All solo-entrepreneurs in the beginning of their venture play the key and most significant roles in their companies – finance, marketing, HR, – everything is in their hands. The responsibilities are many and the expectations are high. The future of the startup depends on these important first months. To keep up with all the responsibilities, the entrepreneurs must be always improving their skills and getting new knowledge. Here you can find seven of the most popular marketing books that allow you to get new perspective on the way different marketing techniques can help you grow your startup.
Made to Stick: Why Some Ideas Survive and Others Die
By Chip Heath and Dan Heath
Quotes: “The availability bias is a natural tendency that causes us, when estimating the probability of a particular event, to judge the event’s probability by its availability in our memory.”
“It’s the Sinatra Test: If you can make it there, you can make it anywhere.”
“When it comes to statistics, our best advice is to use them as input, not output. Use them to make up your mind on an issue. Don’t make up your mind and then go looking for the numbers to support yourself – that’s asking for temptation and trouble.”
Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
By Jay Conrad Levinson and Jeannie Levinson
Quotes: “If you can’t convert those people to paying customers, you’ll have failed at one of Internet marketing’s necessities—converting visitors to customers.”
“The road to profitability is paved with credibility. Credibility is something you earn by how you market, where you market, how you treat people, how you act, and your overall level of professionalism. Away from the business arena, the term is street cred, and it’s the road to respect.”
“I tell my clients that the single most important word for them to remember while they are engaged in marketing is commitment. It means that they are taking the marketing job seriously. They’re not playing around, not expecting miracles. They have scant funds to test their marketing—they must act. Without commitment, marketing becomes practically impotent.”
Permission Marketing: Turning Strangers into Friends and Friends into Customers
By Seth Godin
Quotes: “Creating value through interaction is far more important than solving a consumer’s problem in thirty seconds.”
“Before a marketer can build trust, it must breed familiarity. But there’s no familiarity without awareness. And awareness—the science of letting people know you exist and getting them to understand your message—can’t happen effectively in today’s environment without advertising.”
“By being customer-focused instead of retail-focused, or factory-focused, a manufacturer or merchant can widely increase its offerings, thus increasing share of wallet.”
Selling the Invisible: A Field Guide to Modern Marketing
By Harry Beckwith
Quotes: “Building your brand doesn’t take millions. It takes imagination.”
“There’s little point in killing an idea by saying it might fail. Any idea might fail. If you’re doing anything worthwhile at all, you’ll suffer a dozen failures. Start failing so you can start succeeding.”
“Every prospect hopes you will heed the old New England proverb: “Don’t talk unless you can improve the silence.”
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
By Geoffrey A. Moore
Quote: “One of the most important lessons about crossing the chasm is that the task ultimately requires achieving an unusual degree of company unity during the crossing period. This is a time when one should forgo the quest for eccentric marketing genius in favor of achieving an informed consensus among mere mortals. It is a time not for dashing and expensive gestures but rather for careful plans and cautiously rationed resources-a time not to gamble all on some brilliant coup but rather to focus everyone on pursuing a high-probability course of action and making as few mistakes as possible.”
Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising
By Ryan Holiday
Quotes: “Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. . . .”
“Eric Ries, author of The Lean Startup, explains that the best way to get to Product Market Fit is by starting with a “minimum viable product” and improving it based on feedback—as opposed to what most of us do, which is to try to launch publicly with what we think is our final, perfected product. Today,”
“The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself.”
Hooked: How to Build Habit-Forming Products
By Nir Eyal and Ryan Hoover
Quotes: “79 percent of smartphone owners check their device within 15 minutes of waking up every morning.”
“We often think the Internet enables you to do new things … But people just want to do the same things they’ve always done.”
“Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.”