Recommended by: WiseSuit Staff

"I was lying to you when I named this book. Marketers aren't liars. They are just storytellers. It's the consumers who are liars. As consumers, we lie to ourselves every day. We lie to ourselves about what to wear, where to live, how we vote and what we do at work. Successful marketers are just the providers of stories that consumers choose to believe."

This book is for any marketer who desires a break-through against the clamor of one-way, television-influenced interruption marketing. Stories are genuine but interruptions are not. In All Marketers are Liars, Godin tells us why good Internet marketing through storytelling defeats interruption advertising every single time.

The purpose of the book title is to merely raise eyebrows which it does with great aplomb. The suitable nature of Godin's title is best revealed in the context of his narrative. The examples are poignant and easy to grasp. Seth purports that the stories can lie as long as they are authentic (interesting, huh?), reach their intended audience and are not fraudulent. Marketers aren't liars, they are just storytellers; telling stories that consumers want to hear.

In this work, Godin confers upon the reader his criteria for a great story: It is true, not because it is factual but because it is consistent and authentic; it offers a promise (that of enlightenment, entertainment, inspiration); it can be trusted because of its consistency and authenticity; it is subtle; its impact "happens fast"; it appeals to all senses (but never to logic); it is designed for a specific audience; it is not contradictory; and finally, it is congruent with what its target audience already knows, feels, believes, etc. A great story bestows reassurance while paradoxically, challenging conventional wisdom. Above all, it demands attention. His profile also describes the most effective marketing campaigns.

As an aside: What do some of the greatest names in all of human history have in common? Most were great storytellers. Godin's most important point is that almost anyone can be a great storyteller if they have a convincing and compelling story to tell and they tell it to the right audience.

Godin has a way with words and understands the marketing concepts just as well as anyone in his field. This is a great book for all to add to their library.

Reviews:

"Advertising's fundamental theorem - that perceptions trumps reality - informs this dubious marketing primer."   Publishers Weekly

About the Author:

Seth Godin is the author of seven books that have been best-sellers around the world and have been translated into more than fifteen languages. He's been featured in The Wall Street Journal, Forbes, Fortune, Fast Company and Business Week. Godin was singled out by Successful Meetings Magazine as one of twenty-one top speakers for the twenty-first century. His other books include Purple Cow and Permission Marketing.

Category:  Marketing