“What do you read at work?” — I asked 20 of the coolest marketers around me. And this is what they answered.
Here is a short selection of applied materials, “workhorses”, used by real specialists in the field.
I solemnly swear to accurately convey their comments and my personal emotions!
Selection criteria: Each book listed is a tool. Lapidary, clear, based on facts.
Well, let’s get started…
5 – “Guardianship” – Artemy Lebedev
Let’s start with the unusual. Yes that’s it. And yes, almost all respondents have it.
An immediately interesting fact: as a rule, people who are not directly related to design read this book (my statistics). Basically the comment is: “The book is so simply and easily written that it expands the mind, leading to new creative thoughts.”
In a word, about design for a non-designer – a source of regular inspiration for visual creativity.
About what: a set of rules, tips, hacks and ideas for graphic and industrial design from Artemy’s personal experience.
For whom: I think it will suit anyone who is directly or indirectly involved with visual communication on an ongoing basis.
4 – 487 hacks for internet marketers” – Texterra Agency
Really good book! Even with its drawbacks.
About what: everything is clear from the title – a set of life hacks and ideas that make the life of an internet marketer easier + some cases.
Pros: lack of water, real facts and, finally, relevant cases that can be extrapolated to our market (which has been written about).
{ “osnovaUnitId”: 0, “url”: “https://booster.osnova.io/a/relevant?site=vc&v=2”, “place”: “post_inside”, “site”: “vc”, ” settings”: {“modes”:{“externalLink”:{“buttonLabels”:[“u0423u0437u043du0430u0442u044c”,”u0427u0438u0442u0430u0442u044c”,”u041du0430u0447u0430u0442u044c”,”u0417u0430u043au0430u0437u0430u0442u044c”,”u041au0443u043fu0438u0442u044c”,”u041fu043eu043bu0443u0447u0438u0442u044c”,”u0421u043au0430u0447u0430u0442u044c”,”u041fu0435u0440u0435u0439u0442u0438″]}},”deviceList”:{“desktop”:”u0414u0435u0441u043au0442u043eu043f”,”smartphone”:”u0421u043cu0430u0440u0442u0444u043eu043d u044b”,”tablet”:”u041fu043bu0430u043du0448u0435u0442u044b”}} }
And even though I’m not an Internet marketer, I sometimes read it.
In general, the mechanics of working with the audience and creating an offer are relevant for almost any channel with minor assumptions.
Minuses: As far as I understood, the book was compiled by some agency, albeit a large one. This means that the list of cases is quite narrow – the data and experience are slightly subjective. This is infuriating.
For whom: everyone who starts in Internet marketing, or indirectly works with this area (for example, being the head of a wide-profile marketing department).
3 – “Write, shorten” – Maxim Ilyakhov
My personal shock! Yes, I don’t like this book. A book, in my opinion, that raised a whole generation of bad copywriters. I’m skeptical about it, but… Statistics are a stubborn thing. Still, she is in the TOP.
Despite the fact that I really would not like to recommend it, I will say: it is good for those who write texts “for the Internet”, quick sales or system functionality.
As one of my friends joked, “the book is suitable for writing instructions for an air freshener – short and clear.” There are so many variations of the “write shorter” rule in it that you are simply amazed at the author’s imagination.
But, in truth, it will really be useful for those who need to unlearn how to “create” in favor of a little more concrete writing.
For whom: system copywriters, mainly SEO, context and target specialists.
2 – “Archetypes in branding: communication” – Tamara Pospelova, Ilya Lvov
One more thing about Archetypes? No matter how it is!
I will say right away: the book is not as simple as it seems. And, even despite the hackneyed theme of “Archetypes,” it is devoid of the main problem of such publications – “fairy tales” and inappropriate lyrics. There is little history and stories in it, much more facts.
Pros: complete absence of water and, in accordance with the promises of the authors, the “guide structure”. 170 pages, of which more than 100 are diagrams, tables and checklists.
Quite a serious bibliographic “scientific” list.
A separate feature – mechanics of working with the book: based on the author’s checklist for an in-depth interview and description of the portraits, you first determine the “strategy” of the audience, and then – 2 archetypes.
Later, like LEGO, you assemble a communications strategy or brand for your audience.
With a book for target audience you can register:
- visual materials
- choose the composition of the offer
- select tone of voice
- create a content plan
- select key target audience contexts
- formulate and select tools for broadcasting the USP
- and so on…
- communication strategists
- profilers (marketing / HR)
- brand specialists and brand managers
- any communicators
PS marketers say they use it as a “dictionary.”
1 – Winner!
“Hacking Marketing” – Phil Barden
Yes, yes, the book is as old as time, but still relevant! And, by the way, it’s just as beautiful. Initially, there were no doubts about this material, which means there was no surprise from its appearance in the top. I’ll be honest: I love, adore and use it myself! Actually, this book does not need advertising.
About what: Real hacks for a marketer engaged in communication strategy and working primarily with visual materials.
- tricks: from merchandising to design
- working with the mechanics of perception and audience programming
- how to create a layout?
- visual code for target audience
- and much more…
The most important advantage is the scientific basis, factual evidence, and the absence of “snotty” cases about anything.
- communication strategists
- creators, visualizers, designers
- branding specialists
PS Simply my favorite book!
End!
Special thanks to the stalwart tin soldiers who read on.
Use it, read books and be healthy.
With a few reservations, I recommend EVERYTHING on the list.
579
impressions
71
opening
1
repost
{“entityType”:”post”,”entityId”:1144197,”awards”:[]}
