Coffey: Here are five great marketing books
Vail, CO, Colorado
EAGLE COUNTY, Colorado ” The ski season’s over. Mud season is in full effect. You might be finding some extra time on your hands. Or, depending on your business, you might be as busy as ever.
Either way, it’s worth your time to study up on marketing.
If you haven’t read a marketing book in ages, now’s the time to pick one up. A new book will expose you to some fresh ideas that could make a stale marketing plan come alive.
Here’s a list of five great marketing books I think any small business owner should read. You’ll be able to find these titles in the business section of your local independent bookstore (Verbatim Booksellers and the Bookworm are two of my favorites).
– “Guerrilla Marketing,” by Jay Conrad Levinson. This popular book is targeted precisely toward businesses with small marketing budgets. This book is loaded with tons of ideas that are high on creativity and low on expense. One read-through and you’ll have a head full of ideas to get your business noticed. The original “Guerrilla Marketing” spawned a whole collection of spin-offs, from “Guerrilla Marketing for Lawyers” to “Guerrilla Marketing for Restaurants.” There’s sure to be one for your business.
I’d recommend reading both the original and the one tailored to your profession.
– “Buzzmarketing,” by Mark Hughes. We all want people to talk about our business. That’s free advertising, after all. But this book really goes into what concepts and events really get people talking.
Nobody will tell all their friends about the latest blue sweater, but they did talk about the iPhone when it first came out. People talk about what’s new and what’s different and what’s exciting and what’s important to them. This book show you how to make your products and services buzz-worthy.
– “Made to Stick,” by Chip and Dan Heath. The Heath brothers have written the best book about messaging I’ve come across. They explain why we always remember urban legends but forget our boss’s pep talk five minutes after we walk out of the meeting. They break down the messages that stick in our minds. They show how we can create our own messages that are made to stick.
– “Your Marketing Sucks,” by Mark Stevens. A little too in-your-face at times (as shown by the title), this book is still worth your time. Stevens hammers on this point: every marketing dollar should have an obvious return on investment. You need hold accountable every marketing effort you make.
If you send out direct mail flyers only because that’s what you’ve always done, you need to cut that from your budget. This book will help you trim the fat from your marketing plan.
– “Steal These Ideas,” by Steve Cone. This book is a quick read, but it’s packed with tips on everything marketing. One of my favorite chapters shows print ads and explains what makes them either effective or worthless. Beyond advertising, it has some great advice on building your brand and using PR and sponsorships effectively.
Kelly Coffey is the founder of Harebrained Marketing, a firm that specializes in connecting local businesses with local customers. Reach him at Kelly@harebrainedmarketing.com or (970) 926-0888.
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