Synopsis
Our service economy is dominated by outmoded marketing models from the world of products. The Invisible Promise reveals the critical differences between service and product marketing and outlines a service-centric strategy for planning your business, persuading your prospects, and relating to your clients. Unlike products, you can't see, touch, or feel services. Marketing services requires an approach that doesn't rely on the traditional 4 Ps of product marketing: product, price, place, and promotion. Selling invisible services requires making the promise of their yet-unseen value resonate with prospective clients. In The Invisible Promise, Harry Beckwith, New York Times bestselling author of Selling the Invisible, applies his 40-plus years of advising businesses around the world and his research in the last 10 years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build messages that enhance your reputation for integrity, stand out from the clutter, and can produce exponential growth while saving you both time and money. If you are responsible for marketing a service, the tried-and-true strategies for product marketing simply will not fit. You need to alter your approach radically. That's where The Invisible Promise comes in.
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About the Author
Harry Beckwith is recognized as the world’s foremost expert on marketing and delivering a service. His 1997 classic New York Times bestseller, Selling the Invisible, is featured in The 100 Best Business Books of All Time, and his four other books on marketing and client relationships have been translated into 23 languages. Harry’s books are required reading in business schools worldwide, where he often guest lectures. His clients in 26 states and on six continents have ranged from solo practitioners and venture-capitalized start-ups to more than two dozen Fortune 200 companies. The very proud father of four and a Phi Beta Kappa graduate of Stanford University, Harry lives in Bend, Oregon.
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The Invisible Promise: A Field Guide to Marketing in an Upside-Down World
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