All Marketers Are Liars (Hardcover)

Highlights
In the Beginning, There Was the Story
You're a Liar
Georg Riedel Is a Liar
Some of My Best Friends Are Liars
Wants and Needs
Can Pumas Really Change Your Life?
Telling a Great Story
Telling a Story Badly: The Plight of the Telemarketer
Telling a Story Well: Kiehl's Since 1851
The Accidental Marketer
Marketers Aren't Really Liars
This Appears to Be a Book About Lying
One Last Thing Before We Get Going: Know Your Power

Got Marketing?
Does Marketing Matter?
Before, During and After the Golden Age
When You Know the Secret, Things Look Different
How Marketing Works (When It Works)
You're Not in Charge (People Can't Listen)
You're Not in Charge (You Can't Control the Conversation)
You're Not in Charge (It Won't Stay Stable!)
Make Stuff Up: The New Power Curve

Step 1: Their Worldview and Frames Got There Before You Did
We All Want the Same Things
Two Definitions and a Strategy
All Squirrels Want Nuts
They Say There's No Accounting for Taste...
What Color Are Your Glasses?
Who We Are Affects What We See
Glimpses of a Worldview
1,000 Worldviews
The Power of Frames
Getting in the Door
"None of the Above"
Angels and Devils
Lucky Charms Is a Health Food?
Attention, Bias and Vernacular
George Carlin
Early Adopters and So On
It's Actually Smaller Than the World
There Are No Doorbells in New Hampshire
Finding the Tooth Fairy
A Worldview Is Not a Community
Where to Find the Next Killer Wordlview
The Most Important Worldview
Two More Worldviews Worth Mentioning
Putting Frames to Work

Step 2: People Notice Only the New and Then Make a Guess
How Your Brain Works
Look for a Difference: The Frog and the Fly
Look for Causation: Broken iPods
Use Your Prediction Machine: Make a Guess
Congnitive Dissonance: Presidents We Hate
We Get What We Expect

Step 3: First Impressions Start the Story
You Don't Get Much time to Tell a Story
Take a Look at This Picture
The First Snapshot
The Myth of the First Impression
Why You Need to Care About Superstition
The Recycling Story

Step 4: Great Marketers Tell Stories We Believe
Are You a Marketer?
Why Did You Buy This Book?
Telling Stories in an Internet World
How to Get Elected President
Postconsumption Consumers

Examples: Stories Framed Around Worldviews
"I Believe a Home-Cooked Meal Is Better for My Family"
"I Believe Shopping for Lingerie Makes Me Feel Pretty"
"I Don't Believe Marketers"
"I Believe Sushi Tastes Better if the Chef Is Japanese"
"I Like Books Seth Godin Writes"
"I Like to Beat the System"
"Amazing Has the Best Customer Service"
"Organic Food Is Better"

Important Aside: Fibs and Frauds
Hi, It's Dave!
Fibs Are True
Frauds Are Inauthentic
I'm Angry
Keeping Promises
A Lie Won't Work for Long if It's Really a Lie
Telling the Honest from the Not-So-Honest
Truth and Beauty
The Cigarette Preferred by Doctors!
Why Sophisticated Women Hate Minivans
Who's Your Nammy?
The Golf of Tonkin
The Emperor Actually Looked Good

Step 5: Marketers with Authenticity Thrive
Changing the Story Requires Personal Interaction
Before I Tell Someone a Story, I Tell That Story to Myself
Every Picture Tells a Story
Every Car Tells a Story
The Authenticity of the Soy Luck Club
Faking It with Ice Cream
It's the Combination of Senses That Now Convinces the Skeptical Consumer
All Successful Stories Are the Same

Competing in the Lying World
One Story per Customer
Flip-flop
Finding the Right Community
Spliting the Community
The Other Way to Grow

Remarkable? The Cow Has Not Left the Building
Invisible or Remarkable?
The Really and Truly Great News
In Defense of Extremism
Going to the Edges: Getting People to Vote
Going to the Edges: The Title of This Book
When Storytelling (and the Cow) Doesn't Seem to Work Very Well

Bonus Part 1: Master Storytellers and Those Who Are Still Trying
I Want to Demonstrate My Power
Jackson Diner
The Storytellers at Avalon
Creating Fox News
Is a Restaurant About Eating?
Getting Satellite Radio to Sell
Getting People to Travel
The End of the Jewelry Store?
People with Napster Are a Band's Best Customers
The Goodyear Blimp

Bonus Part 2: Advanced Riffs
Fertility
Worldviews Change
The Complex Life of Simple Things
Old Stories
Explaining Failure
The Four Failures
The Key Addition to Purple Cow Thinking
Some Problems Are Hard
Google Adwords and Finding the Right Worldview
Oxymorons
Friend or Faux?
Protect Me
Are You Marketing a Camel?
On the Other Hand...

Good Stuff to Read
Further Reading from Seth Godin
Other Books Worth Reading!

So, What to do Now?
Acknowledgments
Index
What's Your Story?