Peter Drucker, the legendary management expert, once said, “business has only two basic functions: marketing and innovation.” With the detonation of covid-19 earlier this year, this quote has never taken on more meaning.
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One of my clients described our present situation to me was like being in the eye of an economic storm. Aptly put. The first wave of bankruptcies took down many big names including Hertz, Neiman Marcus, Brooks Brothers, GNC and J.Crew. However, with cities such as Melbourne implementing their strictest measures yet, and some states reinstating lockdowns, it looks as if we still have a way to go before life can return to normal.
You are reading: Marketing books for entrepreneurs
However, it’s not all doom and gloom. Anyone smart enough to have invested in the “big five” tech giants, also known as gafam (google, amazon, facebook, apple, and microsoft), has done pretty well. combined they have pushed the nasdaq to new highs. Jim Rohn defined history as “opportunity mixed with difficulty”. some people already feel the latter, but it’s the first part that should excite entrepreneurs.
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Companies need to be innovative and disruptive, but marketing is where growth really starts to take things to a whole new level. As such, every entrepreneur should read and reread the following 11 marketing books in order to take advantage of the opportunities that exist today. while some companies will continue to struggle in the coming months, others will thrive.
scientific advertising by claude c. hopkins
This is considered one of the best marketing books ever written. I was introduced by a friend of mine who does copywriting some time ago. he told me that he reads it at least once a year. written in 1923, people might dismiss this book as one from a bygone era. that 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.
ogilvy on advertising by david ogilvy
ogilvy worked on a number of campaigns including roll royce, schweppes and hathaway shirts. they are still considered classics today. He emphasizes the importance of headlines and the power of a USP (Unique Selling Point) in all of his marketing and advertisements.
how to get all you can out of all you have by jay abraham
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jay abraham is considered the expert when it comes to joint ventures. he also talks about the importance of something he calls the parthenon of power. he is a genius at finding numerous ways for companies to improve their bottom line. you may be able to find some of his high end seminars on ebay, but his books are really some of the best material you can find from him. this book is definitely a great place to start.
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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 still pay upwards of $250 for a used print version. and this masterpiece is worth every penny. Chapter 4 is titled “38 Ways You Can Strengthen Your Headline Once You Have Your Basic Idea.” that should tell you everything you need to know about the book.
purple cow by seth godin
godin has written some great books on marketing, including authorized marketing and the icarus effect, but this was my personal favorite. In a nutshell, he talks about the importance of constantly working to stand out from all the other cows in the business field. while many companies look to their competitors to shape their advertising, products and services, godin talks about doing the opposite.
influence: science and practice by robert cialdini
a book in which marketing legend dan kennedy tells his workshop attendees to invest. breaks marketing down into six principles and uses a number of examples to explain each one and is a surprisingly enjoyable read. it’s also extremely powerful because of all the science and research that cialdini put into it.
smash 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 includes many success stories from people making it a great reference book for a variety of industries.
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positioning: the battle for your mind by al ries and jack trout
this book was named by the advertising age as the best marketing book of all time. Personally, I’d rank a few other books on this list a little higher, but it deserves a spot on your shelf nonetheless. For those who prefer something lighter, Ries and Trout also wrote The 22 Immutable Laws of Advertising, which is extremely quick reading.
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triggers by joseph sugarman
a true gem of a book that is not talked about enough. In the late 1970s and early 1980s, Sugarman ran 5-day direct marketing seminars for a small group of people. part of his presentation was called psychological triggers which many attendees attributed to being not only the most interesting part but also the part they benefited from the most. this book is a distillation of those 30 triggers.
the life of p.t. barnum by p.t. barnum
facebook and linkedin have brought “personal branding” into the digital age, but p.t. Barnum was the original expert on self-promotion. This book is a fascinating read on how he was able to build, enhance and strengthen his public image more than half a century before computers.
guerrilla marketing by jay conrad levinson
This was the first book written specifically for entrepreneurs and small business owners. His concepts focus on being profitable and creative to gain visibility. it was updated in 2007 to address the use of the concepts of our digital age. Whether you’re looking for ideas online or offline for your business, this is a book you’ll want to read.
no b.s. guide to social media direct response marketing by dan s kennedy and kim walsh phillips
the millionaire maker dan s. Kennedy and marketing strategist Kim Walsh Phillips teach effective direct response strategies for social media campaigns that convert into sales instead of likes.
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