The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions . All Marketers Are Liars Summary by Seth Godin is an exceptional marketing guidebook that opens the eyes and minds of all skeptics. All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All [Seth Godin] on.
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ALL MARKETERS ARE LIARS THE POWER OF TELLING AUTHENTIC STORIES IN A LOW-TRUST WORLD Seth Godin P O RT F O L I O ALL MARKETERS. Every marketer tells a story. organization is a marketer and all marketing is All. Marketers. Are Liars. SETH GODIN. The Power of Telling Authentic Stories. All Marketers Are Liars The Power of Telling Authentic Stories in a Low-Trust WorldAuthor: Seth DOWNLOAD PDF All Marketers Are Liars By Seth Godin.
More so, it distinguishes between good stories which are just that — good stories — and those that are authentic. Want to tell an authentic story in a fuzzy world? Here we go! If you want to save this summary for later, download the free PDF and read it whenever you want. George Riedel has been telling a powerful story about wine glasses for ages. His company has been in the business of glass-blowing for over 4 centuries.
When people are confronted with a relatively new approach, they tend to use the power of comparison. Their knowledge about pretty much everything is based on word of mouth, and by analyzing. A creative individual who excels at marketing knows this fact very well. Your marketing saga should involve these assets for obvious reasons.
Win-win situation 2. Your story will not reach a state of full-acceptance if you have low-paid employees who are rude to the customers. A compelling story addresses only a small portion of people. Like this summary? Learn more and more, in the speed that the world demands.
Take this summary with you and read anywhere! Their knowledge about pretty much everything is based on word of mouth, and by analyzing. A creative individual who excels at marketing knows this fact very well. Your marketing saga should involve these assets for obvious reasons.
Win-win situation 2. Define a target group. Your story will not reach a state of full-acceptance if you have low-paid employees who are rude to the customers. The judgemental habit of humans is still on the go, making snap judgments is not a sign of satisfactory analytical skills. A compelling story addresses only a small portion of people. Like this summary? Perhaps, this book has some repetitive content that can be found in other Seth Godin books.
For those of you who want to learn something new daily, 12min App takes you on a personal development journey with the key takeaways from the greatest bestsellers. PT ES. Learn more and more, in the speed that the world demands. The company is more than a hundred years old.
Give them a call at Lennox and you can hear for yourself. Dave Lennox appears to be a good story. Installing a Lennox furnace thus feels like a smart download.
It makes the downloader feel safe and secure to know that a real person stands behind an important download. It makes it worth more. Until the furnace breaks.
Until the customer visits the Web site and picks up the phone to call Lennox. That there is no Dave Lennox. I felt tricked. A fraud, on the other hand, is a story based on little or nothing. And worst of all, a fraud, when discovered and it will be discovered , enrages your consumer—probably forever.
That depends. A story about solidity and workmanship, a story about safety and performance. Mercedes spends almost all of the price premium they charge building stories for customers to believe, to enjoy and to share. They put those stories into the radio or the way the gas pedal feels or the intelligent actions of the windshield washers.
Mercedes wins because they are authentic in their quest for a car worth talking about. In the developing world, for many women breast- feeding is healthier than bottle feeding. Western technology is better for your baby. No, of course not. The consumers were complicit. To disclaim responsibility for a fraud is cowardly.
Google is tracking your behavior. To live the lie, fully and completely. The danger of writing this book is that it will enable and embolden the deceitful storytellers. The good news is that this group is in the minority. Yes, you need a story. No, it may not be inauthentic.
Your story fails when the person who believed it decides it fails. But what happens when we discover that Beech-Nut apple juice for toddlers was systematically watered down? What happens when an author like Robert Allen starts spamming people in order to make a few more bucks?
Something more than our bank accounts is damaged—our egos are damaged. To ignore the essence of your product, the way it works, the way you develop it, the impact it has—all so you can tell a story? Doing the right thing pays off. Storytellers who trick consumers get caught. They become inconsistent and sooner or later, they get punished. Countless computer companies that promised consumers more than they could deliver have disappeared. Brands get rich, then cut corners and get hammered. Not the hype, not the ads, but the thing.
The public demands that you tell them a story. The story is part of the product or service that they download—in many cases, the story is what people set out to download.
Beech-Nut lied about putting water into apple juice. It comes down to authenticity. Marketing is just a tool. People are the problem. The good news is clear: 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 do her customers. A story that works combined with authenticity and minimized side effects builds a brand and a business for the ages. Neither will our friend the New York Times columnist who lives down the street from us. Every car tells a story, and a minivan tells that story particularly clearly. What matters most of all is the way it makes someone feel.
The story soccer mom driving a taxi for kids all day demolishes the utility of the car itself. Avoiding this story costs hundreds of thousands of dollars to people over a lifetime of car downloading. Instead of downloading the car that makes sense, more people choose to download an SUV.
They believe the story, not the facts. SUVs get lousy mileage. They are more dangerous to the driver, to her passengers and to people in other vehicles than minivans. They create more than their share of pollution. They create more wear and tear on the roads and take up extra space on parking lots and highways. But they make people feel good. Is there something wrong with this? Is it a sign of weakness or foolishness when we believe a story instead of looking at the facts?
Marketing is so powerful today that marketers have a new kind of responsibility. Nuclear weapons have killed a tiny fraction of the number of people that unethical marketing has. Marketing is an awesomely powerful tool, and marketers share the same responsibilities everyone else does. It revolves around two questions the consumer should ask the marketer: Nor do some sorts of life insurance.
On the other hand, overpriced consulting may very well be an example of a good sort of story. Not just in sleeping well at night, but in building a business or an organization that truly thrives.
He and his top advisers were concerned about Southeast Asia and wanted to commit more troops there. Turner Joy had been attacked by North Vietnamese torpedo boats. To vote against the resolution was to take the risk of being seen as wishy washy or even unpatriotic. The administration told us a story, and we believed the lie. How could a senator vote against our national interests?
How could he vote with the enemy? The second fact was that the original story was a total fabrication. There was no attack on those two ships.
The story changed and our support went with it. The story a marketer uses must be a good one, a story based on some version of reality. By telling the truth, he made his neighbors feel stupid and angry. I hesitated to write a book about lies, just because we love these lies so much. If a dieter enjoys downloading diet books about 10 percent of all USA Today best sellers are on this topic should we tell him that dieting actually leads to weight gain?
Ironic but not surprising. Odds are, either you or someone you know is unsettled by the idea of telling stories. That hard work is its own reward. Most marketers carry around a worldview that describes themselves as innovators, not storytellers.
Hate them. Or it might be one of your employees. But when a human being works with the consumer and takes independent action on her behalf, something changes. If it makes you nervous to do that, maybe you need to worry about authenticity a little more. Politicians call these talking points. Retailers call it an experience. Your menu will match your food, which will seamlessly integrate with your staff and your decor. If you want to send a message of friendly service, it helps to hire friendly people.
In fact, stories only magnify the need to have something remarkable and honest to say. Sure, you can fool some people once or twice, but this is the key lesson of the new marketing: The cost of your deception is just too high. The New York Times gave it a twelve on a scale of one to ten.
You can also download exotic cars from Jaguar, Volvo and Range Rover. The best stories, though, are the authentic ones. The Lotus Elise has a long waiting list because in addition to looking cool, the car has a racing heritage and a corporate point of view that matches the story.
The Toyota Prius tells a very different story. The Prius engineers told a much more authentic story. They went further than they had to. Even the keys are smart. Get in and press the start button and drive away. First Toyota chose to tell a story.
Then the engineers built that story into the car. A few, though, pause, take a quick look at the menu and the layout and the sort of people inside and then walk in as though they own the place. How does she do it? The bagels are there because Vivian likes them and is proud to serve them. So how does she grow? Vivian framed her story in a way that matches that worldview.
A block away, the Equinox health club gives out discount cards to the Soy Luck Club. So it grows. Of course, Vivian will really have a home run once her loyal customers start telling stories to their friends— friends who might not share the worldview but are eager to do something that others are doing, eager to hang out at a place beloved by their best friends.
Now, though, the story is getting confused. Started about twenty years ago in Arizona, Cold Stone has storytelling at its heart. But can you really go wrong when making people happy is your number one priority? They get it! Families go to their scoop shops because of the story the experience tells them.
And Cold Stone has legions of fans. They have stores in forty-six states and people will drive ten or twenty miles out of their way to visit one.
Scoopers at Cold Stone Creamery occasionally break into song. They sort of whine a funeral dirge. They are in the business of telling a story. And the song and the smiles and the staff are a much bigger part of that than the ice cream. Some senses count for more than others, but every sense matters. Just twenty years ago, what mattered was how well you crammed your idea into a sixty-second television commercial.
You win when you manage to make your story coherent. When they put sports nutrition bars at the checkout instead of next to the vitamins, they are telling you a story as well.
Tiny cues that deliver big messages. The essence of that art is your ability to use nonverbal techniques to make me a series of promises promises you intend to keep. Most of us, though, need to do it on purpose. We need to work hard to understand what the biases of our prospects are and which totems we can use to tell a story to these people.
The best place to start? Discover the cues and signals she uses. Do them all, not just a few. Your story is a symphony, not a note. They may offer: Consumers are all different, but ultimately they all want the same outcome. They want to be promoted, to be popular, to be healthy, wealthy and wise. This is standard marketing stuff with a new spin.
Because successful stories never offer the things marketers are most likely to feature: A slightly better price. The best you can get under the circumstances. Nice people. A quality brochure. Few defects. Industry-standard warranty. None of these attributes are story-worthy. How do you respond to competing stories in the marketplace? The most important principle is this: Years ago I gave a presentation to the Wal- Mart Internet team.
To be cheaper than your competitor who competes on price, or faster than the competitor who competes on speed. Instead, you must tell a different story and persuade those listening that your story is more important than the story they currently believe. If your competition is faster, you must be cheaper. If they sell the story of health, you must sell the story of convenience. How did they do it? Woot only sells one item a day.
They are not trying to out-site site. Instead, they tell a very compelling story and that story is easy to believe and easy to spread.
Woot is a purple cow. And because the story is theirs and theirs alone, they have plenty of room to grow. George W. Millions believed the lie. Failing that, the appropriate response would have to been to tell a completely different story, one that used a frame that matched the worldview of the undecided voter. Or you might want to sell season tickets to rabid sports fans. The bad news is that they no longer need a new story. This is convenient sushi or great sushi or a good value in sushi.
Masa told a story to only part of that community. While the worldview you are looking at may appear monolithic, it almost certainly is not. Companies like Broadview and IBM and Cisco carved up the market by working hard to discover who would believe which story. The other way to grow is to recognize that in every community, people have more than one worldview at a time. Many people who spend good money on bicycles, for example, respond to stories framed around going fast.
For a long time, this worldview was the core of the bike market. Italian companies like Campagnolo and some Japanese upstarts obsessed about telling an ever better story about speed.
Then a number of American companies like Trek started telling a different story to the same audience.
It was a story about comfort. They did it by focusing on telling a story to the underserved world- view in the community of bike downloaders. Today most of the successful companies in this market succeed by selling comfortable bikes to aging baby boomers. As bikers aged, their worldview changed and so did the successful stories. By relying on a story that was easier to tell and easier to take action on, they activated more people in the market.
Now almost all the way through this book, I can hear you breathing a sigh of relief. But it must be remarkable. Authentic stories that earn the right to be passed on will be passed on. All great stories are purple cows for one simple reason: The rest will take care of itself. These people may be no fun to work for, but they have the ability to tell a coherent, consistent story that is the same from every angle.
Consultants get candidates to listen to polls and restaurateurs to change their menus. Instead of allowing yourself to be pushed toward the middle, you need to look in the mirror and realize that only a remarkable, authentic story is going to have a chance of spreading.
Not the middle of the curve, but those who are incensed and focused and care deeply about only one issue. This leads to predictable behavior from candidates. Then after the election, move to the center where you can get more done. The same thing is true for selling hot sauce or laser beams. Being remarkable, going to the edges, doing something worth talking about—these are all things that are rewarded with action by communities that care deeply.
You succeed by being an extremist in your storytelling, then gracefully moving your product or service to the middle so it becomes more palatable to audiences that are persuaded by their friends, not by you.
I was trying to go to the edges. No one would hate a book called All Marketers Tell Stories. No one would challenge me on it. No one would talk about it. Your goal should not must not be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow. I believe the purple cow is at the heart of just about every business success story of the last decade.
And in order to do that, you must aggressively go to the edges and tell a story that no one else could tell. We get involved with people at all sorts of levels based on nothing more than a story.
A company like Dell or Nike thrives when people download into a story that makes the service or product they offer work better.
I get into trouble, though, in the middle. Sure, sometimes you hit a home run, but more often than not small changes get you small results. One of my favorite little companies is called Little Miss Match. The story here is framed in terms of the preteen mind-set: And the story works. And the idea spreads. There are no small stories. Only small marketers.
The cars are muscle-bound, with undulating waves of sheet metal surrounding the tires, making it clear to anyone who drives by that this car is not going to take anything from anyone. Which is why the bean counters at Consumer Reports are dead wrong. Well, if your goal is to drive from here to Cleveland, no SUV is going to offer you the best solution. It gives you a story you can believe, a lie you can tell yourself every time you see the car. He raved about it to his fellow food-obsessed friends and wrote about it in an obscure restaurant guide he published.
Find out more at www. The Jackson Diner was on the fringes. Three or four years later, the Jackson Diner has gone downhill. The foodies have all left. The irony? This soap about four ounces in a pump-top green plastic bottle costs approximately thirty times as much per wash as generic bar soap. Is it worth thirty times as much? Does it get me thirty times as clean? Does soap really need to be organic?
The Avalon experience begins in the store. It feels good to pick up the bottle. It feels good to know you can afford a luxury like this. Ready for this? Hand soap as jewelry. Television can never deliver all of the facts and every point of view. And, we hope, to do it without an obvious bias. Fox knows that bias exists in any news organization and decided to use this unavoidable problem to frame the news in a way that matched the worldview of their target audience.
What worldviews does this audience share? Instead of its being a random mix of individual biases, Fox News chose to tell a coherent story, a lie that its viewers can choose to believe. Subtlety makes the story work. By acting as though they represent the majority opinion, they frame their story in a way that this audience understands.
Slogans matter, especially here. The worldview of the Fox News audience was that they were disrespected by the established media. It made the story irresistible.
Every day Fox management sends a memo to all the writers, producers and on-air talent. The memo outlines the talking points for the day. It gives the viewers a lie to tell themselves and, just as important, to share.
By providing a consistent, easy-to-talk-about message, Fox News is telling a story that matches the worldview of their audience—and is easy for that audience to spread. While you can argue about their politics, it is impossible to argue with their success. Roger Ailes understands that he is in the storytelling business and has used that insight to build a multibillion-dollar business. Why does their viewership go up?
Because, armed with the lie they believe in, Fox News viewers have an easy time of converting their friends. Because they were persuaded by their friends and neighbors.
I thought we were having pad thai. He might target car magazines or audio magazines. Consider these facts about Sirius: The marketing department at Sirius has to make choices. The facts listed above are far too complex to explain in their entirety. Sirius needs to tell a story. It could be a story about quality and nationwide coverage. The problem? Even the name is a problem. Sirius Satellite Radio. It implies that this is mysterious, technologically better radio. How much would you pay for an anvil?
A dollar? What if it was a really nice anvil? What about variety? Sirius could try to tell a story about hundreds of different kinds of broadcasts, all the time, every day—without commercials! Alas, the same snag occurs. So what should Sirius do? Get Howard Stern. Not everyone wants to hear Howard Stern. But those who do are open to hear how they can keep getting Howard. By taking Howard off real radio and moving him to Sirius, the company has broken radio for millions of people.
Radio without Howard is inferior to what it was. Over time the millions of Howard Stern fans who sign up for Sirius will discover the features and some of them may even be compelling enough to tell a story about.
And that story will spread. But the things that make us want one are subtle indeed. Mark Vadon runs bluenile. Cheap is not marketing. Blue Nile is not about cheap. Mark understands that he can always be undersold. Every one of these has a story. Part of that story is about quality, part of it is about being smarter than the poor shmo who gets bullied into downloading at Tiffany.
The Blue Nile story is aimed right at guys the ones who download engagement rings. The story is framed perfectly for their worldview. Women hate the Blue Nile story because it points out that Tiffany is a fraud, selling a blue box for thousands of dollars. Men love it for precisely the same reason. Is Blue Nile selling a commodity?
Nobody needs a diamond. The ironic thing is that jewelry stores that feel they must compete on price are the ones that are creating the end of their industry. What sort of person uses the original Napster or Limewire or other P2P services? Wilco gets this. Wilco is a hugely successful rock band that released their latest album, in its entirety, online for free. The loaf of bread is gone. How they perceive your work changes your work. Treating your audience like thieves is absurd.
Anyone who chooses to listen to our music is a collaborator.
By trading overhead camera shots for featured spots on sports broadcasts, Goodyear has made the blimp world famous. All there is, is the blimp and the name. Michelin has a brand that tells a story safety. Goodyear, on the other hand, gets nothing more out of the blimp than some name recognition and good seats for the CEO at the Super Bowl. Organic Style readers are nearly twice as likely to have a college education, and more than half recommend products that they have read about in the magazine.
The difference is in the worldview. Readers of Organic Style have friends who are willing to listen to a new story.
An ideavirus can rip through a community on a college campus far faster than it can through a New York apartment building of the same size. And quite often, people with similar proclivities join together into populations. Remember, the marketer tells a story.
The consumer believes it and it becomes a lie. And that lie can spread from person to person. Tom Peters did a piece on off-shoring, and his passalong rate was 2 percent. Dave Balter, hardly as well known as these two authors, did a piece on buzz and marketing and his was an astonishing 8 percent. It had a passalong rate of zero. The lesson? You get to pick the audience you talk to. It turns out that your biases and expectations change a great deal. RBC is the seventh largest bank in North America.
They did some research and discovered that they had about 1 percent market share among students in medical and dental schools. Then they told a story. Here are tens of thousands of young adults who have recently had their outlook on the future radically changed, and they are eager to hear a story about how they can make that future work for them. Obviously this is quite a fertile group—at least in the moment they are transitioning from one worldview to another.
The nostalgia overtook whatever I had experienced then. The art meant something different, not because the art had changed, but because I had. Technologists have discovered that early adopters are likely to fall in hate with a product just as fast as they fell in love with it. This is one reason why some businesses grow and then stabilize. Nothing is static. Nothing stays the way it was.
And everything you build or design or market is going to change the marketplace. Cotton creates far more environmental and social side effects than almost any crop grown. At the same time, high-tech fabrics are lighter, cooler, easier to care for and far less damaging to the environment. Because old stories die hard.