May 5, 2005

News & Opinion: BOOK REVIEW: All Marketers Are Liars

By: Dylan Schleicher @ 4:04 AM – Filed under: Marketing & Sales

ResizeTitle: All Marketers Are Liars (blog)
Seth Godin (blog)
Tag-line: The power of telling authentic stories in a low-trust world.
Pages: 182
Dog-ear score: 30: 182 (16.48%)

First thing's first, this is not Purple Cow vol. 3, I loved Purple Cow, but I was pretty relieved nonetheless.

This is a book about stories, stories we're told by marketers, and stories we tell ourselves. It's a book that attempts to, and in my opinion succeeds in proving the importance of not only these stories but how they're told, and perceived.

If there is one thing that Seth Godin is always brilliant at, it's creating easy-to-use vocab, this book is no exception. Within days I was dropping words like "
worldviews", "fibs", "catching flys" and "stories" in meetings, and my clients loved it. Simple, easy to grasp concepts that you kick yourself for not being able to articulate earlier. That's the beauty of all Seth Godin's books, he simply points out the reality you didn't know you knew.
It's safe to say that this is, by pretty far, my favourite of his books to date. Even the parts I disagreed with, he got me thinking, I love that.

It's fun to read too.

Last word:

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.