Some experts say that owning your industry as a marketer comes down to creating exceptional and unforgettable content. Others swear by the power of data to dominate. A few believe that focusing on the customer experience will help you become a marketing superstar.
Guess what? They are all right to some extent. But your job is to find the right balance of solutions to propel your business forward.
It may seem like a formidable task. Still, it’s doable if you spend time collecting ideas and then figuring out which ones to apply. You can start this week by sitting down with some or all of the following readings.
Each of these hot books offers a different perspective on marketing and communications in the modern world. Make sure to keep notes. Your next epiphany may be just one page away.
1. Drew Neisser – Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands
For years, Drew Neisser has worked alongside companies of all sizes to become an expert in B2B marketing. His vast knowledge led him to identify the main characteristics shared by successful marketers. In Renegade Marketing, it defines these characteristics and presents a 12-step guide to developing B2B branding campaigns that win business.
With Neisser’s help, you and your team can refine your marketing to uncover your business purpose, revise your brand story, engage customers, and drive consistent growth. This is the reset you’ve been looking for to kickstart some serious sales.
2. Stan Phelps and David Rendall – Pink goldfish: challenge the normal, exploit imperfection and captivate your customers
Boring. In short, this is the reason why so many organizations fail to capture attention. Even if you have the best product in the universe, a yawn-worthy ad won’t get you much traction. Pink goldfish sets up a seven-point course towards real differentiation in your field.
Forget perfection and abandon sameness. Instead, learn to magnify the uniqueness of your business in the most compelling ways. After sitting down with this book, you won’t see your flaws the same way again. If you’re looking for a book to work on with your entire marketing team to promote innovative thinking, this is your winner.
3. Dan Gingiss – The Experience Maker: How to Create Great Experiences Your Customers Can’t Wait To Share
Since your first Marketing 101 class, you’ve probably learned that it’s easier to retain customers than to attract new ones. Dan Gingiss agrees, that’s why The experience creator encourages you to take a bold approach to retention. By focusing on your best customers, you could have a huge impact on your bottom line.
Chapter after chapter, you can expect to learn about Gingiss’ WISER method for improving the customer experience. Remember: people love to talk and share. Make sure your brand is the thing they can’t help but rave about online and offline.
4. Dorie Clark – The long game: how to be a long-term thinker in a short-term world
Do you feel like the world keeps changing every few weeks? Are you struggling to keep up with marketing that is really persistent? Dorie Clark challenges you to step away from the hyper-fast market environment to see the long term.
With Clark as a mindful sherpa, you will begin to understand how to plan for both today and tomorrow without losing sight. The long game does not only concern your ministerial projects either. It’s inspiring work that will help you fall in love with marketing again, especially if you are professionally exhausted.
5. Kimberly A. Whitler – Positioning for Advantage: Techniques and Strategies to Increase Brand Value
Think about all the brands you trust to bring value to the table. What do they have in common? They all fought to become brand leaders and eventually got an impressive edge over the competition. Your business can do the same, but not with the same old tactics.
Kimberly A. Whitler walks you through a systematic process designed to help your brand gain advantage. After reading Positioning for advantage, expect to have a much better understanding of your brand, as well as of others. It’s a perfect read if your brand has reached milestones but failed to gain momentum.
6. Jeff Perkins – How not to be bad at marketing
Impostor Syndrome is alive and well in the marketing industry. Even if you’ve taken marketing classes or worked in the marketing world for decades, you might still be struggling to make decisions. In his humorous work, Jeff Perkins addresses the biggest missteps even longtime marketers make.
Reading How not to be bad at marketing will help you design well-received campaigns, motivate your team, and improve your personal marketing credibility. It’s time to stop feeling like you’re doing all the wrong marketing and start moving up to the expert level.
7. Michael Schein – The Hype Handbook: 12 Must-Have Success Secrets From The World’s Biggest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Border Breakers
Let’s face it: Hype makes you hear. Yet how can you organize your hype in a way that elicits interest, not irritation? In The Hype manual, Michael Schein walks you through some of the greatest hype builders of all time. He then goes on to explain what made their promotional abilities so fascinating and how you can use basic psychology to do the same.
As you spot the hype in your day to day life, you’ll want to revisit the 12 Hype Generation Strategies Schein outlined. This way you can replicate the enthusiasm for your business.
Ready to hit the “Refresh” button on your brand’s marketing initiatives? Take a comfortable seat. Your next big marketing concept might be as close as your nearest bookstore.