{"product_id":"the-invisible-promiseisbn-9781637741924","title":"The Invisible Promise","description":"\u003cb\u003eOur \u003ci\u003eservice \u003c\/i\u003eeconomy is dominated by outmoded marketing models from the world of \u003ci\u003eproducts\u003c\/i\u003e. \u003cbr\u003e\u003cbr\u003e\u003ci\u003eThe Invisible Promise\u003c\/i\u003e reveals the critical differences between service and product marketing and outlines a service-centric strategy for planning your business, persuading your prospects, and relating to your clients.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eUnlike products, you can’t see, touch, or feel services. Marketing services requires an approach that doesn’t rely on the traditional 4 Ps of product marketing: product, price, place, and promotion. Selling invisible services requires making the promise of their yet-unseen value resonate with prospective clients.\u003cbr\u003e\u003cbr\u003eIn \u003ci\u003eThe Invisible Promise\u003c\/i\u003e, Harry Beckwith, \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author of \u003ci\u003eSelling the Invisible\u003c\/i\u003e, applies his 40-plus years of advising businesses around the world and his research in the last 10 years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build messages that enhance your reputation for integrity, stand out from the clutter, and can produce exponential growth while saving you both time and money.\u003cbr\u003e\u003cbr\u003eIf you are responsible for marketing a service, the tried-and-true strategies for product marketing simply will not fit. You need to alter your approach radically.\u003cbr\u003e\u003cbr\u003eThat’s where \u003ci\u003eThe Invisible Promise\u003c\/i\u003e comes in.“Since the turn of the century, market power has been shifting from the vendor to the customer, and offer power from products to services.  Marketing services in a customer-centric world is at the core of the new economy, and Harry Beckwith is the best guide you could have as you navigate these new waters.”\u003cbr\u003e —\u003cb\u003eGeoffrey Moore, Author, \u003ci\u003eCrossing the Chasm\u003c\/i\u003e and \u003ci\u003eZone to Win\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e“Harry Beckwith is not just one of my favorite thinkers about branding and service marketing; he’s one of my favorite writers. His tight, clean, storytelling prose drives forward to key insights to improve your business.”\u003cbr\u003e—\u003cb\u003eDavid Gardner, Cofounder and CEO, The Motley Fool\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e“For 25 years, Harry Beckwith has seen what we cannot and then turned what is ‘invisible’ to us into a vision. He has done it again with \u003ci\u003eThe Invisible Promise\u003c\/i\u003e.”\u003cbr\u003e —\u003cb\u003eTy M. Votaw, former Commissioner, Ladies Professional Golf Association\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “My favorite sage on marketing has come up with his best yet. Harry’s observations—short, powerful, and memorable—are incredibly inspiring. I devoured \u003ci\u003eThe Invisible Promise\u003c\/i\u003e in one sitting, and leapt up to apply it.”\u003cbr\u003e  —\u003cb\u003eDerek Sivers, Entrepreneur and Author\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “Our firm thrived by following Harry’s insights, and \u003ci\u003eThe Invisible Promise \u003c\/i\u003ewill help you do the same. Through his wonderful stories, written with a clarity and wit that make the book so delightful to read, \u003ci\u003eThe Invisible Promise\u003c\/i\u003e remains especially compelling in the new business era of internet and communications technology.” \u003cbr\u003e—\u003cb\u003eClifford Greene, Founding Partner, Greene Espel\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e“For more than two decades, I have devoured Harry’s ideas on marketing the invisible . . . The rise of online marketing and social media makes his ideas in \u003ci\u003eThe Invisible Promise \u003c\/i\u003eeven more important today. I already am applying them in my business and recommending them to everyone in my network.”\u003cbr\u003e—\u003cb\u003eDavid Meerman Scott, International Bestselling Author of \u003ci\u003eThe New Rules of Marketing and PR\u003cbr\u003e\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e“\u003ci\u003eThe Invisible Promise\u003c\/i\u003e and Harry Beckwith have the process right side up. It’s hard to find answers that make sense. It’s hard to find answers that you can use the minute you read them. And it’s almost impossible to find answers that work. This book answers all three questions both invisibly and visibly.”\u003cbr\u003e—\u003cb\u003eJeffrey Gitomer, Author, \u003ci\u003eLittle Red Book of Selling\u003c\/i\u003e\u003c\/b\u003e\u003cb\u003eHarry Beckwith\u003c\/b\u003e is recognized as the world’s foremost expert on marketing and delivering a service. His 1997 classic \u003ci\u003eNew York Times\u003c\/i\u003e bestseller, \u003ci\u003eSelling the Invisible,\u003c\/i\u003e is featured in \u003ci\u003eThe 100 Best Business Books of All Time\u003c\/i\u003e, and his four other books on marketing and client relationships have been translated into 23 languages. Harry’s books are required reading in business schools worldwide, where he often guest lectures. His clients in 26 states and on six continents have ranged from solo practitioners and venture-capitalized start-ups to more than two dozen Fortune 200 companies. The very proud father of four and a Phi Beta Kappa graduate of Stanford University, Harry lives in Bend, Oregon.","brand":"Matt Holt","offers":[{"title":"Default Title","offer_id":46304707346661,"sku":"NP9781637741924","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781637741924_05474de1-3326-4a26-82b8-a3aef0b4d22d.jpg?v=1730758186","url":"https:\/\/k12savings.com\/es\/products\/the-invisible-promiseisbn-9781637741924","provider":"K12savings","version":"1.0","type":"link"}