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What Clients Love: A Field Guide to Growing Your Business

What Clients Love: A Field Guide to Growing Your Business

by Harry Beckwith

Editeur : Grand Central Publishing
ISBN: 9780446556026
Broché: 304
Télécharger les formats: pdf, ePub, mobi, fb2
Taille du fichier: 8 Mb
Date d'affichage: 2020-11-25
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La description:

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. Marketers, ecoutez! • Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.