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Simplified title: A Field Guide to Modern Marketing
Revised content:
"SELLING THE INVISIBLE" is a concise and frequently amusing exploration of the distinctive attributes of services and their potential, as well as how any service, from a small-scale consultancy to a multinational brokerage, can convert more prospects into clients and retain them. The book covers service marketing from its inception to its completion.
Filled with insightful observations and written in a straightforward, jargon-free, and approachable style, the book includes chapters such as "Greatness May Get You Nowhere," "Focus Groups Don'ts," "The More You Say, the Less People Hear," and "Seeing the Forest Around the Falling Trees." These captivating titles hint at the valuable lessons and practical advice that the book offers to readers.
The author's ability to distill complex concepts into easily digestible and engaging content is a hallmark of "SELLING THE INVISIBLE." Whether you're a solo entrepreneur, a small business owner, or part of a multinational corporation, this book provides a wealth of strategies and insights to help you effectively market your services and convert more leads into loyal customers.
One of the book's key strengths is its focus on the unique challenges and opportunities inherent in the service industry. Unlike physical products, services are often intangible, making them more challenging to market and sell. The author deftly navigates these complexities, offering practical guidance on how to differentiate your services, build trust with potential clients, and create a compelling value proposition.
Throughout the book, the author's engaging writing style and relatable examples make the content accessible and enjoyable to read. Whether you're a seasoned professional or new to the world of service marketing, "SELLING THE INVISIBLE" is a must-read that will inspire you to rethink your approach and unlock new avenues for growth.
In summary, "SELLING THE INVISIBLE" is a comprehensive and insightful guide that empowers readers to navigate the complexities of service marketing and transform their businesses. With its thought-provoking insights and practical strategies, this book is a valuable resource for anyone seeking to enhance their service-based offerings and build a thriving, sustainable enterprise.
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