Selling the Invisible:
A Field Guide to Modern Marketing

        Named one of the ten best business and management books of all time, Selling the Invisible: A Field Guide to Modern Marketing explores how markets work and how prospects for services--as distinguished from products--think.  A treasury of strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:

• Myths of Marketing: Why focus groups, value-price positioning, discount pricing, and being the best usually fail.
• The Emotion that Matters: The critical emotion that most influences your prospects--and how to deal with it.
• Four Key Forces: The vital role of vividness, focus, "anchors," and stereotypes. 
• The Effect of Effects: The importance of Halo, Cocktail Party, and Lake Wobegon Effects.
• Lessons from Unexpected Places: Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn.

        Based on Harry's twenty-five years of experience, this book delivers its wisdom with memorable and often surprising examples--from Federal Express, Citicorp and a growing Greek travel agency to Kate the babysitter, Fran Lebowitz, and the colors of oranges and lemons.  
        The first guide of its kind, Selling the Invisible will help anyone marketing a service--as it has over 650,000 people worldwide, in 23 translations.

"I love this book."
        Barry Krause (the "inventor" of Subway's famous Jared campaign)
        President
        Hal Riney & Partners

"The best book on business ever written."
        Joel Abrahmson  
         Merril Lynch

"The one book on marketing I'd have if I could have only one. A classic."
        Harvey Mackay

"The one book every consultant should read."
        Managerial Consultant
        September 1998

"Wonderful, full of useful information, and a pleasure to read."   
        John Chancellor
        New Orleans, Louisiana

I've been reading and reading and reading and re-reading 'Selling the Invisible' since 2oo0. Every time I read it, my figures take a leap. Thank You. I tell all my estate agent associates in the UK it should be compulsory reading for every member of their teams. If ever you come to the UK - let me know - I owe you a drink!                                                                     Chris Wiley, London

"Stunningly useful--the best book a reader could ask for."
        Robert Steele
        Oakton, Virginia  

"A timeless marketing treasure"  
        Derrick Kinney
        San Francisco, California

"A classic, timeless, ahead of its time; it will make you a better marketer."
        Jennifer McLean  
         Irvine, California

"An astute observer of human nature, an immensely practical and thoughtful book."  
          Robert Morris
          Dallas, Texas

“If you're in leadership or aspire to be, this is required reading. Harry explains today's market realities in a way no one else can."
         Coaching for Tomorrow
         September 2003      

"Just reading this book once already has made a difference in my bottom line"  
          Bradley Chapple
          Fort Collins, Colorado

“A must read for anyone in a service business.”
         Recommended reading list
         Marketing U
       
“The best book on marketing I've ever read,  a must read for anyone who sells or markets a service.”
         Leading Facts:
         The Leading Source for Real Estate and Construction News
         June 28, 2002