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)
Hal Riney & Partners
"The best book on business ever written."
"A must read for anyone in services--which means all of us."
VP and Sales Manager
"The best book on marketing ever, the most important business advice I have ever read."
"A must read and a page-turner from a marketing genius"
Virginia Beach, Virginia
"The one book on marketing I'd have if I could have only one. A classic."
"The one book every consultant should read."
"Wonderful, full of useful information, and a pleasure to read."
New Orleans, Louisiana
"Stunningly useful--the best book a reader could ask for."
"A timeless marketing treasure"
San Francisco, California
"A classic, timeless, ahead of its time; it will make you a better marketer."
"An astute observer of human nature, an immensely practical and thoughtful book."
"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
"Just reading this book once already has made a difference in my bottom line"
Fort Collins, Colorado
"A must read for anyone in a service business."
Recommended reading list
"The best book on marketing I've ever read, a must read for anyone who sells or markets a service."
The Leading Source for Real Estate and Construction News
June 28, 2002
"Harry Beckwith's techniques actually work. An excellent book."
"Far exceeds the many others I have read, original, simple, intelligent, and applicable-to-the-REAL WORLD."
"Can't remember when I sat down with a book and felt like I knew nothing about business marketing. A GREAT MENTOR."
"One of the most provocative and insightful books on this subject. Enormously practical and a pleasure to read."
"A pleasure to read, full of sensible, real-world advice. I'm already experiencing positive results. Highly recommended!"
Cheshire, United Kingdom
"This book lives up to the hype. Absolutely fabulous."
West Palm Beach, Florida
"The one book I would recommend if I could recommend only one book on business development, marketing or sales."
San Jose, California
"This book has been very influential in my marketing. It applies theories to the real world, using stories so interesting I often reread them for inspiration."
"A great book! You can double your value by reading these lessons."
Robert D. Steele
"I have read hundreds of books on marketing, sales, and business. This is positively the best: pure gold."
"In one day my whole thought process on marketing changed. Chock full of amusing, intelligent marketing ideas and strategies. I have never felt compelled to write a review for a book before--but GET IT, READ IT, PRACTICE IT!"
"Invaluable and very enjoyable--wish I 'd read it years ago!"
Ann Arbor, Michigan
"As a recent MBA, I have read many theories of marketing. None met my needs as much as this one with its practical, real-world advice."
"Whether you're CEO of a Fortune 500 company or a hot dog street vendor, this book truly will be your guide."