Sleepy-Eyed Book Reviews: All Marketers Are Liars
Posted March 2, 2010on:
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Welcome to another Sleepy-Eyed Book Review, so named because I read these books in the morning, right after I get up, usually with the sleepies still in my eyes. It’s one way to ensure I get my daily dose of thoughtful reading.
So, on with the review. I recently finished Seth Godin’s book, All Marketers Are Liars. I read it’s second edition where the “Liars” has been crossed out and replaced with “Tell Stories.” It’s Mr. Godin’s way of trying to insult marketers enough to buy the book but not enough to just piss them off. He explains that in the introduction. Well, it worked and I purchased. I was on the hunt for one of his books, anyway, since his blog is a fun daily read. I figured, how far off can the book be?
Not very. It was like reading a more thought out version of his blog. Beyond the chapters (called “Steps”) it’s even organized into short blog-like blurbs where Mr. Godin goes off on one topic or another, all strung along on the thread of an idea, like popcorn and dried cranberries on a Christmas garland.
As for content, the book is full of it. Mr. Godin mixes example stories and commentary that simply flows, and is entertaining to boot. It’s all to support one, relatively simple idea: That consumers want to be told authentic stories about what they are consuming that describe the product and how the product fits in their view of the world. Okay, maybe it’s not so simple, but the way Mr. Godin describes it, it seems that way after reading the book. See? That’s good writing. Particularly since I got it all while still groggy from my pillow.
Beyond the sheer usefulness of content, the book is fun to read. So this Sleepy-Eyed Reader gives it a wide-awake two thumbs up!