{"product_id":"what-clients-love-9780446556026","title":"What Clients Love","description":"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: \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e 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. Marketers, ecoutez  \u003cp\u003e\u003c\/p\u003e Dress Julia Roberts. Why, one scene from \u003ci\u003ePretty Woman\u003c\/i\u003e can enlighten you more than a full year of study at a top business school. \u003ci\u003eWhat Clients Love\u003c\/i\u003e will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eHarry Beckwith\u003c\/b\u003e heads Beckwith Partners, a marketing firm that advises twenty-three Fortune 200 clients and dozens of venture-capitalized start-ups on branding and positioning. A Phi Beta Kappa graduate of Stanford, Beckwith is an internationally acclaimed speaker. He is the bestselling author of five books, which, collectively, have been translated into twenty-three languages.\u003cbr\u003e","brand":"Business Plus","offers":[{"title":"Default Title","offer_id":50514170511634,"sku":"9780446556026","price":16.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_c1991bd3-690a-49f5-acdb-4bf093fef416.jpg?v=1730974422","url":"https:\/\/surprise-castle.myshopify.com\/products\/what-clients-love-9780446556026","provider":"Surprise Castle","version":"1.0","type":"link"}