Your Favorite Books on Marketing Psychology

36 replies
If you're like me, you avidly read books on marketing psychology to stay abreast of insights that can help when you advise clients and write copy.

What are the books in this category that have given you the most value?

Here is my list:

Cialdini, Robert, Influence

Zaltman, Gerald, How Customers Think

Feig, Barry, Hot Button Marketing

Goldstein, Noah et al, Yes!

Sugarman, Joseph, Triggers

Whitman, Drew Eric, Ca$hvertising

Hogan, Kevin, The Psychology of Persuasion

Hall, Doug, Meaningful Marketing

Heath, Chip & Dan, Made to Stick

Did I leave out any of your favorites?

Marcia Yudkin
#books #favorite #marketing #psychology
  • Profile picture of the author Mr. Subtle
    Best book that I read last year was Dan Ariely's Predictably Irrational.

    .
    Signature

    {{ DiscussionBoard.errors[2073169].message }}
    • Profile picture of the author Mike Schwenk
      Haven't finished the whole thing yet, but Buying Trances: A New Psychology of Sales and Marketing by Joe Vitale is good so far.
      {{ DiscussionBoard.errors[2073845].message }}
    • Profile picture of the author AwesomePossum
      Originally Posted by Mr. Subtle View Post

      Best book that I read last year was Dan Ariely's Predictably Irrational.

      .
      I feel that understanding your customers and how they think and operate(especially to their fears) is the number one key to conversion.
      {{ DiscussionBoard.errors[2073949].message }}
  • Profile picture of the author sainteve21
    Seth Godin 'Tribes'

    Signature
    MOBILE MARKETING TOOLS SquiddleBooks.com

    PREMIUM DOMAIN NAME FOR SALE Outsource Samurai .COM
    {{ DiscussionBoard.errors[2073902].message }}
  • Profile picture of the author AwesomePossum
    I like the book "Mind Lines"...

    It dives into reframing....

    I feel reframing is an incredbly powerful tool in sales if you use it correctly...I won't even dive into this but it's certainly something worth looking into if you're looking to increase conversion.
    {{ DiscussionBoard.errors[2073945].message }}
    • Profile picture of the author Mike Schwenk
      Originally Posted by AwesomePossum View Post

      I like the book "Mind Lines"...

      It dives into reframing....

      I feel reframing is an incredbly powerful tool in sales if you use it correctly...I won't even dive into this but it's certainly something worth looking into if you're looking to increase conversion.
      Thanks for listing that one. I have heard of it, but I never decided to write it down and forgot about it. :rolleyes: Thanks again!
      {{ DiscussionBoard.errors[2074110].message }}
    • Profile picture of the author Ken Hoffman
      Originally Posted by AwesomePossum View Post

      I like the book "Mind Lines"...

      It dives into reframing....

      I feel reframing is an incredbly powerful tool in sales if you use it correctly...I won't even dive into this but it's certainly something worth looking into if you're looking to increase conversion.

      Great book, but poorly written. Michael Hall should hire an editor. Anyway, this book is actually a sequel to the classic book on reframing by Robert Dilts, "Sleight of Mouth". All about people's belief systems, and changing them. Invaluable for sales and marketing.
      Signature
      http://www.warriorforum.com/warriors...ost-sales.html
      Professional Direct Response Copywriting
      50% Off Limited Time Offer!
      "http://www.profitproducingcopy.com"
      {{ DiscussionBoard.errors[6088507].message }}
  • {{ DiscussionBoard.errors[2075127].message }}
    • Profile picture of the author marciayudkin
      "Dealing With People You Can't Stand" by "The 2 Ricks"
      Amazon.com: Dealing with People You Can't Stand: How to Bring Out the Best in People at Their Worst (9780071379441): Dr. Rick Brinkman, Dr. Rick Kirschner, Dr. Rick Kirschner, Dr. Rick Brinkman: Books
      Hi Brian,

      Thanks for adding to this list. Could you please say something about how the book above helps with copywriting? (If it does.)

      From the title, I would tend to think that it has to do only with dealing with people in person. But some book titles are very misleading, of course. And sometimes we learn copywriting insights from books that seem to be about something else entirely.

      Thanks,
      Marcia Yudkin
      Signature
      Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
      {{ DiscussionBoard.errors[2075326].message }}
  • Profile picture of the author BrianMcLeod
    Sure, Marcia...

    I picked the book up on a whim at Chicago O'Hare
    while waiting for a flight home from a trade show
    6 or 7 years ago.

    Where this book and copywriting intersect comes
    into focus through "knowing your prospect".

    They have a neat PDF here that illustrates their
    breakdown of the typical personality traits of
    "difficult" people:

    http://www.thericks.com/dpcs/ftp/10most.pdf

    When you have a good lock on who it is you're
    writing to - and the typical mindset such a prospect
    exhibits you can shape your story and persuasive
    arguments in a way that resonates more powerfully
    for them.

    Also, they have a neat "lens" that they use to illustrate
    what drives these folks - Getting It Done, Getting It Right,
    Getting Along and Getting Appreciated.

    http://www.thericks.com/dpcs/ftp/color.lens.small.pdf

    It's a fun read, not clinical.

    I may be the only one on Earth who found it useful
    for more than interoffice politics or customer service
    but then I'm used to being the weird one... : )

    This help?

    Best,

    Brian
    {{ DiscussionBoard.errors[2075417].message }}
  • Profile picture of the author BrianMcLeod
    And while I'm recommending weird marketing
    books that don't fit the traditional "how to" mold:

    "Throwing The Elephant"

    Amazon.com: Throwing the Elephant: Zen and the...Amazon.com: Throwing the Elephant: Zen and the...
    {{ DiscussionBoard.errors[2075424].message }}
  • Profile picture of the author Scott Murdaugh
    Lots of good stuff listed here.

    One book that I REALLY like, and unfortunately it probably won't be widely read because the author self-published it with a $97 price tag (although in all honesty I feel it's worth every penny) is "Maximum Money With Minimum Customers" by Craig Garber.

    It talks a lot about psychology and human nature.

    It talks a lot about marketing strategy, identifying markets, building your back end, building relationships with customers... Lots of really good stuff.

    Also a very good chunk of the book is devoted to copywriting. I took a lot away from it and I'm an avid reader of copywriting/marketing books.

    If you don't know Craig you'll probably be turned off by the sales copy (it's formatted horribly) but the link is kingofcopy.com/max.

    There's an interview on my blog with him that gives you a good insight into his personality, http://makestuffsell.com/interviews/...-craig-garber/.

    It is promoting his book, but not until the last 5-10 minutes or so, the rest is solid content.

    -Scott
    Signature

    Over $30 Million In Marketing Data And A Decade Of Consistently Generating Breakthrough Results - Ask How My Unique Approach To Copy Typically Outsells Traditional Ads By Up To 29x Or More...

    {{ DiscussionBoard.errors[2075753].message }}
    • Profile picture of the author Loren Woirhaye
      Originally Posted by Scott Murdaugh View Post


      If you don't know Craig you'll probably be turned off by the sales copy (it's formatted horribly) but the link is kingofcopy.com/max.
      I know his formatting is unpretty, but I suspect his site appeals
      more to older readers with failing eyesight. I'm not old yet, but
      my eyesight issues have led me to empathize with older readers,
      and I've noticed (If Alexa is correct) that my own traffic to my
      sites skews older than me - in the 40-60 age range.

      Just something to think about. Craig's site is ugly by web 2.0
      standards, but to a guy who's been squinting at sites made
      by whippersnappers using 10-point sans-serif reversed type
      the easy-reading is a site for sore eyes. As they say in the
      cliche
      {{ DiscussionBoard.errors[2075797].message }}
  • Profile picture of the author lenlatimer
    Hi,


    All great books listed here. Don’t overlook some of the older ones.

    “How to Win Friend & Influence People” by Dale Carnegie. Good lessons in human psychology – particularly why “What’s In It for me” is so important.

    “Triggers (30 Sales Tools You Can Use to Control the Mind of Your Prospect to Motivate, Influence and Persuade)” by Joseph Sugarman. He’s one of the top marketers – I sure you remember “Blue Blocker Sunglasses”. But he also sold the first pocket calculators and the first marketer to use 800 numbers.
    Signature

    Len Latimer
    Copy-In-A-Box, an amazing Word Add-in Tool that adds Dazzle & Personality to your copy. My WSO

    {{ DiscussionBoard.errors[2076346].message }}
  • Profile picture of the author Rezbi
    Gary Halberts Guide To The Core Secrets And Desires...
    {{ DiscussionBoard.errors[2076716].message }}
  • Profile picture of the author CopyMonster
    Hi Marcia,

    Great topic! Right now, playing in the background is Dire Straits "Going Home" which if you're not familiar is a wonderful track that just takes you away on a beautiful ride. As the notes drift into the mind, you just imagine the rolling hills, miles of long winding roads, hours of peace and solitude as the drive takes you to that special place called home after a long trip away... that experience and catching your post here, the thoughts wander off into that magical land of books that unlock the brain of man... mmm...

    I've read much of your list and I'd have to agree, good reads indeed.

    I'd add:
    Breakthrough Advertising - Eugene Schwartz: heaps of psychology in that puppy

    Not so much books but I enjoyed these as well:
    Herd Mind - Allen Says: Allen's post cum pdf report is loaded with pure herd mindset
    One Sentence Persuasion - Blair Warren: Arguably the most succinct summation of influence psychology in a single sentence ever
    Signature
    Scary good...
    {{ DiscussionBoard.errors[2077242].message }}
  • Profile picture of the author CDarklock
    Lehrer, Jonah, How We Choose

    Really liking this one.
    Signature
    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
    {{ DiscussionBoard.errors[2077271].message }}
    • Profile picture of the author AwesomePossum
      Originally Posted by CDarklock View Post

      Lehrer, Jonah, How We Choose

      Really liking this one.
      Dude...is that like a books about "choice" or is it actually about choice? Choice is a hard thing to come by...

      Is this book about choice or about the deception of choice?
      {{ DiscussionBoard.errors[2077316].message }}
      • Profile picture of the author CDarklock
        Originally Posted by AwesomePossum View Post

        Is this book about choice or about the deception of choice?
        Is there a difference?
        Signature
        "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
        {{ DiscussionBoard.errors[2077394].message }}
      • Profile picture of the author CopyMonster
        Originally Posted by AwesomePossum View Post

        Choice is a hard thing to come by...
        And how hard was it to choose to write this?
        Signature
        Scary good...
        {{ DiscussionBoard.errors[2077460].message }}
        • Profile picture of the author AwesomePossum
          Originally Posted by bf68 View Post

          And how hard was it to choose to write this?
          Was it choice?

          Or was it want to establish choice? Therefor I had no choice in what I said.
          {{ DiscussionBoard.errors[2077680].message }}
          • Profile picture of the author CopyMonster
            Originally Posted by AwesomePossum View Post

            Was it choice?

            Or was it want to establish choice? Therefor I had no choice in what I said.
            Interesting, is it hard to not have choice? What if you didn't want to establish choice, would choice no longer exist? If choice does not exist, then why does the word "choice" exist? Or is the question really - what does "choice" mean?
            Signature
            Scary good...
            {{ DiscussionBoard.errors[2077878].message }}
            • Profile picture of the author Alex Cohen
              Sugarman adds to his list of Triggers in the book, "The Adweek Copywriting Handbook".

              In it he talks about Current Fads, Timing, Fear, Instant Gratification, and Human Relationships.

              Alex
              {{ DiscussionBoard.errors[2078386].message }}
    • Profile picture of the author Ken Hoffman
      Originally Posted by CDarklock View Post

      Lehrer, Jonah, How We Choose

      Really liking this one.
      Title of that book is actually: How We Decide. Unless there's another book by that other title. I didn't see it at Amazon.
      Signature
      http://www.warriorforum.com/warriors...ost-sales.html
      Professional Direct Response Copywriting
      50% Off Limited Time Offer!
      "http://www.profitproducingcopy.com"
      {{ DiscussionBoard.errors[6087698].message }}
  • Profile picture of the author gjabiz
    Originally Posted by marciayudkin View Post

    If you're like me, you avidly read books on marketing psychology to stay abreast of insights that can help when you advise clients and write copy.

    What are the books in this category that have given you the most value?

    Did I leave out any of your favorites?

    Marcia Yudkin
    Although it has been out of print for 25 years, if you can put your hands on a copy of a course (and you'll find these on eBay every now and then)...there is a wealth of "marketing psychology" in Harvey Brody's course known as the "Toll Position" course. The principle which can be used to advise clients to help them attain better results is the TOLL position.

    Basically Harvey Brody taught marketers to get in between an endless DEMAND for something and the SUPPLY of that thing.

    It is a marketing psychology of thinking through the product and identifying the DEMAND and to position yourself as the SUPPLY.

    It is also the marketing psychology that many of the best known names in copywriting used to build fortunes, including Joe Sugarman, Gary Halbert, Jay Abraham and a host of other successful marketers.

    Learning the principles of building a solid Toll Position in many cases eliminates the need for having to use "psychology" to sell a product or service.

    This "marketing psychology" was converted to: build a hamburger stand where there are hungry people (per Sir Gary Halbert, a friend and student of Harvey Brody).

    gjabiz

    PS. It follows the old sales adage; you can't make em drink, but you can make em thirsty.
    {{ DiscussionBoard.errors[2078729].message }}
    • Profile picture of the author JohnB23
      I'll add Scientific Advertising by Claude Hopkins.

      I heard Jay Abraham say on a tape once, the only marketing books he reads are those from the 20's to 40's (or there abouts). Marketers back then didnt have the advantage of tv, or selling pretty women, or selling an image. They had to understand human nature to the nth degree. Because they had so little to work with, just a printed black and white page. I think thats why so many experts now still swear by the old books. Because the authors then really had to know what they were doing, and the principles that they uncovered and have extolled have held up over time.

      There are these quotes in My Life in Advertising (Hopkins autobiography) that are so tersely stated, I think they fly over most peoples heads. But they're incredibly profound, like "human nature is as enduring as the Alps".

      I'd also have to draw a distinction on marketing psychology between those who can sell (pratice what they preach) and those who primarily write books about marketing psychology. Like Hopkins worked for 30 or 40 years, every week. The conclusions he's come to are going to be different than someone who's written a marketing psychology book in 2 or 3 years.
      {{ DiscussionBoard.errors[2079799].message }}
  • Profile picture of the author Eddy G.
    I'd say the "Trick to Money is Having Some" by Stuart Wilde.

    So many marketers and human potential gurus give him the nod...his money mastery video on googlevideo is also quite entertaining...
    {{ DiscussionBoard.errors[2102425].message }}
  • Profile picture of the author Daniel Sanchez
    Great picks so far..

    For Marketing:

    Any of Seth Godin's books for marketing. He's simple and straight forward.

    Jay Abraham.

    Joe Polish.

    I've heard David Frey is excellent but I haven't gone thorugh any of his materials yet...

    Persuasion:

    Cialdini (including his new book 50 ways to yes)

    Blair Warren's books.

    Wizard of Ads books are fun.

    Kevin Hogan's books...

    Mind Control Marketing by Mark Joyner...

    That book is fantastic.
    Signature

    {{ DiscussionBoard.errors[2104036].message }}
  • Profile picture of the author eugie17
    I only focused on learning the techniques and never read a true marketing book, I think I will try one
    {{ DiscussionBoard.errors[2105218].message }}
  • Profile picture of the author Manfred Ekblad
    The Stuff of Thought, Steven Pinker
    Buyology, Martin Lindstrom (neuroscience, brain scanning and more cool stuff)
    The Emotional Brain, Joseph Ledaux
    How The Mind Words, Steven Pinker

    ...and a good online resource is Changing minds and persuasion -- How we change what others think, believe, feel and do
    {{ DiscussionBoard.errors[2105237].message }}
    • Profile picture of the author marciayudkin
      ...and a good online resource is Changing minds and persuasion -- How we change what others think, believe, feel and do
      Wow - what a resource!

      Thanks for the link to David Straker's site. Awesome.

      Marcia Yudkin
      Signature
      Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
      {{ DiscussionBoard.errors[2105878].message }}
  • Profile picture of the author SparringMind
    Great thread, thanks for the suggestions.
    Signature
    Find yourself... or find yourself lacking.

    {{ DiscussionBoard.errors[6082929].message }}
  • Profile picture of the author Steve Hill
    Here are a few more that haven't been mentioned:

    Bettger, Frank, How I Raised Myself From Failure to Success in Selling. A classic.

    Browne, Harry, The Secret of Selling Anything. Another classic. Both of these classics have been recommended by some of the most successful people in marketing and copywriting.

    Dooley, Roger, Brainfluence. Interesting lightweight reading, but not much detail. It discusses 100 ways persuade and convince consumers with neuromarketing.

    D'Souza, Sean, The Brain Audit. An interesting perspective on understanding and leveraging consumer psychology.
    Signature
    Learn more - earn more: Books for Copywriters
    {{ DiscussionBoard.errors[6092389].message }}
    • Profile picture of the author WittyBlogger
      Originally Posted by Steve Hill View Post

      Browne, Harry, The Secret of Selling Anything. Another classic. Both of these classics have been recommended by some of the most successful people in marketing and copywriting
      Ah, yes!

      I can't believe I forgot this one classic. Brilliant book.

      -wittyblogger
      Signature
      7-figure entrepreneurs aren't made overnight. You can make money online with a full time income through blogging and making words crackle with energy. ;)
      {{ DiscussionBoard.errors[6092579].message }}
  • Profile picture of the author Zeplix
    Can't believe these haven't been mentioned!

    Buyology - Martin Lindstrom

    Brandwashed - Martin Lindstrom

    I might also add, that while not outright for marketing and such, the book "Irrationality" is also quite a good read:
    Irrationality - Stuart Sutherland
    {{ DiscussionBoard.errors[6092461].message }}

Trending Topics