Selling The Invisible

Author: Harry Beckwith
Publisher: Hachette UK
ISBN: 0446930032
Size: 21.62 MB
Format: PDF, ePub
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SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.

Selling The Invisible

Author: Harry Beckwith
Publisher: Business Plus
ISBN: 9780446520942
Size: 43.77 MB
Format: PDF, Docs
View: 3075
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You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including: * Why focus groups, value-price positioning, discount pricing, and being the best usually fail * The critical emotion that most influences your prospects-and how to deal with it * The vital role of vividness, focus, "anchors," and stereotypes * The importance of Halo, Cocktail Party, and Lake Wobegon Effects * Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.

Tell The World You Don T Suck Modern Marketing For Commercial Photographers

Author: Leslie Burns-Dell'Acqua
Publisher: Lulu.com
ISBN: 0557019036
Size: 42.91 MB
Format: PDF, Docs
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Internationally known photo consultant and owner of Burns Auto Parts--Consultants, Leslie shares her best thoughts on marketing for the commercial photographer. This book covers everything from cold calls to websites and social marketing and much more.

The Guru Guide To Marketing

Author: Joseph H. Boyett
Publisher: John Wiley & Sons
ISBN: 0471434264
Size: 45.59 MB
Format: PDF, Docs
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Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range ofideas and practices.

The Architect S Handbook Of Professional Practice

Author: Joseph A. Demkin
Publisher: John Wiley & Sons
ISBN: 0470009578
Size: 53.62 MB
Format: PDF, Docs
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"This updated resource covers all aspects of architectural practice, featuring: new material of sustainable design, managing multiple offices, lifelong learning, mentoring, and team building; revised content on programming, project management, construction contract administration, risk management, and ethics; and coverage of small firm considerations as well as emerging issues such as integrated practice and integrated project delivery."--Jacket.

Build Run And Sell Your Apple Consulting Practice

Author: Charles Edge
Publisher: Apress
ISBN: 1484238354
Size: 52.34 MB
Format: PDF, Docs
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Starting an app development company is one of the most rewarding things you’ll ever do. Or it sends you into bankruptcy and despair. If only there was a guide out there, to help you along the way. This book is your guide to starting, running, expanding, buying, and selling a development consulting firm. But not just any consulting firm, one with a focus on Apple. Apple has been gaining adoption in businesses ranging from traditional 5 person start ups to some of the largest companies in the world. Author Charles Edge has been there since the days that the Mac was a dying breed in business, then saw the advent of the iPhone and iPad, and has consulted for environments ranging from the home user to the largest Apple deployments in the world. Now there are well over 10,000 shops out there consulting on Apple in business and more appearing every day. Build, Run, and Sell Your Apple Consulting Practice takes you through the journey, from just an idea to start a company all the way through mergers and finally into selling your successful and growing Apple development business. What You'll Learn Create and deploy grassroots as well as more traditional marketing plans Engage in the community of developers and companies that will hire you and vice versa Effecively buy and sell your time and talents to grow your business while remaining agile Who This Book Is For Business owners looking to grow and diversify their companies as well as developers, engineers, and designers working on Apple apps who would like to branch out into starting their own consulting business.

Business Class

Author: Jacqueline Whitmore
Publisher: St. Martin's Press
ISBN: 1429909927
Size: 43.57 MB
Format: PDF, Docs
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Have you forgotten a person's name two minutes after being introduced? Have you wondered which fork to use or how to discreetly pay the check while attending an important business dinner? Have you insulted an international client by mistake and didn't realize it until it was too late? Making these types of errors can get in the way of getting ahead. However, these faux pas can be avoided by exercising a little bit of business etiquette. Business etiquette is a powerful, practical, and profitable skill you can use when it most counts to get a job, keep a job, or succeed on the job. It is a set of rules and guidelines that makes your professional relationships more harmonious, productive, manageable, and meaningful. International etiquette expert Jacqueline Whitmore provides tips, tactics, and cautionary tales—gleaned from the experience of a multitude of successful CEOs and top managers—as well as information on how to: · Be more polished and professional in the boardroom or at the dining table · Master the art of mingling, networking, and remembering names · Communicate effectively via technology · Keep in touch, nurture professional relationships, and turn contacts into contracts · Write effective thank-you notes and send the perfect business gift every time · Be more "global-minded" and enhance international relationships Business Class will teach you the nuances of treating colleagues, clients, and customers with courtesy and respect, which in turn will increase your visibility, credibility, and profitability.

Landing Page Optimization

Author: Tim Ash
Publisher: John Wiley & Sons
ISBN: 1118234537
Size: 25.71 MB
Format: PDF, Docs
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A fully updated guide to making your landing pages profitable Effective Internet marketing requires that you test and optimize your landing pages to maximize exposure and conversion rate. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. It covers how to prepare all types of content for testing, how to interpret results, recognize the seven common design mistakes, and much more. Included is a gift card for Google AdWords. Features fully updated information and case studies on landing page optimization Shows how to use Google's Website Optimizer tool, what to test and how to prepare your site for testing, the pros and cons of different test strategies, how to interpret results, and common site design mistakes Provides a step-by-step implementation plan and advice on getting support and resources Landing Page Optimization, Second Edition is a comprehensive guide to increasing conversions and improving profits.

The Brand Who Cried Wolf

Author: Scott Deming
Publisher: John Wiley & Sons
ISBN: 0470923466
Size: 57.63 MB
Format: PDF, Docs
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Branding has become the narrow responsibility of the marketing department, and customers have stopped believing the ads. This book shows you how to build a powerful, lasting brand. You will learn how to involve the entire organization, from sales, customer service, shipping, product design, and marketing, in the branding process. The author discusses how to create powerful, emotional, and unique experiences for others, turn every customer into an evangelist, and greatly expand your reach of influence. Use this book to define your personal and professional brand.