Jason Falls is an award-winning marketing strategist, author of three books, and host of two marketing-related podcasts. He has been listed as one of the most influential voices in the world of social media and influencer marketing.
This was the book that inspired me to switch careers. WipperfĂźrth details the rise of brands like Doc Martens, Napster and Pabst Blue Ribbon, all of which were WOM success stories. But he did so before the practice of word-of-mouth was openly practiced and promoted by agencies and consultants around the world. Still, you can see the brilliance behind the power of turning your brand over to your customers and how engineering that can happen.
A guide to successful branding without typical marketing practices introduces the concept of consumer-driven, or word-of-mouth, branding, in a practical guide that addresses such challenges as media saturation, consumer evolution, and the erosion of image marketing. 50,000 first printing.
Mentioning health and safety is a great turn-off at parties when someone asks what you do for a living! Starting my training company 30 years ago, and later representing UK small business, it also became clear that we needed a practical, hands-on approach not a theoretical framework to ensure the safety and health of workers. Having five sons of my own (yes, really) gave even more reason to ensure people understood risk assessment, so my first book was published. Twenty years later, I am still writing non-fiction books and passionate about health and safety.
We all know how important it is to reach the target audience for your product or service, whatever business sector you operate in, so as an author, this is particularly relevant for me.
The good thing about the book is that it does not just focus on having an online presence but confirms the need to ensure you have offline presence too.
It is a practical approach based around four steps to creating your brand and the strategy to reach the audience, with examples of how the suggested strategies work. It is a realistic discussion about techniques we need to use today in order to reach the widest possible audience. I shall be trying the four steps out for myself!
Cut through the noise and create the biggest possible audience for your work. This book offers a proven method for expanding your reach online so you can make a meaningful difference for others.
Anyone who makes the bold decision to put their ideas out into the world wants to reach as many people as possible. Unfortunately, too many think itâs a question of numbersâthe more people you can get in front of, the better. But true reach is about expanding your audience while making a meaningful and enduring difference that has a lasting impact.
We live in the age of selfies, when itâs easy to snap a picture of ourselves in the day-to-day activities of our lives. But a deeper and far more satisfying journey is to take a selfie of our inner selves to better understand who we are, what we want, and how to get it. Iâve spent a lifetime on this journey. Self discovery and self understanding, and through them self-empowerment, these are the essence of my work. As a #1 bestselling author, my purpose is to help others discover their purpose, and live it. The five books Iâve recommended here have helped me greatly along that path.
Entire industries exist to manipulate us based on characteristics of human psychology that nature has programmed into us. An important part of knowing ourselves is to know these characteristics and understand how to use them for our benefit, instead of the benefit of those who would use our human nature against us.
Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request).
Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power ofâŚ
Iâm an architect, ecodesigner, economist, environmentalist, author, and professor. I like making use of all or parts of these to break down silos between fields in order to better understand and communicate sustainability. As a professor who is hoping to entice the next generation to not repeat our environmental mistakes, I try to emphasize carrots rather than sticks. I look to the win-win-win approaches: the symbiotic overlaps between sustainability, health, happiness, and economics. I call this EcoOptimism, and itâs the focus of my blog by the same title. Though it can be harder to remain optimistic amidst the worsening climate crisis and other environmental issues, I still find it one of the most viable routes.
A large part of our environmental issues, including climate change, arises from the massive amount of materials needed for our consumption habits (and the resulting waste when we tire of our things). And we all consume a lot! James Wallmanâs thesis is that both we and the environment would be better off if, instead of buying things, we had experiences. Experiences often (though not always, I might addâflying to your experiences is problematic) engender less material consumption and, topping it off, tend to make us happier and stay with us longer.
Stuffocation is a movement manifesto for âexperientialâ living, a call to arms to stop accumulating stuff and start accumulating experiences, and a road map for a new way forward with the potential to transform our lives.
Reject materialism. Embrace experientialism. Live more with less.
Stuffocationis one of the most pressing problems of the twenty-first century. We have more stuff than we could ever need, and it isnât making us happier. Itâs bad for the planet. Itâs cluttering up our homes. Itâs making us stressedâand it might even be killing us.
A rising number of us are already turning our backsâŚ
I love cognitive biases so of course Iâm going to love books about them.
But what I love most about this book is that it explains ideas and concepts that I know and understand intuitively as a marketer â for example, how to make it easy for people to engage and buy.
It also simplifies what would otherwise be complex ideas from behavioral economics and uses familiar situations to help me understand how to make better decisions about all sorts of things, from business to insurance to investing and beyond. I need to read it again!
*Once again a New York Times bestseller! First the original edition, and now the new Final Edition*
An essential new edition revised and updated from cover to cover of one of the most important books of the last two decades, by Nobel Prize winner Richard H. Thaler and Cass R. Sunstein
More than 2 million copies sold
Since the original publication of Nudge more than a decade ago, the title has entered the vocabulary of businesspeople, policy makers, engaged citizens, and consumers everywhere. The book has given rise to more than 400 "nudge units" in governments around the world andâŚ
Simply put, I am a marketer (for over two decades). Yet, I am fascinated with the human brain. In my opinion, the two go together. To create powerful marketing messages, we must understand the mind of our customers. While working on my doctorate in general psychology, I was able to dive deep into consumer behavior and the psychological factors that drive us. All of my recommended books touch on psychology in some way or another and will teach you how to motivate your customers to take action.
I read this book on an airplane and was asked by the person next to me why I needed to learn about why I buy things. Well, this book is for anyone interested in understanding consumer behavior and the psychology of shopping. Itâs an in-depth exploration of how shoppers interact with products and environments and provides valuable insights into how businesses can improve their sales and customer satisfaction. Underhill backs up his observations with a wealth of research and data.
Frank R. Kardes, Ph.D. is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of five national professional societies. His research focuses on omission neglect, consumer judgment, and inference processes, persuasion and advertising, and consumer and managerial decision making. He was Co-Editor of Advances in Consumer Research, Journal of Consumer Psychology, the Handbook of Consumer Psychology, and Marketing Letters, and serves or has served on seven editorial boards. He has published nine books and over 100 articles and chapters on consumer psychology.
The new fourth edition of the classic text on cognitive social psychology with many important implications for understanding consumer psychology. The authors are leading researchers and the text is organized using an information processing perspective. The text covers classic social psychological topics, such as person perception, person memory, stereotyping, attitudes and persuasion, causal inference, and decision making. The text is science-based, high level, but also very readable and appropriate for a general audience.
The social world is complicated and our minds are limited, so we take shortcuts. You have to make quick decisions - this person is dangerous, this one is not. The shortcuts we take mostly work well enough, because, after all, we survive. But some are deeply unjust, including racial or social class categories or other unfair stereotypes.
This book will help you understand how these shortcuts work, why they exist, and how they are changing.
There are examples in each chapter which * Show applications in the real world to help with your understanding * Highlight significant pieces of researchâŚ
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, Iâve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
Wharton Marketing Professor Jonah Berger has spent decades researching what makes ideas spread and marketing go viral. The best idea and brand story with the right archetype wonât make a difference if it isnât seen. With todayâs fragmented media landscape, you need to know what makes something catch on and drives word-of-mouth to spread your story.
This book outlines 6 characteristics of what makes things catch on with social currency, triggers, emotion, public, practical value, and story. Understanding these factors helped improve my brand stories. Even social media advertising only buys an interruption. It doesnât guarantee action and spread.
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available toâŚ
I am a historian based in England, raised in Texas. While undertaking a summertime spoken Latin course at the Vatican in 2001 I found myself in the midst of Italian protests against that yearâs G8 summit in Genoa. The strength of the anti-globalization movement, and the violent response from the Carabinieri, sparked an early interest in the historical controversies surrounding globalization and US foreign policy. Ten years later, I had a PhD in History from the University of Texas at Austin and the first draft of what would become my book,The âConspiracyâ of Free Trade.
Where to begin. Hogansonâs first book had already transformed our understanding about why the US acquired a colonial empire in 1898 through the politics of gender.
In Consumersâ Imperium she once again flips the script by investigating the domestic side of the Gilded Age capitalist empire. In doing so, wealthy white women are recast as power brokers of American globalization and imperialism through their purchasing habits, exhibitions, and armchair travel clubs.
Histories of the Gilded Age and Progressive Era tend to characterize the United States as an expansionist nation bent on Americanizing the world without being transformed itself. In ""Consumers' Imperium"", Kristin Hoganson reveals the other half of the story, demonstrating that the years between the Civil War and World War I were marked by heightened consumption of imports and strenuous efforts to appear cosmopolitan. Hoganson finds evidence of international connections in quintessentially domestic places - American households. She shows that well-to-do white women in this era expressed intense interest in other cultures through imported household objects, fashion, cooking, entertaining, armchairâŚ
I am an author, nonfiction writing geek, and marketing practitioner on a mission to help people make a positive impact with their writing. Before setting out on this path, I spent many years as a marketing consultant, working with over 100 technology companies to articulate their messaging and value to customers and prospects. My first book, Subscription Marketing, was my manifesto about the changes needed in marketing to thrive in the emerging, subscription-based world. Itâs now in its third edition and has been translated into multiple languages.
Want to create more raving fans for your business? Maybe true success isnât in the number of your customers but the depth of their loyalty. David Meerman Scott writes this book together with his daughter Reiko Scott, delivering a multi-generational perspective into what it means to be a fan, and how to cultivate them.
From the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power.
How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans.
In this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizationsâŚ
