Audiobooks by Harry Beckwith

The Invisible Promise: A Field Guide to Marketing in an Upside-Down World

Only 26 percent of Americans believe that advertisers 'practice integrity.' It's hard to blame them for thinking this way. Thanks largely to the reduced cost of promoting a business online, our lives are flooded with totally unregulated online advertisements and professional-looking but misleading websites. Meanwhile, business owners and marketers must sift through the glut of promises that these digital tools will transform their business. As a result, it is easy to be duped, to fail, and then wonder if digital marketing-and indeed any marketing-might work at all. In The Invisible Promise, Harry Beckwith, New York Times bestselling author of the iconic marketing classic, Selling the Invisible, applies his forty-plus years of advising businesses on every continent and his research in the last ten years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build digital and nondigital messages that enhance your reputation for integrity; that stand out from the clutter; and that can produce exponential growth while saving you both time and money.

Harry Beckwith (Author), Malcolm Hillgartner (Narrator)

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Unthinking: The Surprising Forces Behind What We Buy

What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.

Harry Beckwith (Author), L. J. Ganser, L.J. Ganser, LJ Gasner (Narrator)

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Selling the Invisible: A Field Guide to Modern Marketing

This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-SELLING THE INVISIBLE will open your eyes to new ideas in this crucial branch of marketing, including: Why focus groups, value-price positioning, discount pricing, and being the best usually fail The critical emotion that most influences your prospects-and how to deal with it The vital role of vividness, focus, "anchors," and stereotypes The importance of Halo, Cocktail Party, and lake Wobegon Effects Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn Dozens of proven yet consistently overlooked ideas for research, presentations, publicity, advertising, and client retention 'and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency'to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, SELLING THE INVISIBLE will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.

Harry Beckwith (Author), Jeffrey Jones (Narrator)

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You, Inc.

Bestselling business author Harry Beckwith reveals what every great salesperson knows: The secret to selling is to sell yourself first. Anyone who sells for a living knows instinctively that you're not just selling the product, the service, or the company. What you're really selling is you. Starting with that basic but essential premise, Harry Beckwith and his wife, Christine Clifford Beckwith, provide a treasure-trove of selling and marketing insights that will benefit everyone who sells, from the newbie to the seasoned veteran. You, Inc. is full of practical tips, anecdotes, and advice based on Harry Beckwith's 30 years of marketing and selling his own advertising services. Written in his trademark style—witty, warm, and homespun—it's for anyone eager to seal the deal and everyone determined to thrive in our increasingly fast-paced and competitive business world.

Harry Beckwith (Author), Christine Beckwith (Narrator)

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The Invisible Touch: The Four Keys to Modern Marketing

Business Week and New York Times best-selling author Harry Beckwith is one of the world's most innovative and respected marketing strategists. An acclaimed writer and popular speaker, he is the founder and director of a positioning and branding firm whose clients include Microsoft, Hewlett Packard, and State Farm. In this vital guide, Beckwith discusses the four keys necessary for successful marketing in the service industry--what he calls the "invisible touch." With real-life examples, he explains strategies for setting the correct price, creating a recognized brand, designing appealing packaging, and building lasting relationships with clients. No matter what size your business is or what type of product you offer, The Invisible Touch is a marketing strategy that will help you succeed. Narrator George Wilson clearly voices all the common-sense wisdom of this indispensable book.

Harry Beckwith (Author), George Wilson (Narrator)

Audiobook