Description
Harry Beckwith is the author of Selling the Invisible, The Invisible Touch, and You, Inc., all marketing classics. In this book he applies his unparalleled insight, humor, and expertise to a new age of mass communication and mass confusion---and shows you how to stand out from the crowd.From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to success that will help you get focused, stay focused, and do the little things right and the big things even better. Filled with real tales of success and failure, these short, easy-to-read chapters will show you how to:Get a great name. Think Jefferson Airplane: brilliant, attention-grabbing names often include the unexpected and the absurd.Pitch with modesty while you brag. It's not a hard sell. It's not exactly soft. But it drives the message home.Be able to sell to everyone. A mathematician once said theories should be explainable to the man on the street. Marketers, listen up!Learn from Julia Roberts. Discover the scene from Pretty Woman that can teach you more than a full year at a top business school."These lessons make for great inspiration.""It's very, very good... covers a broad spectrum of business practices, theories, and fallacies. You will surely recognize yourself, your company, or an associate."
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Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to: Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home. Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutez! Dress Julia Roberts. Why, one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.
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