Books 2014. What did I read last year?

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книги 2014

I continue the tradition and publish 3 selections of books I read over the past year. Previous links can be found at:

  • 20 books I read in 2012
  • Books 2013. What did I read last year?

1. Claude Hopkins. “Advertising. Scientific approach”

It seemed to me that the book comes down to one thing: test and analyze your advertising! But here are a few of my favorite phrases.

  • “The more you tell, the more you sell.”
  • “The art of headlines is one of the most important in journalism. Headlines should either inform or intrigue.”
  • “To say ‘best in the world’, ‘lowest price’, etc. means not to say anything. Superlatives only hurt.”
  • “When submitting an advertisement, focus only on a new client.”
  • “There are two things about which jokes are inappropriate: the first is business, the second is family.”
  • “The biggest profits are made on large numbers of sales at low markups.”

2. Secrets of Copywriting by Gary Benswing

Quite an interesting book (made in the format of a collection of e-mail letters). I was hooked by the fact that here is not just a list of methods of working with advertising, the secrets of copywriting and marketing, but also a lot of attention is paid to self-development, success in life, etc. I will give my favorite quotes

“Whatever marketing problem you solve, first play with the capital letters of the following words:

  • R – replace (with a new, more modern, original, better working element).
  • C – combine (successful elements from two or more sources).
  • A – adapt (brilliant headline, offer, product, etc. from another product category).
  • M – modify, minimize or maximize.
  • A – apply in some other way (who else can use it, how exactly and why?)
  • R – remove (one or more elements) and see what happens.
  • R – reorganize (deploy in the other direction, arrange differently, disassemble and assemble in a different way).

© Alex Osborne»

“Without trust, no one will buy anything”

“A great product is more important than a great advertisement.”

“Your “Do Not Do” list is more important than your “To Do” list.

“Writer’s block” is a symptom of another disease: “SLI” – “Lazy Explorer’s Syndrome”.

“Whether it’s about time or money, the principle remains the same: to achieve success, you must first invest in yourself.”

3. Denis Kaplunov “Effective commercial offer”.

4. Dmitry Golopolosov. “80 Ways to Increase Website Conversion”

5. Jim Cockrum’s book Internet Marketing: The Best Free Tools.

6. Arthur Grant’s book “Copywriter-Businessman”.

7. Denis Kaplunov “Content, marketing and rock and roll”.

8. The book “Contextual Advertising That Works” by Perry Marshall and Brian Todd.

9. Geoffrey Moore Crossing the Chasm. How to bring a technological product to the mass market.

  • The main danger in the development of the high-tech market lies in the transition from the early market, dominated by a few visionaries, to the mainstream market, dominated by a significant group of buyers, mostly pragmatists.
  • In high-tech marketing, there are four criteria for the value of a product: technology, product, market, and company. As a product moves through the stages of the technology adoption life cycle, the criteria for the greatest customer value change.
  • The positioning statement is not the key phrase for an advertising campaign… If the essence of the advertisement does not match the essence of your positioning, then the advertisement (however great it may be) should be changed, not the positioning statement.

10. Kniberg Henrik. “Scrum and XP: Notes from the Frontline”.

11. SEO Winchester.

12. SEO Intelligence.

13. “Your Child Can Do Anything” by Peg Dawson and Richard Guare

14. Methodological guide for the course “Internet marketing” from WebPromoExperts.

15. “How to work 4 hours a week and still not hang around in the office “from call to call”, live anywhere and get rich” Timothy Ferris.

A selection of favorite quotes:

  • People who avoid any criticism eventually fail. Non-constructive, not any criticism should be avoided.
  • It is easier to cope with an unrealistic task than with a real one.
  • The antithesis of love is indifference, the opposite of happiness is boredom.
  • Never automate what can be eliminated, and never delegate what can be automated or simplified. Otherwise, instead of mine, you will burn someone else’s time, and even pay money for it.
  • Two components are important in life: constant study and service.
  • There are no other rules and restrictions than those that we have set for ourselves.

16. “Druker for every day. 366 tips for a successful manager” Peter Drucker

17. “To hell with everything! Take it and do it! Richard Branson.

18. Instagram. Effective promotion from A to Z from Ingate.

What did you read last year?