What good book have you read lately?
If you’re like most people (no judgment) you don’t have a good answer to that question. I love to read, but even I can go through long periods of time without cracking a book. Opening a book is a big investment. You’re expecting yourself to finish it, to retain important information and to be able to apply its lessons to your life. That’s a lot of pressure.
Well, below is a list of the five best marketing books that I have ever read. These books have helped me to become more creative and focused on getting strong results for myself and my customers. I know that they will help you too!
My goal with this list is to take some of the pressure of. Don’t have time to read? No big deal. Hopefully, you can pick up some good tidbits from my analysis below.
Seth Godin’s “Permission Marketing”
If you’ve never heard of Seth Godin, please, please, please go to SethGodin.com and sign up for his blog. Do it. Now, or you’ll forget.
Seth Godin is a genius. His take on marketing is fresh, unique and most of all very practical. For decades, marketers only goal has been to cram their brand message down people’s throats. Seth Godin turned this concept upside down by pointing out that people have so many choices today that they’re going to pick and choose what messages they want to hear. You must make your message attractive, important and likeable to your target audience. Then and only then, do you have a chance at getting their permission
Chris Anderson’s “The Long Tail”
In The Long Tail, Chris Anderson points out the revenue value of niche products. He analyzes web-based purchasing habits (think Amazon or Netflix) and suggests that the lower volume, less popular items will become more and more important to bottom lines in all industries. A Blockbuster (may they rest in peace) can carry 8,000 movies. However, Netflix has 25,000 movies. Now Blockbuster carries the most popular 8,000, Netflix can find paying customers who value the less popular 17,000 movies that only they provide access to. This long tail can be very profitable.
Chip and Dan Heath’s “Made To Stick”
There have been a ton of books and articles written about brand story telling. These brothers have written by far the best! They looked at a large number of success marketing campaigns. Why did one campaign become known throughout the country and the others fail to resonate with customers? They discover the six elements that always play the most critical role in the “stickiness” of a campaign. If you want to create something that will stay with your customers for a long time read this book!
David Meerman Scott’s “The New Rules Of Marketing And PR”
If you are interested in the world of social media this book is a must read. Scott is laying out the first strong case for content marketing. It’s been updated many times over to reflect changes in the world of media. If you’re looking for the ultimate primer on social media, what it means and what it can do, this is the perfect book to bring you up to speed.
W. Chan Kim and Renee Maubrogne’s “Blue Ocean Strategy”
Blue Ocean Strategy is an eye-opening book. It makes you question the critical aspects of your product or service. What if you tweaked one part of your product? Could it make a big different to your business? The keys examples used are Cirque de Soleil’s evolution from the classic circus concept and the sales of Yellow Tail wine exploded because of the simple and straightforward fun that they brought to the overly complex wine industry. Could you make one or two changes and leave your competition in the dust? Or better yet, move into a competition-free blue ocean?