What Clients Love

A Field Guide to Growing Your Business

By: Harry Beckwith

Narrated by: Harry Beckwith

An international bestselling business author shares the secrets to making your brand stand out in a crowd and win over the attention and acclaim of consumers.

Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to:

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. Marketers, ecoutez!

Dress Julia Roberts. Why, one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.©2003 Harry Beckwith, All Rights Reserved; (P)2003 Time Warner AudioBooks, a Division of the AOL Time Warner Book Group

Pretty good

Updates his last title. His voice is a bit annoying, but he is genuine. This is a good primer for people new to client based business.

It'll grow on you

A previous reviewer was right about the voice, but the content is so
relevant and concise. Actually, I was quick to judge this the first time, but I can assure you, the voice may not be great, but the information is exceptionally useful. Give it a try.

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.

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.

Excellent

Excellent in all ways... business, life, etc.