Aug
12

Books on Marketing

Here are 30 books to help you market your product, service or idea.

101 Ways to Promote Yourself: Tricks Of The Trade For Taking Charge Of Your… – Raleigh Pinskey

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You may have the most outstanding business, product, idea or talent in the world, but in order to be successful, you have to let the world know about it. Raleigh Pinskey offers you a crash course on how to get the attention you need. 101 Ways to Promote Yourself reveals the insider secrets learned from years of experience and how these low-cost, high-powered techniques can carry you to the top of your market and beyond.

Find out how to:

  • Develop hot new leads
  • Project a positive image
  • Get your name in front of potential customers
  • Promote instant name recognition
  • Hold on to valued customers
  • Build on your success by cultivating referrals
  • Position yourself for greater visibility in your market
  • Grow and expand your network and database
  • Explore media opportunities
  • Market effectively on the Internet
  • Create goodwill in your community

This book is available from Amazon.

 

All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World – Seth Godin

9781591841005_p0_v1_s260x420All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.

Successful marketers don’t talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.

Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers and Marlboro.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.   This book is available from Amazon.

 

Anatomy of Buzz (The): How to Create Word of Mouth Marketing – Emanuel Rosen

Revisited Cover with frameThe Anatomy of Buzz: How to Create Word of Mouth Marketing
Buzz is what leads to long lines at a movie theater, what makes it impossible to get a reservation for that new restaurant, and what can send a first-time author to the top of the best-seller lists. Buzz is a lot like humor. It is easy to give examples of how it works; but just like dissecting a joke, it becomes an academic exercise, and investigating the anatomy of buzz is no guarantee that successful buzz can be cloned. Examples are myriad, but a definition is elusive. Rosen calls it the “aggregate of all person-to-person communication about a particular product, service, or company at any point in time.” Rosen was a marketing vice-president at a software company that developed a product called EndNote, which could display references and citations in any bibliographic style. He observed buzz firsthand as EndNote’s popularity spread through the academic and writing communities. While Rosen does discuss networks, nodes, and the diffusion of information, he also offers a fascinating look at our popular and consumer cultures.  This book is available from Amazon.

 

Arts Marketing Insights: The Dynamics of Building and Retaining … – Joanne Scheff Bernstein

9781118046821_p0_v2_s260x420Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer to choose specific programs to attend rather than to buy a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences.

Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of “valuable customer” to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

In Arts Marketing Insights, Joanne Scheff Bernstein provides strategies to address changing customer values in a dynamic business environment. This book combines the best of proven marketing wisdom with viable new ideas and approaches that arts marketers can adopt to help their organizations thrive and realize their artistic missions.  This book is available from Amazon.

 

Best Website: Simple Steps to Successful Websites – Nelson Bates

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This book shows how to profit at least $10,000 to $20,000 a month with your website business. The book details specifically “how-to” select the best type of web business to start, build a new website with Easy Web Design. Also, how to create remarkable Internet Marketing… with real results in 11 days! And finally a little known method about how to profit $100,000 in 30 days using a strategy no-one talks about.  This book is available from Amazon.

 

 

Big Moo (The): Stop Trying to Be Perfect and Start Being Remarkable – Seth Godin

51dkCtDRnmL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable
Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, they’re petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most companies (and individuals) just keep trying to be perfect at the things they’ve always done.

In 2003, Seth Godin’s Purple Cow challenged organizations to become remarkable-to drive growth by standing out in a world full of brown cows. It struck a huge chord and stayed on the Business-Week bestseller list for nearly two years. You can hear countless brainstorming meetings where people refer to purple cows and say things like, “That’s not good enough. We need to create a big moo!”

But how do you create a big moo-an insight so astounding that people can’t help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the world’s best vacuum cleaner (Dyson)? Godin worked with thirty-two of the world’s smartest thinkers to answer this critical question. And the team-with the likes of Tom Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters, Dave Balter, Red Maxwell, and Randall Rothenberg on board- created an incredibly useful book that’s fun to read and perfect for groups to share, discuss, and apply.

The Big Moo is a simple book in the tradition of Fish and Don’t Sweat the Small Stuff. Instead of lecturing you, it tells stories that stick to your ribs and light your fire. It will help you to create a culture that consistently delivers remarkable innovations. This book is available from Amazon.

 

 

Big Red Fez (The): How To Make Any Web Site Better – Seth Godin

160835The Big Red Fez: How To Make Any Web Site Better
For those trying to make their Web sites profitable in the lean years, Internet marketing sage Seth Godin, author of Unleashing the Ideavirus, has written a practical guide to making sites more attractive to browsers. The Big Red Fez: How to Make Any Web Site Better offers simple but frequently overlooked design tips (avoid inefficient pull-down menus, don’t ask for the same information twice) that will keep impatient users from ditching your site before they buy whatever it is you’re selling. Godin’s primary mantra is to limit information on each page and offer clear incentives for clicking to the next screen. Each of his concise points is illustrated with an image from an actual Web site, making the book itself a model of simplicity that will be appreciated by busy entrepreneurs and Web designers.  This book is available from Amazon.

 

Brand Called You (The): Make Your Business Stand Out in a Crowded Marketplace – Peter Montoya

$T2eC16F,!yUE9s6NEHv4BRV5,IhiqQ~~_35The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace
Want to make money with less work? You need to create a brand that tells customers how you’re different from your competition and build your relationships with them daily.

The Brand Called You is the ultimate resource for building your brand, one that sells you, not your product or company. With action plans, insight and case studies, this book is your guidebook to getting the best customers, growing your business, and making more money.  This book is available from the website listed below as well as from Amazon.

 

Buzzmarketing: Get People To Talk About Your Stuff – Mark Hughes


500x500_3004314_fileBuzzmarketing: Get People To Talk About Your Stuff
Remember Half.com? Back in the days of the dotcom boom, the discount retail Web site drew headlines when it persuaded the town of Halfway, Ore., to change its name to Half.com for a year. The stunt helped the company gain millions of customers and position itself to be bought out by eBay for a handsome premium. Hughes, the brain behind Half.com’s marketing ploy, extols the virtues of “buzz marketing,” his name for the idea that companies can dramatically boost sales by attracting publicity and fueling widespread word-of-mouth. In this book, Hughes lays out the “principles” of buzz marketing, offering a list of dos and don’ts, plus numerous examples of businesses that outshined competitors by creating buzz. Anyone familiar with Malcolm Gladwell’s The Tipping Point will grasp the logic underlying some of Hughes’s ideas. He advocates getting the attention of people who can spread the gospel about your product. This approach, he says, is not only more effective than traditional advertising, but far cheaper. Hughes’s tales of companies that successfully harnessed buzz are the strongest part of the book, covering businesses as diverse as Pepsi, Ben and Jerry’s and Rit Dye, which revived itself by sparking the tie-dye craze in the 1960s. How valuable readers find some of his other case studies will depend on whether they agree that Britney Spears and American Idol represent “great products” marketed shrewdly. Hughes, who worked for PepsiCo and Pep Boys before joining Half.com, now runs a consulting firm that teaches companies about buzz marketing, which no doubt explains why his writing sometimes seems as subtle as a PowerPoint presentation and as gung-ho as an infomercial. Still, Hughes’s ideas are provocative and should interest business professionals frustrated with same-again advertising campaigns.  This book is available from Amazon.

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Coercion: Why We Listen to What “They” Say – Douglas Rushkoff

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Coercion: Why We Listen to What “They” Say
From media analyst Rushkoff comes this very enlightening and somewhat humbling look at the ways we are manipulated every day–not only by the media but also by our closest friends. According to Rushkoff’s carefully documented thesis, we’re bombarded pretty much constantly by appeals to our vanity, our desire to belong to a group, our need for approval. We’re taken in by people who turn our own cynicism and distrust of manipulation into newer, much more subtle forms of persuasion. From the attractive sales clerk who compliments our choice of clothing to the bosses, parents, friends, and coworkers who make our decisions for us while making us believe we’re thinking for ourselves, Rushkoff reveals all the tricks we use on one another–and reminds us that, no matter how clever we think we are, we’re always, inevitably, being manipulated. An essential book for anyone interested in the power of media and the mechanics of deception. This book is available from the website listed below as well as from Amazon.

Cold Calling for Cowards – How to Turn the Fear of Rejection Into … – Jerry Hocutt

51ykS4TcgxL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_Cold Calling For Cowards : How to Turn the Fear of Rejection into Opportunities, Sales, and Money
This book is a solid guide for sellers of all skill and experience levels to the art of the cold call. Chapters address the myriad types of handshakes and what kind of body language they convey, how to overcome one’s reluctance to cold call, the Fonz technique to deal with rejection, how to escape the trap of voice mail, the Skeletons in the Closet technique to get one’s calls returned, how to determine the personality of the one you’re selling to, and much more. If you’re doing a cold call, especially to a large company, don’t try and get through to the CEO. They don’t take calls like this. That’s why they hire gatekeepers. He advises that when you call, ask to speak with the executive assistant to the CEO or president. They’re required to take calls. This book is highly recommended for anyone serious about sales.  This book is available from Amazon.

 

Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for… – Jay Conrad Levinson

500x500_2598814_fileGuerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including:

  • strategies for marketing on the Internet (explaining when and precisely how to use it)
  • tips for using new technology, such as podcasting and automated marketing
  • programs for targeting prospects and cultivating repeat and referral business
  • management lessons in the age of telecommuting and freelance employees

Guerrilla Marketing is the entrepreneur’s marketing bible — and the book every small-business owner should have on his or her shelf.  This book is available from Amazon.

 

How to Promote Your Music Successfully on the Internet: 2007 Edition – David Nevue

images-1How to Promote Your Music Successfully on the Internet: 2007 Edition
The Internet is an incredible promotional tool for musicians. You can get radio play, grow a fan base, create a distribution channel and sell CDs and music downloads all online. Imagine how much music you’d sell if *thousands* of people heard your music every day? Most musicians, however, have no idea where to begin when it comes to online promotion. Some get as far as putting up a web site, but stop there. That’s where this book will help. David Nevue, an independent musician like yourself, uses the Internet to generate well over $60,000 a year in music-related sales. Today, David is doing the “music biz” full-time, having quit his “day job” in 2001 after making more money selling music online than working for a corporation! In this book, David will take you step by step through the same marketing strategies he’s used since 1995 to promote his music successfully on the Internet. Now you too can build your own music career using the Internet -in your own time and on your own terms.

 

Indie Marketing Power – Peter Spellman

peter-spellmanIndie Marketing Power: The Resource Guide for Maximizing Your Music Marketing
Get the MARKETING power you need to make your mark in the new music economy. The brand new revised 2nd edition of INDIE MARKETING POWER by author Peter Spellman includes additional guidelines on social network music marketing, producing and promoting with video, and complete updates on stats, resources and important trends affecting the marketing of music in 2008 and beyond. It’s currently being used in over a dozen college and university programs across the country.  Seventeen chapters of resource-rich information and strategies to help you find and nurture your audience for maximum music sales. You get sample marketing plans, publicity plans, artist-producer agreements contracts, brand-building tips, a huge resource guide, sponsorship/investment strategies to get people to sponsor your music, and much more.

 

Made to Stick: Why Some Ideas Survive and Others Die – Chip Heath

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Based on a class at Stanford taught by one of the authors, this book profiles how some ideas “stick” in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for “stickiness.” This book explores what makes social epidemics “epidemic” and, as the Heaths cite from Malcolm Gladwell’s Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined–an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility–all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with–the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs.  This book is available from the website listed below as well as from Amazon.

Managing Brand You: 7 Steps to Creating Your Most Successful Self – Jerry S. Wilson

brandManaging Brand You: 7 Steps to Creating Your Most Successful Self
Whether we realize it or not, we are all brands. We all have qualities that shape and influence how the people in our lives see us-and how we see ourselves. Nationally respected brand experts Jerry Wilson and Ira Blumenthal have helped some of the most exceptional companies and individuals in the world perfect their images. Now, in Managing Brand You, they reveal their proven seven-step process for personal brand building.

Using illuminating examples from successful corporations like Coca-Cola and Starbucks as well as high-profile celebrities like Bono and Oprah, Managing Brand You gives readers a step-by-step guide for conducting a self analysis, creating a unique identity, defining their objectives, discovering their passions, creating a plan, putting that plan into action, and monitoring their progress. Wise and insightful, this book will help readers identify what it is that makes them unique and communicate it in a way that guarantees them success. This book is available from Amazon.

 

Marketing for Cultural Organisations: New Strategies For Attracting Audiences To… – Bonita M. Kolb

marketing-cultural-organisations-new-strategies-for-attracting-audiences-bonita-m-kolb-paperback-cover-artMarketing for Cultural Organisations: New Strategies For Attracting Audiences To Classical Music, Dance, Museums, Theatre and Opera
Cultural organizations have long been protected from the harsh realities of the marketplace by relying on wealthy patrons or public subsidies. But as these sources of finance become more scarce they now find that they have to compete for an audience. Some have adjusted to this new reality, but many have not. This book describes the new competitive environment in which cultural organizations now operate and how the more innovative ones are re-thinking their marketing strategies. These organizations realize that they are dealing with a new type of cultural consumer – one who is willing to cross the boundary between popular culture and high art but who wants a cultural experience that also entertains. With dozens of examples from the UK, US and elsewhere, this book will be essential reading for those who work in cultural organizations as they struggle to fit into the new marketing environment. It focuses on those aspects of marketing most related to the challenges currently facing cultural organizations, including determining their market segment and the positioning of their cultural product in a crowded marketplace. It will also be ideal for students of arts management or those who hope to work in the cultural industries. The new edition includes a useful chapter focusing on promotion. Each chapter now includes worksheets, which take the reader through the marketing planning process and are an invaluable aid for evaluating the organizations marketing environment and in establishing its strategy for attracting audiences.  This book is available from Amazon.

 

Marketing to the Affluent – Thomas J. Stanley

$T2eC16d,!)!E9s2fDH+DBRZYkRYVWw~~_35Marketing to the Affluent
From “The New York Times” bestselling author of “The Millionaire Next Door, ” this book is a classic guide on how to market to the rich.  Included in the book are myths and realities about the affluent, ways to gain a better understanding of what the affluent want, how to find “overlooked” millionaires, and ways to position yourself as an expert.  This book is available from Amazon.

 

 

Meatball Sundae: Is Your Marketing Out of Sync? – Seth Godin

51OcZUw+ekL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_Meatball Sundae: Is Your Marketing Out of Sync?
A meatball sundae is the unfortunate result of mixing two good ideas.

The meatballs are the foundation, the things we need (and sometimes want). These are the commodities that so many businesses are built on.

The sundae toppings (hot fudge and the like) are the New Marketing, the social networks, Google, blogs and fancy stuff that make people all excited.

The challenge most organizations face: they try to mix them. They attempt to slap new marketing onto old and end up with nothing but a failed website.

This book explores the 14 trends that are changing our world and how organizations can either embrace them or be punished by them.  This book is available from Amazon.

 

Musician’s Internet (The): Online Strategies for Success in the Music Industry – Peter Spellman

51LDJpk8qLL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_The Musician’s Internet: Online Strategies for Success in the Music Industry
This hands-on guide is essential for any musician who wants to build a fan base and increase profits through the Internet. Peter Spellman, Director of the Career Development Center at Berklee College of Music, guides the self-managed musician through successful strategies to promote music online, reach new audiences, and maximize income. Readers will learn how to: create a professional website; share music downloads; sell and license music online; broadcast on Internet radio; webcast live concerts; create streaming audio; get an online record deal; and much more. Includes an invaluable listing of more than 300 music-related websites.

 

MySpace Music Marketing: How to Promote & Sell Your Music on the World’s Biggest… – Bob Baker

MySpaceCoverSmMySpace Music Marketing: How to Promote & Sell Your Music on the World’s Biggest Networking Web Site
It’s no secret. Bands are attracting industry attention and gaining thousands of new fans on MySpace.com. As an artist, you need to be there. The only problem is, most musicians misuse the many free features that MySpace offers. Don’t waste this online opportunity. Use this new book to squeeze the most out of your MySpace music marketing!

Some of the topics covered include:

  • What “social networking” is and how it can help you MARKET YOUR MUSIC to the masses.
  • The DARK SIDE of MySpace
  • Who in the heck is Tom, and why does he have SO MANY FRIENDS?
  • What most bands do WRONG with their profile headline
  • How to use the “Influences” and “Sounds Like” sections to reach your ideal raving fans
  • How to maximize your Profile Settings
  • An awesome song sample trick hardly anyone is doing

 

New Marketing Manifesto (The) – John Grant

NEW-MARKETING-MANIFESTOThe New Marketing Manifesto
Marketing is a vital function of modern business. It plays a key role in the future success of every company – large and small. But the social world around us is changing rapidly. People’s wants, needs and beliefs no longer conform to the rigid and predictable ‘types’ of yesterday that enabled easy targeting. The old rules of marketing don’t seem to work any more. A new set of rules is required to enable companies to thrive in the future marketplace. The New Marketing Manifesto is a pioneering book that sets out the 12 new marketing rules for anyone aiming to build tomorrow’s successful brand and company. It contains a host of recent examples of luminous, successful brands that have applied New Marketing methods.  This book is available from Amazon.

 

New Rules of Marketing and PR (The): How to Use News Releases, Blogs… – David M. Scott

9781118488768_p0_v2_s260x420The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
The Internet has profoundly changed the way people communicate and interact with each other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Smart marketers who want to communicate with buyers directly, raise online visibility, and increase sales will discover everything they need to put the new rules to work. This book will show you how to stay ahead of the curve—and your competitors—by using the Internet to its full PR, marketing, and customer-communications potential.  This book is available from Amazon.

 

Non-Designer’s Design Book (The) – (3rd Edition) – Robin Williams

ShowCoverThe Non-Designer’s Design Book, 3rd Edition
A lot has happened in the world of digital design since the first edition of this title was published, but one thing remains true: There is an ever-growing number of people attempting to design pages with no formal training. This book is the one place they can turn to find quick, non-intimidating, excellent design help from trusted design instructor Robin Williams. This revised classic–now in full color–includes a new section on the hot topic of Color itself. In The Non-Designer’s Design Book, 3rd Edition, Robin turns her attention to the basic principles that govern good design. Readers who follow her clearly explained concepts will produce more sophisticated and professional pages immediately. Humor-infused, jargon-free prose interspersed with design exercises, quizzes, and illustrations make learning a snap–which is just what audiences have come to expect from this best-selling author.  This book is available from Amazon.

 

Power Up with PR – Jackie Abramian

images-2Power Up with PR
Jackie Abramian is the author of this book which is a publicity guide for artists, providing charts to help keep track of media contacts, examples of press releases to help you write your own, information on how to compile a target media list, and 300+ national media contacts.  Some of the chapters include: “Art, Artists and the Media”, “Business PR Tools”, ”Using the Internet for PR”, “Courting the Media”, and “Creative PR Strategies”.

 

Purple Cow: Transform Your Business by Being Remarkable – Seth Godin

641604Purple Cow: Transform Your Business by Being Remarkable
You’re either a Purple Cow or you’re not. You’re either remarkable or invisible. Make your choice.

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don’t? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

Face it, the checklist of tired ‘P’s marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren’t working anymore. There’s an exceptionally important ‘P’ that has to be added to the list. It’s Purple Cow.

Cows, after you’ve seen one, or two, or ten, are boring. A Purple Cow, though…now that would be something. Purple Cow describes something phenomenal, something counter intuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won’t forget a Purple Cow. And it’s not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It’s built right in, or it’s not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It’s a manifesto for marketers who want to help create products that are worth marketing in the first place. This book is available from Amazon.

 

Permission Marketing : Turning Strangers Into Friends And Friends Into Customers – Seth Godin

685401Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
Seth Godin, one of the world’s foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of “interruption advertising” in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone’s attention, you first need to get his or her permission with some kind of bait–a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you’re on your way to establishing a long-term relationship and making a sale. “By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message,” he writes. “It serves both customers and marketers in a symbiotic exchange.”

Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer’s problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising.  This book is available from Amazon.

 

Tipping Point (The): How Little Things Can Make a Big Difference – Malcolm Gladwell

the-tipping-pointThe Tipping Point: How Little Things Can Make a Big Difference
The nature of modern culture is such that many new ideas are constantly being introduced from a wide variety of sources, ranging from trend-setting teens and twenty-somethings in the nation’s metropolitan centers to new product offerings from established corporations. Some of these achieve a measure of steady, consistent success, some fail, and some take off on an upward trajectory of exponential popularity and influence.

Based on his in-depth research spanning a number of different fields, industries, and scholarly disciplines, Gladwell identifies three key factors that each play in determining whether a particular trend will “tip” into wide-scale popularity. Gladwell’s discussion and illustration of the concepts of the Law of the Few, the Stickiness Factor, and the Power of Context comprise the majority of the book.  After identifying and describing these key concepts, Gladwell dedicates the remainder of the book to illustrating them and their interdependency in a series of compelling case studies and examples. An afterword included in the newest edition of the book updates some of Gladwell’s arguments for more pertinent application in an era of widespread Internet connectivity.  This book is available from Amazon.

 

Unleashing the Ideavirus – Seth Godin

Unleashing the Ideavirus
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Counter to traditional marketing wisdom, which tries to count, measure, and manipulate the spread of information, Seth Godin argues that the information can spread most effectively from customer to customer, rather than from business to customer. Godin calls this powerful customer-to- customer dialogue the ideavirus, and cheerfully eggs marketers on to create an environment where their ideas can replicate and spread.

In lively detail, Godin looks at the ways companies such as PayPal, Hotmail, GeoCities, even Volkswagen have successfully launched ideaviruses. He offers a “recipe” for creating your own ideavirus, identifies the key factors in the successful spread of an ideavirus (powerful sneezers, hives, a clear vector, a smooth, friction-free transmission), and shows how any business, large or small, can use ideavirus marketing to succeed in a world that just doesn’t want to hear it anymore from the traditional marketers.  This book is available from Amazon.

 

Words that Sell : The Thesaurus to Help You Promote Your Products … – Richard Bayan

9780071467858_p0_v1_s260x420Words that Sell, Revised and Expanded Edition: The Thesaurus to Help You Promote Your Products, Services, and Ideas
Perennially popular thesaurus has provided instant inspiration for over a quarter of a million advertising, marketing and sales professionals as well as business owners. Now with over twice as much material as the original edition. Gain instant access to more than 6000 powerful words and phrases conveniently grouped by category. Includes handy primer on copywriting do’s and don’t’s.  This book is available from Amazon.

 

About Lisa Canning

“Vowels are to words what creativity is to the world~ basic and necessary.”

What motivates you to explore your creativity? Follow me @EntretheArts.

For daily inspiration and creative education join me on Facebook: https://www.facebook.com/EntrepreneurTheArts

Need a magic creativity wand? Let’s start with the clarinet and see what it inspires you to dream and do.

Lisa Canning is the founder of Lisa’s Clarinet Shop, IAEOU, the Institute for Arts Entrepreneurship (IAE) and Entrepreneur the Arts.

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