What Clients Love
- A Field Guide to Growing Your Business
- Narrated by: Harry Beckwith
- Length: 3 hrs and 31 mins
- Abridged Audiobook
- Release date: 10-01-03
- Language: English
- Publisher: Hachette Audio
Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd.
Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home.
Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street.
Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.
"Loaded with great ideas. Buy a dozen copies and give them to your friends and clients. They'll love you for it." (Al Ries, co-author of The 22 Immutable Laws of Marketing and Positioning)
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Customer ReviewsMost Helpful
By Don McGowan on 08-06-04
Good book, but man, the VOICE!
The book is fine. Some good insights, some stuff you'll hear/read anywhere else. It's a month later and only one example sticks with me (naming businesses and how he does it on transcontinental flights), but I can't remember why he mentions the anecdote.
That said, you just can't imagine unless you hear it just how annoying the narrator's voice is. And it's the author reading it! I almost deleted it from my Palm twice because the guy was that annoying. He sounds like he's tired and whining ALL THE TIME.
Get it if you have to find something to fill your monthly quota and can't think of anything else on topic.
11 of 11 people found this review helpful
By Steve on 05-03-03
Well done Harry
In the soft new economy, understanding your brand and conveying it to the world in a manner that they love is crucial for survival and growth. Mr. Beckwith cuts through the hype and jargon of the brand world, and delivers it a manner that non brand insiders will understand and love.
14 of 17 people found this review helpful