I review a book every Friday. Check out a complete list of book reviews here.
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Seth Godin sees stories everywhere he goes.
When a runner buys a pair of Puma sneakers, Seth sees a story about the runner’s personality: “I’m urban, sporty and fashionable.”
When a mom buys organic, low-sodium potato chips for her kids, Seth hears a story of conflict: she aspires to be a healthy influence, but the reality is that her kids want potato chips.
People don’t buy products, Seth says. People buy stories.
His book, All Marketers are Liars, is a misleading title. The book isn’t about lies that the marketing industry tells us. The book is about the lies that we tell ourselves.
We search for products that fit our worldview, Seth says, and we buy those products because they represent the type of person we want to become.
Look, for example, at marketing a brand of toothpaste.
“From a marketer’s perspective, toothpaste is a challenging purchase,” he explains. “People don’t buy it very often, and the brand selected doesn’t matter very much. The cost is so low that it’s irrelevant, and few customers are walking around wishing they could find a better-perfoming toothpaste.”
So what does a shrewd marketer do? Tell a story about the type of person that a small niche of customers aspire to be.
The all-natural toothpaste brand Tom’s of Maine “told a story,” Seth says. “A story about health food and responsible manufacturing and … voting with your toothbrush.”
“Soon people who wouldn’t ordinarily have sought out a special kind of toothpaste were believing the lie and sharing it with others,” he says. “Not because it did anything for their teeth. Because it made them feel good.”
Customers are shocked to discover that Tom’s of Maine is a subsidiary of Colgate-Palmolive. That’s a turn-off.
But why? The quality of the toothpaste hasn’t changed. The price hasn’t changed. The ONLY thing that’s changed is the story.
Why Seth’s Book Is So Fitting
Seth’s book is about brand marketing. But no one — other than a narrow niche of people in the marketing industry, and perhaps a few entrepreneurs — wants to read a book about brand marketing.
So Seth reframed his book into a collection of stories. And he gave it a shocking, controversial title that’s sure to provoke conversation.
Seth markets his book in the same way Puma and Colgate-Palmolive market their products: by crafting a story about the buyer, a story about lifestyle and values and personality.
Seth’s book appeals to people who are intellectually curious, but who don’t want to read dry academic tomes.
The people who buy Seth’s book are making a statement: I like learning about the world around me, especially if I can be entertained.
This Book Is For You If: You’re curious and fascinated by the world around you. You enjoy learning. You want to be entertained, but not in a mindless, reality-TV show type of way. (And if you do watch reality TV, you probably have some analytical thoughts about it.)
This Book Is NOT For You If: Frankly, the description above matches my readers well. If you don’t enjoy edu-tainment, you’re probably not reading this blog in the first place.
Read more reviews of All Marketers are Liars by Seth Godin.
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I’d Like to Thank the Academy …
- Thanks to Greg at the Carnival of Wealth for featuring one of my posts this week.
- Thanks to Jacob at the Festival of Frugality for featuring another post.
- Thanks to Cheap Candy for recommending this site to their readers.
- Thanks to apswartz for today’s photo.
I love all things Seth Gobwin, and this is a great book.
My reading list keeps getting longer! I love these kinds of books about people’s behavior – I’ll have to check this one out.
I must admit the title got me! And I totally agree that all marketers are liars
For example, buying a Mac (full disclosure, I’m an Apple fan) doesn’t MAKE you cool, Apple just makes you think so!
Now because of you, I’ll be buying this book. I’m so going to blame YOU for this purchase! LOL
@Will — LOL! Then I’ve done my job!
If you liked this title, you should check out Seth Godin’s latest “We Are All Weird.” He explains how American life has split up into little tribes. He even can show why American politics is so fractious. Anyway, it’s highly entertaining, and is one of the top 5 books I’ve read in the last 6 months.
I used to buy into the story! In my thirties, I became very successful. I wanted the trappings of success, Mercedes/BMW, Rolex, big house etc. I didn’t go into debt to have it nor give up anything. I still achieved more and lived well. As I got older I realized that was no longer important to me. I still have my Rolex, but I downsized after the kids grew up, I now own Hondas (17 & 15 years old) and I still no debt except dor a small mortgage. I still like fine things, but I buy it on discount.
I think it is only a problem if you buy into the story to your detriment.
I love the concept of wearing a Rolex and driving a 15-year-old Honda. It’s worth keeping the watch just for that!
when my little girl was growing up and entranced by the seductive commercials on TV, I used to tell her TV always lies.
she didn’t like that much then, we laugh about it now.
I remember when I saw my first Tom’s commercial…it gave me these weird feelings that they were simultaneously advertising the age of Aquarius and a cult that I should join that will help me survive an apocalypse. And then, oh, we sell this toothpaste, too. I guess I wasn’t their target market :p
I love learning about the marketing world. I may have to check this one out.
This is so true. I wrote a post about this recently how we have become programmed into what we buy. This applies to so many household products/items. I find one of the biggest things is when people go to the supermarket and see the weekly ‘special offers’ on fruit and veg. They feel like they have to be a part of it and get involved in the buying; when really, the loose items are still cheaper. – Adding this one to my reading List though – THANKS
Great review Paula! So far I’ve enjoyed many of Seth Godin’s book. I’ve always been interested in marketing, this book will go on my reading list.
@Kanwal Sarai — This is the first book by Seth Godin that I’ve read, but I really enjoyed it. I’m going to read more of his books, for sure.
Bowing down to the almighty power that is Seth Godin. I adored Purple Cow and Meatball Sundae (again gloriously palatable ‘edu-tainment’, so I’ll definitely be picking this up. It sounds a little like marketing’s answer to freakonomics.
All marketers are definitely liars, I’ll give you that. And just for the record, Tom’s of Maine was independent for 36 years before the owners sold controlling interest to Colgate-Palmolive. (I trust all of the Tom’s of Maine devotees who think of the company’s founders as sellouts would have said no to $100 million.)
I haven’t read the book you reviewed, but out of context, I disagree with his argument that “people don’t buy products, they buy stories.” I think they buy comfort and ease. Which is a less elegant rephrasing of something I heard early in my advertising career: “People don’t want soap. They want clean hands.” Yes, every firm in every line of business differs slightly from the competitors, and some choose to accentuate that difference. But the vast majority of consumers just don’t care. That’s why they shop at Walmart. (I’m not disparaging Walmart or its clientele, far from it. I’m simply saying that value and reliability mean a lot more than a story.)
I once took some dry cleaning to this new place that opened up near me. They had an eye-catching sign and littered the neighborhood with flyers, so I figured what the heck. When I got there the girl behind the counter handed me a brochure and gave me an oral spiel about how the place was founded by two brothers with humble beginnings whose father came here from Armenia. They have a different philosophy about dry cleaning, and want to enhance my dry cleaning experience with their revolutionary method of…I never went back there again. Just clean my clothes, tell me when I can pick them up, and let me get on with my life.
Yes, there are people who buy stories, like the woman who buys free-range BPS-free potato chips for her children. But they’re a tiny minority.
For an example, the “story” of the Boston Brewing Company, makers of Samuel Adams, is certainly more interesting and closer to home for most people than any corresponding story about Anheuser-Busch. (I assume you’ve seen the former’s commercials.) Samuel Adams is small and “underground”, at least relative to the brewers of Budweiser. Samuel Adams’ founder is still a part of the company (and its public face), while the guy who founded Anheuser-Busch died 132 years ago. His descendants are the very embodiment of corporate America, unlike that gutty little band of indefatigable brewers from Boston. Given that background, who wouldn’t buy a Sam Adams instead of Bud?
The answer is “Just about everyone.” Anheuser-Busch spills more beer than Samuel Adams brews. Seriously. Boston Brewing Company founder Jim Koch says that all the time, and can quote the particular Anheuser-Busch accounting entry that proves it.
(And to me, buying Puma means you couldn’t be bothered to find the Nike store. Honest to God, I never even thought of Puma as having an image.)