"All Marketers Are Liars"
by Seth Godin---
Book Report is a series where Tricycle Creative shares interesting and informative content from the books we’re reading to help creative business owners + entrepreneurs.
One of the most common statements I hear when working with creative business owners to improve their marketing is that they “aren’t marketers.” If you’re one of those people who’s been saying this (whether it’s inside your head or out loud) then Seth Godin’s All Marketers Are Liars is a book you need to read.
Don’t be fooled by the title, Seth doesn’t encourage you to create false advertising. In fact, since the book was originally released, it got a new cover design where the word “liars” is crossed out and replaced with “tell stories”. And that, is the core teaching of this book – instead of being a “marketer” for your business, be a storyteller.
Successful marketers are just the providers of stories that consumers choose to believe.
Marketing = storytelling. Sure, it can get more complicated but at its most basic it’s you telling a compelling story about your product/service that motivates someone to buy (or, at least, be interested). But remember, some stories aren’t appropriate for all audiences. For example, I wouldn’t recommend you show a SAW movies to a six year-old. At worst, you’ll emotionally scar the child and at best they won’t understand or care. Apply this same philosophy to the story you’re telling about your business – who’s the audience that cares about (or will be moved) by your story?
Not a business owner? This can still be applied.
On a personal level, your résumé should be about inventing remarkable things and telling stories that register—not about how good you are at meeting specs.
For six years I ran an internship program and helped college students with their resumes. And, to this day, I still enjoy helping people improve their resumes. No matter where you are on your professional journey, applying this concept of storytelling to your resume can be impactful and help you stand out. Many people I help struggle with what to include or remove from their resume and that can only be determined once they figure what story they are attempting to tell about their experience, career, and skillset.
Instead of being scientists, the best marketers are artists.
So if you’re struggling with being a “marketer”, don’t worry about it. Be a storyteller. When you pick up Seth’s book he’ll outline how to do this through identifying worldviews, frames, and stories.
Other Quotes We Love From All Marketers Are Liars
Don’t just tell me the facts, tell me a story instead. Be remarkable! Be consistent! Be authentic! Tell your story to people who are inclined to believe it.
Either you’re going to tell stories that spread, or you will become irrelevant.