5 Marketing Books That Change Your Mindset and Make You More Income
Review Written by Shannon Johnson and Summarize by Paul Fan
1) Permission Marketing by Seth Godin
Permission Marketing paved the way for inbound marketing.
Seth Godin was talking about how the attention crisis in America meant that nearly a century of tried-and-true interruptive advertising techniques were becoming increasingly ineffective:
“The great marketers of the fifties and sixties knew how to interrupt people.
They knew how to craft a campaign that would gain attention, and in just a few moments, communicate a basic idea …
They had the guts to use frequency to make their ads work.
Those memorable VW Beetle ads were consistent and frequent.
The ads for Starkist Tuna and Frosted Flakes were omnipresent …
We all remember these classic ad campaigns because they were delivered to us with massive frequency in an environment that had a fraction of the clutter we face today.”
However, Godin said it was estimated that
the average consumer saw about 1 million marketing messages a year, or about 3,000 a day.
Today’s marketing is more with anticipated, personalized, and relevant.
2) Ctrl Alt Delete by Mitch Joel
Do you want to be employable in the next five years?
Yes. Yes, you do. That’s one major reason why Mitch Joel wrote this book — to help ensure you will be.
The first part of his book covers five major shifts that have completely changed the way you work and live,
while the second half covers seven ways to transition from being a nine-to-fiver into “doing the work that you were meant to accomplish.”
For instance, what’s the first thing you reach for in the morning? Probably your smartphone.
You’re not the only one who does. Think about what that means from a consumer behavior standpoint.
Joel points out that how you marketers think about consumers in the boardroom is very different from a) the way consumers actually behave and b) the way you as consumers behave ourselves.
My two favorite quotes to sum up Ctrl Alt Delete:
“No more platforms. One platform. We’re quickly moving toward a world where we simply see media as text, images, audio, and video. The truth is, the subtle differences between movies, TV shows, and video podcasts feel like they are gently going away. It’s just video — when we want it and how we want it. The subtle differences among a newspaper story, a magazine article, a book, and a blog post drift away. We’re no longer putting a premium on something printed/physical against something digital/bits and bytes. It’s just text (or images or audio or video) — when we want it and how we want it and then how we share it and talk it up.”
“Stop looking at your business as physical, Web, and Mobile. It’s about consumers, and the only thing that matters to consumers is the one screen that is in front of them.”
3) Influence: The Psychology of Persuasion by Robert B. Cialdini
This is the question Influence answers: What factors cause one person to say yes to another person?
As marketers, what we’re really trying to do is get people to say “yes” to buying our product or service, right?
If we know how to get prospects to comply, we satisfy their wants and needs, and our businesses grow.
There are six overarching tactics that any marketer or salesperson can use to get a prospect to say yes:
4) Made to Stick by Chip Heath and Dan Heath
It’s a lot easier to use those six “weapons” discussed above when you actually have a really solid idea that people will “stick” — meaning they’ll pay attention, understand, engage, and remember.
Made to Stick is all about stripping our ideas down to their very core and translating them through what Chip and Dan call the “SUCCESs checklist.”
In other words, successful ideas are:
And they tell a (S)tory.
As marketers, the bane of our existence is prospects who pay no attention to the messages we so desperately want them to grasp.
As businesspeople, we also need to get our bosses and colleagues to care about our ideas —
otherwise, we get nothing done. Made to Stick helps with both.
5) The Tipping Point by Malcolm Gladwell
The Tipping Point explains how ideas spread like epidemics and
which few elements need to come together to help an idea reach the point of critical mass, where its viral effect becomes unstoppable.
Here are the 3 lessons from the book that will help you spread your own ideas:
- Once an idea reaches the tipping point, it spreads like fire.
- Three kinds of people are responsible for getting ideas to tip.
- Connectors – they have a massive social network, with many acquaintances and allow ideas to spread from one social group to the next.
- Salesmen – the boast about ideas they love and their incredibly positive energy is contagious.
- Mavens – they hoard information, in order to be a source of great tips to their network, the people of which they greatly influence with their advice.
- Without stickiness, no idea will ever tip.
“Is your idea memorable enough to make people take action?”
Just make something so great, one person who sees it can’t live without sharing it.