They fail to give you a recipe for success.
You know why? Because there isn’t such thing.
So why do we read them? Why do we spend so much time reading All Marketers Are Liars, Predictably Irrational, The Irresistible Offer, Buyology or even Buzzmarketing? The answer is: because we love stories. All these books contain dozens of stories about successful brands, interesting people and smart advertising. That’s the primary reason we buy them.
But why do we love stories and what do we learn from them? Well, stories give us inspiration. Stories make us find the right attitude. And, most importantly, stories help us shape our own story.
So there’s pretty much an abstract benefit of reading marketing books; they won’t tell you exactly what to do next. If you feel they do, then you’d better not read them at all, because most likely the “recipes” you find in them aren’t right for your business.