All Marketers Are Liars: The Underground Classic that Explains How Marketing Really Works - and Why Authenticity is the Best Marketing of All

By: Seth Godin

Published April 15th 2014 by Brilliance Audio (first published 2005)

Category: Business

ISBN: 9781480561311

Description:
All marketers tell stories. 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 $125 sneakers make our feet feel better Ñ and look cooler Ñ than a $25 brand. And believing it makes it true.

As Seth Godin explains, great marketers donÕt talk about features or even benefits. Instead, they tell a story Ñ a story we want to believe, whether itÕs 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. ThatÕs a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.

All marketers are storytellers. Only the losers are liars.