All Marketers Are Liars by Seth Godin
This is a clever little book that uncovers the real reasons why people buy stuff.
“All Marketers Are Liars” will make you look again at all the marketing that’s going on around you, as well as making you ask yourself why you buy the products and services that you do.
The author isn’t encouraging you to lie in your marketing, but he’s encouraging you to build a story around your brand so that the consumer effectively lies to themselves.
That sounds a little confusing, but the book is jam-packed full of examples and case studies that help you to get the gist of the concept, as well as providing you with plenty of ideas.
At the back of the book, you’ll find plenty of helpful steps to help you build a story around your own brand.
What is “All Marketers Are Liars” about?
To clarify the book’s message, this read is not encouraging you to lie in your marketing. You must always be authentic and honest in your messaging, and that point is stressed throughout the book.
Rather than lying to consumers, the author encourages you to create a story around your brand, so that the customer effectively lies to himself.
For example, if you watch a TV advert where a model uses a particular brand of cosmetics, and that model looks fantastic, the audience subconsciously tells themselves that using that brand of cosmetics will make them look just as fantastic as the model.
Now, deep down, the viewer knows that that isn’t true, but it’s a lie that the audience continues to tell themselves.
The concept of the book is about painting a picture, telling a story that can be interpreted by customers in any way that they see fit.
Each customer will interpret the story differently, depending on their personal experiences and worldview, and then they will tell themselves a lie about that product or service.
Why do people buy?
Before I read this book, I completed some online training with Perry Belcher about why people buy.
The bottom line of that training is that the only reason people buy is status.
Although Godin doesn’t mention status directly in this book, I felt that was the underlying message throughout this book.
For example, it’s preferable to buy a pair of Nike trainers rather than a cheaper, unbranded pair of trainers, simply because Nike trainers increase our status. The reason those trainers increase our status is because of the story that Nike tells us in their marketing and the lie that we subconsciously tell ourselves as consumers.
This is the first book by Seth Godin that I have read.
I did find the first and second chapters rather tedious, and I had to keep motivating myself to continue reading. That said, I loved the middle of the book and flew right through that section, but unfortunately, I found the end of the book rather tedious too.
However, I still got some good value out of the book, and it was an enjoyable read overall.
The book contains plenty of examples and case studies that help you to understand the concept and main message, along with a step-by-step guide that helps you to build a story around your own brand.
Have you read this book?
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