Becky Morehouse
July 12, 2022
Face it, most of us don’t have time to wade through all the articles, blogs, and books that cross our path.
This week I’d like to share an annotated list of “must read” articles for the savvy marketer. Rather than the technology (e.g., how to use Google Analytics) of marketing, this list includes a few articles (and a book or two) that cover the ideas behind great marketing.
For your consideration, here’s the short list:
Author: Bryan Rhoads
If your marketing strategy involves storytelling (and it should) then this single article presents a master class on how to engage readers.
Authors: Ann Hrach and Nathan Ellerin
Rather than the specific article itself, the best takeaway is its underlying theme—the need to develop a comprehensive and ever-changing list of potential ideas for your site or your editorial calendar. I realize this seems basic, but we know it can be challenging for marketers who face each upcoming deadline with nothing queued up. Read the article, build the list, and your life will be better.
Author: Lorraine Twohill
This article addresses the two rationales for inclusive marketing. First, because it is the right thing to do. And second, diversity of people means diversity of ideas and that’s always a good thing, too.
Authors: Al Reis and Jack Trout
Easily one of the most influential books on marketing we’ve ever read.
Author: Vicki Woschnick
If you’re looking for a quick overview on all your marketing options, this is it. Once you’ve identified the strategies that make sense for you and your audiences, dig deep and then execute.
Author: Elizabeth Wellington
I like this article for two reasons. First, it reminds us of the importance of value propositions. A value proposition, you will remember, is a simple yet powerful statement that summarizes why a customer would choose your product or service. Says Wellington, a value proposition communicates the clearest benefit that customers receive by giving you their business. Every value proposition should speak to a customer’s challenge and make the case for your organization as the problem-solver.
Authors: Donald Sull, Rebecca Homkes, and Charles Sull
This article is a little heavy, but it does a great job explaining why strategy execution often fails. It’s a great companion piece to Larry Bossidy’s book: Execution – The Discipline of Getting Things Done.
Author: Adam Fout
This is a great collection of excellent articles on branding.
Visions. Visioning. Vision Statements. Having trouble with your vision?
Author: Emanuel Rosen
I’m always available for further discussion of your marketing goals. Feel free to reach out to me anytime.
Read next: What is Governance & Why Is It Important?
