Seth Godin s three essential questions for every marketer What s your story Will the people who need to hear this story believe it Is it true All marketers tell stories And if they do it right, we believe them We believe that wine tastes better in aglass than aglass We believe that an , Porsche is vastly superior to a , Volkswagen that s virtually the same car We believe thatsneakers make our feet feel better and look cooler than abrand And believing it makes it true As Seth Godin showed in this controversial book, great marketers don t talk about features or even benefits Instead, they tell a story a story we want to believe, whether it s factual or not In a world where most people 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 Fiji water, 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, cigarette companies, and sleazy politicians But for the rest of us, it s time to embrace the power of the story As Godin writes, Stories make it easier to understand the world Stories are the only way we know to spread an idea Marketers didn t invent storytelling They just perfected it


10 thoughts on “All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works - and Why Authenticity Is the Best Marketing of All

  1. Yana Kiselyova Yana Kiselyova says:

    Favorites Instead of being scientists, the best marketers are artists.If people could skip the ads, they would.She buys because she wants it, not because she needs it.We don t need what you sell, friend.We buy what we want.Step 1 their worldview and frames got there before you did.Every consumers has a worldview that affects the product you want to sell.That worldview alters the way they interpret everything you say and do Frame your story in terms of that worldview, and it will be heard.Ste Favorites Instead of being scientists, the best marketers are artists.If people could skip the ads, they would.She buys because she wants it, not because she needs it.We don t need what you sell, friend.We buy what we want.Step 1 their worldview and frames got there before you did.Every consumers has a worldview that affects the product you want to sell.That worldview alters the way they interpret everything you say and do Frame your story in terms of that worldview, and it will be heard.Step 2 people notice only the new and then make a guessStep 3 first impressions start the storyHumans are able to make extremely sophisticated judgments in a fraction of a second And once they ve drawn that conclusion, they resist changing it.Step 4 great marketers tell stories we believe.If a consumer figures something out or discovers it on her own, she s a thousand timeslikely to believe it than if it s just something you claim.The process of discovery ispowerful than being told the right answer.The goal of every marketer is to create a purple cow, a product or experience so remarkable that people feel compelled to talk about it.But if cheap is what you want, you can buy cheap cheaper somewhere else Cheap is not marketing.There are 4 reasons why your new release failed 1 No one noticed it2 People noticed it but decided they didn t want to try it3 People tried it but decided not to keep using it4 People liked it but didn t tell their friendsYes, all marketers are liars But the successful ones are the ones that can honestly tell us a story we want to believe and share


  2. Gabriela Gabriela says:

    In All Marketers Are Liars , Seth Godin proposes that marketers take a different approach to storytelling He makes the assertion that marketers should befocused on telling authentic stories as they are on creating quality products However, people will buy a story first before they can buy the product itself Using numerous anecdotes, Godin shows what makes some marketing campaigns successful and what makes others fail.One of the points that really came across for me was the idea that co In All Marketers Are Liars , Seth Godin proposes that marketers take a different approach to storytelling He makes the assertion that marketers should befocused on telling authentic stories as they are on creating quality products However, people will buy a story first before they can buy the product itself Using numerous anecdotes, Godin shows what makes some marketing campaigns successful and what makes others fail.One of the points that really came across for me was the idea that consumers already have a perception about a brand or product before the advertising message reaches them While Godin does a great job of bringing out this concept, I would have beeninterested in actionable steps for determining the worldview of potential customers to create a marketing message that will be relevant to them.Another thing that I found interesting was the advice he gives about tailoring your marketing message to target the extreme Targeting the early adopters is one of the most effective marketing strategies as these are the people who are likely to spread the word and to influence others to make a purchasing decision I would recommend this interesting read to any marketer looking to differentiate their message and to understand their customer better


  3. Tanya Tosheva Tanya Tosheva says:

    Can you write a 200 page book without any content whatsoever Apparently, you can The author has followed his friend Lisa s example a best seller that doesn t offer anything new and just caters to already existing worldviews The same statement was repeated over and over again, without being proven even once.


  4. Anton Anton says:

    I must confess that I find Godin s rah rah manifesto style delivery very endearing But I also can clearly see why some may feel underwhelmed by this book There is no on this side but on the other side business Just a raw, emotive but yet perceptive and inspiring speil.Punchline customers don t buy products any the buy a story behind them Therefore successful business marketing of the future will become better storytellers or cease to succeed Could this be delivered in a blog I must confess that I find Godin s rah rah manifesto style delivery very endearing But I also can clearly see why some may feel underwhelmed by this book There is no on this side but on the other side business Just a raw, emotive but yet perceptive and inspiring speil.Punchline customers don t buy products any the buy a story behind them Therefore successful business marketing of the future will become better storytellers or cease to succeed Could this be delivered in a blog post Sure But you will miss out on the energetic pitch with plenty of examples in support of the argument Yes, some of the examples are quite dated by now but you cannot avoid getting bemused how pertinent and timely they are in the context of modern brands, trends and even politics.So, this is good stuff If you happen be flying somewhere take this with you on the plane


  5. Nicholas Nicholas says:

    This review has been hidden because it contains spoilers To view it, click here Really good, really simple, quick read Hard to quote cause it s already so simplified and to quality Tough to pick out what to quote.Marketing is the art of telling stories Stories people will pay for the right to believe This is the new way of selling things Tell people a story that they already believe Make a product that fits in with and expands upon their worldview.Quotes Don t try to change someone s worldview found a shared worldview framed a story around that view made it easy fo Really good, really simple, quick read Hard to quote cause it s already so simplified and to quality Tough to pick out what to quote.Marketing is the art of telling stories Stories people will pay for the right to believe This is the new way of selling things Tell people a story that they already believe Make a product that fits in with and expands upon their worldview.Quotes Don t try to change someone s worldview found a shared worldview framed a story around that view made it easy for the story to spread created a new market, which he owns Step 1 Every consumer has a worldview that affects the product you want to sell That worldview alters the way they interpret everything you say and do Frame your story in terms of that worldview, and it will be heard Step 2 People only notice stuff that s new and different And the moment they notice something new, they start making guesses about what to expect next Step 3 Humans are able to make extremely sophisticated judgments in a fraction of a second And once they ve drawn that conclusion, they resist changing it Step 4 Stories let us lie to ourselves And those lies satisfy our desires It s the story, not the good or the service you actually sell, that pleases the consumer The only robust, predictable strategy is a simple one to be authentic To do what you say you re going to do To live the lie, fully and completely The good news is clear authentic marketing, from one human to another, is extremely powerful Telling a story authentically, creating a product or service that actually does what you say it will leads to a different sort of endgame The marketer wins and so do her customers There are four reasons your new release failed 1 No one noticed it.2 People noticed it but decided they didn t want to try it.3 People tried it but decided no to keep using it.4 People liked it but didn t tell their friends IF you hope to sell a product or service or candidate or organization that affects the way people feel,AND IF you hope to get a premium in revenue or in marketshare or in votes for that feeling,THEN you must refocus your efforts Concentrate on the story you tell The story you tell affects the way your audience feels about the product The story, when you come right down to it, is the product.SOME CONSUMERS will avoid or resist or deny you your story That s okay Tell you story to people who want to hear it, who want to believe it, who will tell their friends.BEFORE you begin to tell your story you have no choice but to live that story To make it authentic Every action you take and ever signal you send has to be in support of the story.FINALLY, realize that you are in a powerful position and use that power to do the right thing, to tell the whole truth and to spread ideas worth spreading


  6. Nataliya Stelmakh Nataliya Stelmakh says:

    Genius read for all entrepreneurs start upers Sushi tastes better if the chef is Japanese Don t satisfy customer s needs, create wants Puma is not selling you product quality functionality, rather how they make you feel in Pumas Great product story makes a promise of a safety, feeling beautiful fitpopular loved smart It takes a group of people to fall in love with the story of your brand for them to start spreading the word Not the brand is doing the marketing, your customers s Genius read for all entrepreneurs start upers Sushi tastes better if the chef is Japanese Don t satisfy customer s needs, create wants Puma is not selling you product quality functionality, rather how they make you feel in Pumas Great product story makes a promise of a safety, feeling beautiful fitpopular loved smart It takes a group of people to fall in love with the story of your brand for them to start spreading the word Not the brand is doing the marketing, your customers should be bragging about your brand Mass market is dead, we are all faced with collections of individuals The best marketers are not scientists, but rather artists


  7. Asma Afreen Asma Afreen says:

    This was my first Seth Godin I ve seen his TED talks, his interviews and read his blog at regular intervals And he was awesome I knew what he was going to say even before I started reading and agreed wholeheartedly I was just curious to read how he puts it What I didn t expect this book to do, though, was change the way I think Godin s theory is pretty simple Tell an authentic story about your brand Consistently, across all fronts How he went about telling this story is what the book is This was my first Seth Godin I ve seen his TED talks, his interviews and read his blog at regular intervals And he was awesome I knew what he was going to say even before I started reading and agreed wholeheartedly I was just curious to read how he puts it What I didn t expect this book to do, though, was change the way I think Godin s theory is pretty simple Tell an authentic story about your brand Consistently, across all fronts How he went about telling this story is what the book is all about And I m sold, completely.I began noticing the way strong brands lived their story The design which sang the same symphony as their product did Their customer support reps spoke the way I expected them to Little nuances from a marketing perspective which I hadn t realized before I also saw through the inconsistencies when a business wasn t sure of their own story Or didn t have one to begin with And it blew my mind I stepped to an entire universe I was just peaking into, earlier.The book makes you realize how important stories are In an era of wants, people careabout the way they feel when they buy your product than hardcore facts The way a pair of Puma feel, compared to shoes ten times cheaper Soaps don t need to be organic, but we buy them anyway That s the power of effective story telling.As marketers, we know the way we think has everything to do with how we rope in customers And Seth Godin is someone who I strongly believe we should all have a taste of I really like, how, towards the ending, he suggests similar books the reader might be interested in and why Being me, I couldn t help thinking, Wow This is nice, must check these books out and that is when I realized what a good marketer he actually is, because he had succeeded in selling himself


  8. Lucas Lucas says:

    How Marketing Works When it Works Step 1 Their worldview and frames got there before you did A consumer s worldview affects the way he notices things and understands them If a story is framed in terms of that worldview, he slikely to believe it.Step 2 People only notice the new and then make a guess Consumers notice something only when it changes.Step 3 First impressions start the story A first impression causes the consumer to make a very quick, permanent judgment about what he wa How Marketing Works When it Works Step 1 Their worldview and frames got there before you did A consumer s worldview affects the way he notices things and understands them If a story is framed in terms of that worldview, he slikely to believe it.Step 2 People only notice the new and then make a guess Consumers notice something only when it changes.Step 3 First impressions start the story A first impression causes the consumer to make a very quick, permanent judgment about what he was just exposed to.Step 4 Great marketers tell stories we believe The marketer tells a story about what the consumer notices The story changes the way the consumer experiences the product or service and he tells himself a lie Consumers make a prediction about what will happen next Consumers rationalize anything that doesn t match that prediction.Step 5 Marketers with authenticity thrive The authenticity of the story determines whether it will survive scrutiny long enough for the consumer to tell the story to other people Sometimes marketing is so powerful it can actually change the worldview of someone who experiences it, but no marketing succeeds if it can t find an audience that already wants to believe the story being told.Worldview is the term I use to refer to the rules, values, beliefs, and biases that an individual consumer brings to a situation.If Jason got completely screwed the last time he bought a car from a used car salesman, the worldview he has when visiting a dealership four years later is a little different than that of someone who is buying her third car in four years from the same place.If Rebecca sees her job as purchasing agent for a big company as one where she should avoid risks, she ll view that new salesperson in her office very differently than if her understanding of her job is that she should cut costs by innovating and trying new alternatives.Frames are elements of a story painted to leverage the worldview a consumer already has Krispy Kreme did it with the phrase Hot Donuts Hot means fresh and sensual and decadent Pile that onto the way some of us feel about donuts and they had tapped into an existing worldview donuts sensual hot love It wouldn t work on everyone, but until people changed their worldview donuts carbs get fat , they did great A frame, in other words, is a way you hang a story on to a consumer s existing worldview.When a furniture store runs a going out of business sale with banners on every street corner, they re not talking about the furniture They are framing the story for people who need an excuse to get their cheap spouse to finally get up and go with them to shop for furniture This frame works on some people, but not on the folks who drive two hundred miles to an antique fair or redecorate whenever Martha tells them to Different worldviews, different frames.Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost effectively.Your opportunity lies in finding a neglected worldview, framing your story in a way that this audience will focus on and going from there.A worldview is not who you are It s what you believe It s your biases A worldview is not forever It s what the consumer believes right now.The story a consumer tells himself about a new product or service is primarily influenced by the worldview that consumer had before he even knew about the new thing That worldview affects three things 1 Attention the consumer s worldview determines whether she even bothers to pay attention If she doesn t think she needs a new brand of aspirin or a faster computer, she s far less likely to notice a new one when it appears.2 Bias everyone carries around a list of grudges and wishes When a new product or service appears on your horizon, those predispositions instantly color all the information that comes in.3 Vernacular consumers care just as much about how something is said as what is said They care about the choice of media, the tone of voice, the words that are used even the way things smell When the story that s told to the consumer doesn t match the vernacular the consumer expects, weird things happen.Speaking respectfully to a person s worldview is the price of entry to get their attention If your message is framed in a way that conflicts with their worldview, you re invisible.It s not enough to find a niche that shares a worldview That niche has to be ready and able to influence a large group of their friends.1 Snap judgments are incredibly powerful.2 Humans do everything they can to support those initial judgments.3 They happen whether you want your prospects to make a quick judgment or not.4 One of the ways people support snap judgments is by telling other people.5 You never know which input is going to generate the first impression that matters.6 Authentic organizations and people are farlikely to discover that the story they wish to tell is heard and believed and repeated.Examples Stories Framed Around Worldviews I believe a home cooked meal is better for my family I believe shopping for lingerie makes me feel pretty I don t believe marketers I believe sushi tastes better if the chef is Japanese I like books Seth Godin writes I like to beat the systemhas the best customer service Organic food is better.Storytelling works when it actually makes the service or product better.The good news is clear authentic marketing, from one human to another, is extremely powerful Telling a story authentically, creating a product or service that actually does what you say it will leads to a different sort of endgame The marketer wins and so do her customers A story that works combined with authenticity and minimized side effects builds a brand and a business for the ages.The only stories that work, the only stories with impact, the only stories that spread are the I can t believe that stories These are the stories that aren t just repeatable these are the stories that demand to be repeated.Your goal should not must not be to create a story that is quick, involves no risk, and is without controversy Boredom will not help you grow.Explaining failure.There are four reasons why your new release failed 1 No one noticed it.2 People noticed it but decided they didn t want to try it.3 People tried it but decided not to keep using it.4 People liked it but didn t tell their friends.1 Why didn t anyone notice it Because they weren t looking They weren t looking because there s too much to look at and not enough time to take it all in, so our default setting is to ignore everything We walk a supermarket or a tradeshow or skim a stack of resumes and we actually notice very little.Most of us have a very simple default frame if it s not remarkable or exceptional, ignore it If someone tries to sell you something, decline.Making something a little better doesn t help you because people won t bother noticing it The population isn t monolithic, though, so it s likely that some people will bother noticing it Which leads to the second problem 2 Why didn t those who noticed it try it In most markets, for most products, the frame often carried around says I m just looking Even when we haul ourselves all the way to the mall, that s the answer we give to a prodding salesman It s also the way we surf the net rarely clicking on anything, rarely staying on a website for long.There are segments of the population that are dying to try something Photography nuts who actively seek out a better lens Shoe fetishists who will wait in line for a limited edition pair of Nikes Those are the groups you need to seek out with your story at least at first.3 Why didn t they become loyal customers While those early adopters who have a bias to try the new stuff may have tried it, it doesn t fit their modus operandi to come back forThe very same bias that pushed them to try your product is pushing them to try someone else s tomorrow.New products grow when they can peel off a few early adopters and persuade them that they have found the answer to their prayers This only works when they tell their friends, though.4 Why didn t they tell their friends Why are voters uncomfortable recommending a political candidate to a stranger To insist that their friends give money to a favorite charity To talk with a coworker about a new lingerie store Why is it so easy to rave about a restaurant or a new CD but not about a massage therapist or the clever way one can save money by buying a casket a few decades early Same answer Worldview Long before a marketer showed up and asked insisted, actually that a consumer forward some note to all her friends, she figured out her comfort level A goofy internet video is fine for some people, but you feel really weird talking about gun control That may not be an intentional delineation on your part, but it s a fact the marketer has to deal with.Why do certain things grow so fast on the internet Hotmail, Napster, eBay while others lie there gathering dust Because of consumer bias about what people feel comfortable sharing and not sharing You can whine about this or you can find a category that slikely to become an ideavirus and tie it into your frame


  9. psychonout psychonout says:

    Are you a marketer I think you are I think you have an idea you d like to see spread.I think you d like people to join your church, vote for your candidate, ask you out on a date or even offer you a job.If you ve got employees I bet you d like them to doof what you re hoping they ll do.If you re applying for a loan, I bet you re hoping you ll get it.Everyday all of us market.Some of us are really lousy at it and worse believe the reason for our failure is some sort of intrinsic inadeq Are you a marketer I think you are I think you have an idea you d like to see spread.I think you d like people to join your church, vote for your candidate, ask you out on a date or even offer you a job.If you ve got employees I bet you d like them to doof what you re hoping they ll do.If you re applying for a loan, I bet you re hoping you ll get it.Everyday all of us market.Some of us are really lousy at it and worse believe the reason for our failure is some sort of intrinsic inadequacyIt s not You re just not good at telling stories yet


  10. Ostap Andrusiv Ostap Andrusiv says:

    1 We buy stories, not features.2 Word of mouth marketing is still the best marketing possible.3 Reframe it, till you make it D While listening to the book I definitely started listening to radio online adscarefully trying to understand, why did the person say the phrase in that way My friends and I organize a conference as a hobby and I started thinking about our conference in terms of the story people experience, rather than just a conference with speakers they attend I spotted, ho 1 We buy stories, not features.2 Word of mouth marketing is still the best marketing possible.3 Reframe it, till you make it D While listening to the book I definitely started listening to radio online adscarefully trying to understand, why did the person say the phrase in that way My friends and I organize a conference as a hobby and I started thinking about our conference in terms of the story people experience, rather than just a conference with speakers they attend I spotted, how we automatically framed some of our communication in way which matches the audience we target.Bottomline 5 It s a good entry level book for people who want to understand basics of storytelling, listen to some engaging stories, remember the power of reframing, oxymorons and starting with small markets audiences