The Invisible Promise : A Field Guide to Marketing in an Upside-Down World

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. **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 , Harry Beckwith, bestselling author of , 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 comes in. Only 26 percent of Americans believe that advertisers "practice integrity." Its hard to blame them for thinking this way. Thanks largely to the reduced cost of promoting a business online, our lives are flooded with totally unregulated online advertisements and professional-looking but misleading websites. Meanwhile, business owners and marketers must sift through the glut of promises that these digital tools will transform their business. As a result, it is easy to be duped, to fail, and then wonder if digital marketingand indeed any marketingmight work at all. In The Invisible Promise , Harry Beckwith, New York Times bestselling author of the iconic marketing classic, Selling the Invisible , applies his 40+ years of advising businesses on every continent and his research in the last ten years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build digital and nondigital messages that enhance your reputation for integrity; that stand out from the clutter; and that can produce exponential growth while saving you both time and money. "In The Invisible Promise, Harry Beckwith, New York Times bestselling author of the iconic marketing classic, Selling the Invisible, applies his 40+ years of advising businesses on every continent and his research in the last ten years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build digital and nondigital messages that enhance your reputation for integrity; that stand out from the clutter; and that can produce exponential growth while saving you both time and money"-- Provided by publisher