Selling the Invisible is a succinct, entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients—and keep them. This book covers service marketing from start to finish. Written in a roll-up-your-sleeves, jargon-free, accessible style, this book is filled with wonderful insights, including:
–Greatness May Get You Nowhere
–Focus Groups Don’ts
–The More You Say, the Less People Hear
Geared toward marketing professionals and managers, this field guide explains how markets work and prospectors think. With practical, down-to-earth advice, it discusses a variety of topics in short sections. These topics include: “How to Narrow the Gap between Your Position and Your Positioning Statement,” “The Essence of Publicity,” and “How to Save Half a Million.” Download and start listening now!