The Long Tail – The New Economics of Culture and CommerceWhy the Future of Business is Selling More of Less Chris Anderson More selection, and more individualized selection are key trends of our internet age. “The Long Tail” refers to that part of the market where the quantities sold are small, but the overall numbers are very large, and targeted and promoted correctly, they are potentially very profitable, and less ..........[continued] Unleashing the Idea VirusStop marketing AT people! Turn your ideas into epidemics by helping your customers do the marketing for you Seth Godin This is a follow up to “Permission Marketing” – in answer to the question “How do we get attention to ask for permission in the first place?” It is another take on what Richard Dawkins defined as Meme’s in his 1976 classic “The Selfish Gene”. ..........[continued] Words That WorkIt’s not what you say, It’s what people hear. Dr. Frank Luntz “You can have the best message in the world, but the person on the receiving end will always understand it through the prism of his or her own emotions, preconceptions, prejudices, and pre-existing beliefs.” With years of work as a pollster behind him, Frank Luntz is in a position to offer empirically tested advice on the basics of crafting a message. Whether you are marketing ..........[continued] Permission MarketingTurning Strangers into Friends and Friends into Customers Seth Godin “Permission Marketing encourages consumers to participate in a long-term, interactive marketing campaign in which they are rewarded in some eay for paying attention to increasingly relevant messages…. Permission Marketing is anticipated, personal, relevant” In a world with expanding media options and unlimited competition for a bit of you attention, how can a marketer break through? In the well argued opinion of Seth Godin, it is only through building a “Permission Asset” and building a relationship with your customers. In fact, ..........[continued] A New Brand World8 Principles for Achieving Brand Leadership in the 21st Century. Scott Bedbury “Companies that present a clear, cohesive, distinctive, and relevant brand identity can create a presence in the marketplace, add value to their products, and may command a price premium” As an alumni of Nike and Starbucks in their brand formative years, Bedbury is as authoritative as anyone on the planet on the ‘often mysterious’ process of branding. In an increasingly competitive product market, brands can define your products and give you an enormous competitive advantage. ..........[continued] Your Marketing Sucks(See Details Inside) Mark Stephens Marketing that Sucks: We are a wonderful firm composed of wonderful people and we have a wonderful product for wonderful people. Buy us and you’ll feel wonderful, and your life will be wonderful everafter Most marketing is spending camouflaged as marketing – just money going out the window for little of no company benefit to the bottom line. Every Marketing Dollar spent ..........[continued] Winning Results With Google AdWordsBy Andrew Goodman Pay per Click Marketing is an essential pillar of a solid search marketing strategy, and a very effective way to get any message out to a targeted audience. While easy to do, it is also easy to do poorly, or to do very effectively when done correctly. ..........[continued] Web Copy That SellsThe Revolutionary Formula for Creating Killer Copy Every Time Maria Veloso First off, this book gets top marks for actually providing a simple, straightforward “Blueprint” for actually writing good copy. One that you can apply with your next client. This book also focuses more on copy that can get ..........[continued] InfluenceThe Psychology of Persuasion Robert B. Cialdini, Phd This book on “the psychology of compliance” is a classic, and may well be references in half of the other books I have reviewed here. There are very powerful techniques here. ..........[continued] All Marketers are LiarsThe power of telling authentic stories in a low trust world Seth Godin “Successful Marketers don’t talk about features, or even benefits. Instead they tell a story. A story we want to believe.” This book lays out the strategy behind storytelling – Godin argues that when you look at any company, product, church, or job seeker, what you believe is much different from what is actually there. Once you know this, everything looks different. ..........[continued] Waiting for Your Cat to Bark?Persuading Customers when they ignore your marketing Bryan and Jeffrey Eisenberg “Any conversion process is like a leaky bucket – you pour water in and water spurts out all the holes. You can keep adding more and more water, to the bucket, or you can patch up the holes. Clearly, patching the holes first makes more sense.” First off, a lot of this information is probably very relevant to B2B marketing where one is going to run into a lot of very considered purchases. ..........[continued] Buy-ologyTruth and Lies about why we buy Martin Lindstrom “In fact, scientists have found and area in the frontal cortex of the brain called Brodmann area 10, which is activated when we see prproducts we think are “cool” Neuro-Marketing: interesting, enlightening, taboo, and perhaps one of the best ways to gain insight as to why people make the purchase decisions they do. ..........[continued] The New Rules of Marketing and PRHow to use Blogs, News Releases, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly David Meerman Scott Dealing with how to leverage the “Word of Mouth Market” that has become so much more efficient over the last decade, this book is comprehensive in guiding you through key strategies and ideas that you can leverage to promote your business, cause, or idea, often without spending a lot of money. ..........[continued] | 
