Download What Clients Love: A Field Guide to Growing Your Business AudioBook Free
Harry Beckwith is the author of Selling the Invisible as well as 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 leading lines of today's business battles. Filled with real tales of success and failure, it demonstrates how to: * Fly a Jefferson Airplane. Everyone understands which Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. * Strike with a Velvet Sledgehammer. It's not a difficult sell. It's not exactly soft. Selling well means locating the fine line between modesty and bragging, and driving the message home. * Speak to the Frenchman on the road. A French mathematician believed that no theory was complete until you can clarify it to the first person you meet on the street. Marketers, ecoutez! * Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you greater than a full year of study at a top business school. 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 best things even better.
