Top books about marketing, sales, and communication

Frank Zappa once said, “So many books, so little time.” And I believe lots of bibliophiles, including me, go to bed and wake up in the morning with the same thought. 

For me, reading is about being in the middle of different stories without actually experiencing them. But it’s not only that. Books open up the gate to valuable insights and knowledge.

So, in this short article, I can’t wait to share the books that influence me a lot and help me every day at work.  

Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss 

The title is pretty dramatic, don’t you think so? “As if your life depended on it.” Well, it would be Shakespeare-like if only Chris Voss weren’t an actual former international hostage negotiator for the FBI. Throughout his career, he had to talk to terrorists, bank robbers, and kidnappers. So obviously, people’s lives depended on his ability to communicate. But how does it relate to business? “Never Split the Difference” — that’s the point. 

You should be able to negotiate whether you’re at home or work, talk to a potential client or a criminal (sorry for putting those two in one sentence). And that’s what this book is excellent for. From the perspective of his experience, the author shares the practical principles to increase emotional intelligence and become more persuasive in your professional and personal lives.

Research shows that the best way to deal with negativity is to observe it, without reaction and without judgment. Then consciously label each negative feeling and replace it with positive, compassionate, and solution-based thoughts.

The Win Without Pitching Manifesto by Blair Enns

I’ve mentioned this book in my recent LinkedIn post. And if I didn’t make myself clear that I highly recommend this volume, I should point it out again. 

The book will be a revelation for those who strive to build business relationships effectively and sell everything from ideas to products. At least for me, it was so. 

For instance, I once again ensured that no matter what you do, you’ll never help your clients until you’re fully engaged. This principle, by the way, resonates with the Lazarev. — Product Design Agency philosophy. That’s why the integral part of our product design methodology is UX research, as it allows us to comprehensively explore the product, industry, target audience, and competitors. We’ll never design a page without completely immersing ourselves in the case. 

If we are not seen as more expert than our competition then we will be viewed as one in a sea of many, and we will have little power in our relationships with our clients and prospects.

Good Strategy Bad Strategy: The Difference and Why It Matters by Richard Rumelt 

We should have strategies for everything — from an Instagram page to a multimillion-dollar company. But how to draw up and implement one? How to differentiate a powerful action-oriented strategy from a bunch of motivational slogans coupled with chaotic attempts to promote the product? Richard Rumelt gives the answer. 

The author debunks the “bad strategy” elements and reveals the power of a “good strategy.” While reading, I was fascinated by his ability to juggle eye-opening yet practical tools and fascinating examples from business and the military. The book will be a boon for everyone learning to think strategically. I could hack it, and so can you. 

Good strategy is not just “what” you are trying to do. It is also “why” and “how” you are doing it.

Ted Talks: The Official TED Guide to Public Speaking by Chris Anderson

As Ted Talks motto says, “Ideas Worth Spreading,” and this guide offers handy instructions on how to present them so that people listen and act. It’s the most insightful book on public speaking and communication in general. So, if you plan to say something or even utter a sound, please read it. Words are incredibly powerful, and when used right, they can transform people’s minds, move the walls of prejudice, and even give hope. 

This book helps me build rapport with clients and make profitable deals. I sure don’t perform in public with speeches. But I talk to people providing solutions to their problems and explaining complicated things in simple words. And this book gave me so many tools to do that the best way possible.  

Presentation literacy isn’t an optional extra for the few. It’s a core skill for the twenty-first century.

On Writing Well: An Informal Guide to Writing by William Zinsser

Over the years, I got many emails and messages. While some were comprehensive and convincing, others were messy and confusing. I think it’s obvious what people I contacted back. 

Then I asked myself, “Is there any chance my messages aren’t clear and concise?”. I didn’t know that for sure, but I definitely saw the space for improvements. So, I bought the book and channeled my inner wordsmith. I like it for its thought-out structure and multiple examples offering fundamental principles and insights on writing everything — from business emails to a memoir. 

Look for the clutter in your writing and prune it ruthlessly. Be grateful for everything you can throw away. Reexamine each sentence you put on paper. Is every word doing new work? Can any thought be expressed with more economy?

That’s all, guys. Follow me on LinkedIn for more inspiration and enlightening materials. Read books and share your favorites in the comment section. Au revoir!