All Marketers Are Liars – And I’m Full of Shit
My review of “All Marketers are Liars” by Seth Godin in three words: Holy Fucking Crap.
Shoemoney must be peeking at my playlist or something… http://www.shoemoney.com/2010/05/04/the-greatest-marketing-book-every-written/
I’ve been wanting to post about this book “All Marketers are Liars” by Seth Godin since right before the Vegas mind wipe I had on May 1st. I’m on my second listen, and I foresee a third and fourth listen.
It has seriously completely and radically changed the way I look at everything. This book is beyond eye-opening, it’s a freaking masterpiece. Considering I’m nobody, that’s not much of an endorsement – considering I gobble around 50+ full books a year on marketing, business and psychology, this takes another shade.
The original recommendation came from Ran Aroussi in one of the PPC Bully trainingd, and I filed it on my “nice to get” list. Last month I finally got around to getting the book and bumped into Seth’s book selection at his site… I got Words that Work from Frank Luntz, along with Purple Cow, Permission Marketing and All Marketers are Liars.
Words that Work is “ok”, Permission Marketing is excellent, Purple Cow is in the back burner and All Marketers Are Liars has entered my hall of fame.
I used to work with a marketing exec that used to drive me (and everyone else) fucking bananas asking us “what’s the story here” or commenting “I don’t see the story coming through”… Now I get it. Everything has a story… Many stories! I opened the Sky Mall catalog on the plane and started exploring the stories behind each and every product -that little impromptu exercise was so cool I took the catalog with me, telling mysefl the story that I was going to use it for a video post. Don’t wait for it, it’s not going to happen.
The funniest part is that over the past few months I’ve been consistently saying “Thats my story and I’m sticking to it” after every time I explain myself… I also do it to my entire family, as soon as they explain something, like why they decided to skip a class, or why they need a particular brand of something, I’ll quip “and that’s my story and I’m sticking to it” … This really brings the stories we tell ourselves into focus, it’s also very humorous and it’s been working wonders to cut through everyday crap.
The other significant book I read this month (and I had to read it on freaking paper – so I had to wait to my plane to/from Vegas) is a 30+year classic masterpiece too… Games People Play by Eric Berne – it lays the foundation for Transactional Analysis in psychology for laypeople like me – sort of. Really good.