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Product Description
Book Description
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 failure, it shows you how to: * Fly a Jefferson Airplane. Everyone knows there's a 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 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, ecoutez! * Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more 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 big things even better.
About the Author
Harry Beckwith is founder of Beckwith Advertising & Marketing, working with some of America's best 100 service companies as well as smaller companies across the country. A graduate of Stanford University and a former creative supervisor for one of America's most honoured ad agencies.
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Most helpful customer reviews
5.0 out of 5 stars
Permission to Think!,
By
This review is from: What Clients Love: A Field Guide to Growing Your Business (Audio CD)
As a business owner, I've never allowed myself to think. (didn't want to recreate the wheel, ya know.) I read to glean ideas and apply them where I think they might fit. Wrong, Wrong, WRONG!!! He emphasizes how important "my" clients are and that I know better than anybody else what my clients love. It took WHAT CLIENTS LOVE to get me to act on that knowledge. My initiative has grown exponentially, because of this book. Bet my business will mirror my ambition now! His style is not the academic, "I-know-best, nose-up-in-the-air" pontification. He shares his painful bombs, and near-successes too(How he grew!!) His honesty is refreshing and helpful. This is my first subject from Mr. Beckwith. It will not be the last.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.2 out of 5 stars (4 customer reviews) 12 of 14 people found the following review helpful
5.0 out of 5 stars
Permission to Think!,
By R. L Saunders "Robster" - Published on Amazon.com
This review is from: What Clients Love: A Field Guide to Growing Your Business (Audio CD)
As a business owner, I've never allowed myself to think. (didn't want to recreate the wheel, ya know.) I read to glean ideas and apply them where I think they might fit. Wrong, Wrong, WRONG!!! He emphasizes how important "my" clients are and that I know better than anybody else what my clients love. It took WHAT CLIENTS LOVE to get me to act on that knowledge. My initiative has grown exponentially, because of this book. Bet my business will mirror my ambition now! His style is not the academic, "I-know-best, nose-up-in-the-air" pontification. He shares his painful bombs, and near-successes too(How he grew!!) His honesty is refreshing and helpful. This is my first subject from Mr. Beckwith. It will not be the last. 2 of 2 people found the following review helpful
5.0 out of 5 stars
Harry does it again,
By Judd Kessler - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: What Clients Love: A Field Guide to Growing Your Business (Paperback)
I loved Harry's first book, and this one is even better. While I don't agree with all the advice, he certainly nails the decision points and helps you make any marketing or sales more effective.
3.0 out of 5 stars
OK Book but not up to Beckwith's standards,
By Gerardo "GD" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
Don't et me wrong, this is a good book, and if you have time I would recommend reading it. It's just not one of the best and not as good as the first two books from Harry Beckwith.The format is great: compact, easy to read, perfect to bring on a 2-3 hour flight. The book is a collection of ideas and stories, which makes it also a good book for people who prefer to read a few pages per day. The stories are not very connected on a single theme:the book is about much more than "What clients love" . Some of the ideas in the book are old, some are OK, some I don't agree with, and a few were really good. This is one of those books that can give you one really good idea that makes reading the book 10x worth it. Yet I didn't get any - you might. Good luck |
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