read the book because people tell me it's good; I just hate that I wasted the money here first. I don't understand why Seth didn't pay a voice over professional to read his book... or at the very least pay to have it professionally produced and remove the nauseating noises he makes while reading.
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- Brian

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