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Selling The Invisible: A Field Guide to Modern Marketing (精装)
by Harry Beckwith
| Category:
Marketing, Sales, Service marketing, Entrepreneurship |
| Market price: ¥ 248.00
MSL price:
¥ 208.00
[ Shop incentives ]
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| Stock:
In Stock |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
An absolute masterpiece on service marketing, no, on both product and service marketing! Exceptionally witty and practical. |
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AllReviews |
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Marion Gold (MSL quote), USA
<2007-01-17 00:00>
Although Selling the Invisible focuses mainly on the service aspect of selling products, Beckwith's theory is very relevant to anyone in the communications business - anyone who is selling "words." Freelance writers, book authors, and PR wordsmiths - all can learn from Selling the Invisible. In my favorite chapter, Beckwith provides a lesson from Picasso. He describes the scene this way: A woman was strolling along a street in Paris when she spotted Picasso sketching at a sidewalk cafe. She asked Picasso to sketch her. He obliged and she asked "What do I owe you?" "Five thousand francs," Picasso answered. "But it only took you three minutes," she said. "No," Picasso said. "It took me all my life."
In another chapter, Beckwith writes about "The Essence of Publicity." Although his focus in this chapter is on advertising and press releases, again - his lesson has great parallels to a freelancer pitching an article. Beckwith teaches writers that in an effort to publicize our editorial services, never ask what makes it so good. Ask what makes our services interesting. Editors want their readers to say "I loved the article!" Lesson to writers: If you want editors to help you, help them. Give them something interesting.
This is a great little book that I hope will never go out of print.
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Dale Hansman (MSL quote), USA
<2007-01-17 00:00>
I've read Selling the Invisible several times now. More accurately, I've read most parts several times.
One of the earlier reviewers pointed out that this book is made up of nearly 300 short, to the point, chapters with the key point to remember at the very end of each chapter.
Only thing is, that reviewer saw this method of teaching as a bad thing (or at least a reason not to buy the book).
Allow me to disagree.
As a marketer of "invisible" services my whole career (magazine advertising, electronic commerce, website publishing, language interpretation, copywriting), I have read many books on the topic. This one is the best!
With years of working with clients, Beckwith speaks from experience. His advice is well thought out and valuable. If keeping clients is a primary goal, you can use his advice the very day you read it.
Sure, much of what he says here can be found in thick, dull marketing texts if that's what you enjoy reading.
If, however, sitting down for five minutes with a cup of coffee and getting up with a solid marketing idea you can use sounds like more fun and efficient, I highly recommend this little treasure of business wisdom. Great book. Great ideas!
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