---
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title: "All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All"
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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

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The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow . Legendary business writer Seth Godin has 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 a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe 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 world, 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.”

Review: Good book, but Seth Godin's other books first - As a Seth Godin fan, I decided to pick up “All Marketers are Liars.” I think the book is best for people who are already in the Godin universe because rather than being a “how to,” the book is more like listening to Seth share some of his worldview. Of course, his worldview is worth listening to, so no matter who you are, you’ll benefit from the time you spend. The main idea the book points out is that as a marketer, you’re unlikely to change someone’s point of view. Rather, you’ll succeed if you can find the people who already agree with you and then just invite them to join your client base. Godin shares a story which illustrates this well: “My friend Lisa wrote a best seller a few years ago, and reading the reviews on desertcart is an astonishing experience. About half of the readers gave the book five stars. They talked about how poignant and well-written the book was. They mentioned that they had bought four or five copies for their friends. The other half? They gave it one star. They vilified Lisa, her writing, her lifestyle and even the people who liked the book. What’s going on here? How can one book generate such diametrically opposite points of view? Simple. The book didn’t generate anything. All it did was give people a chance to express the biases they had before they even opened the book.” Another important point that Godin teaches which is often lost in the internet marketing world is that personal interactions really matter. In fact, they’re the #1 reason people will succeed in business. Of course, the original master of personal interaction was Dale Carnegie, and everyone on the planet should read, “How to Win Friends and Influence People.” However, to get a more modern explanation, read what Seth Godin writes, “If a consumer has a lousy telephone experience with a hotel reservations agent, his impulse will be to hate the service from every person he interacts with when he finally arrives at the hotel. The only solution? It’s not expensive carpeting, lower rates or a better mattress. The only solution is a warm, personal interaction between an authentic and caring individual and your disgruntled customer. Facts are not the most powerful antidote to superstition. Powerful, authentic personal interaction is. That’s why candidates still need to shake hands and why retail outlets didn’t disappear after the success of desertcart.” The whole really isn’t about lying. In fact, I don’t think I would have titled the book, “All Marketers are Liars.” But it’s catchy, and the author certainly makes a strong case in the book for why he chose that name. I’m giving the book five stars because I enjoyed reading it, but I’d choose a different one of his books if you’re looking to really advance your marketing efforts.
Review: Professional Book Review (Marketing Project) - The title of Seth Godin’s book All Marketers Are Liars is misleading; in fact, it’s a lie. This is because in his book Godin explains that all marketers merely tell stories (as indicated on the redesigned cover). Although geared toward a marketing minded audience, as we read we find out that we are all marketers. This insight is gained in Godin’s explanation of how the storytelling technique is an everyday paradigm; people tell themselves stories and believe them. Thus, good marketers tell us authentic stories that we believe and then spread. He notes that as the technology is becoming more efficient, the emphasis is on the spreading of ideas by marketing, therefore on storytelling. Some of Godin’s notable points that explain this phenomenon are: consumers’ worldviews were there before you, people notice new and then guess, first impressions start the story, great marketers tell stories we believe and marketers with authenticity thrive. Godin’s first point that a consumer’s worldview was there before you proves to be very important in proving his argument. He describes a worldview as “the rules, values, beliefs and biases that an individual consumer brings to a situation.”(p.39) Worldviews, along with frames (“elements of a story painted to leverage the worldview a consumer already has”) govern what stories consumers will believe. To support this, Godin uses the example of the General Mills team adapting to changes in a worldview when Atkins was implemented. General Mills quickly changed their popular Lucky Charms cereal recipe to a whole grain based product and leveraged this with the same old slogan “magically delicious!” Godin exemplifies that a company, to be successful, must tell an authentic story that adheres to the worldview of an audience and if that worldview changes adaptations must be made. This, along with multiple others of Godin’s examples, successfully explains that worldviews are there before you and a story must be framed in terms of this worldview to be successful. Godin sets up the rest of his book with this idea. Next, Godin explains that people on notice what is new, and then they’ll guess about what to expect next. His most important example in explaining this is at the very end of this chapter. He talks about how diners at the Union Square Café rave about the service. However, these customers only do this because that is what they have persuaded themselves is true. Therefore the customers get the good service they expect because that’s the story that plays in their head and their brain makes their expectations come true. (p. 84) This human tendency, as Godin successfully describes, makes it easier to trick people into believing something is new and different. Godin’s clever use of describing how the brain works makes it clear that marketers can easily tell a story that isn’t all accurate and succeed in doing so. It’s interesting to see that this behavior is so common yet overlooked in being such a huge part of what succeeds and what doesn’t. Godin goes on to explain another human behavior, snap judgments, which affect what a consumer thinks. He realizes that people will make snap judgments when buying something and will refuse to change his mind after that initial decision. This makes first impressions, not overly important, but pretty crucial in that it is the beginning of the story, even though the time of this first impression is ambiguous. Therefore, authenticity matters in generating a story that is going to be heard and repeated. He speaks about how people get upset when they find out recycling isn’t as effective as they thought and how New Yorkers were outraged when recycling was cancelled. Godin says, “The recycling lie was subtle, multifaceted and deeply seated.” (p. 94) Which he affirms is exactly the story you want to create for a brand to last. His explanation of this further proves that people will make loaded judgments in a fraction of a second, and refuse to change it once the decision has been made and marketers must realize this to be successful. Again, it is very interesting that such a behavior of stubbornness can have such a great affect on what stories will be believed. If someone makes this judgment and believes the story they will spread it, which rises the realization that marketing is almost entirely reliant on behaviors on the consumer. Great marketers tell stories we believe. Godin starts this chapter by engaging the audience by making us the marketer. He then offers the idea of how to get elected as president. John Kerry failed at doing this because he didn’t tell a coherent story or a lie we wanted to believe because he didn’t live his story in everything he did. This non- cohesive story was unattractive and not believable so he wasn’t elected. This example shows that telling a story that consumers will believe is very important and if you don’t do this, as Godin explains, you’ll fail. Stories allow us to lie to ourselves and satisfy our desires. Therefore, it’s the story that please us, not the actually good or service. Basically, we want a good story, and then we’ll trust the product. If marketers can’t do that, they’ll lose. In his final chapters, Godin offers some pretty great advice to becoming a successful brand: being authentic will allow you to thrive. 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 does her customers. A story that works combined with authenticity and minimized side effects builds a brand (and a business) for the ages. (p. 129) This passage from his book affirms everything Godin has connected to the authenticity of a story. This advice achieves tying all of his main points together and applying them to a company, brand or oneself and how any off the facets of business can be successful in adhering to authenticity. This insightful and intriguing part of his book really brings everything together. Amongst many other things, Godin’s simple syntax and lack of hard to understand jargon, I believe, attributed to his intriguing story about story telling in the marketing world. It interesting to see that human behavior is such a huge factor in the success of storytelling and that it actually drives this phenomenon. All facets of his book combine to create an idea about authenticity and its importance to successful storytelling, concluding that the real liars are the ones who can’t achieve this authenticity. This book is interesting, exciting and, most importantly, relevant. Not to mention incredibly enjoyable!

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #194,762 in Books ( See Top 100 in Books ) #37 in Market Research Business (Books) #106 in Advertising (Books) #203 in Communication & Media Studies |
| Customer Reviews | 4.5 out of 5 stars 1,783 Reviews |

## Images

![All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All - Image 1](https://m.media-amazon.com/images/I/718Z5rQraYL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ Good book, but Seth Godin's other books first
*by D***N on April 7, 2020*

As a Seth Godin fan, I decided to pick up “All Marketers are Liars.” I think the book is best for people who are already in the Godin universe because rather than being a “how to,” the book is more like listening to Seth share some of his worldview. Of course, his worldview is worth listening to, so no matter who you are, you’ll benefit from the time you spend. The main idea the book points out is that as a marketer, you’re unlikely to change someone’s point of view. Rather, you’ll succeed if you can find the people who already agree with you and then just invite them to join your client base. Godin shares a story which illustrates this well: “My friend Lisa wrote a best seller a few years ago, and reading the reviews on Amazon is an astonishing experience. About half of the readers gave the book five stars. They talked about how poignant and well-written the book was. They mentioned that they had bought four or five copies for their friends. The other half? They gave it one star. They vilified Lisa, her writing, her lifestyle and even the people who liked the book. What’s going on here? How can one book generate such diametrically opposite points of view? Simple. The book didn’t generate anything. All it did was give people a chance to express the biases they had before they even opened the book.” Another important point that Godin teaches which is often lost in the internet marketing world is that personal interactions really matter. In fact, they’re the #1 reason people will succeed in business. Of course, the original master of personal interaction was Dale Carnegie, and everyone on the planet should read, “How to Win Friends and Influence People.” However, to get a more modern explanation, read what Seth Godin writes, “If a consumer has a lousy telephone experience with a hotel reservations agent, his impulse will be to hate the service from every person he interacts with when he finally arrives at the hotel. The only solution? It’s not expensive carpeting, lower rates or a better mattress. The only solution is a warm, personal interaction between an authentic and caring individual and your disgruntled customer. Facts are not the most powerful antidote to superstition. Powerful, authentic personal interaction is. That’s why candidates still need to shake hands and why retail outlets didn’t disappear after the success of Amazon.” The whole really isn’t about lying. In fact, I don’t think I would have titled the book, “All Marketers are Liars.” But it’s catchy, and the author certainly makes a strong case in the book for why he chose that name. I’m giving the book five stars because I enjoyed reading it, but I’d choose a different one of his books if you’re looking to really advance your marketing efforts.

### ⭐⭐⭐⭐ Professional Book Review (Marketing Project)
*by L***E on April 25, 2014*

The title of Seth Godin’s book All Marketers Are Liars is misleading; in fact, it’s a lie. This is because in his book Godin explains that all marketers merely tell stories (as indicated on the redesigned cover). Although geared toward a marketing minded audience, as we read we find out that we are all marketers. This insight is gained in Godin’s explanation of how the storytelling technique is an everyday paradigm; people tell themselves stories and believe them. Thus, good marketers tell us authentic stories that we believe and then spread. He notes that as the technology is becoming more efficient, the emphasis is on the spreading of ideas by marketing, therefore on storytelling. Some of Godin’s notable points that explain this phenomenon are: consumers’ worldviews were there before you, people notice new and then guess, first impressions start the story, great marketers tell stories we believe and marketers with authenticity thrive. Godin’s first point that a consumer’s worldview was there before you proves to be very important in proving his argument. He describes a worldview as “the rules, values, beliefs and biases that an individual consumer brings to a situation.”(p.39) Worldviews, along with frames (“elements of a story painted to leverage the worldview a consumer already has”) govern what stories consumers will believe. To support this, Godin uses the example of the General Mills team adapting to changes in a worldview when Atkins was implemented. General Mills quickly changed their popular Lucky Charms cereal recipe to a whole grain based product and leveraged this with the same old slogan “magically delicious!” Godin exemplifies that a company, to be successful, must tell an authentic story that adheres to the worldview of an audience and if that worldview changes adaptations must be made. This, along with multiple others of Godin’s examples, successfully explains that worldviews are there before you and a story must be framed in terms of this worldview to be successful. Godin sets up the rest of his book with this idea. Next, Godin explains that people on notice what is new, and then they’ll guess about what to expect next. His most important example in explaining this is at the very end of this chapter. He talks about how diners at the Union Square Café rave about the service. However, these customers only do this because that is what they have persuaded themselves is true. Therefore the customers get the good service they expect because that’s the story that plays in their head and their brain makes their expectations come true. (p. 84) This human tendency, as Godin successfully describes, makes it easier to trick people into believing something is new and different. Godin’s clever use of describing how the brain works makes it clear that marketers can easily tell a story that isn’t all accurate and succeed in doing so. It’s interesting to see that this behavior is so common yet overlooked in being such a huge part of what succeeds and what doesn’t. Godin goes on to explain another human behavior, snap judgments, which affect what a consumer thinks. He realizes that people will make snap judgments when buying something and will refuse to change his mind after that initial decision. This makes first impressions, not overly important, but pretty crucial in that it is the beginning of the story, even though the time of this first impression is ambiguous. Therefore, authenticity matters in generating a story that is going to be heard and repeated. He speaks about how people get upset when they find out recycling isn’t as effective as they thought and how New Yorkers were outraged when recycling was cancelled. Godin says, “The recycling lie was subtle, multifaceted and deeply seated.” (p. 94) Which he affirms is exactly the story you want to create for a brand to last. His explanation of this further proves that people will make loaded judgments in a fraction of a second, and refuse to change it once the decision has been made and marketers must realize this to be successful. Again, it is very interesting that such a behavior of stubbornness can have such a great affect on what stories will be believed. If someone makes this judgment and believes the story they will spread it, which rises the realization that marketing is almost entirely reliant on behaviors on the consumer. Great marketers tell stories we believe. Godin starts this chapter by engaging the audience by making us the marketer. He then offers the idea of how to get elected as president. John Kerry failed at doing this because he didn’t tell a coherent story or a lie we wanted to believe because he didn’t live his story in everything he did. This non- cohesive story was unattractive and not believable so he wasn’t elected. This example shows that telling a story that consumers will believe is very important and if you don’t do this, as Godin explains, you’ll fail. Stories allow us to lie to ourselves and satisfy our desires. Therefore, it’s the story that please us, not the actually good or service. Basically, we want a good story, and then we’ll trust the product. If marketers can’t do that, they’ll lose. In his final chapters, Godin offers some pretty great advice to becoming a successful brand: being authentic will allow you to thrive. 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 does her customers. A story that works combined with authenticity and minimized side effects builds a brand (and a business) for the ages. (p. 129) This passage from his book affirms everything Godin has connected to the authenticity of a story. This advice achieves tying all of his main points together and applying them to a company, brand or oneself and how any off the facets of business can be successful in adhering to authenticity. This insightful and intriguing part of his book really brings everything together. Amongst many other things, Godin’s simple syntax and lack of hard to understand jargon, I believe, attributed to his intriguing story about story telling in the marketing world. It interesting to see that human behavior is such a huge factor in the success of storytelling and that it actually drives this phenomenon. All facets of his book combine to create an idea about authenticity and its importance to successful storytelling, concluding that the real liars are the ones who can’t achieve this authenticity. This book is interesting, exciting and, most importantly, relevant. Not to mention incredibly enjoyable!

### ⭐⭐⭐⭐⭐ It's a must read book for every marketer and every consumer.
*by G***N on August 10, 2015*

It's a must read book for every marketer and every consumer. Marketers might be able to improve their performance, and consumer will understand why they do (and buy) what they do (and buy). Extremely significant is Godin's definition of the "great story." "... A Great story is true." "Great Stories make a promise." Great stories are trusted." and "Great stories are subtle..." These four sentences define the scope. It' s not easy to reach by any marketer. And, consumers need to understand their own behavior better to "... Know Your (their) power." If consumers "demand" that marketers align their products with worthy goals, the world can move toward a better direction very quickly. I wished more marketers would read Godin's warning "It seems like an easy out. Figure out some internally approved story that you can trot out to the sales force and use in a magazine ad, and you're set. Actually, if you do that, you're dead..." I am always baffled how many stories which are trying to sell an expensive program begin with the story of some character, who is completely broke and has also maxed out his credit cards, but THEN borrows money to buy this program and ends up being a millionaire twelve months later. Ha! Godin offers hundreds of interesting example, each one with valuable information whether you work in the particular industry or buy these products, or not. Marketing today is an ever more rapidly evolving process, and good marketing people learn cross industries. Even Steve Jobs learned from Nike. Finally, Godin hones down on what every consumer should think about before swiping the card: "The lie a consumer tells himself is the nucleus in the center of any successful marketing effort." This book is highly recommended. In fact, it should be a must-read book for any HS-senior, to be read again five years later. Gisela Hausmann, author of the "naked (meaning no-fluff) books

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