Marketers Are Red-Handed Liars Seth Godin

Hello.
Today, I'd like to introduce a lesser-known masterpiece by Seth Godin, "All Marketers Are Liars."
After stumbling upon a portion of this book somewhere, I've been meaning to read it, and finally, I've had the chance to do so.
The original title is "All Marketers Are Liars," but the Korean version made it even more provocative by adding the adjective '새빨간' (bright red), resulting in a rather challenging title.
While I'm not a marketer myself, the book contains a wealth of useful advice applicable to various situations. It's not just for aspiring entrepreneurs, those involved in sales, or actual marketers; the advice can be valuable for individuals needing to persuade others psychologically or those seeking to promote themselves.
Frankly, we tend to think of marketing, perhaps subconsciously, as a form of deception or trickery. Simply a manipulative tactic to sell things, a fleeting magic spell to enchant us. But why do consumers harbor such beliefs?
Could it be due to the dissatisfaction we experience after purchasing something, the gap between our expectations and the services received? That's why books like this are so crucial. Seth Godin begins by stating that marketers are indeed liars.
 
"Before there was marketing, before there were shopping carts, and long before advertising, people were already telling stories to themselves." (Excerpt from the book)
 
As you know, humans, unlike other animals, possess the powerful tool of imagination. This ability, deeply ingrained in us, has evolved in conjunction with survival. Imagination plays a crucial role in creating and propagating stories.
When we find ourselves in unfamiliar territory, we quickly assess our surroundings and internally determine how we should behave. This is essential to ensure we don't feel out of place, and to navigate situations effectively, either maintaining or enhancing our position. But comprehending context always requires a story.
In other words, understanding when, by whom, and how a story originated, how it unfolded, and how it might conclude requires constructing a brief narrative, a kind of beginning-middle-end, which is essentially grasping the context.
 
"You are a liar. I am a liar. We are all liars. The reason we tell stories to ourselves is that we are superstitious creatures. There is too much information in the world to sort out the details, so we take a shortcut: the story." (P.19 Excerpt from the book)
 
These insightful remarks continue throughout the book.
 
"You can't attract a large audience by being overtly obvious. But if you exploit the nearly universal worldview of wanting to share your thoughts with others, you'll find that those who believe your story will work hard to share that lie with their own circles. There is a condition, though. Your story must be easy to spread and people must believe that it's worth spreading." (P.95 Excerpt from the book)
 
Seth Godin points out the concept of a community sharing a worldview. According to him, when we buy something, we consider the values of the entity from which we are buying. This is because we've transitioned from a state of scarcity where we simply purchased necessities to a world where we have abundant options and can choose products based on our preferences.
For example, the reason you might choose to shop at Muji is that you are captivated by its almost obsessive cleanliness and the beauty found in its minimalist designs. This is a worldview shared by the Muji consumer community! This understanding provides marketers with a sense of how to tell stories to their customers.

We've come to recognize that selling things and making money are no longer activities to be shunned due to their perceived materialism. Instead, we view them as essential for a better life and preparing for the future. This is reflected in the rise of YouTubers like Shinsa Imdang, who embrace this worldview, and the increasing number of individuals running small online businesses through platforms like Smart Store. Advertising has also gained unprecedented importance throughout history.

Seth Godin himself might be a liar. He may be using masterful packaging to persuade you to buy his book on marketing. However, I've been convinced by his arguments. After all, we will continue to buy things throughout our lives. When we spend money, we'll gravitate towards the stories that resonate with us. But understanding which narratives are effective and which have become outdated makes a world of difference.

I highly recommend this book to anyone seeking a fresh perspective and a bold shift in thinking.

Thank you.