Originally published at: https://blog.12min.com/all-marketers-are-liars-summary/
The Underground Classic That Explains How Marketing Really Works–and Why Authenticity Is the Best Marketing of All
It doesn’t matter if you are selling peanuts or cars. The same methodology is used to twist the minds of potential customers.
We summarize the critical assets in selling “the story” and how marketers cash-in on their ideas, with simple mind tricks.
Who Should Read “All Marketers Are Liars”? And Why?All Seth Godin’s books extend beyond the fundamental rules of advertisement and create value for all people.
Even if you are not involved in marketing, you cannot escape its influence that haunts you – hypothetically speaking.
“All Marketers Are Liars” is easy to digest, and friendly book that is best suited for marketers in the making and those willing to improve their skills.
About Seth GodinSeth Godin needs no introduction among marketers. He earned his reputation by writing many bestsellers such as Linchpin, Tribes, Purple Cow, The Dip, Permission Marketing and others.
His books have been translated into many languages because they challenge people’s thinking patterns and provide crucial information for experts in different fields.
“All Marketers Are Liars Summary”Marketing ads go pretty much in a straightforward way: As soon as a person sees this breathtaking commercial that promotes an amazing product, he/she is eager to purchase it.
Once the transaction is completed, you go home with an intention to test it right away.
How often these products failed to impress you, and even crashed, broke or stopped functioning the very next day? One too many we suppose.
Effective marketing by all standards is linked to the ability to tell a captivating story.
Something like, buy a clean and 100% natural water from the foothills of the Himalayas.
If you possess the skill to make people imagine that process, you are on your way to becoming an excellent marketer.
George Riedel owns a family business – making glass products such as wine glasses, which are highly popular nowadays.
He understands the idea of a great story perfectly well, and the company’s marketing strategy is actually designed in accordance with this concept.
The power of marketing is – a simple message or a note can change the flavor of some product.
Marketing schemes reduce the stigma attached to aggressive marketing and promote friendly approach like Riedel’s.
His company manages to stay competitive in the market and earn profits because it focuses on customer needs.
Each person is a closed book, with a defined worldview that is based on impartial and biased ideas and thoughts.
Nevertheless, you should think about the things that your target audience values, and put a lot of effort to please them.
In fact, our views are rarely unique. Influenced by our parents, environment, education, society, and media outlets, we share our world with the rest of the group.
The perspective you adopt, actually determines how these marketers will approach you, with what story in mind.
Evidently, people from similar religious, social, educational backgrounds cherish almost identical ideas and viewpoints.
If you plan on conquering the world as a marketer, make sure you possess the expertise to dig deep and explore these mental concepts, in order to find an anecdote that matches their mindset.
The key is to find a representative of some group and try to infiltrate for the purpose of understanding their deepest cravings. Once you are “armed” with reliable information, you can begin “selling” your story.
Imagine, you are working for a top-notch company, and all of a sudden, your superiors give you the assignment to design a full marketing strategy for a product that’s struggles to differentiate.
The business hustle expects unique ideas; you mustn’t plunge into discussions about the budget, deadlines and possible advertising channels.
First things first, to develop a winner’s strategy, you have to hear the other side of the story.
Listen to your audience, design questionnaires, insist on face-to-face interaction.
When people are confronted with a relatively new approach, they tend to use the power of comparison.
Their knowledge about pretty much everything is based on word of mouth, and by analyzing.
Over the course of history, we’ve been trained to ignore anything that isn’t brand-new and react to everything that seems modern.
This is exactly why stories play such an essential role in today’s world. A creative individual who excels at marketing knows this fact very well.
Before you expect feedback from your counterparts, make sure that you “shake” their world, with an authentic story.
The new information must be presented in a form that’s easy to digest. Your marketing saga should involve these assets for obvious reasons.
If you plan on being a marketer, it’s one of your duties to provide your customers with an accurate picture of how your product will ease off their lives.
By controlling their reactions, you’ll maintain loyalty and build a partnership.
Key Lessons from “All Marketers Are Liars”1. Win-win situation 2. Don’t make rash conclusions 3. Define a target group
Win-win situationIf you are for the long-run, the overlap between the message you are trying to convey and your staff’s capabilities is crucial.
Your story will not reach a state of full-acceptance if you have low-paid employees who are rude to the customers.
Don’t make rash conclusionsThe judgemental habit of humans is still on the go, making snap judgments is not a sign of satisfactory analytical skills.
Don’t utter a single word without thinking, because often we say stuff that is offensive to the other side.
Define a target groupInexperienced marketers are still into launching full-scale marketing campaigns, promoting the same product to various groups that haven’t got the slightest interest in buying that commodity.
A compelling story addresses only a small portion of people.
Like this summary? We’d Like to invite you to download our free 12 min app, for more amazing summaries and audiobooks.
“All Marketers Are Liars” Quotes[bctt tweet="We drink the can, not the beverage." username="get12min"]
[bctt tweet=“We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.” username=“get12min”]
[bctt tweet=“All marketers are storytellers. Only the losers are liars.” username=“get12min”]
[bctt tweet=“When we recognize the fraud for what it is, we feel incredibly stupid. Something more than our bank accounts is damaged—our egos are damaged. As a result, it’s almost impossible for the marketer to regain our trust.” username=“get12min”]
[bctt tweet=“We’d like to believe that efficient, useful, cost-effective products and services are the way to succeed. That hard work is its own reward. Most marketers carry around a worldview that describes themselves as innovators, not storytellers.” username=“get12min”]
Our Critical ReviewPerhaps, this book has some repetitive content that can be found in other Seth Godin books.
Other than that, “All Marketers Are Liars” is a first-class, eye-opening classic for the new era.