“The Invisible Touch” Book Review

A Standard 

I 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.

This 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:

Price:

The 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 uncertainty.

Brand:

Brand 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.

Packaging:

Look as great as you are. Beauty trumps quality. Your package is your service.

 Relationships:

Business 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.

by Christian E. Mickelsen

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