All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

「全てのマーケッターはウソツキ」というインパクトあるタイトルから読んでみましたが、マーケッターがウソをつくのではなく、マーケッターがストリーを伝え、それを聞いた人が、そのストーリーを自分に信じさせる（自分にウソをつく）ということのようです。この題名に引かれ読んでしまったということは、著者のマーケティング力の勝利ということでしょうか？内容的には、ウソツキという言葉を使った点が目を引きますが、ストリーテリングとバイラルマーケティングのお話です。すごく目新しいという感じはしませんでした。

マーケティング業界で有名な著者でとても期待していたが本の内容は表面的で同じことの繰り返し。ずっと読み続けようと頑張ったがついに83ページ目でとまった。。これじゃ著者も詐欺師なのではないかと思い始めてしまっているレベル。。

Lo compré sin saber nada de marketing, simplemente tengo un pequeño negocio y me gustaría entender mejor cómo promocionarlo. El libro me ha parecido interesantísimo. No se enfoca en detalles técnicos de cómo publicitar (como qué colores son mejores en tu web, etc.), simplemente en la idea general de qué hace que alguien se "enamore" de un producto. Me ha parecido fascinante y una información muy útil para tener presente. Además, me gusta mucho la filosofía de Seth Godin de no intentar "dar pelotazos", ni mentir, etc. simplemente ilusionar a la gente con un producto que ya es bueno, de forma honesta. Además explica multitud de ejemplos muy interesantes. La única pega que veo es que algunos de los ejemplos son difíciles de identificar porque son marcar americanas o británicas que no conozco, pero hay suficientes conocidos o explicados, como para entender lo que explica. Además, el libro es muy entretenido y está muy bien escrito.

My husband ordered this one and thoroughly enjoyed reading it. Would recommend

Questo libro parla dell'importanza dello storytelling per chil si occupa di marketing. Le persone comprano una storia, una narrazione; ecco perché bisogna saper raccontare le storie.

As a Seth Godin fan, I decided to pick up “All Marketers are Liars.” I think the book is best for people who are already in the Godin universe because rather than being a “how to,” the book is more like listening to Seth share some of his worldview. Of course, his worldview is worth listening to, so no matter who you are, you’ll benefit from the time you spend. The main idea the book points out is that as a marketer, you’re unlikely to change someone’s point of view. Rather, you’ll succeed if you can find the people who already agree with you and then just invite them to join your client base. Godin shares a story which illustrates this well: “My friend Lisa wrote a best seller a few years ago, and reading the reviews on Amazon is an astonishing experience. About half of the readers gave the book five stars. They talked about how poignant and well-written the book was. They mentioned that they had bought four or five copies for their friends. The other half? They gave it one star. They vilified Lisa, her writing, her lifestyle and even the people who liked the book. What’s going on here? How can one book generate such diametrically opposite points of view? Simple. The book didn’t generate anything. All it did was give people a chance to express the biases they had before they even opened the book.”Another important point that Godin teaches which is often lost in the internet marketing world is that personal interactions really matter. In fact, they’re the #1 reason people will succeed in business. Of course, the original master of personal interaction was Dale Carnegie, and everyone on the planet should read, “How to Win Friends and Influence People.” However, to get a more modern explanation, read what Seth Godin writes, “If a consumer has a lousy telephone experience with a hotel reservations agent, his impulse will be to hate the service from every person he interacts with when he finally arrives at the hotel. The only solution? It’s not expensive carpeting, lower rates or a better mattress. The only solution is a warm, personal interaction between an authentic and caring individual and your disgruntled customer. Facts are not the most powerful antidote to superstition. Powerful, authentic personal interaction is. That’s why candidates still need to shake hands and why retail outlets didn’t disappear after the success of Amazon.”The whole really isn’t about lying. In fact, I don’t think I would have titled the book, “All Marketers are Liars.” But it’s catchy, and the author certainly makes a strong case in the book for why he chose that name. I’m giving the book five stars because I enjoyed reading it, but I’d choose a different one of his books if you’re looking to really advance your marketing efforts.

Muy fácil de leer, buenos ejemplos. Es un libro corto y pequeño pero hace un punto en relación a cómo contar historias poderosas.