What Clients Love

Fülszöveg

Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. WHAT CLIENTS LOVE will help you stand out from the crowd—and sell anything to anyone.
From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today s business battles. Filled with real tales of success and faiiure, it shows you how to:
• Ffya Jefferson Airplane. Everyone knows theres a Jefferson Monument, but a Jefferson Air-plane? A brilliant, attention-grabbing name often includes the unexpected and the absurd.
• Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home.
• Speak to the Frenchman on the Street. A French mathematician believed... Tovább

Fülszöveg

Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. WHAT CLIENTS LOVE will help you stand out from the crowd—and sell anything to anyone.
From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today s business battles. Filled with real tales of success and faiiure, it shows you how to:
• Ffya Jefferson Airplane. Everyone knows theres a Jefferson Monument, but a Jefferson Air-plane? A brilliant, attention-grabbing name often includes the unexpected and the absurd.
• Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home.
• Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the Street. Marketers, écouteú
• DressJúlia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.
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WHAT CLIENTS LOVE will help you get focused, stay focused, and follow the essential rules to success—by doing the little things right and the big things even better.
Harry Beckwith heads Beckwith Partners, a marketing firm that has advised twenty-three Fortune 200 clients—including Microsoft, General Motors, and Target—and many venture-capitalized start-ups in customer relationships and communications strategies. A Phi Beta Kappa graduate of Stanford and winner of the American Marketing Association's EfFie, Beckwith alsó is an internationally acclaimed speaker and teacher on marketing and branding. For more informa-tion, you can visit www.beckwithpartners.com Vissza