Marketing Tools
Recommended Books for the B2B Marketer

People often ask me for advice on copywriting, grammar, Web analytics, and other questions. I often refer them to books I've read that have helped me -- and which I've included below.

A few are "old" in that they were written before the Internet. I list them because the information they contain is timeless. Others are brand new and should be included on every B-to-B marketer's or copywriter's bookshelf. When you click on the link, you'll be taken directly to Amazon.

Copywriting and Design

Type and Layout: Are You Communicating or Just Making Pretty Shapes by Colin Wheildon -- Formerly known as, "Type and Layout: How typography and design get your message across -- or get in the way," Wheildon's book, published in 1995 (and out of print until recently), irrefutably proves how poor typographic choices can lose you readers. Because publication of Wheildon's first edition was so limited, most graphic designers and marketers are unaware of his research findings and as a result, make shockingly poor typographic choices. The result? If they aren't reading your stuff, they aren't buying it. Get it, read it, and prosper. You'll never look at design the same way again.

The Elements of Copywriting: The Essential Guide to Creating Copy that Gets the Results You Want by Gary Blake and Robert W. Bly -- This is my favorite, and most referred to, "Bly" book on copywriting. It's concise, well-organized and a great resource for experienced and "newbie" B-to-B copywriters alike.

Sleeping Dogs Don't Lay: Practical Advice for the Grammatically Challenged by Richard Lederer & Richard Dowis -- Does the thought of reading grammar rules make your eyes glaze over? Me, too. That's why I like this book. It's a fun read plus you'll learn something.

Ogilvy on Advertising by David Ogilvy -- I reread this book at least once a year, specifically the chapters on "How to Produce Advertising that Sells," "Wanted: A Renaissance in Print Advertising," and "The Secrets to Success in B-to-B Writing." Lively, fresh, and arrogant, the master David Ogilvy tells you how to how to make it in the advertising / copywriting world.

Write on Target: The Direct Marketer's Copywriting Handbook by Donna Baeir Stein and Floyd Kemske -- If you don't have a clue what a "buck slip" is or want to get more from your direct response campaigns, read this book. It covers everything from "anatomy of a direct mail package" to "TV, Radio and Telephone Marketing."

The Copy Work Shop Workbook by Bruce Bendinger -- Packed with photographs and case studies of advertising campaigns, how-to information, and copywriting exercises, this book is a "must-have" for any marketing or advertising writer serious about producing copy that gets results. The first 80 or so pages discuss the history of advertising -- well worth the price of the book.

Web Design and Anyalytics, Search Engine Optimization (SEO)

Don't Make Me Think: A Common Sense Approach to Web Usability by Steve Krug -- It's a fact: People won't use your Web site if they can't find their way around it. If you're a marcom professional who "shares" a corporate Web site with IS or IT, Krug's book is your sword and shield. With information on everything from "designing for scanning" to "breadcrumbs" and home page "real estate," Krug shows you the why's and how's of effective Web design.

Search Engine Visability by Shari Thurow -- Another "must-read" for anyone responsible for a Web site (or has clients who are), this book shows you how to design a site that is search engine and people friendly. You'll learn what pitfalls to avoid from the beginning so you can deliver a more effective site design.

Web Analytics Demystified by Eric T. Peterson -- Based on my experience working with clients, Web analytics is still a "voodoo science." Peterson removes the mystique surrounding Web data and tells you what to look for, how to analyze it, and then how to put your data to work. Although somewhat technical, it's an excellent reference book for the marcom "layperson" responsible for showing ROI on a corporate site.

Web Metrics: Proven Methods for Measuring Web Site Success by Jim Sterne -- This book gives you everything you need to know to measure your online business strategy, including the types of Web metrics, tools and services, ways to fully integrate Web metrics with the customer experience, and details on how to use metrics to meet specific business goals.

E-mail Marketing

Permission-based E-mail Marketing that Works by Kim MacPherson -- As one reveiwer said, it would be great if Ms. MacPherson updates this book. However, it's still a good resource for anyone new to e-mail marketing as it gives complete information on everything from copy how-to's to case studies.

Email Marketing: Using Email to Reach Your Target Audience and Build Relationships by Jim Sterne and Anthony Priore -- Another good reference book for businesses who want to use e-mail and/or online marketing to increase sales.

General Business Books

Rivers of Revenue: What to do when the money stops flowing by Kristin Zhivago -- A must read for anyone in business, whether you work for yourself or someone else. Zhivago's strategies and tips for tapping into revenue streams, and how to keep them flowing, are practical, easy to understand, and, best of all, easy to implement. I read the book in two days and spent the following weekend jotting down ideas on how to improve my own business. The book clearly states what is obviously a 'duh' idea: 'No customers = no revenue.' Make your customers happy, and you'll have a steady revenue stream. Well, duh. Yet, as we all know, many companies don't care if their customers are happy, which is why I now fly Southwest, instead of United.

WAYMISH: Why Are You Making It So Hard . . . for me to give you my money by Ray Considine and Ted Cohn -- I bought this book after hearing Considine speak at a NEDMA conference a few years ago. Not only is he funny, he's also brilliant. And, so is his book. I often recommend this book to clients and in fact, no longer have my signed copy because I gave it to a client who needed it more than I. Like Kristin Zhivago's book, this is another "must-read" for anyone in business.

TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise and Sell Technology Products by Chuck Pettis -- Another great book for B-to-B marketers, this one defines the concept of branding, discusses building long-term brand equity, and spends an entire chapter on the difference between consumer and "techno" branding. Although a little dated (it was written in 1995), the information and strategies are still relevant.