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"Selling the
Invisible"--A Must-Read Book
10 Rules for More Powerful Web Sites
Other Recommended Reading
"Selling
the Invisible,"
by Harry Beckwith
 Buy
The Book Here!
Constant learning is one of the keys to success in today’s
business. Here’s one book we’ve found to be of invaluable help called, "Selling
the Invisible," by Harry Beckwith. This field guide to modern
marketing—called a classic by Harvey Mackay of "Swimming with the Sharks"
fame—tackles one of the most difficult concepts to communicate—your
services. When you don’t have actual products to sell, it’s tough to get
prospects to visualize what you’re offering them.
And when your products have yet to
be built, you must rely on other elements to make the sale. As Beckwith writes in the
first chapter:
"In the popular view, ‘We need better marketing’
invariably means ‘We need to get our name out"— with ads, publicity and
maybe some direct mail. Unfortunately, this focus on getting the word outside detracts
companies from the inside, and from the first rule of service marketing: The core of
service marketing is the service itself."
Sections of the book include "Marketing is Not a Department," "Planning:
The 18 Fallacies," "The More You Say, The Less People Hear," "How to
Save $500,000" and much more. This wonderful book should go on your bookshelf next to
"Ogilvy on Advertising" and Reis and Trout’s book on
"Positioning." Let us know what you think of it, or tell us if you have a
book, Web site or other resource to recommend.
Other books that you may enjoy
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10 Rules for More Powerful Web Sites
Interactivity, simplicity, vital information—these are all key
elements of a successful business Web site. An article in the May/June issue of Golf
Market Today, published by the National Golf Foundation, recently featured Internet
consultant Joe Dysart’s guidelines for a successful site. Here they are, plus two
additional ideas:
- Online Ordering
– a must for expanding business and keeping your customers
informed of your offerings. Good example: Competitive Edge Golf at www.golfedge.com
- Web Site Search Engine
– Make it easy for visitors to find information on your
site. Don’t make them work or they’ll leave. Good example: Golf Supply America
at www.golfsupply.com
- Request for More Info Forms
– Build your database, determine customer
preferences, build relationships, gather demographics. Good example: UltraClear at
www.ultraclear.com
- Text Only Option Buttons
– Less is more. Cut down on the flash (and download
time) and get your message out fast. Slower modem users will find this a blessing and
won’t get frustrated waiting for the page to load.
- Online
Bulletin Board Messaging – Create an instant public square and build a
cyber community around your site. Good example: Amazing Golf Outlet at www.golfoutlet.com
- Online Newsletters
– Interesting news is a powerful draw for getting repeat
visit to your site. Some site have visitors sign up before getting access or provide
e-mail alerts. Perfect for retail stores with weekly specials. Good Example: Dallas Golf
at www.dallasgolf.com
- Cool Tools
– Besides the obvious online helpers, some firms have come up
innovative solutions. Visitors want answers. Think of a different ways to show how your
service or product can help them. Good example: An animated demo of golf swing improvement
technology at Progressive Sports Technologies at www.golfswings.com.
- Piggyback Services
– Why spend time and money on a service when you can add a
link to a site that already has it? A win-win situation that builds traffic and exposure.
Good example: Fairway Systems at www.fairway.com
- KISS
– Keep it Simple Stupid. Make your site easy to navigate, quick to load
and easy to understand. Confusion, heavy-loading graphics and information overload mean a
lost visitor and usually lost forever.
Promote, Promote, Promote – Blend traditional media with online media to
promote your site. The Web is not a substitute for other media, but simply another channel
to be added to the mix. Cross-promote using all the media at your disposal. Good Example:
The Wall Street Journal at www.wsj.com.
--DL
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Recommended Reading
THE 22 IMMUTABLE LAWS OF MARKETING BY REIS & TROUT
By The LCC Book Hounds
"Best book on marketing I’ve ever read."
"A must–read for every CEO."
"So clear. So direct. So right."
These are just a few of the glowing comments written by chief executives, top
politicians and marketing gurus who all agree that "The 22 Immutable Laws of
Marketing" by Al Reis & Jack Trout is one of the best cures for whatever ails
your marketing strategy. A favorite around this office, this little, 144-page paperback is
worth its weight in gold. The chapter headings say it all:
The Law of Leadership – It’s better to be first than it is to be better.
The Law of the Category: If you can’t be first in a category, set up a new
category you can be first in.
The Law of the Mind: It’s better to be first in the mind than to be first in the
marketplace.
The Law of Perception: Marketing is not a battle of products, it’s a battle of
perceptions.
And these are just the first four. The guidebook makes a lot of sense for anyone trying
to communicate the value of their products and services—marketers, salespeople and
executives will all find it useful. Published by HarperBusiness, you’ll find this
classic in the business section of any major bookstore.
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