I keep all these titles within easy reach on my bookshelves.\u00a0And I often reach for them!<\/p>\n
Now you can peruse my “virtual bookshelf” to see all my favorites.<\/p>\n
Where I have a longer review of a book, I put in a link to it.<\/p>\n
You can click any cover to see more or buy it from Amazon<\/strong>.<\/p>\n Yes, I get a few pennies from Amazon from these links. I use those pennies to buy prizes for my monthly book giveaway!<\/p>\n Happy reading… and happy writing too!<\/p>\n <\/p>\n Plus my own book, White Papers For Dummies<\/strong><\/a><\/p>\n <\/p>\n Breakthrough ideas in reaching B2B prospects<\/em><\/p>\n <\/p>\n 80-20 Sales & Marketing<\/strong><\/a>\u00a0 by Perry Marshall<\/p>\n You’ve heard of the Pareto Principal aka the 80-20 rule, right? In essence, it says that the majority of results flow from a small minority of effort.<\/p>\n But did you know the 80-20 rule can be applied to any marketing campaign? Or any house list?<\/p>\n And the 80-20 rule is fractal, so it keeps repeating ad infinitum.<\/p>\n <\/p>\n That means your best prospects are the 20% of the 20%… the 4% of all prospects who will happily pay top dollar.<\/p>\n Prepare to be amazed and inspired by this book. I have rarely been so excited by any business book as when I read this one.<\/p>\n Some entrepreneurs apply these insights to every corner of their business and have amazing results to show for it.<\/p>\n <\/p>\n <\/p>\n The Art Of War<\/a><\/strong>\u00a0 by Sun Tzu<\/p>\n You’ve heard of this one. But have you ever seen it?<\/p>\n This book was compiled more than 2,000 years ago. And it’s still studied today, especially in Asia and by executives in tech startups.<\/p>\n Before I read it, I thought it was all about how to defeat any opponent with brute force.\u00a0But I was surprised to find it remarkably subtle.<\/p>\n <\/p>\n \u201cThe Art of War<\/em> applies to competition and conflict in general, on every level from the interpersonal to the international,” says the Preface. And the ultimate aim of its advice, surprisingly, is “victory without battle.\u201d (page viii)<\/p>\n Here’s a small taste:<\/p>\n \u2018If you outnumber the opponent 10 to one, then surround them; five to one, attack; two to one, divide. If you are equal, then fight if you are able. If you are fewer, then keep away if you are able.” (page 20)<\/p><\/blockquote>\n The trick, of course, is to interpret that in a modern business setting. Do those numbers refer to your marketing budget? Your partners or resellers? Your social media followers?<\/p>\n Like all “wisdom literature,” The Art of War<\/em> is rich and thought-provoking. And this little Shambala<\/strong> edition is my favorite, because it’s small enough to carry around in a pocket or purse, but still quite readable.<\/p>\n <\/p>\n <\/p>\n Crossing the Chasm<\/a> The seminal work on how to avoid getting stuck in the vast chasm between early adopters and Main Street, as so many tech companies have.<\/p>\n One startup where I worked used this as our roadmap.<\/p>\n We quickly sold $20 million of B2B software and were acquired by our biggest competitor who was tired of us eating their lunch. What more can I say?<\/p>\n <\/p>\n Moore has lots of advice on targeting a niche, appealing to early adopters, building a complete solution, and dominating your niche.<\/p>\n Only then should you expand to nearby niches.<\/p>\n At each stage, you likely need to reconsider your marketing to appeal to prospects with different goals.<\/p>\n For example, early adopters are willing to take a risk and help you finish a half-completed system, all for the chance to gain a massive advantage.<\/p>\n But mainstream prospects are different.<\/p>\n They want a complete solution, tested and approved by everyone else, involving little risk. Think government buyers.<\/p>\n Would you publish the same content for both audiences? Of course not.<\/p>\n So this book gives you a useful mental map of how “disruptive innovation”\u2014aka true breaks with the past\u2014actually happens in the real world.<\/p>\n Hint:<\/strong> Not everyone wants their industry to be “disrupted.” Many business people want their industry to stay more or less than same, with some incremental improvements that don’t shake things up in a radical way.<\/p>\n <\/p>\n Quick summaries of 17 classic marketing books from Soundview Executive Summaries<\/strong>,\u00a0including:<\/p>\n \u2022 Crossing the Chasm<\/strong> by Geoffrey Moore <\/p>\n <\/p>\n Some of these are from the 1990s. If you don’t agree with them, that’s fine.<\/p>\n But you should at least know the thinking that went before… and some of the timeless insights these titles contain.<\/p>\n And if someone older mentions Moore, Kawasaki, Godin, or McKenna, you will have a clue who they’re talking about.<\/p>\n <\/p>\n The Marketing Playbook<\/strong><\/a> by John Zagula and Richard Tong<\/p>\n These two worked at Microsoft<\/strong>\u00a0back in the day and then become venture capitalists. As you can imagine, they have\u00a0some sharp suggestions on going to market.<\/p>\n Like all my recommended titles, this advice doesn’t rely on the latest social media platform or Google update. It’s evergreen.<\/p>\n <\/p>\n The book explains five clear marketing strategies:<\/p>\n This book shows how each play works, how to pick the best one for any given situation, and how to implement it effectively in the real world.<\/p>\n I can attest that I’ve used the Best of Both in several white papers, and it worked like dynamite. Without this book, I could never have run that play.<\/p>\n If you’re a marketer who plans campaigns, or a writer who recommends content strategy to your client, this book is a must.<\/p>\n <\/p>\n <\/p>\n Marketing Warfare<\/strong><\/a> by Al Ries and Jack Trout<\/p>\n An absolute classic that taught me the four types of marketing campaigns:<\/p>\n \u2022 Offensive You can use white papers for any type of campaign.<\/p>\n In most market spaces, one firm is clearly the dominant player, the king of the hill with their own castle.<\/p>\n You could attack them directly. But fighting your way up a mountain against a fortified castle is an offensive<\/strong> campaign. That’s hard and costly, with no guarantee of success.<\/p>\n For many smaller B2B companies with big competitors, it’s easier to do a flanking<\/strong> campaign. That’s where you turn your back on the incumbent, find a nearby mountain, and declare yourself king of that<\/em> hill.<\/p>\n This works really well in tech, where you can create a new category with a cool acronym and entice customers to your mountain.<\/p>\n Now, if anybody else wants to fight, they have to claw their way up your<\/em> mountain. And you get to wage a defensive<\/strong> campaign, probably the easiest.<\/p>\n I recommend this 20th-anniversary edition. It’s fun and easy to read. Most of the anecdotes (aka war stories) draw on B2C, but the concepts apply equally to B2B.<\/p>\n <\/p>\n Theory and practice, including tips on writing different formats<\/em><\/p>\n <\/p>\n The Content Marketing Handbook<\/strong><\/a>\u00a0 by Bob Bly<\/p>\n An excellent book that deftly sums up the best practices for a host of different types of B2B content.<\/p>\n This includes a whole chapter of solid advice on writing\u00a0white papers.<\/p>\n If you do content marketing, either as a marketer or a writer, this book is worth getting.<\/p>\n <\/p>\n See my full review here<\/a>.<\/p>\n <\/p>\n <\/p>\n Content Rules<\/strong><\/a><\/strong> by Ann Handley & C.C. Chapman<\/p>\n This book appeared in 2011, but too many marketers carry on as though they’ve never seen it.<\/p>\n Some ultra-sensible “rules” for content from part 1:<\/p>\n \u2022 Embrace being a publisher <\/p>\n <\/p>\n No Google<\/strong> update since 2011 has ever run against this advice.<\/p>\n Write useful information, sound like a human in a conversation with another person, and cover something few others have, and Google will reward you.<\/p>\n Part 2 covers the specifics of different formats, from blogs to videos.<\/p>\n Of course, there’s a chapter on e-books\/white papers. I can’t quite agree with the distinction between the two:<\/p>\n But I agree with the rest of that chapter, which covers the kind of thoughtful advice I’ve dispensed through this website since 2005.<\/p>\n Part 3 provides some case studies of companies using content wisely.<\/p>\n If you think this would help some manager in your company who still doesn’t “grok” content, by all means, get them a copy of this book.<\/p>\n <\/p>\n <\/p>\n Epic Content Marketing<\/strong><\/a> by Joe Pulizzi<\/p>\n The author is the founder of the Content Marketing Institute<\/strong>, who probably did more to put content marketing on the map than anyone else.<\/p>\n This book contains a lot of timeless wisdom.<\/p>\n If you’ve been marketing with content for years, you’re happy with the results, and your management is all on board, you probably don’t need this book.<\/p>\n <\/p>\n But if you’re still getting started, unhappy with your results, or fighting upper management for resources, this book will fill in the theory and insights you just may need to achieve better results.<\/p>\n <\/p>\n This is the only book I know that’s all about case studies, and it’s excellent.<\/p>\n Casey Hibbard has written more than 1,000 of these pieces, so she knows what she’s talking about. And she shares her knowledge on everything from process to content to publishing.<\/p>\n If you want to write B2B case studies, get this book.<\/p>\n See my full review here<\/a>.<\/p>\n <\/p>\n How to come up with effective ideas, by yourself or in a team<\/em><\/p>\n <\/p>\n A Technique for Producing Ideas<\/strong><\/a> \u00a0by James Webb Young<\/p>\n Any type of writing or marketing demands fresh and effective ideas. So does any business.<\/p>\n And here’s the original source that describes a repeatable process for getting creative ideas.<\/p>\n Written in the 1940s by an “advertising man,” this 48-page book is a timeless classic.<\/p>\n <\/p>\n The author defines an idea as, “a new combination of specific knowledge<\/em> about products and people with general knowledge<\/em> about life and events.” (pages 24-25)<\/p>\n And here’s the bare bones of his five-step process for generating ideas:<\/p>\n Of course, there’s a little more to it than this, and the book adds more to the discussion. But I’ve used this approach for years, and it works!<\/p>\n Don’t let the small size of this book fool you. For $10, it conveys insights that can earn you millions of dollars over your career as a content or copywriter.<\/p>\n I recommend the 2003 edition from McGraw-Hill<\/strong>\u00a0with the cover shown here.<\/p>\n <rant>The later editions on Amazon<\/strong> look like ripoffs from unauthorized sources. I can’t believe Amazon allows such dreck to be sold on their site.<\/rant><\/p>\n <\/p>\n <\/p>\n Creativity, Inc.<\/strong><\/a> \u00a0by Ed Catmull<\/p>\n If you manage a team that lives or dies by your creative ideas, this book is for you.<\/p>\n It’s all about how to create a corporate culture that truly values creative expression.<\/p>\n Who would know anything about that? How about the co-founder and long-time president of Pixar <\/strong>who worked closely with\u00a0Steve Jobs<\/strong>?<\/p>\n <\/p>\n As a computer science student, Ed Catmull<\/strong> was driven by the goal of making a feature film entirely with computer animation.<\/p>\n While still a youngster, he invented texture mapping, worked with George Lucas<\/strong>, and met all the movers and shakers of Silicon Valley and Hollywood.<\/p>\n Along the way, he noticed something: Successful companies sometimes do really stupid things, or ignore a problem that eventually destroys them.<\/p>\n “Why does this happen?” he asked, and “How can we avoid that?”<\/p>\n The answers make this a bracingly honest memoir where the author isn’t afraid to admit his mistakes.<\/p>\n The book is well-structured and well-told with the help of seasoned journalist Amy Wallace<\/strong>.<\/p>\n Whether you’re interested in creativity for teams, a thoughtful business memoir, or the inside history of Pixar, this is a book you can savor.<\/p>\n <\/p>\n Made to Stick: Why Some Ideas Survive and Others Die<\/strong><\/a>\u00a0 by Chip Heath and Dan Heath<\/p>\n Why did the idea that weirdoes were poisoning Halloween candy take hold\u2014without a shred of evidence that it ever happened?<\/p>\n That’s the intriguing question explored in this book by the brothers Heath. They tabulate the six key requirements of a sticky idea, with many well-researched anecdotes and insights.<\/p>\n <\/p>\n Here’s the list of what makes an idea sticky:<\/p>\n Entertaining and thought-provoking throughout, this book will help any writer or marketing person struggling to come up with a Big Idea that gains traction.<\/p>\n I routinely run my tentative Big Ideas for white papers through their six-part list to see how they shape up. Highly recommended.<\/p>\n <\/p>\n Ogilvy on Advertising<\/a><\/strong>\u00a0 by David Ogilvy<\/p>\n A seminal book that’s hard to categorize. A\u00a0great read full of war stories from some of the greatest ad campaigns of the 20th century. Undoubtedly an inspiration for the MadMan<\/strong> series.<\/p>\n No, he doesn’t mention SEO or the latest Google update. That’s kind of the point. He covers the timeless process of coming up with ideas that sell.<\/p>\n <\/p>\n <\/p>\n Classic advice on how to live a positive and effective life<\/em><\/p>\n <\/p>\n The 7 Habits of Highly Effective People<\/strong><\/a> by Stephen Covey<\/p>\n Called the #1 most influential business book of the 20th century, this is a must-read.<\/p>\n When someone says, “Begin with the end in mind” or “Sharpen the saw” they’re quoting Covey.<\/p>\n Even “think win\/win” is one of these habits.<\/p>\n <\/p>\n <\/p>\n All in all, this is timeless, sensible, practical, inspirational advice and insights that apply to anyone, anywhere, anytime.<\/p>\n Borrow it from the library if you have to, but by all means, read this book.<\/p>\n Here’s why this book is perfect for white paper writers<\/a>.<\/p>\n And why it’s great for white paper marketers, too<\/a>.<\/p>\n <\/p>\n <\/p>\n How to Win Friends & Influence People in the Digital Age<\/strong><\/a>\u00a0by Dale Carnegie<\/p>\n The original, the one and only… now updated for the age of social media without losing any of the original wisdom.<\/p>\n Learn these principles, and practice them. Break this advice at your own peril.<\/p>\n <\/p>\n <\/p>\n Tips and arguments for writing clear and accessible documents<\/em><\/p>\n FREE download<\/strong><\/p><\/div>\n <\/p>\n The Plain English Handbook<\/em><\/strong>\u00a0 from the SEC<\/a><\/p>\n If you’re a finance writer, stop whatever you’re doing and download this free, 83-page handbook.<\/p>\n It’s a masterful textbook on how to prepare clear information for investors.<\/p>\n The scope is impressive, with succinct chapters full of useful tips on writing, designing, and reviewing financial documents.<\/p>\n <\/p>\n Two appendixes sum up the rules of plain English and provide intriguing Before and After examples of SEC documents that were edited and why.<\/p>\n Even if you’re not<\/strong> a finance writer, this handbook is a remarkable resource. And the price is right.<\/p>\n So get it today, and study it. Your clients will thank you for it.<\/p>\n <\/p>\n <\/p>\n Writing for Dollars, Writing to Please<\/strong><\/a>\u00a0 by Joseph Kimble<\/p>\n The subtitle for this book explains it well: “The case for plain language in business, government, and law.”<\/p>\n There’s no other book quite like this.<\/p>\n It’s part memoir, part manifesto, part rules for writing, and part compendium of groups and resources devoted to plain language from countries around the world.<\/p>\n <\/p>\n <\/p>\n A final topper makes this book truly amazing: No less than 50 case studies on the time, money, and headaches that government agencies, law firms, and companies have saved using plain language.<\/p>\n The five-page section on “The Elements of Plain Language<\/em>” provides solid tips for any business writer. Among the sensible prescriptions:<\/p>\n This list goes on and on, and there’s not a single piece of advice that I have any quibbles with. (That’s rare!)<\/p>\n One interesting distinction that I learned from this book is the difference between “readability” and “plain language.”<\/p>\n Readability measures how much effort it takes to decipher a piece of text. But a \u00a0document can be highly readable without being useful.<\/p>\n “In applying the readability formulas, it’s important to remember all the things they don’t do. They don’t measure purpose, emphasis, organization, coherence, rhetoric, tone, design, or the other factors of effective writing.” (page 50)<\/p><\/blockquote>\n Plain language accounts for the purpose, the audience, and all the other factors listed above. That makes plain language even more powerful than mere readability. Interesting.<\/p>\n <\/p>\n Guidance and examples of how to build a persuasive argument<\/em><\/p>\n <\/p>\n Classical English Rhetoric<\/a><\/strong>\u00a0 by Ward Farnsworth<\/p>\n A wonderful way to explore rhetoric through more than 1,000 examples drawn from great writers and leaders of the past, from Shakespeare<\/strong> to Churchill<\/strong>.<\/p>\n All examples are arranged under 18 common rhetorical devices.<\/p>\n A pleasure to dive into and savor the type of bon mots<\/em>\u00a0we seldom hear from leaders today.<\/p>\n <\/p>\n See my full review here<\/a>.<\/p>\n <\/p>\n <\/p>\n The Elements of Rhetoric<\/a>\u00a0<\/strong>by Ryan N.S. Topping<\/p>\n A neat little book modeled after The Elements of Style<\/em>, with 26 rules, many examples, and tables that sum up the key insights of rhetoric through the ages.<\/p>\n At only 105 pages, I read it in two sittings, highlighting something on almost every page.<\/p>\n A great reference to add to any writer’s desk.\u00a0Includes a 10-page study guide.<\/p>\n <\/p>\n <\/p>\n Words Like Loaded Pistols: Rhetoric from Aristotle to Obama<\/a><\/strong>\u00a0 by Sam Leith<\/p>\n My appreciation for rhetoric really started when I heard this lively author on the radio.<\/p>\n His book provides an entertaining discussion of rhetoric with far more contemporary examples than Farnsworth.<\/p>\n If you never studied rhetoric, this is a good book to start with.<\/p>\n Even if you did study rhetoric years ago, this book’s modern and lively approach may help you approach the topic with a lighter heart.<\/p>\n Includes a glossary, figures listed by theme, notes, and index. All the better to find the exact rhetorical device you’re looking for.<\/p>\n The paperback edition published in 2023 includes a new Introduction and Afterword that grapple with rhetoric in the age of social media, post-truth, and the war in the Ukraine.<\/p>\n The author’s conclusion: Rhetoric will always be with us.<\/p>\n <\/p>\n Practical tips and advice on using PowerPoint\u00a0<\/em><\/p>\n
\nJump to books on these topics…<\/h3>\n
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\nB2B Marketing<\/h3>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-80-20-Sales-and-Marketing-196x300.jpg\")
<\/a><\/p>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/book-cover-The-Art-of-War-191x300.jpg\")
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\n![\"Crossing-the-chasm-book-cover\"](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2017\/06\/Crossing-the-chasm-book-cover-199x300.png\")
<\/a><\/strong><\/p>\n![\"\"](\"http:\/\/ir-na.amazon-adsystem.com\/e\/ir?t=thwhpagu-20&l=as2&o=1&a=0062292986\")
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-The-Marketing-Gurus-204x300.jpg\")
<\/a>
\nThe Marketing Gurus<\/a>![\"\"](\"http:\/\/ir-na.amazon-adsystem.com\/e\/ir?t=thwhpagu-20&l=as2&o=1&a=1591845920\")
\n\u2022 How to Drive Your Competition<\/strong> Crazy<\/strong>
\nby Guy Kawasaki
\n\u2022 Purple Cow<\/strong> by Seth Godin
\n\u2022 Relationship Marketing<\/strong> by Regis McKenna<\/p>\n
\n![\"Book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/Book-cover-the-Marketing-Playbook-197x300.jpg\")
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\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-Marketing-Warfare-272x300.jpg\")
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\n\u2022 Defensive
\n\u2022 Guerilla
\n\u2022 Flanking<\/p>\n
\nContent Marketing<\/strong><\/h3>\n
\n![\"handbook](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/Handbook-of-content-marketing-cover.jpg-2-216x300.jpg\")
<\/a><\/p>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-Content-Rules-185x300.jpg\")
<\/a><\/p>\n
\n\u2022 Speak human
\n\u2022 Share or solve; don’t shill
\n\u2022 Show, don’t just tell
\n\u2022 Do something unexpected<\/p>\n\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-Epic-Content-Marketing-199x300.jpg\")
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\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-Stories-That-Sell-196x300.jpg\")
<\/a>
\nStories That Sell<\/strong>![\"\"](\"http:\/\/ir-na.amazon-adsystem.com\/e\/ir?t=thwhpagu-20&l=as2&o=1&a=061518300X\")
<\/h3>\n
\nGetting Creative ideas<\/h3>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-A-Technique-for-Producing-Ideas-2-218x300.jpg\")
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\n![\"\"](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-Creativity-Inc-197x300.jpg\")
<\/strong><\/a><\/p>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Made-to-Stick-205x300.jpg\")
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\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Ogilvy-on-Advertising-203x300.jpg\")
<\/a><\/p>\n
\nPersonal Effectiveness<\/h3>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/book-cover-The-7-Habits-of-Highly-Effective-People-199x300.jpg\")
<\/a><\/p>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/book-cover-How-to-Win-Friends-and-Influence-People-in-the-Digital-Age-196x300.jpg\")
<\/a><\/p>\n
\nPlain Language<\/h3>\n
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-A-Plain-English-Handbook-from-SEC-221x300.jpg\")
<\/a>
\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-Writing-for-Dollars-Writing-to-Please-193x300.jpg\")
<\/a><\/p>\n\n
Readability vs plain language<\/h3>\n
\nRhetoric<\/h3>\n
\n![\"Farnsworths](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/06\/Farnsworths-Classical-English-Rhetoric-208x300.jpg\")
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\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/12\/book-cover-the-elements-of-rhetoric-204x300.jpg\")
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\n![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/12\/book-cover-Words-Like-Loaded-Pistols-199x300.jpg\")
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\nSlide Decks<\/h3>\n
\n
![\"\"](\"https:\/\/ir-na.amazon-adsystem.com\/e\/ir?t=thwhpagu-20&language=en_US&l=li2&o=1&a=061518300X\")
![\"book](\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/book-cover-Beyond-Bullet-Points-4th-edition-245x300.jpg\")
<\/a><\/p>\n