Invisible Touch: The Four Keys to Modern Marketing
Author: Harry Beckwith
List Price: $21.95
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ISBN: 0446524174
Publisher: Warner Books (01 March, 2000)
Sales Rank: 9,549
Average Customer Rating: 4.06 out of 5
Customer Reviews
Rating: 5 out of 5
The Invisible Touch is clearly a hit
Harry Beckwith has done it again. He follows Selling The Invisible with a book that, like its predecessor, is full of little gems that convey big truths. The Invisible Touch expands on the territory covered in the first book rather than simply repeating it. So you'll find new insights and topics that make this a must read for anyone in business, marketing, or advertising. Go buy it, then buy several for your clients.
Rating: 5 out of 5
Common Sense and Great Examples: Overall, a Great Book!
As a small business owner, one of the most important factor in receiving (and keeping) business is marketing. Beckwith provides a lot of common-sense tools (that are frequently ignored by Fortune 500) companies that can be enormously benefectial--such as refering to a person's first name, and showing passion for one's work, true passion. Yet many of us forget how important common sense is when we are involved in our business. Beckwith's main advice is to remember the human touch--that you are dealing with humans. That means a certain style, a welcoming style, has to be imbedded in all that you do in your business. A very good book!Michael
Rating: 4 out of 5
Exposes Assumptions
He's off completely though when he gushes over his European hiking pal. What if this hiking pal was a Subway sandwich guy, instead of a 2nd year law student...? Placebo effect in full force again. It depends on "who" is saying your name. How many Moms wish they could change their names?What's the deal with the Carter-Reagan comparison? That wasn't even intelligent?!?!?!
The greatest insight, I thought, was the discovery that people first make decisions and then seek to justify them. I can see how understanding that concept can be useful. Find out what they've decided first, and then support it or try to change it... Absolutely Brilliant!!!!! I'm soooo guilty of that one.
Thanks Harry for another great treasure of insights. Didn't care for the repeat stuff from "What Clients Love", but you knocked a few out of the park. I'll pay to see that any time!
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