Top Advertising Books for Business Owners
Statistics show that nearly one in 25 Americans is currently in the process of starting their own business. If that includes you, you know you already have quite a burden on your shoulders. Many new businesses go out of business within the first 12 months (for restaurants, that figure is 90%). So, you don't want to get lost in the masses.
You have several options open to you to be seen and heard. You need to have a strong presence on the web, and in social channels. You need solid advertising advice from professionals in the industry. And of course, you need other sources of great advice. Use these top books to get your ad campaign on the right track, and give your business a big boost.
Advertising Without an Agency
By Kathy J. Kobliski, Oasis Press, ISBN 1555714293 - Can't afford an advertising agency? Well, most new business owners have the same problem. When you're starting out, you need to find cost effective ways to promote your business, and advertising agencies are rarely an expense you can afford. So this book may be just what you're looking for.
Inside, you'll learn the fundamentals you need to create press releases, ad copy, logos, how to buy ad time, use the Internet for marketing purposes and how to track your results. Of course, there is no substitute for experience and expertise, so when it comes time to make your advertising materials, always go with a professional. Freelancers are affordable, quick, and easy to find.
By Jay Conrad Levinson and Charles Rubin, Mariner Books, ISBN 0395687187 - Jay Conrad Levinson is very well known for his "guerilla" strategies. He's been in the business since 1958, developing advertising campaigns for countless businesses.
In Guerilla Advertising, Levinson reveals every element of a successful ad campaign - from targeting your audience to designing effective ads. Guerrilla is quickly becoming one of the few ways to connect with your audience without disturbing them on their cell phones and portable devices, so it's vital you understand how to do it, and what not to do.
The 33 Ruthless Rules of Local Advertising
By Michael Corbett, Pinnacle Books, ISBN 096673839X - Very few people who have found great success have done so without being ruthless, in at least some aspects of their career. That doesn't mean underhanded, or evil, but simply making tough decisions that may not be the most popular.
This comprehensive guide to local advertising details everything you need to know before you begin your ad campaign. Sample chapters cover the single most powerful tool, building a rock-solid marketing bridge, the power of newsletters and generating referrals.
The Anatomy of Buzz
By Emanuel Rosen, Doubleday, ISBN 0385496672 - One of the best forms of advertising is also the simplest. Word-of-mouth is a tried and true testament of your product/service. In fact, many successful businesses have moved away from traditional advertising in favor of this kind of buzz.
Amazon famously dumped it's massive TV advertising budget in favor of offering free shipping to customers...the business boomed as a result, and it was all driven by word of mouth. The Anatomy of Buzz shows you how to create your own buzz to get customers talking...and buying.
Advertising on the Internet
By Robin Lee Zeff and Brad Aronson, John Wiley & Sons, ISBN 0471344044 - Examine some of history's most successful ad campaigns on the Internet. And find out how you can be a part of the success story. This second edition bestseller spells out key online factors you need to consider and evaluate for your own Internet ad campaign. Study online ad models that work, online market research, how to buy ads on the Web and so much more.
Remember, as the technology changes, so must your strategy for reaching new customers online. This book serves as a lesson on what has worked in the past, but do not take it as gospel. Be inspired by it, because as the technology, and the Internet, evolves, so to do the consumers.