Harry Beckwith

I would say this is an old book called Selling the Invisible.

Selling the Invisible is by a guy named Harry Beckwith, a fantastic marketer.

And this just really focuses on the value proposition more than anything else.

And how do you position your product and what you're trying to do? And it's really helped me to have some clarity into what we develop here and what we're offering.

Because if you wanna differentiate yourself, you need to stay top of mind, mindshare, and one of the ways to do that is take what you do and make it tangible.

About a million years ago, there was an old book by Harry Beckwith called Selling the Invisible, and one of the things I loved about what he said, I don't remember the whole book, but what I do remember was one of the things he was talking about was taking an idea and making it tangible.

And so for me, I love sending books because it's like lumpy mail, and I send it in hot pink mailer 'cause my brand is hot pink, and I put a little koala inside.

[laughs]

So it got my attention.

He says, Harry Beckwith wrote Selling the Invisible, which, Name of the book.

29 years later, it's still one of the best books I've read for anyone selling their expertise.

He goes on to say, here's six ideas that make selling a service a lot less confusing.

and read

it.

Selling the Invisible by a Field Guide to Modern Marketing by Harry Beckwith.

Harry Beckwith.

It's very difficult to appeal to all people.

There's a guy named Harry Beckwith who wrote a book back in the 80s called Selling the Invisible.

He wrote, when you narrow your focus, you broaden your appeal.

And so when you stand for a thing, even though you might be turning away some people, you actually do a great job by appealing to many.