Selling the Invisible

A Field Guide to Modern Marketing
By Harry Beckwith (Audiobook, 2008)
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 clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:

  • Greatness May Get You Nowhere
  • Focus Groups Don'ts
  • The More You Say, the Less People Hear &
  • Seeing the Forest Around the Falling Trees.

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 clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:

  • Greatness May Get You Nowhere
  • Focus Groups Don'ts
  • The More You Say, the Less People Hear &
  • Seeing the Forest Around the Falling Trees.

Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.
  • "Listeners not familiar with Beckwith's 1997 classic will love hearing his timeless wisdom on marketing hard-to-define products such as services... Listeners will also love the emotional tone of Jeffrey Jones's narration. He stays relaxed-as if he's participating in an armchair talk with friends-but he also knows how to highlight key ideas with subtle phrasing that intensifies without sounding dramatic or clever. His narrative smoothness is ideal for an important business lesson like this."

Product Details

Selling the Invisible
  • Publisher: Hachette Audio
  • Price: $16.98 US/$19.75 CAN
  • Audio Run Time: 180
  • ISBN-13: 9781600241017
  • On Sale Date: 01/02/2008
Selling the Invisible