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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.
  • Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.
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    ©2003 Harry Beckwith, All Rights Reserved (P)2003 Time Warner AudioBooks, a Division of the AOL Time Warner Book Group

    Kritikerstimmen

    "A breezy collection of...friendly lecturettes." ( Publishers Weekly)
    "Loaded with great ideas. Buy a dozen copies and give them to your friends and clients. They'll love you for it." (Al Ries, co-author of The 22 Immutable Laws of Marketing and Positioning)

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