Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith

Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith is a comprehensive guide for businesses on how to create an effective marketing strategy and deliver exceptional customer service. The book offers readers a clear blueprint for shaping today’s marketing landscape, teaching them the specific techniques and tactics to succeed in any industry.

Beckwith lays out his marketing strategy in detail, beginning with the basics of understanding the customer’s needs and wants. In today’s world, customer expectations have risen significantly and it is important to be able to create a customized marketing strategy that best meets their individual wants and needs. In order to stand out from competitors, Beckwith advocates the use of customer segmentation. He emphasizes strongly that marketers should tailor their approach to each segment and treat them as unique individuals. Additionally, Beckwith also encourages marketers to personalize their services and products to further build a connection with their customers.

The second part of the book provides a detailed look at customer service and how it can be used to create a positive customer experience. Beckwith explains that delivering great customer service is more than just providing a good product; it also involves building relationships with customers and finding ways to exceed their expectations. He encourages businesses to focus on creating unique experiences. This could be done through providing personalized customer service and attention, as well as by offering special deals and incentives.

The last section of Selling the Invisible covers marketing tactics. Beckwith provides a comprehensive list of strategies, ranging from online marketing and SEO to traditional methods such as print and TV advertising. He makes sure to include detailed strategies for each and offers suggestions on how to optimize campaigns for each channel.

In conclusion, Selling the Invisible is a must-read for any marketers who want to stand out amongst the competition. Not only does Beckwith provide readers with a comprehensive look at modern marketing, but he also offers a set of proven strategies to help marketers create better marketing plans. Furthermore, he encourages marketers to foster relationships with their customers in order to build brand loyalty. All in all, Beckwith provides an easy to understand and valuable guide to modern marketing that any business or entrepreneur should read.