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Title: Selling the Invisible : A Field Guide to Modern Marketing by Harry Beckwith ISBN: 1-57042-471-3 Publisher: Time Warner Audio Major Pub. Date: 01 April, 1997 Format: Audio Cassette Volumes: 1 List Price(USD): $12.98 |
Average Customer Rating: 4.48 (103 reviews)
Rating: 4
Summary: Motivation to improve your service.
Comment: I bought this book because it was recommended by Amazon.com, and because I was just starting my own part time service business. I was pleasantly surprised by how much I enjoyed it. I think that it is wonderful that an advertising and marketing guru can write a book that both inspires and motivates. THE GOOD: 1) I really liked the fact that this book is organized into 12 sections that contain short (one or two page) anecdotes about how other services have effectively marketed themselves. This type of organization makes it easy to read a few pages here and there and still get the gist of what is being conveyed. 2) The stories in the book are wonderful! They give real world concrete examples of how others succeeded in marketing something that wasn't a product. 3) I thought the best thing about this book was the way it motivated me. I would read a few stories and then think about how I could apply that to my business. This kept me going for weeks, and it was really what I wanted: a book that would push me to do better! THE BAD: The book doesn't go into tons of detail. Aside from showing you how others did it, the author rarely tells you how to specifically apply it to your situation. I thought that this was going to be a How-To book, and it definitely wasn't. OVERALL: I thought that it was an inspirational read. However, I am new to the whole marketing a service thing, so if you are more advanced in the business world you might not find this book very useful. It is great for motivational purposes however!
Rating: 5
Summary: Finally a Marketing Book that Applies to NonProfits!
Comment: Most marketing books are aimed at businesses that sell stuff, which makes them fairly inapplicable to the NonProfit world. "Selling the Invisible" comes the closest I've seen to helping market what NonProfits do. That's because "Selling the Invisible" focuses not on marketing products, but on marketing services, which makes it a great book for NonProfits.
"Selling the Invisible" is not a how-to book. Instead, it is a thoughtful guide, providing insights on how marketing works and how prospects think. The chapters are short - more like snippets than chapters - each with a single thought that moves you towards the next thought. I have read this book a number of times, and I can never get past 3 or 4 of its tiny chapters without stopping to scribble down notes, or to consider just how our clients (and our own organization) are currently doing things. I have even found it helpful in thinking about different ways to market my own book on NonProfit board recruitment.
The book starts by asking first things first: Are you sure what you have to market really is worth telling people about? Have you surveyed clients to find out if your service really is a quality service? Are you really providing what the community needs? Beckwith aims right for the heart.
Once you are convinced you have a quality organization to talk about, he moves you through all the thought processes that should go into that marketing. But don't expect to move quickly. Expect your brain to light up in thought. Keep a note pad handy.
Here are just some of the things I love about this book:
Under the heading 'Fran Lebowitz and Your Greatest Competitor,' comes this quote:
"Your greatest competitor is not your competition. It is indifference."
And under the heading 'The Value of Publicity,' you will find this:
"There are six peaks in Europe higher than the Matterhorn. Name one."
The last chapter is a discussion of other books that can help round out the reader's understanding of marketing. Because Beckwith takes a systems approach to the subject and not a 'sell-the-widget' approach, many of these books are applicable to the NonProfit world as well.
As someone who spends a lot of time combing bookstore shelves for business books that translate well to the NonProfit world, "Selling the Invisible" is one I would strongly recommend.
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 Pub. Date: 17 May, 2000 List Price(USD): $16.95 |
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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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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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