{"id":670,"date":"2017-12-22T17:41:30","date_gmt":"2017-12-22T17:41:30","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=670"},"modified":"2024-08-19T08:12:29","modified_gmt":"2024-08-19T08:12:29","slug":"book-review-marketers-liars-tell-stories","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/","title":{"rendered":"Book Review: All Marketers are Liars Tell Stories"},"content":{"rendered":"

\u2018All Marketers are Liars<\/span> Tell Stories\u2019 is authored by the best-selling author Seth Godin, who is also a marketer and a public speaker. In his book, Godin attempts to reiterate the point that authenticity is the best marketing of all. In fact, he stresses that no marketer is a liar but a mere storyteller. He also breaks successful marketing into five steps and explain why those steps work. The steps elaborated by him are as follows:<\/p>\n

Step 1: Their worldview and frames got there before you did: <\/strong><\/p>\n

Seth Godin defines \u2018worldview\u2019 as follows- \u2018Worldview <\/em>is the term I use to refer to the rules, values, beliefs and biases that an individual consumer brings to a situation\u2019. Hence (he explains), that every person has a different worldview and they see the same data and come to a different decision. So advertisers cannot guess if their work will be successful or will be a failure before it is actually launched. If a story is framed as per people\u2019s worldview, it is more likely to be believed.<\/p>\n

Step 2: People only notice the new and then make a guess: <\/strong><\/p>\n

A consumer will not notice something old. They will only notice something if it is new, hence \u2018change is necessary\u2019. He gives a fab example to prove this point \u2013 “Have you ever caught your car odometer flipping from 999 to 1000? You may not remember ever having looked at your odometer before, but somehow, by strange coincidence, you catch it during the big change. Obviously it\u2019s not a coincidence at all”.<\/p>\n

Step 3: First impressions start the story:<\/strong><\/p>\n

This one is my favourite. He explains that every buying decision that a consumer makes is made in an instant. Quoting the author \u2018These snap decisions affect everything we do, and we\u2019ll bend over backward to defend them later\u2019<\/p>\n

Step 4: Great marketers tell stories we believe: <\/strong><\/p>\n

According to Godin, a successful marketer narrates a story that consumers already believes in. And the story takes shape as per a consumers experience with the product\/ service.\u00a0<\/strong><\/p>\n

Step 5: Marketers with authenticity thrive:<\/strong><\/p>\n

He explains how genuine interactions have an impact. Godin stresses that to change a story that a customer is narrating, you have to indulge in a personal interaction! Hence he explains that your retailers must not be \u2018script readers\u2019 but humans who engage in direct instant-messaging conversations with the customers. Lines like \u2018That\u2019s all I can do, that\u2019s our policy\u2019 is a negative and automated interaction.<\/p>\n

Further in the book, Seth Godin talks about how one can compete with stories narrated by their competitors? How to make your customers narrate your story? How to change a worldview? And other elements that can help you become a master storyteller.<\/p>\n

I would recommend this book to marketers who are struggling to weave a good story and are stuck somewhere in completing their narrative. I personally like the book because it logically gets into the psychology of a customer who is none other than us ourselves.<\/p>\n

\u2013 Radhika Nandwani<\/strong><\/p>\n

\"after

[\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":699,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[6],"class_list":["post-670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-public-relations"],"yoast_head":"\nBook Review: All Marketers are Liars Tell Stories- SCoRe Blog<\/title>\n<meta name=\"description\" content=\"All Marketers are Liars Tell\/Stories is a Seth Godin classic,on how authenticity is the best kind of marketing. A marketer is a storyteller.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Book Review: All Marketers are Liars Tell Stories- SCoRe Blog\" \/>\n<meta property=\"og:description\" content=\"All Marketers are Liars Tell\/Stories is a Seth Godin classic,on how authenticity is the best kind of marketing. A marketer is a storyteller.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/\" \/>\n<meta property=\"og:site_name\" content=\"Public Relations Courses\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-22T17:41:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-19T08:12:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1176\" \/>\n\t<meta property=\"og:image:height\" content=\"1657\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"SCoRe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@scoreind\" \/>\n<meta name=\"twitter:site\" content=\"@scoreind\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"SCoRe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/\",\"url\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/\",\"name\":\"Book Review: All Marketers are Liars Tell Stories- SCoRe Blog\",\"isPartOf\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg\",\"datePublished\":\"2017-12-22T17:41:30+00:00\",\"dateModified\":\"2024-08-19T08:12:29+00:00\",\"author\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370\"},\"description\":\"All Marketers are Liars Tell\/Stories is a Seth Godin classic,on how authenticity is the best kind of marketing. A marketer is a storyteller.\",\"breadcrumb\":{\"@id\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#primaryimage\",\"url\":\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg\",\"contentUrl\":\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg\",\"width\":1176,\"height\":1657,\"caption\":\"marketer who is also a public relations\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/scoreindia.org\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Book Review: All Marketers are Liars Tell Stories\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#website\",\"url\":\"https:\/\/scoreindia.org\/blog\/\",\"name\":\"Public Relations Courses\",\"description\":\"Public Relations Blog, Media & Mass Communications Institute in Mumbai\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/scoreindia.org\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370\",\"name\":\"SCoRe\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g\",\"caption\":\"SCoRe\"},\"url\":\"https:\/\/scoreindia.org\/blog\/author\/twisha\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Book Review: All Marketers are Liars Tell Stories- SCoRe Blog","description":"All Marketers are Liars Tell\/Stories is a Seth Godin classic,on how authenticity is the best kind of marketing. A marketer is a storyteller.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/","og_locale":"en_GB","og_type":"article","og_title":"Book Review: All Marketers are Liars Tell Stories- SCoRe Blog","og_description":"All Marketers are Liars Tell\/Stories is a Seth Godin classic,on how authenticity is the best kind of marketing. A marketer is a storyteller.","og_url":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/","og_site_name":"Public Relations Courses","article_published_time":"2017-12-22T17:41:30+00:00","article_modified_time":"2024-08-19T08:12:29+00:00","og_image":[{"width":1176,"height":1657,"url":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg","type":"image\/jpeg"}],"author":"SCoRe","twitter_card":"summary_large_image","twitter_creator":"@scoreind","twitter_site":"@scoreind","twitter_misc":{"Written by":"SCoRe","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/","url":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/","name":"Book Review: All Marketers are Liars Tell Stories- SCoRe Blog","isPartOf":{"@id":"https:\/\/scoreindia.org\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#primaryimage"},"image":{"@id":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#primaryimage"},"thumbnailUrl":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg","datePublished":"2017-12-22T17:41:30+00:00","dateModified":"2024-08-19T08:12:29+00:00","author":{"@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370"},"description":"All Marketers are Liars Tell\/Stories is a Seth Godin classic,on how authenticity is the best kind of marketing. A marketer is a storyteller.","breadcrumb":{"@id":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#primaryimage","url":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg","contentUrl":"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2017\/12\/718K68UdXjL.jpg","width":1176,"height":1657,"caption":"marketer who is also a public relations"},{"@type":"BreadcrumbList","@id":"https:\/\/scoreindia.org\/blog\/book-review-marketers-liars-tell-stories\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/scoreindia.org\/blog\/"},{"@type":"ListItem","position":2,"name":"Book Review: All Marketers are Liars Tell Stories"}]},{"@type":"WebSite","@id":"https:\/\/scoreindia.org\/blog\/#website","url":"https:\/\/scoreindia.org\/blog\/","name":"Public Relations Courses","description":"Public Relations Blog, Media & Mass Communications Institute in Mumbai","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/scoreindia.org\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/5687d19e8df339524102bd5c694a0370","name":"SCoRe","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/scoreindia.org\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7c05bb12089306b3ab83dfaf862d8873?s=96&d=mm&r=g","caption":"SCoRe"},"url":"https:\/\/scoreindia.org\/blog\/author\/twisha\/"}]}},"_links":{"self":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/670"}],"collection":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/comments?post=670"}],"version-history":[{"count":1,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/670\/revisions"}],"predecessor-version":[{"id":6498,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/posts\/670\/revisions\/6498"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/media\/699"}],"wp:attachment":[{"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/media?parent=670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/categories?post=670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scoreindia.org\/blog\/wp-json\/wp\/v2\/tags?post=670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}