Selling the Invisible: A Field Guide to Modern Marketing
By Harry Beckwith

This is a really easy to read book by a guy who truly understands that marketing is about bringing the right buyers and sellers together for a happy result. Part of the genius of this book is that you can dip into it at will, and it does not require you to read it in chapters to get value.

The book is structured in loose chapters, such as "Marketing is Not a Department," and filled with short pieces that succinctly (and very often amusingly) illustrate his points, like "Life is Like High School" and "The Cocktail Party Phenomenon."

If you are going to carry just one book in your briefcase, tote bag or car, let it be this book. Whenever you have two minutes to wait in line, just pull out this book and learn something about marketing that's both useful and memorable.

Getting Business to Come to You: A Complete Do-It-Yourself Guide to Attracting All the Business You Can Enjoy
By Paul Edwards, Sarah Edwards, Laura Clampitt Douglas

If you let the size of this book intimidate you, you're going to miss some great advice! Nobody expects you to read and do everything this book suggests, but for sheer volume if nothing else, this book is a great deal!

This is a must-read for home-based service businesses, and a wonderful reference for those who are self-employed (like sales people) but working in an office with others.

In addition to the great information, you'll also get lists of resources at the end of each chapter, and those are worth the purchase price of the book. You'll find listings of books, magazines, web sites, associations, experts, software and more, plus plenty of tips and lists to keep you on track.

Get Clients Now!: A 28-Day Marketing Program for Professionals and Consultants
By C. J. Hayden

If you've allowed yourself to fall into bad habits after a promising start to your business, or if you've got a strong grip on your marketing but need some organization to get you going, this is the book for you.

You get a day-by-day process for 28 days that really works (I've tried it, and can attest to it!).

One caveat: If you haven't got a grip on all your marketing issues, such as your elevator speech, your ideal client, and your unique selling proposition, then this book is not for you because you still have some foundation work to do.

This book is for people who need support actually implementing their plans, and who are ready to hit the ground running. As a matter of fact, I often recommend this book as the template to follow after my own workshops.

Marketing Kit for Dummies
By Alexander Hiam

Are you a fan of the Dummies series? I am, because the books are (usually) written clearly and simply without talking down to the reader (unlike some marketing gurus I could name...), and this book is no exception. Chock full of case studies, samples, and photos, this book makes marketing very easy to understand.

One great bonus is that you get a CD with samples that you can edit for your own use, so it just plain couldn't be simpler to do stuff yourself. The forms and templates are great starting places for getting your plans organized quickly and easily, and although you can certainly make mistakes, they show you how to do everything right, so you have examples to follow.

The promo copy on the book says it is like an MBA in marketing, and I'll go one further: It's like an MBA in marketing for the beginner.

Marketing Your Services: A Step-by-Step Guide for Small Businesses and Professionals
By Anthony O. Putman

I tried counting the number of post-its that I have plastered in the pages of this book, but I gave up at 20. Does that give you an idea of how frequently I refer to this book?

He doesn't say anything in this book that others haven't already said before, but he explains his points with simplicity in a step-by-step format that even the neophyte entrepreneur can understand.

Just open the book to the first chapter, titled "Honk if You Hate Marketing" (does that give you a clue about his style?) to find out why he says you don't have to become a huckster to be successful, and you'll see what I mean.

Money Talks: How to Make a Million as a Speaker
By Alan Weiss

This is truly one of my very favorites. I cannot count how many copies of this book that I have bought and given away as gifts, including the copies I've bought intending to keep. Seriously! This book is so full of excellent nuggets that each time I get a copy, I highlight the good stuff, and I've never been able to keep the copy because someone always wants it, highlights and all.

Since I just gave away my last copy (I have got to start buying this one in bulk!), I can't tell you what pages are the best, but just start at the beginning and you'll find a real treasure trove of great information.

Even if you do not plan to be a professional speaker, this book is worth buying. Author Alan Weiss has got it going on, let me tell ya! And I am not just saying that because the person who introduced me to the joys of public speaking in sixth grade was my favorite teacher of all time, Mr. Weiss. Nope, that is purely a coincidence (I think, but then again I am not a psychiatrist).