Marketing is the simple act of convincing people to behave in a way you like them to. If you’re in business, marketing involves getting people to buy into your product or service that you believe is best for them. Of course, it’s easier said than done. A lot of us can make up ideas in an instant, but struggle when getting our points across. Sadly marketing has more to do with the latter than forming ideas alone.
I’ve read a dozen marketing books, most of them I find redundant to say the least. Below I share a few that stand out. I hope these hand-picked books will give you as much insights and new perspectives as they did me. So here we go in no particular order…
The Brain Audit, although not immensely popular as Building a StoryBrand, takes on a simple and step-by-step route in teaching you how to craft a compelling marketing message.
Don’t put your solution before the problem. Doing so will greatly reduce the pulling power of communication.
Counter the objections using 3F (Feel, Felt, Found). I know how you feel. This is what our customers felt, and this is what they found…
One-page marketing plan has been one of the best-selling marketing books on Amazon for a reason. This is the most comprehensive marketing book you can read today, especially if you’re new to this field.
It’s not just about getting your name out there, it’s for your prospect to say, “Hey it’s for me!” when they see an ad.
Features tell, benefits sell. Remember “1000 songs in your pocket.”
“You know (problem)? Well what we do is (solution). In fact (proof).” is your ultimate elevator pitch.
People are much willing to pay for a cure than for a prevention. Target existing pain rather than promising future pleasures.
Enter the mind of your prospect with “The Enemy in Common”.
Instead of spending a fortune on commercials and billboards, Building a StoryBrand explains you should invest in understanding your customers better, and then position your content through their eyes, using empathy and story-telling.
Your content must answer these 3 things in the first few minutes (1) What do I offer? (2) WIIFM? (3) What do I need to do to buy it?
Your customer is the hero, and heroes aren’t looking for another hero. Be a guide. Humility and empathy can go a long way.
Character + Problem + Plan + Success = Compelling One-liner
Never Lose a Customer Again is more than just a marketing book. It walks you through the entire customer experience journey, including the customer emotions at each step and some practical tips you can act upon.
LV of a customer can be 10x of an initial purchase.
When it comes to CX, it’s not about dollars, it’ about personalization, humanization and remembering tiny little details.
Design a smooth handoff between sales and service to eliminate a buyer’s remorse.
Don’t aim for the tape – go through the tape – so you don’t slow down when the target is near.
Remember there is no faster way to grow revenues than retaining customers.
In a fast-paced world where technology is constantly leapfrogging and changing the way we market, Marketing Rebellion insists human factor still plays the most important role in getting people buy into your solutions.
Social media isn’t a place people like to be marketed to. Brands should aim to organically join in the social sector with the human voice.
Although not a marketing book in itself, the Tipping Point still accomplishes what it sets out to do. It gives us a new perspective in understanding consumer behavior, and a hope that things, no matter how bad it seems, eventually ‘tip’.
Take care of your mavens (early adopters who spread the words of your product). Invest in them in the same way Lexus spent a hefty sum in recalling its defective cars because mavens would influence all the follow-on adopters.
Marketing isn’t just about delivering a message. It’s about delivering it with impact and being memorable. Even if the sales isn’t secured right away, it will most likely be in the future when our messages are made to stick.
To make an idea stick, strip it down to its core, and share it using SUCCESS principle (Simple, Unexpected, Concrete, Credible, Emotional, Story).