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Selling the Invisible: A Field Guide to Modern Marketing
This episode unpacks the unique art of marketing services and intangible offerings. We explore why traditional product-centric approaches often fail and how to build trust, shape perception, and deliver experiences that truly sell what can't be seen or touched.
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“This episode unpacks the unique art of marketing services and intangible offerings. We explore why traditional product-centric approaches often fail and how to build trust, shape perception, and deliver experiences that truly sell what can't be seen or touched.”
— Harry Beckwith, Selling the Invisible: A Field Guide to Modern Marketing
service marketing, intangible value, client perception
Best suited to listeners who want a clearer working understanding of service marketing, intangible value, client perception and better judgment in how they apply it.
Harry Beckwith brings a credible and useful lens to service marketing, intangible value, client perception, with enough subject command to make the book worth hearing.