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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

Amazon.com Price:  $7.62 (as of 08/05/2019 19:18 PST- Details)

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The indispensable classic on marketing by the bestselling writer of Tribes and Purple Cow.

Legendary business author Seth Godin has three essential questions for every marketer:

“What’s your story?”

“Will the people who want to hear this story consider it?”

“Is it true?”

All marketers tell stories. And if they do it right, we consider them. We consider that wine tastes better in a $20 glass than a $1 glass. We consider that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We consider that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the globe, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we wish to consider, whether it’s factual or not. In a world where the general public 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’re 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 remainder of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to bear in mind the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”

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