Featured Resource :: Selling The InvisibleSaturday, July 26, 2008
One book I read and reread often is Harry Beckwith's Selling the Invisible: A Field Guide to Modern Marketing. Since wedding planning is an intangible service that people can't touch, taste or see (for the most part), the methods for promoting your business are very different than promoting a product that people can take home with them.
This book has such gems as the reasons behind why using monograms or acronyms instead of your full business name will kill your business faster than anything else. This is a bad habit that many in the wedding industry tend to have, particularly when blogging.
All of his books are great, but I recommend starting with this one. and then moving on to What Clients Love: A Field Guide to Growing Your Business. Then read the others. Harry Beckwith is one of those authors who presents ideas in a way that make them seem like common sense - and yet didn't occur to you until you read it.
Here's a synopsis of Selling the Invisible from Amazon:
"Don't sell the steak. Sell the sizzle." In today's service business, author Beckwith suggests this old marketing adage is likely to guarantee failure. In this timely addition to the management genre, Beckwith summarizes key points about selling services learned from experience with his own advertising and marketing firm and when he worked with Fortune 500 companies. The focus here is on the core of service marketing: improving the service, which no amount of clever marketing can make up for if not accomplished. Other key concepts emphasize listening to the customer, selling the long-term relationship, identifying what a business is really selling, recognizing clues about a business that may be conveyed to customers, focusing on the single most important message about the business, and other practical strategies relevant to any service business.