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Day: September 13, 2014
Are There Too Many &*($#@$%^ Marketing Books!? by Bob Bly
Recently I asked BM, a marketing consultant, whether he was working on the new book he had told me months ago he was planning to write.
He replied that he was struggling with the question of whether to move forward with it.
“The the world does not need another marketing book,” he e-mailed me, sounding a bit down and dejected.
My first reaction was that BM is right: the world does not need another marketing book.
A number of my readers send me their new marketing books without asking whether I want them. Note: If you were thinking of doing so, please do not.
And my initial reaction is usually that the book should never have been written or published in the first place.
Most of the books are a rehash of what has already been written about a zillion times before.
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But when I drill deeper into thinking about marketing books, my viewpoint begins change.
Why? For starters, even if the material has been covered elsewhere, many readers still need to hear it again.
If they didn’t, their marketing would be performing a lot better than it is right now.
Second, the authors, whether business owners or consultants, have conducted and seen the results of many marketing tests, and in doing so may have picked up some learning that you and I can benefit from.
I have been a copywriter for 35 years, and to my amazement, I still learn new techniques and tips every week that help me write better copy and get better results. And the only way you can learn them from me is to read my books and articles or attend my talks.
Yes, 95% of what is in these marketing books may have been written about before. But there’s nothing wrong with that, given that we read largely for reinforcement