>This blog recently found itself on my computer screen: Top 5 books small business owners must read. Yea, I know, I’m stealing an idea, but it motivated me to share with you this recommended reading list for small business marketing.
I hesitate to call this a Top 5 list because these are not necessarily the top five marketing books I have read. However, I believe these are the first five books you should read to give yourself a ground-floor understanding of marketing your small business. I suggest you read them in this order:
1. Positioning: The Battle for your Mind – Al Ries and Jack Trout
The classic marketing book that changed the way the industry thought about advertising. This book was the forerunner to the modern “age of branding.” The examples in this book are now outdated. If you are young, you won’t remember most of them. However, the principles are valid and this book will give you a foundational understanding for the books to follow.
2. Microbranding: Build a Powerful Personal Brand and Beat Your Competition – T. Scott Gross
Most branding books are written by the big boys for the big boys. This one was written by a small business owner for small business owners. He’s a great story-teller and sometimes the book gets a little hokey, but Gross takes you through the simple steps to building a true and deliverable brand.
3. Managing the Customer Experience: Turning Customers into Advocates – Shaun Smith & Joe Wheeler
Somewhat technical in places, this is nevertheless an important read. The experience you deliver to your customer says more about your business than all the advertising you can afford. Smith & Wheeler escort you through a process that helps you create a customer experience synonymous with your brand. You will have to wade through their sales pitch for the Branded Customer Experience, but you will gain an understanding on how to deliver the proper experience for your brand.
4. The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth – George Silverman
Most business owners will agree that word-of-mouth is their most important form of marketing, yet they refuse to take steps to influence it. Read this book before you are tempted to read The Tipping Point. Silverman will help you understand exactly what word-of-mouth is and why it is important for your business. Hint: the word-of-mouth you want for your business doesn’t happen by accident or by just providing great service. Silverman will give you some instruction on how to put a w-o-m plan together.
For the fifth book I wanted to add an authoritative book on small business advertising. However, I have not yet read that book. Maybe I need to write it myself. Here is a good starter:
5. Secret Formulas of the Wizard of Ads – Roy Williams
An entertaining read that will help you understand how to prepare a message when you do advertise. It will not necessarily tell you where to advertise or how to use each media. Williams leans toward radio & television because he is an old radio guy at heart. Written in short, fable-like essays, Williams’s advice is hidden within the essays and not numbered 1, 2, 3 in a summary at the end of each chapter.
So, which ones did I miss? I know you are thinking, “I can’t believe he didn’t mention that one,” or “Why in the world would he think that’s a good book?” Ah, the bliss that is subjectivism.
For more small business marketing, see my website: www.themarketingspot.com