Begin the upcoming year by delving into these compelling reads on marketing. Each of these books provides a distinct perspective on the workings of marketing.
Enjoy the pleasures of residing in a locale with extended, dark winters by indulging in ample reading time. Cozy up by the fireplace, pour yourself a beverage, and delve into a captivating book.
I typically reserve the majority of my annual reading for the period between October and March, as the outdoors beckon during other seasons (though reading outside is certainly an option).
We exist in an era saturated with marketing, where everything and everyone competes for our attention.
For those immersed in the field of marketing, the prospect of reading a book about something omnipresent in their daily routine may seem unattractive. However, there are continually fresh insights and knowledge to gain in the realm of marketing.
As you approach 2024, consider adding these six books to your reading list. Notably, they don't exclusively focus on marketing, yet marketing remains a pivotal element in every business, and every successful leader must embrace a marketer's mindset.
1. Impossible to Ignore: Creating Memorable Content to Influence Decisions
Dr. Carmen Simon's book centers on the art of crafting memorable presentations, an area where many individuals possess just enough knowledge of PowerPoint and Google Slides to potentially create ineffective content.
The issue with numerous day-to-day presentations in sales and business is their attempt to serve dual purposes as both a live presentation and a leave-behind document. This results in content overload, lacking strong visuals and compelling narratives—elements crucial for leaving a lasting impression and facilitating recall.
To demonstrate the effectiveness of the techniques outlined in the book, consider how Simon employs them within the book itself. Years after my initial reading of "Impossible to Ignore," a vivid memory lingers of her childhood anecdote about standing in line during the scarcity of food in Soviet-era Romania. Faced with limited resources, the workers chose to dismiss everyone behind the girl in a bright red coat—Simon herself. The combination of impactful visuals and a powerful story left an indelible mark on my memory.
2. Running with Purpose: How Brooks Outpaced Goliath Competitors to Lead the Pack
Why does a memoir penned by the CEO of an athletic shoe company deserve a spot on the list? Because, fundamentally, marketing revolves around identifying and cultivating markets for whatever product is being sold.
When Jim Weber assumed the role of CEO at Brooks, the company was attempting to cater to everyone who wore sneakers—a vast market with numerous prominent brand names. Recognizing the challenges, Weber and his team made a strategic decision to narrow their focus and exit the "athleisure" sector, which includes moderately priced sneakers worn casually at home or during chores. Instead, they honed in on the niche of serious runners.
This narrative also features a compelling marketing maneuver involving lavish portable toilets that Brooks introduced at major races. To gain access, runners had to be clad in Brooks footwear—a savvy promotional tactic.
Additionally, the memoir offers insights into market disruption, exemplified by the fad surrounding five-finger running shoes. Ah, the memories of that craze!
3. Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect
Will Guidara boasts a distinctive résumé, encompassing roles as a restaurant owner, leader of a creative agency, conference host, and author of four cookbooks.
Guidara specializes in hospitality, and his guiding belief is that hospitality extends beyond traditional industry boundaries, such as restaurants, spas, and hotels. He contends that businesses across various sectors can create experiences that not only delight customers but also drive increased business.
As Guidara ascended to prominence in the New York City restaurant scene, his establishment gained legendary status for providing unique experiences, such as arranging sledding in Central Park for a family unfamiliar with snow.
The book's instances of brilliance and generosity offer valuable lessons for corporations spanning the business spectrum. Given the relatively unfavorable views many Americans hold toward large corporations and financial institutions, the personalized and nimble nature of small businesses fosters more positive sentiments.
For marketers emphasizing that a brand is more than a mere logo or color palette, and that it should evoke emotions and trust, "Unreasonable Hospitality" provides a practical glimpse into what this concept truly entails in action.
4. The Power of Moments: Why Certain Experiences Have Extraordinary Impact
Recalling every detail of each experience is a challenge; a scenario often depicted in courtroom dramas illustrates this point.
"Are you uncertain whether the suspect had a beard or not on that misty, moonless night?"—a common question in such dramas.
In our memory, the peaks and occasionally the valleys of our experiences stand out the most. The rest tends to be categorized as "just not important enough to remember."
In "The Power of Moments," authors Chip Heath and Dan Heath delve into how our minds subconsciously process and categorize experiences. Once we grasp this subconscious mechanism, intentionally creating impactful moments for our audiences becomes more feasible.
The book serves as a blueprint by examining events not originally designed to be memorable, such as a "Signing Day" ceremony for graduating high school seniors announcing their college choices. It then dissects these events to uncover the specific elements that made them truly memorable.
5. Humanizing B2B: The new truth in marketing that will transform your brand and your sales
Experience the familiar routine: downloading a whitepaper, receiving calls from sales reps, and being inundated with emails. For years, the B2B marketing playbook has been rather mundane, occasionally irksome, and though it has seen some improvement, there's still a significant distance to cover. If you have friends in B2C marketing, you likely share a knowing nod when they mention the challenges.
"Ah, you're working on a Super Bowl ad? That must be exhausting for you..."
But what if it didn't have to be this way? (Spoiler alert: it doesn't.)
According to Paul Cash and James Trezona, B2B marketing shouldn't be the dull side of the field; instead, it should resonate with the emotions of those striving to transform organizations and instigate change. Drawing extensively from research conducted by The B2B Institute at LinkedIn, they argue that B2B buyers rely on emotions just as much as their B2C counterparts.
Upon reflection, this concept makes perfect sense. B2B and B2C are not distinct roles but rather facets of the same individuals who don't switch hats at the end of the workday.
6. Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It
What captivates me about April Dunford's journey is that, much like myself, she didn't initially aspire to become a marketer. Lacking a formal marketing education, she found herself asking numerous questions, only to be met with unsatisfying responses like "Trust me, it works" or "Because we've always done it that way."
The outcome of her quest is the book "Obviously Awesome," which approaches product marketing with fresh eyes from an outsider's standpoint.
For those grappling with the challenge of transforming their product into a compelling narrative that resonates with customers, the most daunting aspect is often figuring out where to commence. Should the story revolve around features, or should the primary focus be on addressing customers' needs? What about differentiation? To uncover the answers to these questions, you'll have to delve into the pages of the book itself.
If you have any question, please email me at durgtech@gmail.com