marketing books (29)
Unless you've been living under a rock the past few months, you already know borders is going out of business and are having 70-90% off all their stuff this weekend.
anyway i picked up an armload of really cool marketing books there for the price of one book, all excellent stuff.
id like to suggest some good books ive got in my collection, most ive had for a long time, and a few i picked up this week.
I always love reading more about this stuff, because i have a constant thirst for knowledge on things that i find interesting. So if anyone has any of their favorites to add, id love to see more recommendations.
Here are a few of my favorites some of you may want to check out to learn more interesting things about what we do:
1) Conversion Optimization: The art and science of converting prospects to customers
2) Neuromarketing: Understanding the "buy buttons" in your customers brain
3) Instant Influence: How to get anyone to do anything - fast
4) Cashvertising: 100 secrets of Ad Agency psychology
5) Outrageous Advertising - that's outrageously successful
6) Neuro Web Design: What makes them "click"
7) Convert: Designing Websites to increase traffic and conversions
8) Letting go of the Words: Writing web content that works
9) The Non-Designers Design Book
10) Kick-Ass Copywriting in 10 easy steps
these are the ones i like the most of the ones i have
anyone else have any favorites to add to the list?
Words That Sell
Tested Advertising Methods
Tested Advertising Methods is my favorite so far.
Another +1 for Cashvertising. Jam packed with really useful and actionable bits of information. 
Tested Advertising Methods ftw
confessions of an ad man and blunders in international business are great but need to be more interpreted and reviewed as opposed to a straight how to book like Cashvertising. <-- still my favorite.
"Don't Make Me Think" useful for landers
- Ogilvy on Advertising.
- Rework.
Testing advertising methods looks interesting, ill check it out.
+1 for Ogilvy on Advertising. That book is badass. Also, Secrets of an Advertising Man is pretty good too.
Did anyone mention Influence by Cialdini? That book is a requirement. It's a master's class in figuring out the people you pitch to.
Cashvertising is a great intro book because it's like a CliffsNotes for the direct response marketing business. It gives you the juiciest bits of many of the books already mentioned in this thread.
Here's the recommended reading list copied from the appendix in Cashvertising:
On Copywriting, Advertising, and Marketing
My Life in Advertising and Scientific Advertising, by Claude Hopkins
McGraw-Hill (1966)
Here’s a classic by the man who started it all. Claude Hopkins is regarded
as one of the greatest copywriters of all time. He pioneered the “Reason-
Why” style of copywriting (telling people why to buy your product). It’s filled
with priceless stories, humor, and practical lessons you can apply to your ads
immediately. You can find this book free online; Google it!
Advertising Ideas, by John Caples
McGraw-Hill (1938)
This is a super collection of old magazine ads. Caples examines each ad
and points out what made it so successful. The ads are quite dated, but the
lessons are just as valuable today (basic human desires—the Life-Force 8—
do not change).
Tested Advertising Methods, by John Caples
Prentice Hall (1998)
Another excellent Caples book. A must-read.
Making Ads Pay, by John Caples
Dover Publications (1957)
Ditto.
Ogilvy on Advertising, by David Ogilvy
Vintage (1985)
What’s it like to climb inside the mind of one of advertising’s most
iconic legends? Reading this book is probably the closest thing to it. You’re
sure to come out with a dramatically changed view on how the industry
works, and doesn’t. I’ve quoted him often in this book because his no-bull
approach to advertising resonates strongly with everything I’ve been teach-ing for the past 23 years.
How to Write a Good Advertisement, by Victor O. Schwab
Wilshire Book Company (1985)
This neat little book is a super condensation of the key elements
necessary to put together an effective ad. It is easy to read, and is all
meat. You could read the entire book in under an hour.
Small-Space Advertising for Large and Small Advertising, by Printers Ink
Funk & Wagnalls (1948)
This great book was put together by the pioneer advertising magazine, Printers Ink. It contains a ton of information about writing and
designing small-space ads. Similar to the Caples books, it is dated; however, it’s important to realize that people have remained pretty much the
same throughout the years. It’s loaded with practical tips and suggestions.
Breakthrough Advertising, by Eugene M. Schwartz
Boardroom Classics (1984)
This is one of my all-time favorites by a wizard of direct response. It
discusses the psychology of advertising and the stages your product or
service goes through in consumers’ minds. It talks a great deal about
headlines, examines how to fire up your copy, and contains some of the
hardest-hitting direct-response ads I’ve ever seen.
The Robert Collier Letter Book, by Robert Collier
Prentice Hall Trade (2000)
This is another big favorite of mine. Focusing on sales letter writing,
this fascinating book teaches you how to write copy that strikes at the
emotional heart of your prospects. It’s an absolute goldmine of great
examples, regarded as a classic in the advertising industry. Don’t miss it!
The 100 Greatest Advertisements, by Julian L. Watkins
Dover Publications (1959)
Just what the title says: one advertising masterpiece after another.
Can you spot what made them so great? A fun journey back in time,
and a super learning experience!
Words That Sell, by Richard Bayan
McGraw-Hill (2006), Revised and Expanded Edition
Bigger and better than the top-selling original version, it’s a virtual
advertising writer’s thesaurus by a great guy, a gifted (and hilarious) writer.
Packed with more than 6,000 high-powered words, phrases, and slogans.
Clever category cross-referencing helps jump-start your creative thinking. Whether you’re an advertising newbie or an old pro, it’s indispensable!
More Words That Sell, by Richard Bayan
McGraw-Hill (2003)
The popular follow-up title that’s packed with 3,500 high-powered,
idea-generating words, phrases, and slogans, conveniently arranged by
category and purpose. Example categories include: Power Words,
Sounds, Technology, and Youth Market. Helps you target your approach
for specific niches and fine-tune your copy for desired effects using
emotional, cerebral, action verbs, and more. A great way to kick-start
your copy no matter what you sell.
Positioning: The Battle for Your Mind, by Al Ries and Jack Trout
McGraw-Hill (2000)
An important book that tells you how to structure your business/
company in the market so you are perceived to be different and better.
Teaches you how to choose the best product name, how to strategize
using the competition’s weaknesses, and more.
The Copywriter’s Handbook, by Robert W. Bly
Holt Paperbacks (2006)
A classic guide that’s invaluable for anyone who writes or approves
copy. Bly shows how to write winning headlines and body copy for ads,
brochures, sales letters, magazines, newspapers, TV, radio, e-mails, and
multimedia presentations. It was even recommended by the legendary
David Ogilvy—high praise indeed.
"The Ultimate Sales Letter: Attract New Customers. Boost your Sales." by Dan S. Kennedy
this isn't necessarily a marketing book, but it's one that could probably help people in this game (it's already helped me). I started it recently and I think I'm in love:
Getting Things Done: The Art of Stress-Free Productivity - David Allen
Originally Posted by steezy
my favorite productivity book is Eat That Frog
"do your biggest shit early in the day (Eat that Frog get it?) and the rest of the day becomes way easier"
+1 for Cashvertising (If you have been in the industry longer than a month you should of read this by now), Words That Sell (Excellent resource for copywriting), Tested advertising methods (Lots of solid, proven methods) and I'm reading Ogilvy on advertising at the moment (Good stuff so far).
screw Cashvertising (excuse my french). It just barfs up everything all the real Direct Response books have already said:
-Tested Advertsing Methods (my favorite. i get so many ideas just when i read this book. his logic is undeniable)
-How to write a good advertisement by Victor Schwab (amazing. doesnt pussy foot around and just shows you how)
-Gary Halbert Letter (ftmfw let him refer you to all the copywriting books to read)
With Cashvertising, I feel like I had to unlearn some stuff that he says. Alot of it makes perfect sense, but idk maybe it just rubs me wrong. It seems like he tells you to hype your ads up.
I see so many ads that say "Make $100k month (part time)". Oh STFU. I've witnessed many people see those ads in real life and was able observe their reaction. ALL affiliate ads are the same way. "Copy the guy who must be making money"
Being believable is KEY and Tested Advertising methods stresses that point.
Read the books I suggested and go straight to the source. IMO Cashvertising is just a newer book that regurgitates all the old stuff. It definitely didn't resonate with me at all. The older stuff does though.
If you can have only ONE book: Tested Advertising Methods ftw (4th edition). The 5th edition was re-editied and fucked up (like most ALL marketing books!)
Another vote for Tested Advertising Methods and Cashvertising here.
Even if not much of what's written in cashvertising is super original, it's laid out in an easy-to-read format and is written much better than many other books on the topic.
Breakthrough Advertising: How To Write Ads That Shatter Traditions and Sales Records. Master this book and You'll KILL any competitor who dare goes against you.
Kickass Copywriting Secrets - John Carlton - Awesome stuff from one of the best living copywriters. I've listened to this 3 times already and will keep going till I've gone through it 10x.
Scientific Advertising - Claude Hopkins - Found it a little boring, but many direct response marketers swear by it. Jay Abraham recommends everyone read it 5 times in a row.
Breakthrough Advertising - Eugene Schrwartz - Good info on how to change your sales message depending on the awareness level of your market (marketing to newbies vs. guys who have seen it all). Also great info on how to make your sales message more believable.
Anything by Gary Halbert - This guys commonly referred to as the greatest direct response copywriter who ever lived. Here's a swipe of his best letters: http://www.copywritingswipefiles.com
Definitely the book I recommend most to my affiliates is Cialdini's Influence. It's an absolute must for anybody really, but especially a marketer.
I really liked reading The 4 Hour Work Week
It's packed with loads of useful time management techniques, you'll be more productive and efficient with your time which equals more $$$
Influence by Cialdini gets top vote from me.
I'd also recommend You Are Not So Smart by David McRaney. It's to psychology what Cashvertising is to direct response, and it simplifies some very important concepts that cross over nicely in to marketing.
Tested Advertising Methods by John Caples is the top on my list.
Originally Posted by index
Find myself referring back to Cashvertising all the time. I keep hearing about Influence by Cialdini thats next on the must read list
I'm only just starting out on Cashvertising, very impressive so far.
Another couple of great reads are The Millionaire Fastlane and The Bathrobe Millionaire
Cialdini - but instead of influence go for "Yes! 50 secrets from the science of persuasion"
then read influence.
predictably irrational by dan ariely, and if you like that one the sequal as well - the upside of irrationality
also
Brain Rules by John Medina
Other more businessy type books:
Rework
whole new mind
blue ocean strategy
the big switch
the 80/20 principle
some classics in additions to the ones already mentioned
blown to bits
Unleashing the Killer App
cluetrain manifesto
the tipping point
Waiting for your cat to Bark
Call to Action
The adweek copywriting handbook
Web copy that sells
Influence
Cashvertising
Words/More words that sell
The ultimate sales letter
The copywriter's handbook
a book i bought the other day looks good browsing through it not had time to read it yet tho as finishing other books
Evil By Design
Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:
Pride -- use social proof to position your product in line with your visitors' values
Sloth -- build a path of least resistance that leads users where you want them to go
Gluttony -- escalate customers' commitment and use loss aversion to keep them there
Anger -- understand the power of metaphysical arguments and anonymity
Envy -- create a culture of status around your product and feed aspirational desires
Lust -- turn desire into commitment by using emotion to defeat rational behavior
Greed -- keep customers engaged by reinforcing the behaviors you desire
http://www.amazon.com/Evil-Design-In.../dp/1118422147
Originally Posted by budd
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