May 9, 2005
Jack Covert Selects: Jack Covert Selects--All Marketers are Liars
All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World by Seth Godin, Portfolio Publishers, 175 Pages, $23.95 Hardcover, May 2005, ISBN 1591841003 This is the hardest Jack Covert Selects I have ever had to write. Why? The book is too damn good. I will say this: Seth is back! To give you some background on how I do reviews, I read the book and put Post-its on pages that I wanted to go back and review before I actually put pen to paper. After I used a full pack of Post-its in the first half of the book I abandoned that idea. There is just too much good stuff in this book to be able to tell you that this part or that chapter of the book is the best. So what I am going to do is cheat and reread the book for my own enjoyment and not worry about giving you the essence of it. Here is what the publisher says about the book: Every marketer tells a story. And if they do it right, we believe them. 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 Tourareg, which is virturally the same car. We believe that $225 Pumas will make our feet feel betterand look coolerthan $20 no-namesand believing it makes it true. Successful marketers dont talk about futures or even benefits. Instead, they tell a story. A story we all believe. This is a book about doing what consumers demandpainting vivid pictures that they choose to believe. Every organizationfrom nonprofits to car companies, from political campaigns to wineglass blowersmust understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner and the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. Theres a lesson learned the hard way by telemarketers and Marlboro. This is a powerful book for anyone who wants to create things people truly want, as opposed to commodities that people merely need. I understand that using the publisher blurb is not quite right seeing I didnt write it but I completely agree with what they say. I think that this could very possibly be the book of 2005. Enjoy! IF YOU WOULD LIKE TO SUBSCRIBE TO THE MONTHLY BOOK REVIEWS, PLEASE SEND AN EMAIL TO JACK AT 800CEOREAD DOT COM.