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:
©2003 Harry Beckwith, All Rights Reserved; (P)2003 Time Warner AudioBooks, a Division of the AOL Time Warner Book Group
"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)
The book is fine. Some good insights, some stuff you'll hear/read anywhere else. It's a month later and only one example sticks with me (naming businesses and how he does it on transcontinental flights), but I can't remember why he mentions the anecdote.
That said, you just can't imagine unless you hear it just how annoying the narrator's voice is. And it's the author reading it! I almost deleted it from my Palm twice because the guy was that annoying. He sounds like he's tired and whining ALL THE TIME.
Get it if you have to find something to fill your monthly quota and can't think of anything else on topic.
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.
A previous reviewer was right about the voice, but the content is so
relevant and concise. Actually, I was quick to judge this the first time, but I can assure you, the voice may not be great, but the information is exceptionally useful. Give it a try.
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.
Updates his last title. His voice is a bit annoying, but he is genuine. This is a good primer for people new to client based business.
I really liked "Selling the invisible" but this book is a good example of the sequel that shouldn?t have been released. Take 4 10$ managementbooks, rewrite them into another 10$ managementbook, and wow, you have "what costumers love". Almost the intire book has been copied from other books. This book is not really about what costumers love, but instead "How to manage your business" according to Beckwith. One funny example is that Beckwith doesn?t realise the difference between a companys missionstatement and it?s businessgoals. I liked the first one, didn?t like the second one, and i am not buing the third one.
A comprehensive book on what not to do throughout the history of the world.
Clients apparently love none of the things you have previouslt been told they love.
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