Selling the Invisible
by Harry Beckwith
Beckwith's short essays on marketing services: you are selling a relationship and a promise, so focus on reputation, positioning, naming and the small details clients judge. Aphoristic and wise.
Read it if…
you sell services and your marketing copies product companies.
See the book →
Skip it if…
you sell physical products.
Try instead: The Experience Economy →
Three things you will actually use
- Services sell on trust, not features.
- Position narrowly.
- Details signal quality.
Do this first
List the small details clients notice before they buy, and fix one.
Our verdict
Service marketing wisdom.
See the book →
Compare with other Entrepreneurship books
The Experience Economy
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Prescient framework.
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Customers for Life
Carl Sewell and Paul B. Brown · Entrepreneurship
Retention basics from a dealer.
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