10 Must-Read Marketing Books Every Small Business Should Know About
If there’s one thing we’ve learned at Express Strategic Services, it’s that great marketers never stop learning. Whether you're just starting out or you've been in the game for years, keeping your bookshelf (or Kindle) stocked with fresh ideas is essential. That’s why we’ve rounded up ten of our favorite marketing books that can level up your skills, sharpen your strategy, and reignite your creativity. These picks span a wide range of topics, from psychology to storytelling, making them ideal for small and medium-sized businesses seeking to make a significant impact.
#1. Influence: The Psychology of Persuasion by Robert Cialdini
This one is a classic for a reason. Cialdini breaks down six key principles that explain why people say “yes”—think social proof, scarcity, and authority. It’s packed with practical examples that will change the way you approach campaigns, copy, and conversions.
#2. Building a StoryBrand by Donald Miller
This book is a must-read if your messaging feels unclear or inconsistent. Miller teaches you how to clarify your brand message by using the power of story, making the customer the hero and your business the helpful guide. Simple, effective, and perfect for refining your website or pitch deck.
#3. Contagious: Why Things Catch On by Jonah Berger
Ever wonder why some content spreads like wildfire while other posts barely get seen? Berger explores the science behind viral marketing and shares six principles (like triggers and emotion) that make ideas more shareable. It’s an insightful and actionable read.
#4. This is Marketing by Seth Godin
Godin takes a more philosophical yet practical approach to marketing. He emphasizes empathy, trust, and permission-based strategies, reminding us that good marketing isn’t about tricking people, it’s about genuinely serving them.
#5. Made to Stick by Chip Heath & Dan Heath
Sticky ideas are the ones that last, and this book helps you figure out how to craft them. The Heath brothers dive into what makes a message memorable and persuasive, using real-world examples and a checklist to guide you.
#6. Everybody Writes by Ann Handley
If you create any kind of content, this one’s essential. Handley offers smart, witty, and incredibly useful tips on how to write better, from emails and blogs to web pages and captions. It’s not just about grammar; it’s about connecting with your audience.
#7. The 1-Page Marketing Plan by Allan Dib
Don’t let the simplicity fool you...this book is a goldmine for small business owners who want structure without overwhelm. Dib breaks down how to map out an entire strategy on a single page, perfect for businesses that need results without the fluff.
#8. Purple Cow by Seth Godin
Yes, another Seth Godin pick, but for good reason. Purple Cow is all about being remarkable—standing out in a crowded marketplace by doing something bold. It’s a quick, motivating read that might just give you the nudge to take a creative leap.
#9. Hooked: How to Build Habit-Forming Products by Nir Eyal
This one dives into the psychology behind user habits and how to create products people return to again and again. Even if you’re not developing an app or tech tool, the principles are super helpful for understanding behavior and engagement.
#10. Killing Marketing by Joe Pulizzi & Robert Rose
If you're ready to challenge the traditional way of thinking about marketing, this is your book. Pulizzi and Rose argue that content is the new product - and that by flipping your marketing model, you can drive both audience growth and revenue.
Whether you’re in the middle of a big campaign or planning your next launch, these books can offer both inspiration and strategy. At Express Strategic Services, we’re all about helping small to midsize businesses punch above their weight, and having a strong marketing mindset is where it all begins. Let us know which one you’re reading first, and if you ever need a partner to put the ideas into action, we’re just a call - or a coffee - away.
