DJ Francis | Critical Mass Chicago
There are a slew of books out there and sometimes the good ones slip under the radar. I’d like to highlight a few of the ones you can’t miss.
Neuro Web Design by Dr. Susan Weinschenk
With over 25 years of psychology experience, Dr. Weinschenk brings not only a fresh point-of-view, but an expertise few other marketing-minded folks can boast.
Don’t let the title fool you; this isn’t just a book for designers. Anyone seeking to persuade online – and that’s you, right? – needs to check out this book.
By explaining top research in her field, Weinschenk allows brain science to fortify marketing theories like the paradox of choice.
[Based on conscious thought, unconscious thought, and immediate decision conditions:] “It seems that if we make our choice unconsciously, without conscious processing, then we stick with it over time. If we spend more time and logically analyze why we’re choosing what we’re choosing, we’re less satisfied over time with our choices.”
And this is just one example of many. Expect to see more experts like Dr. Weinschenk lending their experience to online marketing. As a never-before-seen arena in which sociology, psychology, anthropology, business and economics all intermingle, the online channel encourages experts from other fields to posit their knowledge for the benefit of marketers. Thank goodness for that.
(If you’re still not sure, check out this 5 minute version of the book provided by the author.)
Switch: How To Change Things When Change Is Hard by Chip and Dan Heath
Switch is the least “under the radar” book on this list, but it’s definitely not getting the attention it deserves. Their previous book, Made To Stick, is a tad better – and arguably more business-focused – but the lessons in Switch are essential for smart marketers.
Switch is about how to make change when change is difficult (when is it not?) and there are dozens of researched lessons. But, the thing I appreciate the most is their positivity. When we try to create change, we’re often disappointed and frustrated, right?
But change isn’t difficult because everyone else is stubborn or stupid. The Heaths’ instructions can avoid frustration for both the reader and the subject. Their tactics are empowering for both:
“[T]here are two routes to building people’s confidence so that they feel ‘big’ relative to their challenge. You can shrink the change or grow your people (or, preferably, both).”
Simple. Logical. Focused. It will make you consider all the ways you can create change in your own life. (And give you the tools to actually do it.)
Confessions of an Advertising Man by David Ogilvy
David Ogilvy is the original bruiser.
Like It’s Not How Good You Are, It’s How Good You Want To Be by Paul Arden, I read this book about once a year to keep my mental blades sharp. Each book contains so much universal knowledge that – while perfect for marketing folks – almost anyone can pull useful reams from these tomes.
The thing I appreciate most about Ogilvy is his lack of pretension. We’ve all met the designer who thought they were Picasso. The copywriter who tried to be Hemingway. Agency employees who care more about art than selling.
Not Ogilvy. He sheds (nay, shreds) any misconceptions about our business and gets right to the truth, no matter how brutal.
His first rule is “We sell – or else.” And his other directives are just as timeless.
Benefits over features. Learn about your “consumer” by looking at those closest to you. Use research but don’t forget your gut. And be prepared to forget your gut if there’s contrary research.
Ogilvy belongs to a group of unabashed and unashamed marketers – those who are good at what they do and make no apologies for it. If you’re smart and serious about your marketing career, you will want to join that league.
Conclusion
The thing that connects these books is their lessons of persuasion. And if you’re a marketer – and it’s likely we’re all marketers reading this – you must be able to persuade.
These are books I recommend, but don’t see enough people reading. I would love to hear your reviews of any one of these books. Or recommend another books that can benefit other marketers.
DJ is a Sr. Content Analyst in our Chicago office.
