Free Book Summary : All Marketers are Liars This article is based on the following book: The Power of Telling Authentic Stories in a Low-Trust World By Seth Godin Published by Portfolio, 2005 ISBN 1-59184-100-3 208 pages

What sells a product these days? Is it price point? Is it the buyer's need? Are product features and benefits the deciding factors for customers to buy? Seth Godin says it is none of the above.

Consumers buy products when they fall for a marketer's story. A successful marketer has to be able to come up with stories that consumers want to believe. The stories should fit a consumer's
worldview and encourage people to talk to others about it. When a marketer's story is authentic and remarkable, the product will sell.

Telling stories is an age-old tradition used by people to make sense of natural phenomena such as seasons and sicknesses. Marketers did not invent it, but they have used it for years to sell products, services, and ideas.

Godin suggests that marketers and consumers are conspirators in this lying, or story-telling business. Marketers tell the stories. The consumers, who lie to themselves, buy the stories.
What makes a great story? Great stories should:
· be true.
· make a promise.
· be trusted.
· be subtle.
· happen fast.
· not appeal to logic, but often appeal to our senses.
· rarely be aimed at everyone.
· never contradict themselves.
· agree with our worldview.

Marketers Also Have Responsibilities.
Since marketing is about spreading ideas, they have the power to affect people and
even whole societies in both positive and negative ways. Storytelling, in the hands of
the marketer, should always recognize its responsibility to the society.

Marketing, Then and Now
It used to be that marketers sold commodities that people needed by promoting practical and objective matters such as price and product features. These days, marketers answer more to consumers' wants than needs. Wants are things they covet for emotional reasons such as $125 Pumas or an $80,000 Porsche Cayenne.

In the Golden Age of television, marketing was a matter of buying 60 seconds of airtime, and using that time to tell a simple story to create demand. It is not that simple now. Marketing, albeit still a very powerful tool, has become more complex and challenging.

SETH GODIN is a bestselling author, entrepreneur and agent of change.  Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work.  Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list.  Unleashing the Ideavirus is the most popular ebook ever written.

The Big Red Fez was the #1 ebook (worldwide) on Amazon for almost a year before it was published in paperback in 2002. Survival is Not Enough has made bestseller lists in
Germany, the UK and the United States. Purple Cow was a New York Times and Wall Street Journal bestseller. Free Prize Inside was an Amazon Top 50 bestseller and a New York Times business bestseller. Just out, All Marketers are Liars has already made the Amazon Top
100 and has inspired its own blog.

Seth is a renowned speaker as well. He was recently chosen as one of 21Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.

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