Books by Harry Beckwith Author of Selling The Invisible

  Books by Harry Beckwith Author of Selling The Invisible

Books in list (6)


Title: Selling the Invisible

SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into ...
Author(s): Harry Beckwith
ISBN 13: 9780446672313
Pages: 272
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Title: You, Inc.: The Art of Selling Yourself

As founder of Beckwith Advertising and Marketing, Harry Beckwith learned early on in his career that no matter what product is being sold, the most important component of the sale is you.

And in YOU, INC. Beckwith teams up with Christine Clifford (motivational speaker and former top sales executive) and they expand on this fundamental premise of selling, providing wonderful tidbits, anecdotes, and advice through his well-known home-spun writing style.

The authors offer doses of humor and practical knowledge to anyone who wants to learn how to "seal the deal" and thrive in business.

Author(s): Harry Beckwith
ISBN 13: 9780446695817
Pages: 316
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Title: What Clients Love: A Field Guide to Growing Your Business

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.
Author(s): Harry Beckwith
ISBN 13: 9780446556026
Pages: 304
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Title: Unthinking: The Surprising Forces Behind What We Buy

What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.

Author(s): Harry Beckwith
ISBN 13: 9780446564137
Pages: 325
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Title: The Invisible Touch : The Four Keys to Modern Marketing

"Service businesses sell something that cannot be seen or heard, experience--and to make that experience truly exceptional they must first understand people and how to satisfy them. In this indispensable volume, Harry Beckwith provides a treasury of quick, practical, and entertaining strategies. Applying the study of human nature to the real world of business,
The Invisible Touch will open your eyes to this crucial branch of marketing with four key concepts:
Price: Its seductive power--from Uma Thurman's Five-Dollar Milk Shake to the Mansion at Turtle Creek.
Brand: The triumph of Red Pepper, Opium, Yahoo!, and the inscrutable A-AI AC Delco Jani Express Cleaning Service 500.
Packaging: Looking at the pretty mousetraps of Disneyland, the ugly Butterfly Effect, and a tale of oranges and heels.
Relationships: A consideration of Jim Marinelli's magic one word, Laura Nyro s folly, the madness of Tom Peters, and further ripples of the Lake Wobegon Effect.
Based on the author's extensive business experience, this book delivers its wisdom with unforgettable and often surprising examples--from the regrowth of a bitten Apple to Camden Yards' grand-slam face-lift, to the three eternal lessons of a twenty-year-old coffee commercial. Thorough, informative, and easily implemented, The Invisible Touch shows you how to market a service and, most important, how to keep happy, loyal clients with you forever."

Author(s): Harry Beckwith
ISBN 13: 9780446524179
Pages: 256
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