If You're Curious About These Questions...
You should listen to this audiobook
- Have you ever wondered why traditional marketing tactics often backfire when you're trying to sell a service instead of a physical product?
- What's the secret to making your customers feel completely confident in a purchase they can't see, touch, or hold before they buy it?
- Are you curious about how to turn your 'invisible' expertise into a powerful, marketable brand that sets you apart from every competitor?
Listen to Selling the Invisible — Free Audiobook
Key Takeaways from Selling the Invisible
- Understand why the modern economy is increasingly driven by the service sector and how attaching value-adding services to physical products can make them highly desirable.
- Discover how to effectively market intangible services by utilizing abstract advertising techniques and symbols that represent your brand's core value.
- Learn how to measure service quality by actively gathering customer feedback and transforming negative responses into actionable improvements.
- Find out how to differentiate your invisible service from competitors by embracing radical innovation and capitalizing on untapped business territories.
- Master the art of proactive execution by moving quickly past the strategic planning phase and taking immediate action to adapt to changing markets.
Selling the Invisible — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: Marketing services is hard since they’re intangible and their quality often fluctuates.
Chapter 3: Ensure your service surpasses customer expectations.
Chapter 4: Set your service clearly apart by being different, bold, and innovative.
Chapter 5: Don’t remain stuck in the planning stage; instead, be proactive and always ready to take action.
Chapter 6: Ensure that every facet of your business, from staff to branding, contributes to your overall marketing strategy cohesively.
Chapter 7: Customer decisions aren’t always rational; factors like prestige and familiarity can also strongly shape behavior.
Chapter 8: Set yourself up for success by narrowing the focus of your service.
Chapter 9: Low-cost and mid-market pricing are risky approaches to pursue; premium pricing is often the safest route.
Chapter 10: To succeed, make your company and the services you offer into a recognizable brand.
Chapter 11: Stories are powerful and persuasive—turn your message into a compelling story about your service for customers.
Chapter 12: Closing Summary
Selling the Invisible Summary & Overview
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 to Selling the Invisible?
- Anyone who provides a service
- Anyone who owns a service-based business
- Marketing or advertising professionals
- Anyone interested in marketing or advertising
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