Invisible Touch” Book Review
hold for myself and my staff is to read at least 1 book every week. So far
I've finished my third marketing book in three weeks. The best of the
bunch was a great book, "The Invisible Touch" by Harry Beckwith.
is a book that is ideally suited for business owners & marketing
directors because the focus of this book is on how to market a service.
In it, Beckwith discusses the 4 keys to modern marketing: Price, Brand,
Packaging, and Relationships. I like this book because of it's laid-back,
down home tone. It was an easy read because there were stories that really
made the concepts easy to understand and fun to read. Some of the
essential points are:
more it costs the better it seems. If they come for low price, they’ll
leave for low price. Package your services; hourly fees create fear and
creates perceived value and a “placebo” effect for better results.
Aligning yourself with other solid brands can increase your perceived
value. Having a better brand trumps higher quality.
as great as you are. Beauty trumps quality. Your package is your service.
is about people. Choose clients that are like you. To build trust, build
consistency in everything you do.
These are but a few of the amazing insights from
this book. If you sell a service, there is no excuse for you not to be
reading this book! Go get it now and reap the benefits.
Christian E. Mickelsen
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