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You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This phenomenal book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including: * Why focus groups, value-price positioning, discount pricing, and being the best usually fail * The critical emotion that most influences your prospects-and how to deal with it * The vital role of vividness, focus, anchors, and stereotypes * The importance of Halo, Cocktail Party, and Lake Wobegon Effects * Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.

Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith is a groundbreaking book that challenges conventional marketing wisdom and offers a fresh perspective on how to effectively market products and services in today's digital age.

Beckwith argues that the traditional focus on tangible products and services is outdated. In the modern economy, most businesses sell intangible products, such as ideas, services, and experiences. These products are difficult to market because they cannot be seen, touched, or tasted. As a result, traditional marketing techniques, such as advertising and sales promotions, are often ineffective.

Beckwith proposes a new approach to marketing that focuses on building relationships with customers and creating value for them. He argues that businesses should focus on understanding their customers' needs and wants and then developing products and services that meet those needs. Businesses should also focus on creating a positive customer experience and building a strong brand identity. By doing these things, businesses can create a loyal customer base and achieve long-term success.

Selling the Invisible is a must-read for anyone who wants to understand the new rules of marketing. Beckwith's insights are essential for businesses that want to succeed in the digital age.

Here are some of the key takeaways from Selling the Invisible:

• The traditional focus on tangible products and services is outdated.
• In the modern economy, most businesses sell intangible products, such as ideas, services, and experiences.
• Traditional marketing techniques, such as advertising and sales promotions, are often ineffective for intangible products.
• Businesses should focus on building relationships with customers and creating value for them.
• Businesses should focus on understanding their customers' needs and wants and then developing products and services that meet those needs.
• Businesses should focus on creating a positive customer experience and building a strong brand identity.

By following these principles, businesses can create a loyal customer base and achieve long-term success.