The Marketing Books Every Business Owner Should Read.
The lesson? Don’t just select who you want as a customer. The results may surprise you. Instead, give those you naturally attract a reason to stay.Quote from the book/ what to expect: “If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes.”“Very often in making a decision about someone or something, we don’t use all the relevant available information. We use, instead, only a single, highly representative piece of the total.
“And an isolated piece of information can lead us to clearly stupid mistakes – mistakes that, when exploited by clever others, leave us looking silly or worse.”
If you can simplify your ethos and values in an easily digestible and relatable manner, your marketing has already half begun. The point is to help you become a master story teller.Quote from the book/ what to expect: “We all know how mind-numbing it is to spend precious money on a new effort that gets no results. But what if the product wasn’t the problem? What if the problem was the way we talked about the product? Because words sell things. And if we haven’t clarified our message, customers won’t listen.”
Vaynerchuk dissects the various platforms and offers lessons from the experiences of influencers and entrepreneurs on how to become the hottest company on each.Quote from the book/ what to expect: “I’m watching you out there, and it’s shocking to me how many entrepreneurs trap themselves into boxes of their own making, even though they have more power than they did before. “Let’s say you’re killing it on Twitter. What are you going to do the day you realise you’re tired of Twitter? What do you do the day it disappears?”
More important is the message that you need to sometimes break the rules to stand out from the crowd and get what you want. Don’t let business life just pass you by.Quote from the book/ what to expect: “Before we go any further, we need to walk a few myths off the plank. You’re thinking to yourself ‘hang on, didn’t pirates revel in theft and murder?’ The short answer is ‘no, not everyone’, though there were a few psychos. “No, this about the Golden Age of Piracy, when these ‘rock stars’ set the world alight with rebelliousness and a commitment to ideals of justice and equality.”The Purple Cow is dedicated to encouraging boldfaced words and gutsy assertions – that you can’t just be the same template industry standard company. Traditional approaches, Godin says, are obsolete – the old checklist of pricing, promotion, publicity is no longer enough. There’s no point in wasting time, money and energy into a marketing strategy that will have you sit on par with everyone else.
As the book suggests: “The Golden Age of advertising is over. It’s time to add a new P – the Purple Cow.”Quote from the book/ what to expect: “Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring. A Purple Cow, though. Now that would be interesting. (For a while).”
After all, there’s no point in bringing on the marketing charm if the product fails to bring in happy – and reoccurring – customers. If you want them to stick around, this marketing book’s for you.
Quote from the book/ what to expect: “For many products, forming habits is imperative for survival. As infinite distractions compete for our attention, companies are learning to master novel tactics to stay relevant in users’ minds. Today, amassing millions of users is no longer good enough.”
Quote from the book/ what to expect: “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
Quote from the book/ what to expect: “While it’s easy to find examples of social contagion, it’s much harder to actually get something to catch on. Even with all the money poured into marketing and advertising, few products become popular.
“When Aeschines spoke, they said ‘How well he speaks’. But when Demosthenes spoke, they said ‘Let us march against Philip’.”
“But what causes some to succeed? When something comes along that offers better functionality, people tend to switch to it.”Quote from the book/ what to expect: “The right brand identity has the power to attract, engage and compel people to do business with you. But for many entrepreneurs, creating an effective brand can be a challenge.
“Whether you’re a startup on a lemonade budget, or a seasoned entrepreneur planning on working with a professional, an understanding of the process is essential.”Al Ries, Jack Trout Paperback and Kindle prices respectively: £10.85, £10.31 What makes it a good read for small business? Ries and Trout lay bare the biggest successes and failures in advertising history. They explain, for one, how to avoid letting a second product ride on the coattails of an established one.
While this in itself makes for an interesting read, it allows highlights how to become an industry leader so that the very name of your company lures in the many when a marketing campaign starts.Quote from the book/ what to expect: “Once a mind is made up, it’s almost impossible to change it. Certainly not with a weak force like advertising. ‘The average person will sit still when being told something which he or she knows nothing about. “But the average person also cannot tolerate being told he or she is wrong. Mind-changing is the road to advertising disaster.”
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