Chris Collins and Christian Lafferty recommend books for marketers. Collins pushes Dan Kennedy's direct marketing guides and propaganda poster collections for design inspiration, plus Tom Peters' Re-Imagine for quick quotes.
I have a bunch of these. I have a whole section on my bookshelf of propaganda books. So this is propaganda front. Postcards from the era of world wars. And the reason why I like propaganda, like old German propaganda and Russian propaganda and American propaganda is because there's a, there's a system to this. There's a look to propaganda. There's a color palette to it more than anything else. It's a lot of red, black, cream. There's a way people stand, a posture. It's. It's leadership in a way. And.
So it's mark. It's marketing at a very, very high level when you're trying to get a country to do what you want. Right. This one. So that one's called the propaganda front. Who's it by?
This is by.
Hennessy and Ingalls.
There you go.
Hennessy and Ingalls.
This one is called the Design of Dissent, expanded edition. Greed, Nationalism, Alternative Facts and Resonance by Milton Glazier and Mirko Illick. That's kind of a cool name. I L I C. Same thing. Just propaganda posters.
If you notice too like Shepard Fairey is very influenced by propaganda posters. His palette is kind of that German, Russian, red, black cream.
But those are, those are good to look at, especially if you're doing any sort of banners online or websites. It's good to look, to look at that.
The next one that I, that I have here is.
Whoa.
We'll do two more Tom Peters reimagine. So, so anything by Tom Peters is great, but this book is amazing and it's an easy read. It's the kind of book where you can just pick it up and turn to any page. Go ahead, just pick it up, turn it to a page and read what you see.
Architectural firms. Yet another stop on my speaking tour in 2001 brought me before members of SMPS, the Society for Marketing Professional Services. Members are concentrated in the architecture, engineering and construction business. What did I hear? The same Dan story, down to the dotting of the I's and crossing of the t's.
I can go on?
Yeah, keep going. That makes no sense.
Architecture is becoming a commodity. And SMPS executive told me winners will increasingly become turnkey facilities management providers. They won't provide just drawings or oversight of the construction process. They will provide all that, plus every iota of the service package that could take the entire facility's headache out of the client's hands. In fact, my short SMPS RIF leads to a pop quiz. Who is the number one employer of architecture school graduates in the US in 2000. Tick, tick, tick. Your time is running out. And the answer is, according to my SMPS colleagues, Accenture psf. Accenture wants to do for turnkey facilities management. What EDS did for turnkey is management.
Made no sense. Did you understand what I was trying to say?
No.
Do you think it was your reading? Your delivery?
Because my ADD kicked in, like in sentence four.
Yeah, yeah. Doesn't mean it's not a great book.
Right? Just a bad example. Possibly.
Yeah. But I did tell everybody that if you open to any page. So could you open to a different page and prove me right?
Yes.
Try it again.
Hold on. Let me look at your eyes. This page. Now we're getting somewhere.
Maybe just read one of the, like, the little quotes or whatever. Something salacious.
Yeah.
Let'S see.
And then we'll make this one the last one. My last little nugget.
I like it. So buy in or bust. It's not just higher ups and end users you've got to sell to. No. Your customers also include fellow project team members and even people who report to you. Barking orders is out. Intellectual capital is in. Providers of intellectual capital are volunteers by definition. Now we're getting somewhere.
I like it.
I do, too.
Okay, that reminds me of that. What was that documentary we watched on Netflix about social.
The social. The social Dilemma.
You should watch that. If you haven't watched it, get Netflix Social dilemma. It'll scare you to death.
You may delete all of your social media after that.
Except for Christian's. Evidently going to be a TikTok star.
Right.
Have you thought about doing your jokes on TikTok or. Your jokes aren't really for TikTok, right. They take too long.
Yeah, I think that the really long. The long ones might be. I mean, you got 30, 45 seconds for a TikTok joke, right? I don't know.
Could you just, like, do the setup and then the long awkward pause and.
Then the punchline would be. Funny is to run it over five different TikTok jokes and never tell the punchline.
Funny to who?
Just me.
Okay. The. The last one that I would recommend, and I would recommend.
Consuming these kind of one at a time. You're gonna go down an adventure. You could go down the Andy Warhol thing for. For, I don't know, months, Easily any. Any of this. So this one is going to take you probably six months to a year.
I.
I don't know if anybody's influenced me more than Dan Kennedy.
Maybe. I don't know. I. I love him. He's Grumpy. But he's, he's taught me more about marketing I think than anybody. I love his approach. I had somebody watching his videos the other day and they, they just hated him and I didn't understand. So if you don't like grumpy and people that are right to the point, he's not fluff for sure. Do you remember who hated it?
I do.
Was it you?
No.
Who?
I thought it was great. It was a client.
A client? Why did I give it to a client?
You assigned it to a whole group of clients.
Oh, that's right. Somebody hated it in the, in the coaching group that we were doing okay. Which surprised me because I personally.
I don't know. He changed my life. But Dan Kennedy, any of his books. Here's, here's a couple that you can get to kind of dip your toe in the water. Marketing to the affluent. The ultimate sales letter. Attract new customers, boost your sales and no BS Direct marketing. The ultimate no holds barred, kick butt, take no prisoners. Direct marketing for non direct marketing businesses. The selling to the affluent one. Marketing to the affluent is a great. Is a great book. He has some, some courses you can buy on on his website.
Influential copywriting is probably his best course. I maybe watched that 10 times in my life. It's old, but it's great. I would buy it and support him. If you're gonna do it. I think it's like 2,500 bucks or something. But it's worth, it's worth it. Thanks so much for watching this clip of service driving revolution. We're uploading new stuff every day, so make sure you subscribe and click the bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call 8333 Ask SDR and we'll answer your question on the show. That's 8333 Ask SDR. For special deals on our books and training, head over to offers chriscollinsinc.com now that's offers.chriscollinsinc.com I'm Chris Collins and I'll see you in the next video.
