One Sentence Summary:
Selling the Invisible by Harry Beckwith is a concise and practical guide to modern marketing techniques for intangible services.
Book Genre:
Business/Marketing.
Main Topic of the Book:
The main focus of Selling the Invisible is on marketing strategies for services, specifically those that are intangible and difficult to measure.
Key Ideas:
- Marketing is about understanding and fulfilling customer needs.
- Services require a different approach to marketing than products.
- The most effective marketing is invisible and focused on building relationships.
- Consistency, clarity, and empathy are crucial in service marketing.
- Marketing is everyone’s responsibility in a service-based business.
Main Parts of the Book and a Short Summary:
Part 1: Visibility
This section focuses on the importance of understanding and meeting customer needs in order to make your services visible in the market.
Part 2: Invisibility
Here, the author explains how the most effective marketing is invisible and focused on building relationships rather than flashy promotions.
Part 3: Consent
The third section delves into the key concepts of consistency, clarity, and empathy in service marketing to earn customer trust and consent.
Part 4: Tracking the Invisible
The final section covers strategies for measuring the effectiveness of invisible marketing and adapting to changing customer needs.
Key Takeaways:
- Understand and meet customer needs to make your services visible.
- The most effective marketing is invisible and focused on building relationships.
- Consistency, clarity, and empathy are crucial in service marketing.
- Marketing is everyone’s responsibility in a service-based business.
- Track and adapt to changing customer needs to ensure continued success.
Author’s Background and Qualifications:
Harry Beckwith is a marketing and branding expert with over 25 years of experience working with some of the world’s leading companies. He is the founder and director of Beckwith Partners, a marketing and branding consultancy, and has authored several other books on marketing.
Target Audience:
The book is targeted towards businesses and professionals who provide intangible services, such as consultants, financial advisors, and healthcare providers. However, the insights and strategies discussed in the book can be applied to any service-based business.
Publisher and First Publication Date:
The book was published by Business Plus in 1997.