“Read to Lead: The Weekly Spotlight”
At iPOTT, our main goal is to give you useful tips that you can actually use. We think this weekly book feature will be really helpful for you. In today’s world, where there’s so much information out there, having someone pick out the best books for you can make a big difference.
We can’t wait to hear how this new weekly book feature helps your team and your readers get better at marketing and sales.
Selling the Invisible: A Field Guide to Modern Marketing
“Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith is a marketing guidebook that focuses on the unique challenges of marketing services rather than physical products.
The book provides insights on how to sell intangible services effectively by identifying and addressing the concerns of potential customers. It emphasizes the importance of creating a strong brand identity and providing excellent customer service to stand out in a crowded market.
Beckwith also stresses the importance of understanding the client’s needs and providing solutions that are tailored to their specific requirements. The author provides a variety of examples and case studies to illustrate his points, offering practical advice on how to market services in fields such as consulting, finance, and healthcare.
Overall, “Selling the Invisible” is a valuable resource for anyone working in the service industry who is looking to improve their marketing efforts and attract more clients. It is an easy-to-read, practical guide that provides actionable insights on how to create a successful service-based business
S“There is no product to see, no package to touch. Services are intangible, and they are often inconsistent or variable. It’s hard to sell something that is invisible, intangible, and variable.” – Harry Beckwith, Selling the Invisible: A Field Guide to Modern Marketing.
To buy your copy click here.
The Review
If you work in marketing or manage a service-based business, you should read “Selling the Invisible: A Field Guide to Contemporary Marketing” by Harry Beckwith. The book is well-organized and simple to read, and it’s filled with useful tips and examples from real life that prove the author’s claims.
The book succeeds in part because it addresses the specific difficulties associated with selling services rather than tangible goods. Beckwith says that in order to stand out in a crowded industry, you need to have a solid brand identity and provide outstanding customer service. He also highlights the significance of listening to the customer in order to come up with solutions that meet their unique needs.
The author’s skill in breaking down difficult marketing topics into easily digestible chunks sets this book apart from its competitors. To assist his readers grasp concepts like the weight of perception and the psychology of price, he employs analogies and metaphors.
The book’s applicability to numerous service industries is another one of its strengths. The author uses real-world examples from the service industry, so everyone from consulting to banking to healthcare can benefit from reading this book.
Some of the suggestions in the book might seem obvious to seasoned business promotion pros, which could be seen as a flaw. Yet, the book is useful for marketers of all experience levels due to the author’s straightforward writing style and plentiful examples.
In sum, “Selling the Invisible” is required reading for everyone who is engaged in marketing or who is in charge of a service-based business. It’s an accessible, instructive guidebook that will help readers launch successful service-based enterprises with the support of practical guidance and real-world examples.
Who is it for?
“Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith is a valuable resource for anyone involved in marketing or running a service-based business. This includes entrepreneurs, marketers, business owners, consultants, and anyone who is looking to improve their marketing efforts in the service industry.
The book is particularly relevant to those who are new to marketing or who are transitioning from marketing physical products to marketing services. It offers practical advice and real-life examples that illustrate the unique challenges of marketing intangible services.
In addition, the book is beneficial to professionals working in a wide range of service industries, including consulting, finance, healthcare, and education. The author provides relevant examples and case studies that demonstrate how the principles of modern marketing can be applied to different service-based businesses.
Overall, “Selling the Invisible” is a must-read for anyone who is looking to create a successful service-based business. It offers practical advice and actionable insights that will help readers stand out in a crowded market and build strong, lasting relationships with their clients.
The Chapters
Here is a list of the chapters in “Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith:
- The Fundamental Flaw
- The World is Upside Down
- Focus, Focus, Focus
- The More You Say, the Less People Hear
- Marketing the Invisible
- Strategy Is Everything
- It’s Not the Size of Your Marketing That Counts, But What You Say
- Is Anyone Out There Listening?
- The Company of the Future
- Service, Service, Service
- Create Your Own Category
- The Power of Price
- Branding the Invisible
- The X Factor
- Going Up
- The Unseen Difference
Each chapter is filled with practical advice, real-life examples, and actionable insights to help readers understand the unique challenges of marketing services and create successful service-based businesses.
“Price is rarely the most important thing. If you are selling to people for whom price is the most important thing, they are not your customers.”
Harry Beckwith, Selling the Invisible: A Field Guide to Modern Marketing.
To buy your copy click here.
