All Marketers Are Liars Book Report Paper Example

Book: Godin, Seth. All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. New York: Portfolio, 2009. Internet resource

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Summary of the Book

The biggest lie that Seth Godin tells in the book All Marketers are Liars is the title name of the book. The book is the exact opposite of what the title depicts because he elaborates that marketers are not liars but merely storytellers. According to the author, the liar is the consumer as they deceive themselves every day in terms of where they live, what they wear, what they do to work and how they vote. Godin points out that successful managers are just but a vessel of stories that customers choose to believe. He stresses that good story that appeals to consumers is the backbone of a firms growth and profit. Godin puts that complete dedication to and embrace of your story is what it takes to make marketing work.

The book posits that successful marketing is organized based on a five-step process that people undergo when they come upon successful marketing;

Step 1: Consumer perception of the world got there before you did

Consumers perception (the combination of consumers current beliefs, rules, and biases) have an impact on how he or she notices and comprehend things. Therefore, if a story is framed in tandem with the worldview, people are more inclined to believe it. Godin posits that smart marketers do not change a persons perception but rather identify people having a particular perception and frame their story to relate to that perception. Because individuals tend to have similar perception clump together, marketers who end up to be successful unearth undiscovered clump and frame a story using words, images, as well as interactions in a bid to reinforce these individuals biases.

Step 2: People tend to notice the new and then make a speculation.

Consumers are sensitive and quick to note when things change. One they discover something new, they begin to make guesses about what to expect next.

Step 3: First Impression matters

First impressions makes a consumer make a quick and permanent judgment about what the things he or she has been exposed to.

Step 4: Great marketers narrate stories that we believe.

A story changes the manner in which a user experiences a service or product. Consumers anticipate what will happen in future and rationalize anything that does not match their anticipation.

Step 5: Marketers with authenticity succeeds.

Godin points out that the authenticity of the story determines if a product will survive the scrutiny for a sufficient time for a customer to spread the story to other people.

The notions provided by the book applies to marketing in a variety of ways. Once a new product has been introduced to the market or improvement has been done to an existing product, there is need to inform the people about the new products. This is achieved through advertising where marketers are required to create good stories about the product or service that consumers will want to associate with. These stories must fit peoples perceptions based on beliefs, assumptions, culture, and also their lifestyle. Therefore, Godins ideology about marketing provides a good basis in which marketers can create authentic stories that people would want to associate with and end up buying their products.

The book also provides useful tips about competition in the lying world. A marketer should try and find an unexplored niche and build their stories from their in order to develop a competitive advantage and beat other key players in the industry. Once people have believed in a particular persons story it is difficult to persuade the consumer to believe another story because it makes them feel that they were wrong. Instead, marketers must invent a different story and make consumers believe that the story their telling is more important than the story they currently believe. For example, one firm sells a story of convenience you can preach a story of cheaper prices and persuade people to believe the story.

Three things I learned from the book

Great stories sell: Stories are requisite to help people deal with the huge number of information people hear every day. The author posits that great stories are able to sell because they succeed in capturing the imagination of many people or important audience. A great story should be able to make a promise, should be subtle, should be trusted, happens fast and tends to appeal our senses (Godin pg. 64). Therefore, marketers should develop great stories that dont contradict themselves.

Marketers should develop good adverts and marketing posts based on stories that match consumers worldview. For a story to sell in the competitive world it should be framed in terms of what people believe (Godin pg. 21). Therefore, to be a smart marketer, it is requisite that the stories one comes up about a companys brand, products, or service should be based on consumers perception. Marketers should identify their consumers perception and frame their story based on their worldview.

Good marketing should be authentic: The author notes that for a story to survive enough for people to tell to the society, it must be authentic. A marketing strategy cannot be successful if it is not able to find the right audience that believes or is ready to believe on the marketers story. Therefore, I learned that it is important for marketers to develop authentic stories to enable them to successfully market their brand, product or service.

Works Cited

Godin, Seth. All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. New York: Portfolio, 2009. Internet resource