Breakthroughs, Triggers, Influence + Tested Methods [Noise Reduction .78]

I know I usually rant and rave about the fact that your portfolio needs to be larger than your library. That you need to be taking action and building a portfolio of results — as opposed to spending all your resources on just learning and creating a dusty bookshelf.

Well, I’ve learnt that no matter how much I preach, sometimes, as they say, if you can’t beat ’em, join ’em.

So, in this week’s edition of Noise Reduction, I wanted to share with you a list of what I believe are some of the non-negotiable must-have books in your marketing library.

No matter what I say, you’re most likely going to be buying books and courses anyway… at least make them the right ones.



My Life in Advertising and Scientific Advertising – Claude Hopkins
I doubt there are many people who have bought and gifted more copies of this book than me. It’s my #1 favourite book of all time, and I gift it to as many people as possible — including all new Platinum Advisory Board members.

The Ultimate Marketing Plan – Dan Kennedy
I thoroughly enjoy everything Dan writes. But if I had to suggest you start with one book, it’s this one, then move onto his Ultimate Success Secret, Ultimate Sales Letter and No BS series. 

Breakthrough Advertising – Eugene M. Schwartz
This book is such classic, I forked out over $300 for a first edition. Physical copies of Schwartz’s book are hard to come by, but there is a Kindle version available (luckily). 

Influence: The Psychology of Persuasion – Robert Cialdini
I was recommended this book whilst still in high school, and to this day I try and make sure I apply his principles to every single marketing campaign I’m involved with. Such a super easy read, packed with principles to apply to everything beyond marketing as well. 

Triggers – Joe Sugarman
Many would say Joe’s other works such as The Adweek Copywriting Handbook or Marketing Secrets of a Mail Order Maverick are much more meaty reads. However, Triggers was the first of Joe’s books I read, and like Cialdini’s Influence, it left a very memorable mark on me. 

Tested Advertising Methods – John Caples
Don’t buy the 5th edition on Amazon. If you can find an early edition of the book, you’ll get the original as it was written — without all the revisions. It’s worth the extra effort to find! 

Getting Everything You Can Out of All You’ve Got – Jay Abraham
Unlike most of the books on this list which have a bias towards copywriting and advertising, Jay’s book includes everything else you need to think about when marketing your business — referrals, networks, retention and lifetime value. 

The Boron Letters – Gary Halbert
This is classic Gary. These series of letters written by Gary, from his jail cell to his son Bond, are not only the most entertaining of reads, but the most profitable as well. This updated version includes commentary directly from Bond himself.

So what did I miss, what are your favourites? Let me know below.


So What’s Noise Reduction? Well, we all know there is so much crap out there on the web, especially in the business /marketing space — and it’s hard to remove all the noise to find the stuff that’s actually valuable. So we started a really small (almost) weekly e-mail with just a handful of the cool, noteworthy, and important stuff we stumble across each week. This post is one of those editions.

Want to Get These Noise Reductions Direct to Your Inbox? Easy! Just register to download Pete’s book below, and you’ll automatically be added to the newsletter list.

Pete Williams is an entrepreneur, author, and marketer from Melbourne, Australia.

Before being honored “Australia’s Richard Branson” in media publications all over the continent, Pete was just 21 years old when he sold Australia’s version of Yankee Stadium, The Melbourne Cricket Ground For Under $500! Don’t believe it? You will! Check out the story in the FAQ section (it really is our most asked question).

Since then, he’s done some cool stuff like write the international smash hit ‘How to Turn Your Million-Dollar Idea Into a Reality’ (+ the upcoming ‘It’s Not About the Product‘) and he’s created a bunch of companies including Infiniti Telecommunications, On Hold Advertising, Simply Headsets and Preneur Group.

Lots of other people think he’s pretty good too! He’s been announced as the Global Runner-Up in the JCI Creative Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010 Entrepreneur of the Year, and a member of SmartCompany’s Top 30 Under 30.

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