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Selling the Invisible

A Field Guide to Modern Marketing

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Selling the Invisible

By: Harry Beckwith
Narrated by: Jeffrey Jones
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About this listen

 A treasury of hundreds of quick, practical, and easy-to-read strategies. Your eyes will be opened 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 Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention; and much more.©2008 Harry Beckwith (P)2008 Hachette Audio Marketing Sales & Selling Business Modern Marketing

Critic Reviews

"Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look." (Amazon.com)
"Actor Jeffrey Jones's narration professionally conveys these excellent ideas." ( Library Journal)

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Relevant to more than just service providers

Helpful bites of marketing and branding common sense. Written for service providers, but has broader relevance.

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Very short and confusing

This audible version is very short version of the original book. I found the original book is excellent but this version skips so many parts and sections that sometimes it hard to understand.

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1 person found this helpful

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