10 Books Every Marketer Should Read
Ask a member of the Marketing Lab about the different hats we wear and you’ll hear a lot of answers: consultant, researcher, student, teacher... snap-blacks, flat-brims, and the occasional beanie. But one thing that’s always consistent is the fact that we’re always hungry to learn and we have excellent taste.
Given that fact, it should come as no surprise that we spend a lot of time reading and sharing new insights with each other. We felt it would be appropriate to share the list of some of the best books that have captured our thoughts with you, dear reader, with a small warning. If you add these to your 2020 reading list, you better have enough shelf space so that you can revisit them regularly in the years to follow.
1. Contagious: Why Things Catch On by Jonah Berger
Why: We should all cringe when someone tells us their marketing plan is to “make it go viral”. Instead, here’s the book that teaches the science behind what makes things popular, with six principles that provide actionable strategies for spreading your message. As a bonus, check out Invisible Influence: The Hidden Forces That Shape Behavior, by the same author.
2. Made to Stick, by Dan & Chip Heath
Why: If you want a masterclass in learning how to communicate ideas, this is the book for you. The Heath brothers share six traits behind infectious messages that stick, like the classic urban legends and conspiracy theories that every kid on the playground automatically seems to know.
3. Hooked, by Nir Eyal
Why: Of all the books on this list, this is the one you’ve probably heard of (and for good reason). In addition to being clever and witty, Hooked is a guide to building habit-forming products that people use because they genuinely want to.
4. Buy-ology: Truth and Lies About Why We Buy, by Martin Lindstrom
Why: Because it’s fun to tell your friends you read a book built on “the single largest neuromarketing study ever conducted”. And because you’ll break through the myths and actually understand why consumers buy the (sometimes nonsensical) things they buy.
5. The Choice Factory: 25 Behavioral Biases That Influence What We Buy, by Richard Shotton
Why: Because if you want to influence consumers, first you need to know what drives them. This book breaks down a typical day in decision making, addresses cognitive bias, and teaches marketers how to apply those insights to their challenges.
6. Building a Story Brand, by Donald Miller
Why: Because talking about your business in a way that makes sense, resonates, and is memorably unique is hard! Miller gives 7 universal story points that all humans respond to so that you can simplify your message to better communicate who you are, what you do, and the unique value you provide
7. How Brands Grow, by Byron Sharp
Why: You can finally ignore every click-bait video telling you “the #1 thing you have to do in business!” This one is trusted by real marketing pros because it draws from evidence-based answers to key questions on advertising, promotions, and loyalty.
8. Perennial Seller: The Art of Making and Marketing Work that Lasts, by Ryan Holiday
Why: Ever notice how some brands can be everywhere and disappear, while others seem to last forever? Everyone wants to make something that endures, and Holiday breaks down how to ignore trends to create something with timeless appeal
9. The Tipping Point: How Little Things Can Make a Big Difference, by Malcom Gladwell
Why: Gladwell on a marketing book list? Hear us out: this one inspired us to think deeply about the origin of infectious ideas and trends. Marketers can be that one imaginative person who changes the world with the right lever.
10. Beloved Brands, by Graham Robertson
Why: For the pictures of course! This one actually reads like a play-by-play guide for building a brand that consumers love, with tons of visual frameworks for strategic planning, developing a marketing plan, and holding a regular business review.
If you are nerds like us and love to keep learning, give this business library a shot. Have you found a gap in your business you think could be improved by more than just reading a book? Send us a message!