Godin Tells it Like it is With All Marketers Are Liars

As a marketer, when I first read the title of Seth Godin’s book, I thought, how dare he. But I knew better. I knew why he dared. My reaction was exactly what he was looking for. Godin dares to push the envelope because he is a master marketer and he continues to exhibit his expertise in each of his books.

The title All Marketers Are Liars ~ The Power of Telling Authentic Stories in a Low-Trust World piqued my interest for several reasons. First it was highly recommended by trusted colleagues, second I personally gain incredible insight each time I read something Godin writes and finally, I was wildly curious. Marketers do get a bad rap and to be frank, not all of them can be trusted. It’s a stereotype that marketers have dealt with for years. At the same time, maybe, just maybe, consumers are not so trustworthy.

As I devoured the book the most poignant (at least for me) revelation Godin made is that marketers aren’t liars, consumers are. I had to sit with this concept and then it made perfect sense. Godin explains that consumer’s imagination may be sparked by what marketers are sharing. But that spark is actually fueled by their world view that shapes every thought they have.

So, what is a world view you might wonder? A world view is shaped from life experiences and reality as each individual knows it. Basically, personal frames of reference and world view exist long before a marketing message is crafted. The message will either resonate with a world view of a particular group or it won’t. If you want a better explanation; you’ll have to read the book.

For now, let’s explore how powerful this information is. The world view shapes everything we do. It translates to buying decisions and personal decisions. Let me illustrate with a story.

Jack is a handsome man. He’s 40ish, has children from a previous marriage and really doesn’t want any more. Jill is 30ish, never been married and has always dreamed of children. Mutual attraction brings them together and although Jill clearly states in the beginning of the courtship that she wants children, she also mentions that she sometimes thinks that part of life has passed her by. She goes on to say she sometimes wonders about adoption or foster care. Jack, not wanting children, but wanting Jill quite badly, hears that she really doesn’t want children and while having that thought mentions that adoption and foster parenting would be kind of cool. Jill hears that Jack is open to the option of adoption and foster parenting. These emotional consumers have just told themselves, and in a way each other, lies. They have created and expanded upon their own reality which is directly shaped by world view. The problem is their world views differ… drastically.

Very powerful indeed.

Here’s why. If consumers can tell themselves such skewed lies based on what they want to hear and their personal world view, then it’s important for marketers to honestly tell consumers what they want to hear in a way that matches their world view.

This is where it gets tricky.

The relationship example above is what happens when full disclosure and honesty isn’t used (intended or not). In the end, it’s damaging and no one wins. Consumers need to become more aware of their own world views and stop lying to themselves in order to make better decisions. At the same time, marketers need to tell honest stories that connect with the world view of specific target markets.

If you are ready to explore your world view and dig a little deeper, I strongly recommend All Marketers Are Liars ~ The Power of Telling Authentic Stories in a Low-Trust World.

Godin Tells it Like it is With All Marketers Are Liars