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The legendary management expert Peter Drucker once said: “Companies only have two basic functions: marketing and innovation.” With COVID-19 exploding earlier this year, this date has never been more important.
One of my clients described our current situation to me as being in the face of an economic storm. Well said. The first wave of bankruptcies killed many big names, including hertz, Neiman marcus, Brooks Brothers, GNC and J.Crew. However, given that cities like Melbourne are implementing their toughest measures yet, with some states re-establishing lockdowns, it still seems a long way before life can return to normal.
However, it is not all doom and darkness. Anyone smart enough to invest in the technology giant “Five Giants,” also known as GAFAM (Google, Amazon, Facebook, Apple and Microsoft) he did quite well. Together they brought the Nasdaq to new highs. Jim Rohn defined the story as “opportunity mixed with difficulty”. Some people can already feel the after, but it’s the first part that should inspire entrepreneurs.
Businesses have to be innovative and disruptive, but in marketing, growth really starts to take things to a whole new level. Therefore, every business owner should read and reread the following 12 marketing books to take advantage of today’s opportunities. While some companies will continue to have problems in the months ahead, others will succeed.
one. Scientific advertising by Claude C. Hopkins
This is considered to be one of the best marketing books ever written. It was introduced to me by a friend who has been a copywriter for a while. He told me that he reads it at least once a year. Written in 1923, this book could be dismissed as one from a bygone era. It would be a serious mistake. While social media marketing is all the rage these days, this book is a masterpiece for understanding marketing at its core.
two. Ogilvy in advertising by David Ogilvy
Ogilvy worked on several campaigns including Rolls Royce, Schweppes, and Hathaway Shirts. They are still considered classics today. He emphasizes the importance of headlines and the power of a PVU (Unique Selling Point) in all of his marketing and advertisements.
3. How to get what you can with all you have from Jay Abraham
Jay Abraham is an expert on joint ventures. He also talks about the importance of what he calls the Parthenon of Power. He is a genius at finding numerous ways for companies to improve their bottom line. You may find some of his high-end seminars on eBay, but his books really are one of the best resources you can find on him. This book is definitely a good place to start.
4. Innovative advertising by Eugene M. Schwartz
It’s not hard to buy used marketing books for less than $ 10. Not this book. While it’s available online for free, people are still paying over $ 250 for a used print version. And this masterpiece is worth every penny. Chapter 4 is entitled “38 Ways To Strengthen Your Headline Once You Get Your Basic Idea“That should tell you everything you need to know about the book.
5. Seth Godin’s purple cow
Godin has written some excellent books on marketing, including Authorization Marketing and The Icarus Effect, but that was my personal favorite. In short, it’s about the importance of constantly working to stand out from other cows in the business world. While many companies look to their competitors to shape their advertising, products, and services, Godin speaks of the opposite.
6. Influence: science and practice by Robert Cialdini
A book marketing legend Dan Kennedy tells workshop attendees to invest in. It divides marketing into six principles and explains each principle using a series of examples. It’s surprisingly enjoyable read. It is also extremely powerful because of all of the science and research that Cialdini has dedicated to it.
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7. Crushing It! by Gary Vaynerchuk
The newest book on this list, but one that takes an in-depth look at social media marketing and how to best tailor your content to each platform. It also contains many people’s success stories, making it a great reference book for a wide variety of industries.
8th. Positioning: The battle for your sanity by Al Ries and Jack Trout
This book was named after Advertising age as the best marketing book of all time. Personally, I would rank a few other books a little higher on this list, but it still deserves a spot on your shelf. For those who prefer something lighter, Ries and Trout have also written The 22 Immutable Laws of Advertisingwhich is an extremely quick read.
9. Triggers by Joseph Sugarman
A real gem, a book that is not talked about enough. In the late 1970s and early 1980s, Sugarman hosted 5-day direct marketing seminars for a small group of people. Part of his presentation was called Psychological activators Many participants attributed not only to being the most interesting, but also to the part that benefited them the most. This book is a distillation of those 30 triggers.
10. The life of P.T. Barnum by P.T. Barnum
Facebook and LinkedIn brought personal branding into the digital age, but P.T. Barnum was the original self-promotion expert. This book is fascinating read on how he was able to build, expand and strengthen his public image half a century before computers.
eleven. Guerilla marketing by Jay Conrad Levinson
This was the first book specifically written for entrepreneurs and small business owners. His concepts focus on being profitable and creative in order to gain visibility. It was updated in 2007 to cover using concepts for our digital age. Whether you’re looking for business ideas online or offline, you’ll love reading this book.
12th No B.S. Guide to Social Media Marketing with Direct Response by Dan S. Kennedy and Kim Walsh Phillips
Millionaire Dan S. Kennedy and marketing strategist Kim Walsh Phillips teach effective direct response strategies for social media campaigns that turn into sales rather than likes.