Selling the Invisible

A Field Guide to Modern Marketing

Harry Beckwith

The book provides insights into marketing services as opposed to physical products, emphasizing the importance of understanding customer perceptions, relationships, and the intangible aspects that drive service-based business success. It offers practical advice and strategies for effectively communicating value, building a strong brand, and creating a customer-centric approach in a market where the offerings are not tangible.

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What Clients Love

A Field Guide to Growing Your Business

Harry Beckwith

The book provides insights into understanding customer preferences and behaviors, offering strategies for businesses to attract and retain clients by focusing on their needs and desires. It emphasizes the importance of building strong relationships, delivering exceptional service, and creating a brand that resonates with the target audience.

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