Book Reviews

Short reviews of books I read and I found interesting or not.

Landing Page Optimization – The Book

Landing Page Optimization

Landing Page Optimization

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash

Let me just tell you this from the start – this is a very good read that every digital marketer should go through. It is packed with information, theoretical and practical guidance on a very serious topic and it holds a treat at the end of the book – a guide on Google Website Optimizer.

Landing page optimization is not an easy thing. Reading Tim Ash’s book, neither is. It took me good 3 weeks to go through it. Not because I did not have the time, but because the author is so serious about it that his writing is packed of words and expressions you won’t normally find in a popular read. On top of that, very often it is very hard to pass by the overselling of his company’s business. It is mentioned almost on every other page. I had to tune up myself to the reading and stop noticing it.
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“Made to Stick” – The Book

"Made to Stick" - Why Some Ideas Survive and Others Die

“Made to Stick”

Just a quick note to all you, my readers…

I have just finished “Made to Stick” by Chip & Dan Heath. I must say that I have enjoyed and learned a great deal for this book. In my humble opinion, this is a book that every marketer, communication specialist and people, which business is involving with other people, need to read carefully.

The book breaks down the why messages make an impression, why they are remembered and how to approach the creative process. To add to that it is also packed with great examples that put things into perspective. And most importantly, emphasizes the fact that you needn’t be some gifted individual in order to make your messages stick.

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Free: The Future of a Radical Price – The Book

Free - The Future of a Radical Price

Free – The Future of a Radical Price

“Free: The future of a radical price” by Chris Anderson

As it was with “The Long Tail” Chris Anderson offers a well researched, full of examples and eloquently delivered analysis of an already established fact – there is money in Free. Well, people tend to argue, but if you pick up this book will be left with tons of material to ponder on.

Actually, going through the book, I was reminded of a discussion I often have with my favourite bartender/bar owner. He is appalled by the fact that coffee machines offering the morning juice at ridiculous prices are installed all over the city (and one of them is right next to his establishment). He argues that he can hardly compete with it and most of the people will go to the machine instead of having their coffee in his local. What he fails (so far) to recognize is that he offers additional value to the robusta drinker that the machine at the corner cannot – free Wi-Fi, cosy environment, a newspaper to go through and a TV to watch among other things.  All these things offered for free to the customer will continue to keep him in business. Yes, he will continue to complain, cause he cannot get those that prefer the quick and dirty coffee machine way. But he will be!
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