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Book Notes > All Marketers Are Liars by Seth Godin > Flashcards

All Marketers Are Liars by Seth Godin Flashcards

1
Q

Don’t just tell me the facts, tell me a story instead.44

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All Marketers Are Liars by Seth Godin

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2
Q

We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.55

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3
Q

Once we move beyond the simple satisfaction of needs, we move into the complex satisfaction of wants.61

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4
Q

“What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?”74

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5
Q

Either you’re going to tell stories that spread, or you will become irrelevant.93

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6
Q

Marketers didn’t invent storytelling. They just perfected it.100

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7
Q

the reason the wine tastes better is that people believe it should.136

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8
Q

no one buys facts. They buy a story.161

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9
Q

Marketers profit because consumers buy what they want, not what they need. Needs are practical and objective, wants are irrational and subjective.170

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10
Q

What the marketers sold her was a story, a story that made her feel special. Stories (not ideas, not features, not benefits) are what spread from person to person.186

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11
Q

A great story is true. Not true because it’s factual, but true because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies192

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12
Q

Great stories make a promise. They promise fun or money, safety or a shortcut.195

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All Marketers Are Liars by Seth Godin

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13
Q

Great stories are trusted.199

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14
Q

no marketer succeeds in telling a story unless he has earned the credibility to tell that story.202

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All Marketers Are Liars by Seth Godin

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15
Q

Great stories are subtle.204

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All Marketers Are Liars by Seth Godin

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16
Q

Great stories happen fast.207

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17
Q

First impressions are far more powerful than we give them credit for.207

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18
Q

Great stories don’t appeal to logic, but they often appeal to our senses.210

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19
Q

Great stories are rarely aimed at everyone.213

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20
Q

Great stories don’t contradict themselves.216

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21
Q

And most of all, great stories agree with our worldview.220

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22
Q

Is Kiehl’s for everyone? Not yet. Only people with a certain worldview even notice Kiehl’s, and then it takes a subset of that group to fall in love with the story, to tell itself the lie.262

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23
Q

it wasn’t Kiehl doing the marketing—it was his customers. Kiehl’s told a story, and the customers told the lie to themselves and to their friends.267

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24
Q

consumers are complicit in marketing. Consumers believe stories. Without this belief, there is no marketing. A marketer can spend plenty on promoting a product, but unless consumers are actively engaged in believing the story, nothing happens.276

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25
Q

Successful marketers are just the providers of stories that consumers choose to believe.281

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26
Q

I believe that people tell themselves stories and then work hard to make them true. I call a story that a consumer believes a lie.282

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27
Q

Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization.310

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28
Q

in 2003 pharmaceutical companies spent more on marketing and sales than they did on research and development. When it comes time to invest, it’s pretty clear that spreading the ideas behind the medicine is more important than inventing the medicine itself.321

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29
Q

Marketers can no longer use commercials to tell their stories. Instead they have to live them.355

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30
Q

There is almost no connection between what is actually there and what we believe—whether367

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31
Q

(Note: when I write company, feel free to insert church, nonprofit, campaign, PTA, job seeker or whatever other entity is relevant to you. We all tell stories, every day, and this book is about your story too.)369

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32
Q

Positioning by Jack Trout and Al Ries is one of the most important marketing books ever.413

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33
Q

The making isn’t hard or special or differentiating any longer.453

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34
Q

where you take something people may or may not need and turn it into something they definitely want—that’s where the money is.455

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35
Q

The organizations that succeed realize that offering a remarkable product with a great story is more important and more profitable than doing what everyone else is doing just a bit better.467

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36
Q

The lens your consumers use shows them a different version of reality than it shows you or your colleagues or your other customers.486

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37
Q

Worldview is the term I use to refer to the rules, values, beliefs and biases that an individual consumer brings to a situation.489

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38
Q

Frames are elements of a story painted to leverage the worldview a consumer already has.496

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39
Q

A frame, in other words, is a way you hang a story on to a consumer’s existing worldview.501

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40
Q

Don’t try to change someone’s worldview is the strategy smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.506

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41
Q

Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively.528

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42
Q

Your opportunity lies in finding a neglected worldview, framing your story in a way that this audience will focus on and going from there.537

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43
Q

To go to market without understanding your audience’s various worldviews is like trying to pick a lock without bothering to notice whether it uses a key or a combination.545

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44
Q

A worldview is not who you are. It’s what you believe. It’s your biases. A worldview is not forever. It’s what the consumer believes right now.547

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45
Q

People clump together into common worldviews, and your job is to find a previously undiscovered clump and frame a story for those people.584

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46
Q

A frame allows you to present an idea in a way that embraces the consumer’s worldview, not fights it.620

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47
Q

Frames are the words and images and interactions that reinforce a bias someone is already feeling.625

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48
Q

I believe the best marketing stories are told (and sold) with frames but ultimately spread to people who are open to being convinced of something brand new.634

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49
Q

Whether you’re selling shoes or computers or a candidate, moving your story from one segment of the population to another is the hard part.656

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50
Q

It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.663

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51
Q

Best Buy’s decision to fire some customers and cater to those that share a profitable (and positive) worldview is exactly the right thing to do.686

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52
Q

Consumers don’t notice anything until they pay attention and pay is the perfect word. Everyone is granted a finite amount of time per day, and how it gets used is a significant decision.705

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53
Q

As a marketer, you can no longer force people to pay attention.709

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54
Q

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.719

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55
Q

People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced.723

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56
Q

no one is here for the product. We’re here for the story and the way believing it makes us feel.732

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57
Q

the euphemism allows the person telling the story to paint a picture before the door of attention gets slammed in her face.745

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58
Q

No one wants to be on a committee, even if it’s a good one. Committee creates a knee jerk, a quick decision about stasis and boredom. Task force (at least for now) has enough energy to it to allow us to listen to the rest of the sentence.746

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59
Q

marketers focus at the center of every curve they encounter. And every time, they’re disappointed. The center is crowded, jammed with noise and devoid of unfilled wants. It’s at the edges that you’ll find people with an unfulfilled worldview.765

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60
Q

A worldview is the lens used to look at every decision a person is asked to make.771

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61
Q

The reason that there are no doorbells? It’s a symptom of a neighborhood worldview that is a bias against strangers. If you’re a friend, come on in. If you’re a stranger, go away.779

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62
Q

found a shared worldview; framed a story around that view; made it easy for the story to spread; created a new market, which he owns.795

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63
Q

A WORLDVIEW IS NOT A COMMUNITY By definition communities share (some) worldviews.797

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64
Q

The desire to do what the people we admire are doing is the glue that keeps our society together. It’s the secret ingredient in every successful marketing venture as well.817

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65
Q

rely on the nearly universal worldview that people like being in sync with their peers, you are likely to find that those who believe your story will work hard to share their lie with their peers.819

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All Marketers Are Liars by Seth Godin

66
Q

The best worldviews from a marketer’s point of view are those that include a healthy dose of “I gotta share this!”824

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All Marketers Are Liars by Seth Godin

67
Q

A lot of people want what everyone else is buying.838

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All Marketers Are Liars by Seth Godin

68
Q

The reason so many effective solutions take forever to get implemented is that the fear of change is greater than the cost of sticking with what you’ve got.841

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All Marketers Are Liars by Seth Godin

69
Q

If your product (and by extension, your marketing) breaks an existing system, the consumer has no choice but to buy your solution—or at least to notice it and consider it.848

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70
Q

Step 1: Every consumer has a worldview that affects the product you want to sell. That worldview alters the way they interpret everything you say and do. Frame your story in terms of that worldview, and it will be heard.879

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All Marketers Are Liars by Seth Godin

71
Q

If you want to tell a great story, you need to know about the brain that’s going to hear that story.895

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All Marketers Are Liars by Seth Godin

72
Q

When we encounter something for the first time, we compare it to the status quo. If it’s not new, we ignore it.906

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73
Q

The frog has optimized its brain for hunting flies. It turns out that a frog is unable to see anything that is motionless. A frog surrounded by recently killed bugs will starve to death, unaware that there is plenty of nutrition just inches away. At the same time, a frog can grab a fly out of the air with its tongue far faster than any person can. The frog’s secret? It watches only for changes in the environment.925

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All Marketers Are Liars by Seth Godin

74
Q

We’re constantly scanning the world around us for changes.933

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75
Q

The ability to refine our superstitions is one of the brain’s greatest talents. Unlike virtually any other living being (or even most computers), humans insist on finding a theory to explain what happens to them.940

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All Marketers Are Liars by Seth Godin

76
Q

We need to see explanations where there are none because our brains are too restless to live with randomness. In the face of random behavior, people make up their own lies.959

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77
Q

they’ll pick the Coke can (with the Pepsi inside) as their preferred drink even if they like Coke more. We drink the can, not the beverage. That’s because we’ll do whatever we can to prove our initial assertion right.975

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All Marketers Are Liars by Seth Godin

78
Q

We get what we expect because what we get is just a story in our heads. We expect something to occur and our brains make it so.984

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All Marketers Are Liars by Seth Godin

79
Q

Step 2: People only notice stuff that’s new and different. And the moment they notice something new, they start making guesses about what to expect next.988

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All Marketers Are Liars by Seth Godin

80
Q

almost every important buying decision is made instantaneously.992

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81
Q

we decide before the surgery whether we’ll sue if anything goes wrong.1016

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82
Q

In order to survive the onslaught of choices, consumers make snap judgments.1033

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83
Q

that the story that gets told is dependent on the worldview the consumer brings to the table. Occasionally a product is so powerful it can change our worldview. But don’t count on it.1038

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84
Q

we have no idea at all when that first impression is going to occur. Not the first contact, but the first impression.1049

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85
Q
  1. Snap judgments are incredibly powerful. 2. Humans do everything they can to support those initial judgments. 3. They happen whether you want your prospects to make a quick judgment or not. 4. One of the ways people support snap judgments is by telling other people. 5. You never know which input is going to generate the first impression that matters. 6. Authentic organizations and people are far more likely to discover that the story they wish to tell is heard and believed and repeated.1056
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All Marketers Are Liars by Seth Godin

86
Q

Superstitions are nothing but incorrect theories based on snap judgments.1067

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87
Q

Step 3: Humans are able to make extremely sophisticated judgments in a fraction of a second. And once they’ve drawn that conclusion, they resist changing it.1090

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88
Q

Step 4: Stories let us lie to ourselves. And those lies satisfy our desires. It’s the story, not the good or the service you actually sell, that pleases the consumer.1191

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89
Q

So growth starts with better questions. Questions about storytelling, not about commodities.1234

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All Marketers Are Liars by Seth Godin

90
Q

Once you’ve got their attention, there’s your chance.1241

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91
Q

The process of discovery is more powerful than being told the right answer—because1255

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92
Q

Expectations are the engine of our perceptions.1261

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93
Q

American Customer Satisfaction Index? (The index is the definitive benchmark of how buyers feel about what business is selling them.)1291

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All Marketers Are Liars by Seth Godin

94
Q

(it’s said that running for half an hour along the FDR Drive on the East Side of New York is equivalent to smoking a few cigarettes).1309

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95
Q

We are taught that we ought to make products and services that actually do something, instead of marketing things that we need to tell stories about.1334

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96
Q

Storytelling works when the story actually makes the product or service better.1344

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97
Q

Fibs are lies that make the story come true.1346

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All Marketers Are Liars by Seth Godin

98
Q

Frauds are a little trickier—and more dangerous. A fraud is a marketing pitch that once revealed as a story makes a believer angry: it’s deceitful. A fraud is a story that’s told solely for the selfish benefit of the marketer. A fraud is marketing with side effects.1349

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All Marketers Are Liars by Seth Godin

99
Q

Just because people might believe your story doesn’t give you a right to tell it!1400

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100
Q

A LIE WON’T WORK FOR LONG IF IT’S REALLY A LIE1426

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101
Q

I was clear about this in Purple Cow and I’ll repeat myself here: if you want to grow, make something worth talking about. Not the hype, not the ads, but the thing. If your idea is good, it’ll spread.1449

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All Marketers Are Liars by Seth Godin

102
Q

Marketing isn’t the problem. Marketing is just a tool. People are the problem. People with short-term pressures and greedy, selfish goals.1460

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103
Q

The good news is clear: authentic marketing, from one human to another, is extremely powerful. Telling a story authentically, creating a product or service that actually does what you say it will leads to a different sort of endgame. The marketer wins and so do her customers.1465

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104
Q

I’m proposing a simple test for separating the honest stories from the deceitful ones. It revolves around two questions the consumer should ask the marketer: “If I knew what you know, would I choose to buy what you sell?” and “After I’ve used this and experienced it, will I be glad I believed the story or will I feel ripped off?”1500

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105
Q

Belief in the lie must not ultimately harm the consumer because if it does, you’ll run out of consumers and credibility far too soon.1526

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106
Q

Telling people that they’ve believed a lie for a long time is no way to make friends. If it’s a good lie, a lie that led people to enjoy themselves or to be productive, then taking that lie away is actually hurtful.1539

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All Marketers Are Liars by Seth Godin

107
Q

You don’t get to make up the story. The story happens with or without you.1561

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108
Q

The goal of every marketer is to create a purple cow, a product or experience so remarkable that people feel compelled to talk about it.1575

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109
Q

stories only magnify the need to have something remarkable (and honest) to say.1587

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All Marketers Are Liars by Seth Godin

110
Q

Potemkin village, a facade that pretends to be one thing and turns out to be another.1588

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111
Q

once fooled, a person will never repeat your story to someone else.1589

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112
Q

If you are not authentic, you will get the benefit of just one sale, not a hundred. The cost of your deception is just too high.1590

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113
Q

People don’t want to change their minds. Instead, Vivian is growing by reaching out to communities that will choose to pay attention, to individuals who have a worldview that will embrace the story she’s trying to tell.1622

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All Marketers Are Liars by Seth Godin

114
Q

The best place to start? Copy someone in a different industry who’s telling a similar story.1672

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115
Q

The most important principle is this: you cannot succeed if you try to tell your competition’s story better than they can. It’s almost impossible to out-yell someone with the same story.1696

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116
Q

The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.1703

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All Marketers Are Liars by Seth Godin

117
Q

invent an entirely new story that is framed around the worldview of an underserved community.1738

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118
Q

people have written to me and said, “We have a purple cow but we don’t know how to get the word out.” Guys, if you really have a purple cow (in the eyes of the consumer, not in the eyes of you or your board) you won’t have any trouble at all getting the word out. The only stories that work, the only stories with impact, the only stories that spread are the “I can’t believe that!” stories. These are the stories that aren’t just repeatable: these are the stories that demand to be repeated.1785

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119
Q

It’s no accident that the marketers who understand how to tell stories consistently create purple cows. It’s built into the process. My advice is to stop fighting your fear and just tell the best story you can imagine. The rest will take care of itself.1796

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120
Q

You succeed by being an extremist in your storytelling, then gracefully moving your product or service to the middle so it becomes more palatable to audiences that are persuaded by their friends, not by you.1814

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All Marketers Are Liars by Seth Godin

121
Q

Your goal should not (must not) be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow.1821

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122
Q

There are no small stories. Only small marketers. If your story is too small, it’s not a story, it’s just an annoying interruption.1844

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123
Q

Make your story bigger and bigger until it’s important enough to believe.1846

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All Marketers Are Liars by Seth Godin

124
Q

IS A RESTAURANT ABOUT EATING? Here’s a review of a new Thai restaurant that ran in New York magazine, “The dining room is centered, more or less, on a limpid reflecting pool, floating with lit candles and water lilies that the wait staff keeps pushing back and forth, possibly to give the impression that we’re all drifting down the Chao Phraya River in Bangkok, on some grand royal barge.” Oh. I thought we were having pad thai. Of course we’re not. We’re here to be told a story. If that story is authentic and touching and matches our worldview of what we sought, maybe, just maybe, we’ll tell our friends.1922

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125
Q

But if cheap is what you want, you can buy cheap cheaper somewhere else. Cheap is not marketing.1974

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126
Q

Music labels correctly focus on college kids, because they’re likely to play their music for others and spread the word.2016

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127
Q

An ideavirus can rip through a community on a college campus far faster than it can through a New York apartment building of the same size.2017

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128
Q

College students have more friends and talk with one another more than residents of nursing homes, for example.2020

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129
Q

The hard part isn’t selling to them—it was identifying the right group and telling them the right story.2043

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130
Q

The cotton industry receives more federal subsidies than any other crop, and it is an amazingly concentrated industry: 80 percent of the money handed out by the government goes to just 10 percent of the growers. Cotton creates far more environmental and social side effects than almost any crop grown.2064

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All Marketers Are Liars by Seth Godin

131
Q

There are four reasons why your new release failed: 1. No one noticed it. 2. People noticed it but decided they didn’t want to try it. 3. People tried it but decided not to keep using it. 4. People liked it but didn’t tell their friends.2076

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132
Q

Making something a little better doesn’t help you because people won’t bother noticing it.2092

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133
Q

are about the story you tell to other people. But before you can tell a story to someone else, you’ve got to tell one to yourself. The lie a consumer tells himself is the nucleus at the center of any successful marketing effort.2116

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134
Q

Sometimes the prevailing worldview misaligns with the solutions you have to offer and your needs for return and growth.2128

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135
Q

The best reason to create an oxymoron is that it may help you address a small, previously unaddressed group that actually wants both.2152

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136
Q

Eldon Beck is building a one-hundred-year-old French village in the Alps. He’s starting from scratch, and he’s doing it for Intrawest,2159

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137
Q

you are 250 times more likely to be killed by a deer (in a car crash) than by a shark—and there were more gerbil attacks reported in New York in one year than shark bites in Florida.2180

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All Marketers Are Liars by Seth Godin

138
Q

Step one is to offer a thrilling story to the people at the edges who want to hear it. Step two is to back that story up with authentic action and proof that it works.2218

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139
Q

In Purple Cow, published by Portfolio in 2003, I talked about the need to be remarkable.2245

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140
Q

It starts with a discussion of which group you will tell your story to. The people in a group must share a worldview, a worldview that makes it likely they will sit up and take notice. Which worldview are you addressing?

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141
Q

If you don’t get noticed, you’re invisible.

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All Marketers Are Liars by Seth Godin

142
Q

You can’t tell a story and your marketing ends there and then. The story you’ll need to tell in order to get noticed must match the worldview of the people you’re telling it to, and it has to be clear and obvious.

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All Marketers Are Liars by Seth Godin

143
Q

Which frame are you using? How do you frame your story so that people with that worldview will be aware of it, listen to it and believe it?

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All Marketers Are Liars by Seth Godin

144
Q

What’s the story that’s worth noticing? Once you’ve framed it properly, you can tell a subtle story. Use frames to make the stories palatable to people who share a worldview. Tell a story that your audience cares about (and one you can learn to care about!). You only get one chance to tell this story—and it’s a story you’re going to have to live with. So pick a story that works, not one that your boss likes.

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145
Q

How will you live your story? Be authentic. Live the story. Making promises you can’t keep or selling for the short term instead of the long term is a lousy trade-off. You have a powerful tool—will you use it to make people’s lives better?

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All Marketers Are Liars by Seth Godin

146
Q

What hard decisions are you willing to make in order to keep your story real and pure and authentic? Compromise is the enemy of authenticity. Create mechanisms that allow individuals who believe your story to share it with their friends and colleagues. The way your story will spread is not because you directly market to people with a worldview alien to your story. It will spread when one individual interacts with another and uses the power of the personal interaction to spread your story.

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All Marketers Are Liars by Seth Godin

147
Q

What are the shortcuts your fans can use to tell the story to their friends? How can you help them frame that story? If you can’t do this with the product or service you currently offer, change it!

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All Marketers Are Liars by Seth Godin

148
Q

How can you radically change your product or service so that the story is natural and obvious and easy to tell? If you’re not growing, the problem is most likely in your product and not your advertising. Have the guts to change it so that it can evolve into what it deserves to be.

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All Marketers Are Liars by Seth Godin

149
Q

What’s the value of your permission asset? Finally, understand that the people with a worldview that gives them a bias to listen to you and to believe you are the most valuable consumers on earth. Get permission from them to follow up, then get to work finding new products for the people who want to buy them.2260

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All Marketers Are Liars by Seth Godin

150
Q

When you start contemplating the Vajrayana path, you may think that something radical will change within you. That’s not really the case; you are simply becoming more you. The idea of basic goodness is that more you is exactly what this world needs. When you are your most authentic self, you can serve the world in a powerful way.2902

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All Marketers Are Liars by Seth Godin

151
Q

wangthang, which can be directly translated as “field of power.”2907

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All Marketers Are Liars by Seth Godin

152
Q

When you exhibit wangthang, this authentic presence, people are magnetized to you.2912

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All Marketers Are Liars by Seth Godin

153
Q

he tells us to step away from thoughts of the future, thoughts of the past, and even busying our mind or trying to control this present moment, and to just rest. That is the same advice that Atisha is offering here. Rest your mind.3011

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All Marketers Are Liars by Seth Godin

154
Q

absolute teachings of the Mahayana are about developing the realization that you and others—and all phenomena as well—are empty of an absolute self, or ego.3024

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All Marketers Are Liars by Seth Godin

155
Q

We are constantly looking at our life as full of snakes, when really they are just ropes lying everywhere.3032

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All Marketers Are Liars by Seth Godin

156
Q

The Mahayana path is based in giving up our time, energy, money—really everything we have—in order to benefit others. This letting-go process destroys me-based thinking. You realize that you can offer yourself fully to your work and your world without losing anything. When you engage the bodhisattva path, you only gain.3044

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All Marketers Are Liars by Seth Godin

157
Q

as we continue on our journey, we realize that so much of how we achieve these goals is based in just being present to this very moment.3056

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All Marketers Are Liars by Seth Godin

158
Q

don’t focus on results, focus on the process.3064

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All Marketers Are Liars by Seth Godin

159
Q

we should train wholeheartedly. We need to be single-minded in bringing our full and most authentic self to every moment of our life.3067

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All Marketers Are Liars by Seth Godin

160
Q

if you remember to live a life based in an experience of basic goodness, things flow naturally.3087

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All Marketers Are Liars by Seth Godin

Book Notes (88 decks)

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