Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith Summary and Reviews
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Book Reviews of Selling the Invisible: A Field Guide to Modern Marketing
Book Review: Not much more to add. It's terriffic!
Summary: 5 Stars
No cliches, no superlatives-just common sense ideas that are often overlooked. Take plenty of notes-ideas flow from almost every page.Book Review: Still amazingly current, though written in 1997
Summary: 5 Stars
Heard a taped copy of SELLING THE INVISILBE: A FIELD
GUIDE TO MODERN MARKETING by Harry Beckwith and
was pleasantly surprised that I liked it as much as I did, in that
the title did not "grab me" . . . nor did the fact that it was
written in 1997.
However, that said, it soon became obvious that Beckwith
(founder of Beckwith Advertising and Marketing) knows his
stuff . . . his many examples were relevant to me and would
be to just about anybody else's business or individual career.
For instance, he points out that:
* You can't thank your customers too much. And you're probably
not doing it enough.
To rectify this situation:
* Send twice as many thank you notes as you did last year.
Though this might sound basic, the reality that most of us
don't do such things . . . he also gives this great suggestion:
* Write an ad for your service. After a week, if the ad is
poor, it's time to look at your service--not the ad.
Among the many other tidbits I gained from SELLING THE
INVISIBLE were the following:
* Just don't think. Better to think differently.
* Even your best friends won't tell you certain information, but
they will talk behind your back. So have a third party do surveys.
* Phone surveys reveal more information than in-person surveys.
* Never ask, "What don't you like about our company or service?"
You're asking somebody to admit they made a bad decision
on choosing you.
* Study each point of contact to improve your company; e.g., business
card, receptionist, signage, etc.
And perhaps my favorite:
* In an argument, remember these three words: Maybe he's right.
Carry this with you in an envelope.
Even if you have to dig some to find SELLING THE INVISIBLE,
your effort will pay off in the fact that you will gain many
usable techniques that you can apply to your business or
service . . . in your life, too, such as this final idea for improving
the lot of all children:
* If a child ends school on a positive note, it will carry over to the
next morning and day.
Book Review: Outstanding Marketing Book!
Summary: 5 Stars
This is one of the best books I have ever read for tips on marketing services. As the proprietor of a new business selling PR services, I gleaned a lot of great information from the book and put it to work immediately. The book has definitely helped my business.Book Review: What Every Service Business Needs!
Summary: 5 Stars
I loved this book! It's full of short, to-the-point descriptions of each of the salient topics which made for an informative and entertaining read. I own a recording studio and graphic design business, both very much service-oriented, and I've changed my viewpoint on how to best market these "invisible" services. Our new marketing strategy is already getting rave reviews in our limited survey so we are gearing up to roll it out to the public. Even if you sell products, there's more service in the sale than you may have previously believed...Book Review: If you sell a non-tangible product or service, buy this book
Summary: 4 Stars
It is much easier to sell a book than it is to sell life insurance. Why? Because the customer can hold and touch and see the book. You can't hold, touch or see insurance. (The policy is not the insurance.)
Beckwith understands selling intangibles better than anyone and he tells how in this book. It is in my top ten of business and marketing books for people who sell services. Even if you sell products, you will learn some valuable information. Well worth the money.