Sometimes I will work with a client where I feel I should dip into books written for that specific trade. Done well, these books will explain the general ways of reaching out to customers but also help you to tailor the marketing messages to hit the hot buttons of various customer profiles in the niche. The better books also include plenty of examples that are relevant.
However there are also too many general marketing books sold as specific niche books which have little to do with the niche other than the title. These set out to deceive buyers since they promise more than is delivered and you’d be better off with one or two of the very highly rated general marketing books.
If there isn’t a book for your exact type of business, you may gain valuable insight by reading a book that sells a similar product or service. For example, chiropractors, osteopaths and physiotherapists all serve a similar need.
The different sectors covered are:
- Coaching
- Contractors
- Fitness
- Franchising
- Health
- Leisure
- Recruitment
- Retailing
- Women
Coaches, Consultants & Copywriters
4 Stars – How to Become Unstoppable: Seven Things Every Coach Must Know to Help Their Clients (And Themselves!) by Glenn Livingston – A book about reframing thoughts. Amazon.co.uk
3 Stars – Pricing Basics for Copywriters & Consultants: Meet Your Income Goals – Guaranteed! by Chris Marlow – Pricing basics is right. No mention of value pricing. Amazon.co.uk
3 Stars – The Business Coaching Handbook: Everything you need to be your own business coach by Curly Martin – Well written but it’s too broad and skates over the big issues. Amazon.co.uk
3 Stars – Niche Marketing for Coaches: A Practical Handbook for Building a Life Coaching, Executive Coaching or Business Coaching Practice by Hannah McNamara – More about marketing than selecting a niche. Amazon.co.uk
Contractors
4 Stars – Marketing Blueprint For Contractors: The Fastest and Easiest Ways to Double Your Profits in 90 Days or Less! by Tony Bernard – A guide to get you thinking about direct response marketing. Amazon.co.uk
Fitness
4 Stars – Grow Your Personal Training Business by Mandy Riddington – horrible cover but plenty of good ideas. Amazon.co.uk
4 Stars – Fitness Marketing: A Guide to Marketing Your Fitness Business by Pat Rigsby – a terrific book on the fitness niche and a bargain at 99p. Amazon.co.uk
4 Stars – 21 Days to a Better Fitness Business by Pat Rigsby and Ryan Ketchum – short and punchy book well focused but it could have been improved with more details. Amazon.co.uk
3 Stars – How to Keep Your Clients If You’re a Personal Trainer by Julian Flynn – plenty of common sense but it needs more emphasis on marketing issues. Amazon.co.uk
3 Stars – Get More Clients: The Guide To Marketing For Personal Trainers And Other Fitness Professionals by Shaun Moseley – the information is wide and shallow, i.e. it covers a lot of things but you need move information to implement them successfully. Amazon.co.uk
3 Stars – Personal Training Sales: The Ultimate System for Selling Fitness by Pat Rigsby -this is a collection of articles so there is an irritating amount of repetition but the ideas are well focused on the fitness market. Amazon.co.uk
3 Stars – The New Rules of Fitness Marketing: How to Attract Clients and Build a Successful Business Even if You Hate Selling by Lisa Shaughnessy -this builds on quotes from people who have successfully built fitness businesses. I found the style interesting but irritating. Amazon.co.uk
3 Stars – Fitness Marketing: 7 Ways to Get 7 New Clients in the Next 7 Days by John Spencer Ellis – a good book spoilt by too much selling of the author’s services. Amazon.co.uk
2 Stars – How To Write Headlines That Get Opened: Fitness Marketing Mastery by Debra Atkinson -headlines are important but this very short book hasn’t been well enough tailored to the fitness market. Amazon.co.uk
2 Stars – Fitness Marketing – Email Marketing Guide by Dr Saman Bakhtiar -a technical summary of what’s involved in email marketing but it’s not the book I wanted about the messages to send. Amazon.co.uk
2 Stars – Boot Camp Marketing Tactics: How to Start & Grow a 6-Figure Fitness Boot Camp Business by Bedros Keuilian -short and basic. Amazon.co.uk
1 Star – Fitness Marketing Ideas: 50 Explosive Marketing Secrets, Ideas, Tips & Tricks by Ehsan Zarei -this is one of a series of generic marketing books that have been inadequately adjusted to their individual niche markets. Niche marketing books are important but this is NOT the way to do it. Amazon.co.uk
Franchising
1 Star – Successful Franchising: Expert Advice on Buying, Selling and Creating Winning Franchises by Bradley J Sugars – It must be one of the worst books every written by an expert on the subject. Amazon.co.uk
Health
4 Stars – Free & Easy Ways To Promote Your Massage, Spa & Wellness Business: Volume 1 – Getting New Clients (& Keeping Them!) by Felicia Brown – a much better book than the cheesy cover suggests. Amazon.co.uk
2 Stars – Home Care Business Marketing by Julie Johnson – Don’t bother with this one because it reads like a generic marketing book with “home care business” pasted into the text far too often although it has been tailored a little bit. Amazon.co.uk
1 Star – Chiropractor’s guide to direct response marketing by Fritz Richard – useless. Amazon.co.uk
Leisure
5 Stars – Guerrilla Tourism Marketing – Increase Your Profit by Leveraging Marketing, Technology and Relationships by Carol Wain & Jay Conrad Levinson – A Very Good Book For Hotel Type Businesses. Amazon.co.uk
4 Stars – Wildly Profitable Marketing for Zoos, Aquariums and Other Animal/Nature Organizations: Attract more customers and profits with this hands-on field … marketing and other effective strategies by C S Wurzberger and Pam Foster – A good book for anyone who has an animal attraction type business who wants to learn about marketing. Amazon.co.uk
Recruitment
4 Stars – The Rich Recruiter by Andrew Leong – A very practical guide for recruitment consultants. Amazon.co.uk
Retailing
4 Stars – Guerrilla Retailing Unconventional Ways to Make Big Profits From Your Retail Business by Jay Conrad Levinson – Interesting look at unconventional ideas to help increase retail sales. Amazon.co.uk
4 Stars – Digging Wells and Building Fences: Discover the Steps to Combat Showrooming, Converge Physical & Digital Retailing, and Create Customers for Life by Scott McKain – A very useful book to help you to think about retail showrooming Amazon.co.uk
Women
4 Stars – Why 5% Succeed: The 5 Principles of Predictable Profit by Gina Robison-Billups and Elaine Starling – Business advice for women. An innovative system but it requires different thinking. Amazon.co.uk
THREE STARS
TWO STARS
ONE STAR
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