Want to learn the ideas in All Marketers Are Liars better than ever? Read the world’s #1 book summary of All Marketers Are Liars by Seth Godin here.
Read a brief 1-Page Summary or watch video summaries curated by our expert team. Note: this book guide is not affiliated with or endorsed by the publisher or author, and we always encourage you to purchase and read the full book.
Table of Contents
Video Summaries of All Marketers Are Liars
We’ve scoured the Internet for the very best videos on All Marketers Are Liars, from high-quality videos summaries to interviews or commentary by Seth Godin.
1-Page Summary of All Marketers Are Liars
You know how it goes: you see an AMAZING commercial advertising an AMAZING product. You rush to get it, you buy it, you bring it home. The next day it breaks or doesn’t work as promised.
Marketing is about spreading ideas. It’s about telling stories and, in many cases, lies. It’s about tapping into the world of consumers – something marketers can be good at doing. That’s exactly what these key points are all about. In fact, in All Marketers Are Liars, the author has some great insights on how marketers think and how they have created stories (and fibs and frauds) for decades, which have had an impact on the lives of many – both for better and for worse.
In this article, you’ll learn why it’s important to understand your consumers’ worldviews and how Dr. Atkins did that; why people use similar strategies as frogs; and where the line is between fibs and frauds.
Big Idea #1: Marketing is all about telling a story people can believe in.
A long time ago, people noticed the sun rising every morning. They made up a story about Helios and his chariot to explain it. This was before marketing existed, but it has something fundamental in common with it: a good story.
Marketing is all about telling stories. George Riedel, a tenth-generation glass blower, understands this idea well. His company makes wine glasses and his products are very popular. He says that every type of wine has its own message which is translated through the glass out of which people drink it.
Riedel’s story is amazing. There are scientific tests that prove his glasses don’t make a difference, but wine experts and enthusiasts insist they taste better out of Riedel glasses.
Marketing can change the taste of wine.
Marketing schemes succeed because people buy what they want, not what they need. That’s how marketers earn their profits.
Marketing schemes like Riedel’s succeed because in today’s world, people buy what they want, not what they need. That’s how marketers earn their profits.
Imagine a young woman who buys Puma sneakers for $125. They were produced in China for $3, but she doesn’t buy them because of their durability or support. She buys them because she thinks they’ll make her feel cool and improve her life slightly.
Puma’s marketers sold the young woman a story, which was that she is special and fashionable. People spread stories rather than buying products for their features. So if you can tell a good story, you’ll reach your audience more effectively.