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Selling the Invisible: A Field Guide to Modern Marketing

Harry Beckwith

Hardcover | Pages: 252 pages

Rating: 3.97 | 8756 Users | 219 Reviews

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Original Title:	Selling the Invisible: A Field Guide to Modern Marketing
ISBN:	0446520942 (ISBN13: 9780446520942)
Edition Language:	English

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A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, "anchors, " and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention...and much more.

Details Out Of Books Selling the Invisible: A Field Guide to Modern Marketing

Title	:	Selling the Invisible: A Field Guide to Modern Marketing
Author	:	Harry Beckwith
Book Format	:	Hardcover
Book Edition	:	Deluxe Edition
Pages	:	Pages: 252 pages
Published	:	March 1st 1997 by Warner Books (NY) (first published 1997)
Categories	:	Business. Nonfiction. Buisness. Management. Language. Communication. Entrepreneurship. Psychology

Rating Out Of Books Selling the Invisible: A Field Guide to Modern Marketing

Ratings: 3.97 From 8756 Users | 219 Reviews

Evaluate Out Of Books Selling the Invisible: A Field Guide to Modern Marketing

This is probably the easiest book I've ever read. The chapters are divided into sections that are incredibly small, which makes it a breeze to get through. But I think that's also its biggest weakness: you feel like you're being hit with so much that there's no way you could take it all in. And so no matter what you do take from this book, you feel as though it's not enough. Nevertheless, there was a lot of useful info in here. It's a good example of how marketing, due to human behavior, is not

Sound bytes on how to sell services, which is drastically different than selling a product. Key points, borrowed from others reviews: 1) Simplify access to your work! [Learn how to create executive summaries, tables of contents, hyper-links, etc.--don't assume that everyone knows your value and is willing to spend time digging into your work.]2) Quality, speed, and price are *not* in competition, they must be offered simulaneously and at full value.3) What is your promise or value proposition?

Selling something invisible like services are very different from selling a physical product.This book illustrated from the branding, marketing and selling points of view on how a service product should be positioned and sell it in the end.A simple great reference book which i enjoy reading.

Selling the Invisible is one of those books that makes you think about the basic things you encounter every day and for that it is invaluable. It is very easy to read and all the interesting little stories from author's experiences make is such an enjoyable read. There are many truths behind the facade of sales and marketing that we see and yet don't register them. How do you really decide about what to buy? How do you feel about the company? Will you make an informed or intuitive decision? On a

Customers usually cant sense (see, smell, hear, touch) a service before buying, unlike a product In the future service marketing will only grow in importance as manufacturing products become commoditized so only way for product company to compete is 1) cut costs or 2) add value (which often means services - i.e. personalized Levi jeans, Amazon cloud, Apple iTunes) The core of service marketing is the service itself Most services offered in the market are really bad (putting callers on hold,

Sound bytes on how to sell services, which is drastically different than selling a product. Key points, borrowed from others reviews: 1) Simplify access to your work! [Learn how to create executive summaries, tables of contents, hyper-links, etc.--don't assume that everyone knows your value and is willing to spend time digging into your work.]2) Quality, speed, and price are *not* in competition, they must be offered simulaneously and at full value.3) What is your promise or value proposition?

There is a lot of good information in this book related to the professional services industry. I did learn many things from the content presented, however, there were times where I felt like the advice/tactics being given were common sense. But "common sense" is relative I suppose. Id recommend this book to people who are beginning their career in a service related industry, such as consulting, insurance, etc. because there are some segments that give you a good framework on how to approach