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 on the street. Marketers, écoutez!
-Dress Julia Roberts. Why one scene from Pretty Woman can teach you more about service than a full year of study at a top school.
What Client's 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.
