Fundamental reading on marketing
2009-06-25
Over at Hacker News, someone asked if we could recommend any fundamental reading on internet marketing. Here is my reply:
To get fundamentals and theory foundation, drop the “internet” part of your requirement. The internet is just another way to connect people.
All successful marketing comes down to a fundamental understanding of people, how we like to be spoken to, what captures our attention, and what messages stick.
Read my notes and excerpts on some of these books to get an idea if they're what you're looking for:
Small is the New Big - by Seth Godin
A “best-of” collection of small essays about marketing. Seth writes in general terms meant to give you perspective, change the way you think about marketing, and inspire you to actions, no matter how small, that make all the difference. Read anything by Seth Godin (as others here have said), but this is his best overview.
http://sivers.org/book/SmallIsTheNewBig
Made to Stick - by Chip Heath and Dan Heath
A deep analysis of what makes certain ideas or stories memorable.
http://sivers.org/book/MadeToStick
You, Inc - The Art of Selling Yourself - by Harry Beckwith
Harry Beckwith is amazing. Read everything by him. This is just his newest. He's the best at reminding you how basic human consideration translates into marketing.
Getting Everything You Can Out of All You've Got - by Jay Abraham
Jay Abraham is an absolute marketing genius from an angle the others here don't cover. This gets you into his mindset, seeing profitable aspects in your business you never noticed before, and how to communicate them to your audience. Sorry I don't have notes on this one:
Wow great comprehensive marketing reading list. Really like the "Small is the New Big" Seth Godin "playlist" you've put together Derek. Props!!!
For detail on Internet-specific marketing, read Jakob Nielsen's column (web usability guru).
http://www.useit.com/alertbox/
It's research-based advice on making the most of web space and email for your business. Excellent data about what pisses off your online customers and what will keep them loyal.
As Derek said drop the "Internet" part and study marketing. So what about Dan Kennedy? He's the guy behind the Guthy-Renker infomercials and the No B.S. Guides
Thanks for these recommendations. I have read almost all of Seth Godin's books besides this one.