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Publisher's Summary

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:

  • 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.
  • 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.
  • Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.
  • ©2003 Harry Beckwith, All Rights Reserved (P)2003 Time Warner AudioBooks, a Division of the AOL Time Warner Book Group

    Critic Reviews

    "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)

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    What members say

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    • Overall

    Good book, but man, the VOICE!

    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.

    11 of 11 people found this review helpful

    • Overall
    • Steve
    • Fishers, IN, USA
    • 03-05-03

    Well done Harry

    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.

    14 of 17 people found this review helpful

    • Overall
    • Michael
    • MoorabbinAustralia
    • 07-23-05

    It'll grow on you

    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.

    2 of 2 people found this review helpful

    • Overall
    • Luis
    • Garza Garc?a N.L.Mexico
    • 06-05-03

    Few good ideas but bit boring

    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.

    11 of 14 people found this review helpful

    • Overall
    • Jasmine
    • San Francisco, CA, USA
    • 02-01-04

    Pretty good

    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.

    1 of 1 people found this review helpful

    • Overall
    • Jan
    • Naestved, Denmark
    • 10-12-05

    Simply awfull

    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.

    • Overall
    • Richard
    • Germantown, TN, USA
    • 02-11-05

    Plenty of what not to do and think.

    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.

    • Overall
    • Pamela
    • Berkeley, CA, USA
    • 05-14-03


    Excellent in all ways... business, life, etc.

    1 of 8 people found this review helpful