What Clients Love

  • by Harry Beckwith
  • Narrated by Harry Beckwith
  • 3 hrs and 31 mins
  • Abridged Audiobook

Publisher's Summary

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.


What the Critics Say

"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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Customer Reviews

Most Helpful

Well done Harry

In the soft new economy, understanding your brand and conveying it to the world in a manner that they love is crucial for survival and growth. Mr. Beckwith cuts through the hype and jargon of the brand world, and delivers it a manner that non brand insiders will understand and love.
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- Steve

Few good ideas but bit boring

I expected something else... if you like some successful stories and failure stories on service to clients... ok, but I was looking for a more analytical/structural and statistical way to understand WHAT CLIENTS LOVE and did not find that.
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- Luis

Book Details

  • Release Date: 01-10-2003
  • Publisher: Hachette Audio