A Few of my Favorite Marketing Books

A newsletter editor asked for favorite business books. And having created the list for him, I decided to share it with you. Listing my own two most recent books first is not a matter of ego; I actually do believe they're the best out there in their respective subject areas (note that my other four books don't make the list)--in part because my research and writing incorporated much of the best wisdom I found elsewhere (and I'm a voracious reader). I've written longer reviews of several of these (and others), one per issue in my monthly newsletter, Positive Power of Principled Profit. Archives are posted at http://www.principledprofits.com/subscribe-positive-power.html (scroll down about two screens)

1. Principled Profit: Marketing That Puts People First
By Shel Horowitz
Numerous examples of the crucial importance of real, meaningful customer service--the dollar impact of doing it right--or wrong. Much practical advice.

2. Grassroots Marketing: Getting Noticed in a Noisy World
By Shel Horowitz
One-volume course in every aspect of low-cost, high-impact marketing: copywriting, media relations, Internet, personal banding, and more.

3. Love Is the Killer App : How to Win Business and Influence Friends
by Tim Sanders


Helping others--embracing the abundance principle--is a powerful way to grow your own brand--by a (young) senior Yahoo exec



4. Hug Your Customers : The Proven Way to Personalize Sales and Achieve Astounding Results
by Jack Mitchell (Hardcover)


A business owner who'll do anything for his customers--even fly across the world to deliver a suit! He turns clothing shopping from commodity to magical experience--and he is very well-compensated.



5. The Soul in the Computer: The Story of a Corporate Revolutionary
by Barbara Waugh, Margot Silk Forrest


Barbara Waugh kept standing up for what's right in her job at HP--and kept getting promoted! Shows how to be very ethical *and * make a difference in the world from within a major corporation.



6. Sell Yourself Without Selling Your Soul : A Woman's Guide to Promoting Herself, Her Business, Her Product, or Her Cause with Integrity and Spirit
by Susan Harrow


Excellent practical advice for dealing with the media without falling in any snakepits



7. Winning Without Intimidation : How to Master the Art of Positive Persuasion in Today's Real World in Order to Get What You Want, When You Want It
by Bob Burg, Bob Berg


A gazillion awesome strategies for de-escalating and turning conflict into agreement. Bob Burg has changed my life!



8. The Book of Agreement: 10 Essential Elements for Getting the Results You Want
by Stewart Levine


A very successful lawyer explains why collaboration is better than confrontation in the legal system



9. Co-Opetition: A Revolution Mindset That Combines Competition and Cooperation : The Game Theory Strategy That's Changing the Game of Business
by Adam M. Brandenburger, Barry J. Nalebuff

The paradigm that the same businesses are sometimes competitors, sometimes co-operators, sometimes suppliers/customers, and sometimes complementors is extremely helpful in crafting an ethical approach to business.


10. Cash Copy: How to Offer Your Products and Services So Your Prospects Buy Them
By Jeffrey Lant

Not necessarily the definitive book on copywriting, but the first I happened to read that explained why most copywriting fails, and how to create copy that works. (I've since read many others, including excellent ones by Joe Vitale, Ted Nicholas, Claude Hopkins, John Caples, David Ogilvy, and many more, but this one completely changed the way I approach client work. I read it about 15 years ago, and without it, I doubt I'd have a copywriting business today.)