Are you a small business owner? If so, you may want to take a quick look at my list of advertising classics that every small business person should read. Here it is:
“Ogilvy on Advertising”
“Ogilvy on Advertising” was written by the iconic David Ogilvy. His book will give you an insightful crash course in advertising. If you only have the funds to buy one book on the subject, do yourself a favor and make it this one. Why? In my opinion, there is no one on the face of this planet that knows more about advertising than David Ogilvy. My college sales professor once worked for the man and use to gush over how brilliant he was. As the years went by, I came to wholeheartedly agree with her conclusion. The book sells online for less than $20.
“Advertising Media Planning”
Have you ever been overwhelmed and bamboozled by a fast talking, ad sales person? Well, Roger Baron’s book, “Advertising Media Planning,” will help to reduce the chances of that ever happening again. The book covers the essentials of how to plan and execute a successful advertising plan, including how to analyze your target market. It also discusses how to conduct a post-buy evaluation, which is crucial to staying on the right track. The book often sells for a hefty price ($55). However, I think that it’s well worth the investment.
“The Copy Workshop Workbook”
Bruce Bendinger’s book, “The Copy Workshop Workbook,” should be required reading for anyone that wants to craft their own advertising copy. It will give you a good idea of the basics. Hands on experience will help you figure out some of the rest. The book generally sells online for less than $15 a copy.
“Tested Advertising Methods”
John Caples book, “Tested Advertising Methods,” is another one that I would recommend to small business owners because of its straightforwardness. The book provides concrete examples of what ad strategies haves worked in the past and what will likely work in the future. The book typically sells online for $35.
“The Tipping Point: How Little Things Can Make a Big Difference”
“The Tipping Point: How Little Things Can Make a Big Difference” was written by Malcom Gladwell. It is definitely another book that should be on every small business owner’s reading list. I would recommend it to small business owners because it helps to explain the basics of what makes a compelling advertising message. The book generally sells online for around $20.
Killeen Gonzalez has a degree in marketing. She is also a former Regional Director of Sales and Marketing.
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