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Selling The Invisible: A Field Guide To Modern Marketing
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You Can'T Touch, Hear, Or See Your Company'S Most Important Products... So How Do You Sell, Develop, Make Them Grow? That'S The Problem With Services. This Phenomenal Book, As One Reviewer Called It, Answers That Question With Insights On How Markets Work And How Prospects Think. A Treasury Of Hundreds Of Quick, Practical, And Easytoread Strategiesfew Are More Than A Page Longselling The Invisible Will Open Your Eyes To New Ideas In This Crucial Branch Of Marketing, Including: * Why Focus Groups, Valueprice Positioning, Discount Pricing, And Being The Best Usually Fail * The Critical Emotion That Most Influences Your Prospectsand 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 The Matterhorn * Dozens Of Proven Yet Consistently Overlooked Ideas For Research, Presentations, Publicity, Advertising, And Client Retention ...And Much More. Based On The Author'S Twentyfive Years Of Experience With Thousands Of Business Professionals, This Book Delivers Its Wisdom With Unforgettable And Often Surprising Examplesfrom Federal Express, Citicorp, And A Growing Greek Travel Agency...To An Ingenious Babysitter, Fran Lebowitz, And The Colors Of Oranges And Lemons. The First Guide Of Its Kind And A Book Already Causing A Sensation In The Business Community, Selling The Invisible Will Help Anyone Marketing A Service, A Product, Or A Career. Read It, And You Almost Certainly Will Understand Why Two Advance Reviewers Call It The Best Book On Business Ever Written.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the page count of this book? A: This book has two hundred seventy-two pages. It provides extensive insights and practical strategies on modern marketing.
- Q: What type of binding does this book have? A: This book is hardcover bound. This durable binding enhances its longevity and makes it suitable for frequent use.
- Q: Who is the author of 'Selling the Invisible'? A: The author is Harry Beckwith. He brings over twenty-five years of experience in marketing to this insightful guide.
- Q: How do I apply the strategies in this book? A: You can apply the strategies by focusing on understanding your target market and their emotions. The book provides numerous practical examples to help you implement these techniques.
- Q: Is this book suitable for beginners in marketing? A: Yes, this book is suitable for beginners. Its straightforward language and practical tips make it accessible to those new to marketing.
- Q: What is the recommended age group for this book? A: This book is recommended for adults and young adults. Its content is geared towards professionals seeking to improve their marketing skills.
- Q: How should I store this book to keep it in good condition? A: Store this book in a cool, dry place away from direct sunlight. This will help prevent damage to the cover and pages.
- Q: Can I clean the book cover if it gets dirty? A: Yes, you can wipe the cover with a soft, dry cloth. Avoid using water or cleaning solutions, as they may damage the material.
- Q: What if the book arrives damaged? A: If the book arrives damaged, you should contact the seller for a return or replacement. Most sellers have policies in place for such issues.
- Q: How does this book compare to other marketing books? A: This book stands out due to its focus on service marketing and practical insights. It's often recommended for its unique approach compared to traditional marketing literature.
- Q: Is this book focused on digital marketing? A: No, this book primarily covers traditional marketing strategies. It offers timeless principles that can be applied to both digital and traditional contexts.
- Q: Does this book include real-world examples? A: Yes, it includes numerous real-world examples from various industries. These examples illustrate the concepts and make them relatable.
- Q: What makes this book unique in the marketing genre? A: Its focus on intangible services and emotional marketing strategies makes it unique. It offers insights that are often overlooked in other marketing books.
- Q: Can I use this book for a marketing course? A: Yes, this book can be used as a supplementary resource for marketing courses. Its practical strategies are beneficial for students and professionals alike.
- Q: Is there a specific audience this book targets? A: The book primarily targets marketing professionals and business leaders. However, it can also benefit anyone interested in improving their marketing skills.