I really enjoyed You, Inc., so I decided to pick up Selling the Invisible by Harry Beckwith. While I didn’t like the book as much as You, Inc., there were some great nuggets in the book that were very helpful.
Here are a few of my favorite quotes:
“Ignore your industries benchmarks and copy Disney’s.” (That’s funny and true)
“Don’t just think better. Think different.” (What worked in the past won’t necessarily work in the future)
“Everyone in your company is responsible for marketing your company.’ (Every person in our church is a representative of CF)
“Go where others aren’t.” (Are church planters listening?)
“…good ideas often sounded ludicrous at first.” (I remember when I pitched the idea for meeting in a movie theatre. People thought I was crazy)
“People do not simply form impressions. They get anchored to them.” (No comment necessary)
“To broaden your appeal, narrow your position.”
“Saying many things usually communicates nothing.” (Say one thing really well)
“People don’t listen to cliches.” (That’s probably because cliches usually aren’t true)
“Don’t talk unless you can improve the silence.” (I’m going to use this line regularly)
It’s a good book if you’re interested in marketing and understanding how people think and why. I recommend the book. It was a fun read.