Selling the Invisible: A Field Guide to Modern Marketing

Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith is an indispensable resource for anyone involved in service-based industries. This book dives deep into the unique challenges of marketing services, emphasizing the invisibility and intangibility that often complicate the marketing process. Written in a conversational style, Beckwith combines insightful anecdotes with practical advice, making it not just informative, but also an enjoyable read. Whether you're a novice...

Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith is an indispensable resource for anyone involved in service-based industries. This book dives deep into the unique challenges of marketing services, emphasizing the invisibility and intangibility that often complicate the marketing process. Written in a conversational style, Beckwith combines insightful anecdotes with practical advice, making it not just informative, but also an enjoyable read. Whether you're a novice or a seasoned marketer, this book is structured to guide you through the intricacies of service marketing, helping you to think differently about how to attract and maintain clients.

Beckwith expertly explores key concepts such as relationship building, client perceptions, and the importance of positioning your service in the consumer's mind. Each chapter is succinctly divided into small digestible sections, making complex topics accessible and easy to understand. With its blend of theory and practical steps, "Selling the Invisible" serves as both a guide for newcomers and a refreshing perspective for experienced professionals.