All Marketers Are Liars
The Book All Marketers Are Liars is my second most favorite marketing book behind The Dip. This book is amazing and taught me how important having a great story is. Having a good product is no longer enough. You also have to be able to tell the story of your product and gain trust of your customers in a world where nobody trusts anything.
From the book:
We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.
Again I HIGHLY recommend this. Its one of the many books I put on the Elite Retreat ipod Touches.
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Thanks for the tip, will definitely check it out, The Dip too.
That quote from the book sure rings true in my ears.
Yup, from the title to the actual content, this book sounds like a true revelation of marketers. I totally agree with it though, it’s really good marketing that makes these giant products, not the quality all the time.
These big brand names can get away with murder because their marketing has already established that trust from consumers, and it seems like the more expensive it is, the more we believe it’s superior quality. Who really puts this to the test though?
I like the title of the book.. and that’s true too.
Same here… one of my favorite books of all time. I’ll probably put it ahead of The Dip
16 year old… thats great brother.
It is very tongue in cheek, but however one has to be cognisant of the nature of the salesperson….backing up the big talk is what makes for true success.
cognisant? whats that?
having or showing knowledge or understanding or realization or perception; “was aware of his opponent’s hostility”; “became aware of her surroundings”; “aware that he had exceeded the speed limit”
thefreedictionary.com
i think like you too. title is really good. and its the truth. marketers using little or sometimes bigger lies to sell their products.
i agree. it is true!
Everythingt in the market place is a build up
I agree if the market makes the item look good people will buy it,
even if it is expensive
damn right, you just hit the nails
Yup, no doubt it. Marketers especially internet marketers are liars.
But a Cayenne IS better than a Toureg…the name doesn’t suck nearly as much.
Toureg gives makes me think of some kind of foreign word for “Turd”
I gotta agree with you on that one. As for the $225 Pumas, I like Adidas better
Hahahah…..the “turd” anology is really funny, but so true! My favourite is Mitsubishi’s “Pajero” means “w*nker* in Spanish…..hardly aspirational….heheheh
Hey, I drive a turd, I mean Toureg!!
This book was great. Perception is key in marketing. I also enjoyed The Tipping Point.
Thanks for the recommendation, I’m checking it out now.
Ha, I love it. Believing it makes it true. Kind of like some kung foo stuff there.
Yeah, it’s like these brilliant marketers use voodoo on us. But it’s more hypnosis techniques they use, like repitition and visualization. It’s a mind F*#k when you really think about it.
I had a copy of it and well I stopped reading it because I just forgot I am reading it..
It is. I’m amazed at how many marketers don’t get that it’s not the product, it’s the spin.
Thanks for the recommendation. Whenever I’ll get some more free time, I’ll be reading it.
I read this book and I agree, it is an amazing book. Seth Godin’s books are really great marketing books.
A good marketer can sell you a bag of nothing and he/she thinks they have a great deal.
I don’t like wine flutes, I just like to guzzle it right out the bottle.
This is absolutely true. Rules of consumer marketing says this as well. People feel more satisfied by satisfying their ego and feeling that they have something better then others. All brand-name vendors been using the technique for long time now.
Gotta agree with you. Being different and better sure make people feel realllyyy good.
Each has its own profitable business practices. For example, I was irritated the price of goods in the shop 1.99. This is a fraud too.
I can’t remember which sales guru said it, but it does bring out the truth- People buy on emotion, justify their purchase with logic. Meaning to make a happy customer feel good about their purchase (to return and tell others), know the emotion why they will buy (ego), but give them the logic (excuse) to justify to themselves, their spouse, or their boss.
Rule #1 - Be Authentic. It pays in the long run - and people respect and value that.
Like mentioned above - a good marketer can sell anything !
Cheers,
The Moneyac
ehm……very high productivity…….!!!
Everyone tells white lies to boost their knowledge and the superiority of their product or service. Everyone wants to look good!
I didn’t read it yet, but I like the statement above. Awesome.
“which is virtually the same car”
I am not fond of reading book but may be I will read this
Thanks for the recommendation. I will add it to my holiday reading list.
On a side note, it looks like the link to Amazon is broken.
The first book link does not work, the 2nd one does though. Thanks for the book tip!
I will check this book out… what is your third most reccommend marketing book?
I believe that believing something is true will make it true. We all live in our own reality where our perception is stronger than the facts.
It is amazing how much price plays a factor in what we buy. “You get what you pay for” seems to be an old adage that suggests we should always pay the most we can for an item when really this is not so.
The link of the book seems to be broken…
I sent him a tweet this morning about the broken link but I think he’s been driving all day and away.
This is a good one:
We developed this tool back in 2004 after attending a conference and hearing someone say, “There are TONS of unregistered domains floating around that have lots of .edu, .mil, and .gov links pointing at them.”
True to some extent. However most marketers use just simple tricks like
1. Curiosity (“secret,” “hidden,” “undeground”.),
2. Shock value,
3. Benefit (“how to,” “discover,” )
etc.
yes……I often find the tricks……most of them
I’ve just recently read the book and it’s excellent! I have found some much insight in it and bought one copy for my sister, too.
P.S. the link for the book is still broken
Just so you know the amazon affiliate link you provided leads to a 404 error page
This is how products are sold on the Internet and this is how companies may end up failing. The truth is always stretched
-Mike
That might mess up the word marketing for life.
ahahahaha
How negative. Marketers are good people in essence or otherwise. They are just people, paid to use objective judgment about a product, in order to create a subjective viewpoint in an imminent fashion.
Like car salesmen or bankers.
Those are essentially good people, right?
Anyone working in marketing is NOT giving out their secrets; otherwise everyone would be equal to them in no time. Contrary to popular perception; MANY people WOULD work 15 hour days online in order to make hundreds of thousands of dollars on the turn of a dime.
In order to STAY in business, marketers must continuously get you to chase the carrot. If you don’t have a serious product, you are at the top (hopefully) of a pyramid scheme that prays on inferior rationalization.
If you don’t have the best Video Player, Writing, or Software on the market; you’re just shuffling a few people’s naivety; while vaguely teaching a few others to copy you.
Lets just say it, the world would be a crappy boring place without marketing. Marketing is what allows us to make an emotional connection with products and LOVE them. I feel that when I market a product heavily, I am actually doing a service to my customers, and helping them to fully enjoy the product.
Cheers!
sounds very great books….thanks for information…..I will check the link
I didn’t get what your point, What’s the point in telling a story, Good product is enough
Seth is King
Gotta agree with you on that one shoe really good book & they are all liers
Marketing is all about perception. What car is a better value, a camry or a lexus es? A g35 or maxima? Accord or acura tsx? Some argue all are similar, but I know acura owners who buy acuras strictly because of what’s on the hood, not under it.
I’m totally hooked on Godin. I can read this stuff for hours and hours, but I’ve found that I absorb more if I take it in a little at a time. His books are great bathroom reads. This is no offense to Godin. It’s just that the timing works out perfectly and it’s something I do almost every day.
I would agree that a good story does make for a good sales page. Thanks for the reviews on the books. Always looking for a great marketing book.
Thanks for providing information about a rare book. I wii be here again after reading that.
I am always a late adopter of technology. Just this summer I got my first iPod (a shuffle at that), and the first (and still only) book I bought at the store was All Marketers Are Liars. Listened to it a number of times.
Enjoy Seth Godin’s books. Like shoe, loved The Dip. Even given it away a couple of times and don’t currently have a copy. Some books are repetitious, and I was beginning to worry that he was following into that popular writers trap of putting out books just because people will buy them. Nothing new or of value, but people will just buy what they put out. With Tribes it seems he is back in form with new thoughts. To me, Malcolm Gladwell and Seth Godin are two people to keep up with.
This is a professional feature. -)
This is very important when trying to gain the trust of your loyal readers and clients. very good post.
It is their professional habit. -)
This looks like a great book, I agree people think an item is better just because it costs more even though a cheaper item is just as good
Yup, no doubt it. Marketers especially internet marketers are liars.
I had a copy of it and well I stopped reading it because I just forgot I am reading it..
Nice ebook from Seth. I read a few of he’s and they seem interesting.
I have always believed that a marketer can make more money selling higher priced products, even if they provide same or less value, one of the primary reasons is because people give it a higher perceived value.
i’m in the process of reading this one right now, I loved the dip