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Chapter Overview
Chapter 1: Services are playing an increasingly important part in the economy.
Chapter 2: It’s difficult to market services because they’re intangible and their quality varies.
Chapter 3: Ensure your service exceeds customer expectations.
Chapter 4: Make your service stand out by being different, bold and innovative.
Chapter 5: Don’t get stuck in the planning phase – instead, be proactive and be ready to take action.
Chapter 6: Make sure that every area of your business, from employees to branding, forms part of your marketing strategy.
Chapter 7: Customer choices aren’t always rational – irrational factors like prestige and familiarity can also influence behavior.
Chapter 8: Position yourself for success by narrowing down the focus of your service.
Chapter 9: Low-cost and middle-market pricing are risky strategies to take; high-end pricing is often the safest strategy.
Chapter 10: To be successful, turn your company and the service you provide into a brand.
Chapter 11: Stories are powerful and convincing things – turn your message into a compelling story about your service.
Chapter 12: Final Summary
Description
Services represent a significant and growing portion of the modern economy, yet marketing them remains a mystery. Selling the Invisible (1997) serves as a guide for promoting the intangible. It outlines how to set up a marketable service company, and how that business can then be advertised and promoted.
Who Should Listen
- Anyone who provides a service
- Anyone who owns a service-based business
- Marketing or advertising professionals
- Anyone interested in marketing or advertising