All Marketers Are Liars
by Seth Godin
Marketers tell stories, consumers tell themselves stories, and the stories that spread are authentic ones that fit a worldview. Godin's argument is that you cannot change worldviews, only find the people who already hold yours and tell them a true story. The title is deliberately provocative; the subtitle fixes it: 'All marketers tell stories'.
Read it if…
you want to understand why some true products fail and some stories spread.
Skip it if…
you want tactics; Godin never does tactics.
Three things you will actually use
- Find the worldview; do not fight it.
- Authentic stories spread; fake ones collapse.
- First impressions become the whole story.
Do this first
Write the worldview your best customers already hold before you write another headline.
Our verdict
Stories that fit a worldview.
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