The Invisible Promise

A Field Guide to Marketing in an Upside-Down World

By: Harry Beckwith

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Hardcover | 18 October 2022

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Our service economy is dominated by outmoded marketing models from the world of products.

The Invisible Promise reveals the critical differences between service and product marketing and outlines a service-centric strategy for planning your business, persuading your prospects, and relating to your clients.

Unlike products, you can’t see, touch, or feel services. Marketing services requires an approach that doesn’t rely on the traditional 4 Ps of product marketing: product, price, place, and promotion. Selling invisible services requires making the promise of their yet-unseen value resonate with prospective clients.

In The Invisible Promise, Harry Beckwith, New York Times bestselling author of Selling the Invisible, applies his 40-plus years of advising businesses around the world and his research in the last 10 years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build messages that enhance your reputation for integrity, stand out from the clutter, and can produce exponential growth while saving you both time and money.

If you are responsible for marketing a service, the tried-and-true strategies for product marketing simply will not fit. You need to alter your approach radically.

That’s where The Invisible Promise comes in.

Industry Reviews

"""Since the turn of the century, market power has been shifting from the vendor to the customer, and offer power from products to services. Marketing services in a customer-centric world is at the core of the new economy, and Harry Beckwith is the best guide you could have as you navigate these new waters.""
—Geoffrey Moore, Author, Crossing the Chasm and Zone to Win

""Harry Beckwith is not just one of my favorite thinkers about branding and service marketing; he's one of my favorite writers. His tight, clean, storytelling prose drives forwardto key insights to improve your business.""
—David Gardner, Cofounder and CEO, The Motley Fool

""For25 years, Harry Beckwith has seen what we cannot and then turned what is ‘invisible' to us into a vision. He has done it again with The Invisible Promise.""
—Ty M. Votaw, former Commissioner, Ladies Professional Golf Association

""My favorite sage on marketing has come up with his best yet. Harry's observations—short, powerful, and memorable—are incredibly inspiring. I devoured The Invisible Promise in one sitting, and leapt up to apply it.""
—Derek Sivers, Entrepreneur and Author

""Our firm thrived by following Harry's insights, and The Invisible Promise will help you do the same. Through his wonderful stories, written with a clarity and wit that make the book so delightful to read, The Invisible Promise remains especially compelling in the new business era of internet and communications technology.""
—Clifford Greene, Founding Partner, Greene Espel

""For more than two decades, I have devoured Harry's ideas on marketing the invisible . . . The rise of online marketing andsocial media makes his ideas in The Invisible Promise even more important today. I already am applying them in my business and recommending them to everyone in mynetwork.""
—David Meerman Scott, International Bestselling Author of The New Rules of Marketing and PR

""The Invisible Promise and Harry Beckwith have the process right side up. It's hard to find answers that make sense. It's hard to find answers that you can use the minute you read them. And it's almost impossible to find answers that work. This book answers all three questions both invisibly and visibly.""
—Jeffrey Gitomer, Author, Little Red Book of Selling"

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