• All Marketers Are Liars

  • The Power of Telling Authentic Stories in a Low-Trust World
  • De : Seth Godin
  • Lu par : Seth Godin
  • Durée : 4 h et 20 min
  • Version intégrale Livre audio
  • Date de publication : 25/05/2005
  • Langue : Anglais
  • Éditeur : Audible Studios
  • 4.5 out of 5 stars (3 notations)

Prix : 19,14 €

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Description

Every marketer tells a story. 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 Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better, and look cooler, than $20 no-names... and believing it makes it true.

Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand; painting vivid pictures that they choose to believe. Every organization, from nonprofits to car companies, from political campaigns to wineglass blowers, must understand that the rules have changed (again). In an economy where the richest 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 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 and Marlboro.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.

©2005 Seth Godin (P)2005 Audible, Inc.

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Notations

Global

  • 4.5 out of 5 stars
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Histoire

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Il n'y a pas encore de critique disponible pour ce titre.
Trier par :
  • Global
    5 out of 5 stars
  • Christopher W Chrebet
  • 19/12/2005

dont be offended

It seems some people were offended by the message of this program. Probably because the book exposes how a good story can make you really believe and commit to something whether the story is true or not. The book says that once we decide to believe a story that our brains will do anything to continue to believe it. The book goes on with examples of how and why stories have worked and spread. I have a feeling that the low scoring people were somehow offended due to their own personal beliefs that Seth must have commented on. I only give it a four because its not a complete marketing program. The message is excellent and very revealing.

8 sur 9 personne(s) ont trouvé cet avis utile.

  • Global
    5 out of 5 stars
  • Michael
  • 23/11/2005

The essense of marketing has been defined.

This is a must be read before writing your next marketing plan or investing in any marketing activities. With this simple, practical wisdom you will gain greater results.

Seth has presented a clear, coherent definition of the core of what marketing is all about. All great marketing is based on the principle Seth explains with such clarity and simplicity: telling stories.

There is no preaching in this book. It is a story about marketing. All good stories comes from the heart. As Seth explains your story in all your marketing must be authentic. Hearing Seth tell his story about marketing you realise just how much he understands the importance of the subject to all marketers. When people express things with such authenticity it can easily be misread as preaching.

A good companion to fully understanding this very important basis of marketing in greater detail I would suggest you also listen to, "The 4 Agreements" by Don Miguel Ruiz also available here at Audible.

Another Audible book that touches on this subject, and is fiction, is "Ishmael: An Adventure of the Mind and Spirit" by Daniel Quinn

7 sur 8 personne(s) ont trouvé cet avis utile.

  • Global
    5 out of 5 stars
  • E. Jerome
  • 17/07/2005

Must Read

We own the oldest advertising firm in our market. This book is so good that we are thinking about giving it as a gift to our clients at the end of the year.

15 sur 18 personne(s) ont trouvé cet avis utile.

  • Global
    3 out of 5 stars
  • Performance
    3 out of 5 stars
  • Histoire
    3 out of 5 stars
  • Oscar
  • 15/10/2011

Just OK for me.

Interesting book. For me, it basically just emphasized the importance of story telling and how the story needs to be consistent to the company's product/service, vision, mission and core values.

5 sur 6 personne(s) ont trouvé cet avis utile.

  • Global
    3 out of 5 stars
  • Susan
  • 08/08/2006

Great Tips on Marketing Communications

Seth offers some very useful insight into what works in marketing communications today and offers some good advice for getting customers to notice your product. It's all about experience and what they believe, not truth or facts or features and benefits. I've used his ideas successfully to structure some recent marketing campaigns.

4 sur 5 personne(s) ont trouvé cet avis utile.

  • Global
    5 out of 5 stars
  • Alan
  • 24/08/2005

A must read

I'm on the third listen of this, and I'd imagine I'll listen to it a few more times to internalize the depth of what he is saying. As a dyed in the wool conservative, Seth really does show his colors, but also gives credit where credit is due, for both parties. In fact, I found them very relevant and helpful in a modern context of how to "tell a story".

he goes through the early days, to the "golden age" of marketing, and the modern changes and power of marketing and "telling a story".

I'm ordering the rest of his books. It's changed my mindset about marketing. This audiobook spawned what I think are going to be very profitable ideas and approaches to marketing. Time will tell, but overall a great insight.

4 sur 5 personne(s) ont trouvé cet avis utile.

  • Global
    4 out of 5 stars
  • Performance
    3 out of 5 stars
  • Histoire
    4 out of 5 stars
  • Tony
  • 19/05/2016

Godin Wisdom Reigns

Where does All Marketers Are Liars rank among all the audiobooks you’ve listened to so far?

All Marketers Are Liars is great book and definitely worth a listen. Seth's reading style is little dry and mundane, so a voice actor/ professional narrator would have been nice. However, if you have listened to his other stuff and that didn't bother you, this is very much the same. Compared to other choices, I might have held off a bit longer on this one, but it is still a very solid choice overall.

What other book might you compare All Marketers Are Liars to and why?

I would definitely say that this book holds true to Seth's series of books, and I would compare it to those first off. It is reminiscent of most business books of the same genre. I would compare it to Good to Great by Jim Collins or maybe The E-Myth Revisited by Michael E. Gerber.

Did Seth Godin do a good job differentiating all the characters? How?

While there are not characters per se, Seth does do a good job in describing people from examples and from real life.

If you were to make a film of this book, what would the tag line be?

The story that sold a thousands ships.

Any additional comments?

The information is invaluable. The psychology behind storytelling and how it relates to the sale and perception of products/services should not be missed.

1 sur 1 personne(s) ont trouvé cet avis utile.

  • Global
    5 out of 5 stars
  • Calum
  • 29/09/2005

Rivetting Listen - highly thought provoking

Only downside was hearing Seth "reading" his book - would have loved to hear him deliver it more impromptu. If you can forgive this - the creator of the "Purple Cow" brings a highly provocative and yet totally logical idea. Swap out "Liars" for "Storytellers", and you've got the story line. Have listened to it twice, will listen another couple of times at least and brainstorm further. Very stimulating.

2 sur 3 personne(s) ont trouvé cet avis utile.

  • Global
    4 out of 5 stars
  • Performance
    4 out of 5 stars
  • Histoire
    4 out of 5 stars
  • Thomas
  • 18/08/2018

great material but could be organized better

my main complaint is that the book is not organized into chapters. this often made it hard to go back to listen to a specific part again.

  • Global
    4 out of 5 stars
  • Performance
    4 out of 5 stars
  • Histoire
    5 out of 5 stars
  • Christopher R.
  • 15/07/2018

Tells a great, thought provoking story

It gave me a LOT of great ideas on how to create a story and deliver it to my audience. That really helps when blogging and building a following. I'd highly recommend this book for anyone from any profession, really. It will help you in bringing more people to your way of thinking, whether that's coworkers, students, or your own family. It's not about lying - it's about being passionate about what you believe in and sharing that information unabashedly.

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  • Global
    3 out of 5 stars
  • Performance
    5 out of 5 stars
  • Histoire
    3 out of 5 stars
  • Samuel Wetzel
  • 07/10/2017

Not too good

Interessting to listen to but eventually you won't leave with any new knowledge. Would not reccommand.