The 3 Marketing Books you should read

The world of marketing has evolved drastically over the decades. What worked in the 90s is not necessarily effective in the current era.

In this article, we'll explore three essential books that will give you a deep understanding of how marketing works today.

These books do not focus on constantly changing technical aspects, but on the human psychology that underlies all marketing strategies.

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Influence: The Power to Change Decisions

One of the most influential books in the field of marketing is "Influence" by Robert Cialdini. Cialdini is a psychologist who delved into the study of what drives people to change their minds, be influenced, and make decisions. Its approach is based on rigorous scientific research, which differentiates it from the anecdotal ideas that prevailed before.

Cialdini identified six universal principles that influence human decisions. The first of these is the "Principle of Reciprocity", which implies that when you give something to someone, that person is more inclined to give you something in return.

This applies to everyday situations, such as when a waiter hands you a sweet after a meal and they receive a more generous tip as a result. Reciprocity is most effective when it is unexpected and personalized.

The "Scarcity Principle" is the second principle, which highlights the attraction that people feel for what is unique, exclusive or difficult to obtain. This is reflected in brands like Supreme, which generate sales with rare and exclusive products. Additionally, it is the reason why certain educational institutions, such as Stanford, are valued more than others, despite offering similar education.

The "Authority Principle" states that people tend to trust more sources that possess experience and credibility. This is manifested in the casting of actors in television commercials who play experts in fields they are unfamiliar with. Perceived authority generates trust in consumers.

“Consistency” is another crucial principle that refers to the human tendency to want to be consistent with their commitments. Signing a contract, even if it is just a piece of paper, demonstrates this desire to fulfill commitments. Consistency is powerful in marketing strategies.

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The "Liking Principle" is based on the idea that people tend to say yes to people and products that they like. Empathy and human connection are essential to establishing relationships of trust in the world of marketing.

Finally, the "Consensus Principle" suggests that people tend to do what they see others doing. This phenomenon is known as social proof and is manifested in the widespread use of applications such as WhatsApp or Instagram due to their popularity.

These six principles of influence from Cialdini provide a solid foundation for understanding how consumer purchasing decisions and interactions are influenced by psychological factors.

Night: The Science of Change

The book "Night" explores how small decisions, both active and passive, impact our daily lives. It offers examples that reveal how people tend to choose the easier option, even if it is minimally more convenient.

Marketing strategies that take advantage of this principle can have a significant impact.

For example, it has been shown that customers are more likely to purchase products that are at eye level in stores, rather than having to bend down to reach them.

People tend to go for the easier and less demanding option, which can apply to the layout of products in an online store or on a website.

Crossing the Abyss: From Innovation to Mass Adoption

In "The Crossing of the Abyss," Geoffrey A. Moore addresses the challenge of taking an idea or product from the innovation phase to mass adoption by the general public. Moore identifies a "chasm" that separates innovative ideas from their widespread acceptance.

This book is essential for those working in startups and emerging technologies, as it addresses the difficulties they face in bringing their products to the mass market.

Moore explores strategies to overcome this obstacle and achieve broader adoption.

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The Infinite Marketing Cycle

In addition to these foundational books, it is crucial to understand the importance of metrics in modern marketing. The era of intuition and assumptions is behind us.

Today, a data-driven approach is required to measure and optimize marketing strategies.

ROI (Return on Investment) has become an essential metric to evaluate the effectiveness of marketing strategies. To do this, it is necessary to know and apply concepts such as KPIs (Key Performance Indicators), hypotheses, and data analysis.

In today's world, where marketing has become highly technological and data-driven, it is essential to have a set of analytical skills to measure the impact of marketing strategies and make continuous adjustments.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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