What does a marketer need to succeed: large team, solid budget, good advertising? Yet the budget could be spent on advertisements, which customers would not understand! John Maxwell believes that the major key to success is the notion of how to communicate with people.
Therefore, a marketer should have communication skills in order to connect with his audience. These skills could be developed using a cut-and-try approach and wasting a lot of time. On the other hand, you can turn to professionals, whose books are read all-around the world and are considered to be the best marketing and communications books. These are must read books for marketers:
- “The Mom Test” by Rob Fitzpatrick
- “Thinkertoys” by Michael Michalko
- “Purple Cow” by Seth Godin
- “The Experience Economy” by B. Joseph Pine II and James H. Gilmore
- “This Is Marketing” by Seth Godin
- “Hooked” by Nir Eyal
Proper communication with the client
“The Mom Test” by Rob Fitzpatrick
Is there a better expert than your mother concerning what does the customer need? Yes! It is the customer himself. This is the reason why marketers should learn how to ask the right questions and get honest answers. Only this way marketer will be able to find out and meet customer`s needs.
“The Mom Test” by Rob Fitzpatrick gives lessons on how to properly communicate with the client. The author explains how to talk with customers in marketing in order to get frank answers that you are looking for. Rob Fitzpatrick also shows how to avoid socially acceptable answers, how to present your product and strengthen the company’s position.
“Purple Cow” by Seth Godin
The purpose of the marketer is not just to tempt the customer to buy it, sell it and forget it. The real purpose is to make such a product that people would be eager to come back to. There is only one thing that will keep your product in other people’s minds – uniqueness.
“If your offering itself isn’t remarkable, it’s invisible” – this is one of the keys of the “Purple Cow” by Seth Godin. The author pushes the idea that uniqueness and innovation are utmost important. If you see a purple cow, it will stick to your mind so hard that you will take a photo of it, send it to everyone and introduce it to all of your friends. This is an example of uniqueness, which customers are likely to come back to after the first try.
“The Experience Economy” by B. Joseph Pine II and James H. Gilmore
Now you know that the right communication with the customer and product uniqueness will help you succeed. However, for building relationships with the client the company needs a strong marketing strategy. This strength might be in its unconventional way.
This is the idea of “The Experience Economy” by B. Joseph Pine II and James H. Gilmore. ‘If your clients spend more time interacting with your business, they will spend more money on your offers’ – this is the innovative approach of the authors.
Nowadays, when smartphones, TVs and many other things struggle for your attention and time, it is necessary to make a strong impression on your client and make it a basis for your marketing strategy. Experience economy is the new economy, which is focused on customer’s experiences. The book presents you with the instruments for setting up the impressions, theatrical methods and other things, which will make your product unique in the eyes of the client and worthy of any attention.
Developing consumer habits
“Hooked” by Nir Eyal
Nevertheless, the main goal of any marketer is to get a loyal client. Loyalty of your customer is displayed as a habit of coming back. This exact kind of a habit won’t let the customer leave you for another product or try something more appealing.
Nir Eyal and Ryan Hoover will help you to find ways of developing consumer habits. In their book “Hooked” they have described a four-step process of forming consumer habits. Reading this book will help you learn how one gets accustomed to different things. This knowledge will give you an opportunity to create a unique product, which will form a consumer habit to come back for more and more.
“Thinkertoys” by Michael Michalko
In order to stay unique, to keep the customer hooked and to make impressions you have to constantly create something, generate ideas. But how do you stop thinking corny? Just turn to Michael Michalko, an expert in creative thinking and the author of the book “Thinkertoys”.
In his book he presents the approaches that let you think like a genius. There are also some original creative thinking methods for solving problems in an unconventional way. Michalko’s techniques allow you to see things in a different way, then other people see them, while you are all looking at the same thing.
Using techniques from Michael Michalko you will be able to easily generate new ideas, which won’t look like clichés to anybody.
Keeping an eye on changes in the world
“This Is Marketing” by Seth Godin
While using several approaches and techniques you should not forget that we live in a constantly changing world. And again, the book will help us to get some perspective on it.
“This Is Marketing” by Seth Godin is the collection of seminars and lectures that he previously held for professional marketers. They are all about significant changes that lately happened in marketing, how to adapt to them and don’t let your chance of success slip away. The fundamental thing you have to remember – keeping a broad perspective on marketing and adapting to ever changing circumstances.
So, after having a look at the best books for communication skills you should realize what is important not only for your professional success, but also for success of your business:
- innovative idea;
- forming a uniqueness of the product;
- open and proper communication with a customer;
- forming a customer habit;
- providing a memorable experience while using the product;· adaptation of methods to ever changing circumstances in the world.
Storist will help you to get a hold of using previously listed techniques and to avoid difficulties in applying those techniques in real life. With Storist for every book for communication skills you will get free instruments and structures, which you can use right away. Take a look, for example, on the instruments for conducting an interview based on “The Mom Test” by Rob Fitzpatrick.