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All Marketers are Liars
Sales and marketing books
November 12, 2009
Week: 207 All time: 148
manuellemos.netSoon or later, everybody has to do something in life to promote something of their own, so it is sold somehow to other people.
Even if you are not in the marketing area, you may need to do it for instance to "sell" yourself when you want to get a job, be accepted in a group of friends, get votes in elections, or even to get the attention of potential girlfriend or boyfriend you are interested.
One way or the other, you need to market yourself or the products and services that your company sells. That is life.
Marketing is not hard, but if you never studied it, you feel a bit at lost when you want to reach your personal life goals or make your company business succeed.
I graduated in engineering, so I did not have an formal education in marketing. However, once I decided to dedicate into making the PHPClasses site a full time business and needed to sell products or services, I realized I had a lot to learn about marketing in order to succeed.
I read a lot of books to learn about marketing, but from all I read, "All Marketeers are Liars" is one of the most brilliant. Written by the marketing guru, Seth Godin, it teaches you basic lessons about how to market your products in a way that the potential customers find the products very interesting and desirable.
The title is a bit misleading because it does not teach in any way that marketeers should lie to customers. It is quite the opposite.
As a matter of fact, in the latest editions of the book, the word liars in the title is scratched. Now it reads "All marketeers tell stories". That is a more accurate title.
Basically, what the book teaches is that when you market your products you should try telling a story about your product in a way that interests specifically the product target market.
So, the first thing you should do is to identify the product potential customers and tell them a story that matches their world view. That means that you should address needs of those customers right in the way they perceive the world the way they see it.
Furthermore, you story should highlight something remarkable about your product that makes your customers not only buy your product but also tell wonders about it to others.
That is what is called viral market. Customers are so glad about your product that they tell about the product to others and with a small marketing effort, which is to tell the right story about your product, you may end reaching a much wider audience.
The book goes further into explaining what to do to make sure your product story propagates very well throughout your market.
So finding the right story to tell the world about your product, may be equally important or even more important than creating the product itself.
In sum, this is a book that everybody that needs market products, or even market yourself to get good job, get more customers to your consulting services, get many votes in elections, or get the girlfriend/boyfriend of your dreams.
While the book does not provide you miracle marketing solutions to market specific types of products, it teaches you how to think about what you should do to tell a great story about your products, in such way that your customers find it remarkable.
In turn your customers will tell everybody else how remarkable your product is, so you can succeed reaching a large market thanks to the word of mouth passing that you get for free from your customers.
This book is a definite must to everybody that is focused in marketing company products or even your consulting services to your potential customers.