Selling The Invisible is packed with tips and insights on how to market your business services. Harry Beckwith claims that most marketing advice is based on a product marketing model, most of which doesn’t apply to service businesses.
He makes each point in just a few paragraphs, which makes this book easy to grab when you only have a few minutes for marketing inspiration.
His key points include:
- Before marketing your service, make it great.
- Don’t just create what the market needs or wants. Create what it would love.
- Survey people by phone.
- Don’t do focus groups.
- Marketing is not a department. It’s your business.
- Every act is a marketing act. Make every person a marketing person.
- If you’re selling a service, you’re selling a relationship.
- Your real competitor is often your customer (either they do it themself or they don’t believe anyone can do it).
- Marginal tactics executed passionately almost always will outperform brilliant tactics executed marginally.
- Think dumb. Smart people are experts at squashing good ideas.
- Take advantage of the Recency Effect. Follow up brilliantly.
- Forget looking like the superior choice. Make yourself an excellent choice. Then eliminate anything that might make you a bad choice.
- To broaden your appeal, narrow your position.
- Choose a position that will reposition your competitors; then move back toward the middle to cinch the sale.
- Generic names encourage generic business.
- Your first competitor is indifference.
- Saying many things usually communicates nothing.
- After you say one thing, repeat it again and again.