Selling the Invisible: A Field Guide to Modern Marketing

Why invisible promises need visible strategies to win every time

Harry Beckwith

1997

8 Key Insights

About This Book

You know services are invisible promises—and that makes them hard to sell, right? This guide shatters that misconception. We’ll take you from being lost in a sea of ordinary offerings to standing out with magnetic clarity. You’ll learn how to transform fear into confidence, turn tiny actions into huge results, and make prospects feel your value before they buy. Discover the proven techniques that have helped companies—from starving startups to Fortune 500 giants—outthink, outmaneuver, and outshine their competition. Apply these service-marketing insights today and watch as worried prospects become loyal advocates.

About the Author

With over two decades of service-marketing experience, the author has guided four premier U.S. service companies to record growth—often by fixing what others call “intangibles.” A sought-after speaker and consultant, she brings real-world case studies, behavioral science, and relatable wit to every solution. When she’s not crafting a breakthrough positioning statement, you’ll find her experimenting with outrageously creative client-retention tactics (some of which have become textbook classics).

Biggest Takeaway

Expect to conquer your prospects’ biggest fears, craft a compelling one-line position that sticks, and build a brand so vivid people can’t forget it. You’ll learn how to price for profit without scaring away buyers, communicate through powerful stories instead of tired adjectives, and keep clients delighted long after the sale. By turning mistakes into opportunities and treating every detail as a marketing touchpoint, you’ll boost conversions, client retention, and referrals—often without spending a dime more on advertising.

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