What Clients Love by Harry Beckwith Digital: items on eBay.com

Description: Beckwith, author of SELLING THE INVISIBLE, offers up marketing principles geared to attracting and retaining clients. Composed of mini-lectures focusing on basic principles, WHAT CLIENTS LOVE backs up its axiomatic advice with examples d...

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Synopsis
Beckwith, author of SELLING THE INVISIBLE, offers up marketing principles geared to attracting and retaining clients. Composed of mini-lectures focusing on basic principles, WHAT CLIENTS LOVE backs up its axiomatic advice with examples drawn from some of the most successful marketing campaigns of late.

Details
Narrated by:	Harry Beckwith

Publisher's Note
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.

Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.

Industry Reviews
"Pocket-sized and packed with nuggets of wisdom, this is a rare winner in a glutted field."
Publishers Weekly (12/23/2002)

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