“All Marketers Are Liars” is a Lie: Ask Seth

I need to get this off my chest. Marketing is not lying. Lying is lying and marketing is, in its simplest form, promoting a real event, product or service. There is a lot more that goes into that promotion, like blood, sweat and tears, but lying is not part of the mix. In fact, just ask any college marketing professor to name the entire marketing mix for you. Lying is not part of it.

Why am I ranting about this? Over time, I have deleted a few people from my Facebook profile page due to a simple little fact: they are telling lies, especially lies about their career all in the name of marketing and PR, to make them seem more successful. I love a good lie, don’t get me wrong. Tell me I look 21 and I will a) think you are lying and b) love you. No, I will worship you. Anyway, I noticed that as social media grew, so did the unfortunate side-effect of some people lying, and, worse, it was done under the guise of marketing. Normally, I would let sleeping dogs lie, literally, but when people start lying and then justify it by saying, “It’s just marketing,” then I have an issue, people. I’m a marketer, not a liar (unless you are going to bust me on age issues again).

Don’t believe me? Fine. Ask Seth Godin, who as any marketer knows (but liars may not) wrote “All Marketers are Liars.” See, he didn’t really mean it, because of this quote from the book: “When you are busy telling stories to people who want to hear them, you’ll be tempted to tell stories that just don’t hold up. Lies. Deceptions.”

I was reminded of this quote when I recently saw a friend who asked about a mutual friend. “It seems like things are going well, judging by the Facebook updates,” he said. Before I could even answer, he added, “Of course, if you can believe all that.” I told him that based on what I knew, he was right; this friend was doing a little fabricating. “How’s that working out?” he asked dryly, waiting a beat, then said, “Oh, I guess it’s not.”

More than an admonishment on lying, my message here is that the lies don’t hold up if you don’t have proof of the product, or the business, or the experience. People see through it, or worse, they believe you, then ask an innocent question following up on your Facebook update, and realize, “Huh, that was a lie.” People don’t like to be duped. A sucker is born every minute; a person scorned is reborn every second. And scorned consumers are the ones spending money on the competitor’s product or service. Not the liars.

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