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Title: Selling the Invisible : A Field Guide to Modern Marketing by Harry Beckwith ISBN: 0-446-52094-2 Publisher: Warner Books Pub. Date: 01 March, 1997 Format: Hardcover Volumes: 1 List Price(USD): $21.95 |
Average Customer Rating: 4.48 (103 reviews)
Rating: 5
Summary: Digestible Insights
Comment: As others have written, this book is not about creating a complex marketing design or plan. What it does offer is quick, a page or so, USA today-like snippets of insightful observations about marketing in general, and service marketing in particular.
As the title indicates, selling and/or marketing an intangible service is a different process than tangible product marketing. As the author writes, most people cannot evaluate the skills of an accountant, or lawyer, or any number of professional services. We often look for tangible proxies that indicate the professional's level of expertise and success (e.g., fancy offices, degrees on the wall, presentation, etc.).
If you read this book in its entirety in one session, you are bound to remember nothing in the sea of facts and tidbits (click on the table of contents link to get a feel for the topic areas). I've found the best way to read the book is to ponder on a few points every night and/or week, while attempting to apply them to a salient situation in your life. Overall, this book has some interesting and useful insights, and is a good read when you have a few minutes to spare.
Rating: 4
Summary: Good book on the marketing of services
Comment: I gave this book 4 stars because, while it was refreshing to read and I definitely learned quite a bit, it wasn't a paradigm-shifting book, which is what I am increasingly moving towards for my 5 star books.
As our economy evolves increasingly into more of a knowledge-based economy books on the marketing of services will become more important. As the title indicates, selling and/or marketing an intangible service is a different process than tangible product marketing. Mr. Beckworth says, "Marketing is not a department" and he's right--it is your front line (sales people) to your CEO and everyone in between. Everyone at your company is involved in marketing your company-and the author makes sure you get the message. Stop wasting time with ploys that don't work. COMMUNICATE with the consumer and you will see increased sales and market share.
This book is not about how to develop a complex marketing design or plan. What it does offer is quick, easy to read "business nuggets" that are a page or so in length. Each observation is a fairly insightful observation about marketing in general but focused towards the service industry. This book is written in a tone that is simple and down-to-earth rather scholarly or academic and was refreshing to read.
As the author writes, most people cannot evaluate the skills of an accountant, or lawyer, or any number of professional services. We often look for tangible proxies that indicate the professional's level of expertise and success (e.g., fancy offices, degrees on the wall, presentation, etc.).
If you read this book in its entirety in one session, you are bound to remember nothing in the sea of facts and tidbits. I've found the best way to read the book is to ponder on a few points every night and/or week, while attempting to apply them to a salient situation in your life. Overall, this book has some interesting and useful insights, and is a good read when you have a few minutes to spare. The best way to learn from this book is to APPLY it. Everything doesn't have to occur at once and frankly, I think that this book will be one that I look to in the future when I am looking for snippets of marketing wisdom.
Other useful books on marketing that I have read or been recommended include Seth Godin's Permission Marketing and Unleashing the Ideavirus (both great reads), the 22 immutable laws of marketing by Jack Trout and All Reis (excellent authors and a good read), Robert Cialdini's Influence and Ogilvy on Advertising or Wizard of Ads for help in sales copying.
Rating: 5
Summary: Short, Concise...Very Insightful
Comment: Having spent much of my career in the I.T. services sector, I thoroughly enjoy researching other interests and broadening my understanding of topics that can enrich my life and career. In the area of marketing services, this publication provided ample, tangible information on modern marketing and exceeded my expectations in a number of ways.
First, the covers of this book are not too far apart, which is a rare find these days. Often, writers try to impart an excessive amount of irrelevant information in their writings, as though their real ambition is to write the next, great American novel. This book is different.
This publication is short, concise and filled with valuable information. If you are in the business of marketing, you need this book. For anyone in the service industry, consider giving yourself an edge over your competition by reading this insightful book, and putting into action the relevant suggestions of the author.
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Title: The Invisible Touch : The Four Keys to Modern Marketing by Harry Beckwith ISBN: 0446524174 Publisher: Warner Books Pub. Date: 01 March, 2000 List Price(USD): $21.95 |
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Title: What Clients Love: A Field Guide to Growing Your Business by Harry Beckwith ISBN: 0446527556 Publisher: Warner Books Pub. Date: 02 January, 2003 List Price(USD): $21.95 |
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Title: How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients by Jeffrey J. Fox ISBN: 0786865954 Publisher: Hyperion Press Pub. Date: 17 May, 2000 List Price(USD): $16.95 |
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Title: The 22 Immutable Laws of Marketing : Exposed and Explained by the World's Two by Al Ries ISBN: 0887306667 Publisher: HarperBusiness Pub. Date: 27 April, 1994 List Price(USD): $15.95 |
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Title: Winning in the Invisible Market: A Guide to Selling Professional Services in Turbulent Times by Robert A. Potter ISBN: 0974320005 Publisher: R. A. Potter Advisors LLC Pub. Date: June, 2003 List Price(USD): $12.95 |
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