Seth Godin is the author of such best sellers as ‘Permission Marketing’, ‘Purple Cow’ and ‘Unleashing the Idea Virus’. I love his lively writing style and fascinating ideas but one book I’ve put off reading until now is ‘All Marketers Are Liars’.
The sub-title gives a far clearer message of what this book is about – ‘The power of telling authentic stories in a low-trust world’. The real message in this book is that we as consumers lie to ourselves and marketers need to craft their messages accordingly. He gives examples to illustrate how this happens as much in business-to-business as it does with consumer products and services saying, “In the business-to-business marketing world we like to believe that people are rational and informed. They are neither.”
He says that, “the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.”
Find out more about this book by going to www.allmarketersareliars.com
Jurek Leon is a storyteller, trainer and coach who presents courses and addresses seminars on word of mouth marketing, motivation, customer focussed selling and managing the customer experience. Subscribe to Jurek's FREE monthly ‘Terrific Tips’ e-newsletter at www.terrifictrading.com. Alternatively, email firstname.lastname@example.org.