7 Classic Marketing Books You Must Read Before Funnel Hacking

In most industries, there’s always a list of resources, whether they’re books or articles, that are upheld as masterpieces.

These works have stood the test of time and have really added to the conversation.

And of course, marketing has its own canon of works, resources that are recognized as having contributed greatly to progress in the industry.

But the key takeaway is that, most importantly, they remain relevant in the age of mobile advertising and global marketing.

If we could get our hands on a list like this one, could we then skip the long process of getting a marketing degree and jump right in?

Certainly, we’d be on our way to building an unshakable marketing foundation that would keep us a step ahead of our competitors.

Well, you’re in luck. Here at ClickFunnels, we’re sharing just such a list with you.

With these books, all classics that are a must-read, you’ll find clarification on almost every aspect of marketing.

Before, you may have wondered what concepts like marketing mix or customization were really all about.

Sure, the internet is stuffed with information on the latest and greatest, but these books will let you get beyond fleeting, general ideas and give you a chance to get down to brass tacks.

In no time flat, through these, you’ll have a dependable marketing foundation for your brand.

And in most cases, the authors make the information easy to understand and deploy.

This way, we’ll gain perspective and insight, all while increasing our marketing skills.

Now, you’ll be a complete marketing titan.

Let’s dive right in and get started!

Breakthrough Advertising – Eugene Schwartz, 1966

Eugene Schwartz was a diehard aficionado of a well-crafted message in any medium.

When he died in 1995, he had made quite a name for himself.

In addition to amassing one of America’s greatest contemporary art collections, he also had two hit books on marketing to his name.

When it came to making a message that worked, he knew his stuff inside and out.

For us, his book Breakthrough Advertising is an absolutely excellent starting point.

You’ll even love the subtitle: How to Write Ads that Shatter Traditions and Sales Records.

This book is the perfect rundown for getting real clarity into the world of copywriting.

Schwartz’s many years as a copywriter and copy chief shine through to guide you through this skill in an organized, straightforward way.

It also puts a spotlight on all the strategies marketers have continued to use throughout the decades.

If you’re looking for ways to improve your copy, tested ways that didn’t just earn Schwartz countless dollars, but have built entire ad companies, this is the one for you.

Protip: Don’t get sticker shock when you go to get this book.

Check your local library for a copy first.

The Robert Collier Letter Book – Robert Collier, 1931

This book is such a legend of marketing that you’ll often find it in the most unlikely of places, even at Staples or Office Depot.

To give you an idea of who Collier was, not only was he related to the man who created the once-famous magazine Collier’s Weekly, he even founded his own publishing company.

And in his time-honored book on advertising, human psychology is truly on display.

The best part is that much of the blueprint he lays out is still applicable to direct mailing, email marketing, and website content creation.

Even if you’re seasoned in writing, Collier’s book will walk you through motives and impulses in an insightful way.

Don’t be put off by the examples he gives, which come from a different era.

For the savvy pro, this book is a wealth of information from a master copywriter and salesman.

Protip: There’s a few free copies of this book floating around the Internet (and the true copyright of the book remains a little controversial), but we recommend picking up a hard copy. This way, you can take plenty of notes in the book!

The Boron Letters – Gary Halbert

If Collier was king of the market in the early 1900s, Gary Halbert is the modern day equivalent.

Once a coveted marketing secret that you could only get through an exclusive subscription, his Boron Letters are an uncontestable essential read.

The book, lauded by marketers and advertisers for immeasurable years, brings together a set of letters written by a father to his son.

But instead of sappy, silly platitudes, the book is chock-full of instruction, preparation, and counsel.

But don’t be fooled… these letters reveal a method of convincing and selling that goes beyond simple rules or gimmicks.

You’ll emerge with a stronger repartee than you could ever imagine.

It’s also worth noting that, because the book is written as a series of letters, it’s especially accessible for those of us who can only grab a short reading session here or there.

Read a letter, drink in the lesson, reflect and grab another in a day or two.

Protip: Halbert was also famous among marketers for his Gary Halbert Challenge. Give it a read, and you’ll see just what we mean about this sage of the advertising universe.

Kick-Ass Copywriting Secrets of a Marketing Rebel – John Carlton

Do you ever feel like some resources seem to be taking you on a long detour before finally revealing a tip or two?

Well, John Carlton is not that sort of person.

With a ton of experience and a never-say-die spirit, he is the go-to name for actionable techniques that penetrate through the fluff.

From product pitches to sales secrets and personal branding to trigger words, this resource is the real deal.

At the same time, this resource is more of a class than anything else, but it is most certainly a manual on effective, money-making marketing.

Yet, there’s probably an even bigger reason for taking a look at this one.

It is the ultimate combination of actual examples taken from the real world and results.

Pair that fact with the tips and guidance it provides throughout, and you’re on your way to extending your marketing skills and your profit margin.

Protip: While we’re on the subject of profit-making, personal preferences aside, give our article Reverse Engineering a Billionaire’s Presidential Marketing Campaign a read for some current insights.

80/20 Sales and Marketing – Perry Marshall

Praised by sources like Entrepreneur Magazine, Perry Marshall is an unlikely up-and-comer in the field of marketing.

And he didn’t even get a degree in advertising!

Armed with a degree in electrical engineering and a desire to slice away the nonsense, Marshall is published a myriad of books directed at maximizing your online efforts and increasing your business’ strength.

And his book 80/20 Sales and Marketing is a force to be reckoned with.

With this resource, you’ll learn how to identify the 20% of… well, anything, really, that will most magnify your time and energy.

Once you’ve given it a read, you’ll be honestly astonished how many businesses are engaging in poor tactics that are bleeding away money.

(Just glance at how wrong-headed communication can cost companies in even the most unforeseen ways).

80/20 Sales and Marketing will revolutionize how you see your brand and your business.

Protip: For those of you on the go, there’s a good audio book available for this one. It’s not too long, and it’s great for taking stock of where your branding stands.

Influence: The Psychology of Persuasion – Robert Cialdini, 1984

For your brand, if you could ask a distinguished, well-decorated professional of Psychology and Marketing any question, what would it be?

By reading this book, you’ll basically have the next best thing to directly asking those questions.

Cialdini ranks up there on many award lists for business and marketing.

Through his book Influence, you’ll get an insider’s perspective on a very interesting experiment that Cialdini ran.

For several years, this teacher embedded himself on various sales teams, from used cars to telemarketing.

What did he learn?

Plenty.

What makes this book such necessary reading is that Cialdini’s writing goes further than some arm-chair commentary from another would-be salesman.

Instead, his careful, astute reading of the situations and their context allows him to bring you some serious observations about examples that he lived.

In his approach, you’ll find clear criteria and fundamentals that are worth a fortune.

Protip: For extra credit, narrow in on his 6 principles of influence. This set of tools will offer you some crucial approaches for positioning your marketing campaigns.

Obvious Adams – Robert R. Updegraff, 1916

Despite some fantastic authors listed above, Obvious Adams probably take the cake.

Since Updegraff was such a talented person, his skills were astonishingly sought-after.

In his life, he could count many major brands among his clients, including General Foods, Kellogg, and much, much more.

In his much-praised book, he outlines why many marketers are seduced by ideas (and campaigns) that sound cunning and witty, yet at the expense of being accessible to your customers.

In essence, marketers like to impress themselves and each other… while too often leaving their customers behind.

It sounds so simple, it almost seems unbelievable.

And yet, many pros still fall into this trap. Still, the book goes on to provide pragmatic ways of identifying better ideas with more appeal and get away from this issue that plagues other brands.

And in the cutthroat world of marketing, the advice is definitely worth its weight in gold.

Protip: Fun fact… US advertisers were set to spend as much as $171 billion in marketing in recent years. You can bet that much of it was based on the resources outlined above. When you read through these books, remember to keep your own budget in mind to make the most out of each idea you discover.

If you could share just one book or website with a promising entrepreneur or marketer, which one would it be and why?