All Marketers Are Liars

I was first introduced to Seth Godin's views and style on his regular "Change Agent" posting on Fast Company. The article that hooked me was his amusing views on business schools.

So, on a rare occasion when we were dashing through the airport on our way to a holiday (not work), I quickly grabbed his book All Marketers Are Liars from the shelf.

Seth offers his views on how marketers can discover and tell authentic stories that are believed by those who tell them and listen to them.

It appealed to me as pretty much the whole book is relevant in my work in software sales.

Note, there are extensive references to:
I'd recommend checking these out first in order to get more value out of "All Marketers Are Liars".

Essentially, the key take-away I saw in All Markets Are Liars, was the concept of appealing to people's worldviews and developing marketing (messaging) around that, rather than trying to buck the system.

As Seth proposes, people’s worldviews are different and we don’t all want the same thing. People can see the same data and make a totally different decision - so don’t try and change someone’s worldview. Seth contents that marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively, and therefore your opportunity lies in finding a neglected worldview, framing your story in a way that this audience will focus on and going from there.

But one caveat: a worldview is not forever - it’s what the consumer believes right now.

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posted by Lee Gale @ 3:09 AM,


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