What to read for an advertiser: course for a young soldier

2024 Author: Malcolm Clapton | [email protected]. Last modified: 2023-12-17 03:44

Learn the basics of the profession, learn to communicate with clients, and start writing good writing with these books and articles.

All literature is divided into several blocks:

1. "Basic" is the foundation of professional life.
2. "Advertising and Marketing" - to understand why we are doing SMM and that this is not about likes.
3. “Communication with the client” is the main and most sacred part of any business. What is good customer service, how to defend your ideas, listen and understand.
4. "Text" - how to write succinctly and meaningfully.
5. "Applied" - advice on how to set up work in mail and other programs.
6. "Fiction" is a pleasant reading that will inspire or lead to correct reasoning.

Go!

Basic

1. Ilyakhov's octopus model on what development is and how to visualize it. Helps to draw in the head the way of further development of their skills: both extensive and intensive.
2. Again Ilyakhov (there will be a lot of him) about what mastery is, how to go to it, and that it is an exclusively personal choice. And no one needs your professionalism. In addition, there will be a note by Guriev about the fact that we live in hell and the world does not owe us anything.
3. The difference between “do” and “do” is the key difference between process and outcome.
4. The Progressive Jeep Method is the best post by Artemy Lebedev about how not to get stuck on a task, but to do the job as quickly as possible.
5. Maxim Kotin and his 8 approaches to work. Especially cool about perfectionism, energy and evening news.
6. The Eisenhower Matrix in the SmartProgress blog on Habr that super-performance is achieved through the “important / non-urgent” square, rather than urgent firefighting into “important / urgent”.
7. How to criticize correctly (again from Ilyakhov). In short, in addition to criticism, arguments and a counter offer are needed.
8. Awesome Habr article that motivation is bullshit. Professionalism is solely a matter of discipline.
9. Again, Ilyakhov and the rule "whose task is, he is worn" about responsibility in accepting the task.
10. Lecture summary of Dorofeev about the organization of affairs.
11. “45 tattoos of the manager” by Maxim Batyrev is a book about everything. I recommend buying an audiobook and listening to one chapter a day.

Advertising and marketing

1. "Marketing 100%" by Igor Mann is a very superficial book with basic explanations about marketing and basic professional terms.
2. Claude Hopkins "My Life in Advertising". The book is already 100 years old, but nothing has changed in the industry.
3. Soap, Sex, and Cigarettes is a fascinating read about the history of American advertising. In the book, for example, you can find out that soap operas were named because of the abundance of soap sponsors in commercial breaks.
4. Ogilvy "On Advertising" is a basic book for the industry, from which it is clear that 80% of the surrounding advertising is shit.
5. Sergio Zayman "The End of Marketing As We Know It." Very interesting about the marketing of Coca-Cola of the last century.
6. “Positioning. The Battle for Recognition "and" Marketing Wars "by Jack Trout and Al Rice - a fascinating read, master in an evening. My friend, as I read it, in pairs on marketing, only from there, he scattered quotes.

Communication with the client

1. Customers for Life is the best book about what makes good service in a company.
2. By Gavin Kennedy Anything Can Be Negotiated is the most important book on negotiation and sales. Be sure to buy a paper version and go through all the tasks before the chapters with your hands.
3. “The method of a good dentist” is a brilliant note by Sergei Korol that it is always important to explain to the client the process of what we are doing now.
4. How to understand the problem correctly - the versions of Ilyakhov and Sergei Korol. Read, compare and work out your system.
5. Ilyakhov's course on communication with clients. Buy the full course and enjoy the lesson every week.
6. Jim Camp "Say no first."Abstract here.
7. “45 tattoos sold” is very good not only about sales, but also about interaction with the client.
8. A very short book by Radmilo Lukic "10 secrets of sales" about how to be a modern salesperson. Previously published by "MYTH", now you can hardly find it on the Internet.
9. Be sure to subscribe and read the entire Facebook of Anton Gladkov. For a starter, read this interview.

Text

1. Ilyakhov "Write, cut". Well, in general, if you do not read the father of info-style, you are a fool. Well, start with his basic rules.
2. Nora Gal "The Word Alive and Dead". A useful book on the structure of the language, devoted to more clumsy Soviet translations.
3. You need to read the Telegram channels "Pasha and His Procrastination" and "Business Correspondence".

Applied

1. Working with mail: how to set up filters and other features (the article is old, but still relevant today).
2. Vsevolod Ustinov with advice on mail for IT-Agency.

Fiction

1. An epic about how Ludwig Bystronovsky lost 30 kg. There it is right about the formation of habits through trial and error.
2. Harry Potter and the Methods of Rational Thinking is a scientist-physicist fanfic in which the rational Harry drops the wizarding world in his first year. I read 1,300 pages in a week. The only book I've read for 11 hours straight.
3. The same approach teaches "You are, of course, kidding, Mr. Feynman!" In general, I recommend reading Jewish authors more often.
4. 99 Francs and Generation P to inspire and romanticize the advertising world.

If you have your opinion or a cool article / book for the block, write in the comments!