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What Clients Love: A Field Guide to Growing Your Business

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What Clients Love: A Field Guide to Growing Your Business Cover

 

Synopses & Reviews

Publisher Comments:

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 and 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.

Product Details

ISBN:
9780446556026
Author:
Beckwith, Harry
Publisher:
Business Plus
Subject:
Marketing - General
Subject:
Knowledge Capital
Subject:
Customer relations
Subject:
Business;Marketing
Subject:
Customer Service
Publication Date:
20100631
Binding:
TRADE PAPER
Language:
English
Pages:
304
Dimensions:
7.5 x 5 x 0.75 in 0.5 lb

Related Subjects

Business » Customer Service
Business » General
Business » Marketing

What Clients Love: A Field Guide to Growing Your Business Used Trade Paper
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