Tuesday, September 17, 2013
Book Review: Selling The Invisible by Harry Beckwith
An amazing book with powerful shorts stories which get to the point on how marketing has not change but simply evolved over time.
" This book reflects how a growing number of successful companies think about marketing, from planning to presentation to publicity. There new marketers focus more on relationships and less on features and benefits; they focus more on reality- and on getting "better reality"- while recognizing the more powerful influence of perceptions; they are learning more about the seemingly irrational ways in which people think and act; they recognize the huge influence of tiny things; they understand the near impossibility of being heard, and the growing difficulty of being understood, in our increasingly busy and over communicated society. Perhaps more than anything else, these marketers recognize that in our increasing complex world, nothing works more than simplicity."