Selling the Invisible by Harry Beckwith Summary
Overview of Selling the Invisible
In "Selling the Invisible," Harry Beckwith reveals why service marketing requires radical rethinking. Translated into 23 languages with 650,000+ copies sold, this "best business book ever written" according to Subway's "Jared" campaign creator teaches you to turn intangible offerings into irresistible experiences.
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Principais Lições
When Nothing Becomes Everything
A woman in Denver placed an ad: "Ugly Cats. $100 each." She received over eighty calls and sold all four within days. Meanwhile, a jewelry store accidentally doubled prices on turquoise pieces that had been gathering dust for months. They sold out within a week. What's happening here? We're witnessing something most business owners miss entirely: in a world where you can't touch, taste, or test-drive what you're buying, everything changes. The rules that work for selling cars don't work for selling consulting. The strategies that move products off shelves fail miserably when applied to accounting services or legal advice. Yet most of us keep trying to force-fit old models onto new realities, wondering why our marketing feels like pushing a boulder uphill. Think about the last time you bought something tangible-perhaps a jacket. You felt the fabric, checked the stitches, tried it on, examined yourself in the mirror. Now recall hiring a lawyer or choosing a consultant. You're essentially writing a check for a promise, hoping the person across the desk can deliver something you can't evaluate until it's too late to matter. This invisibility creates profound anxiety that product marketers never face. When customers can't see what they're buying, fear dominates every decision. They're not asking "What do I want most?" but rather "What do I fear least?" The Wethalls driving through an unfamiliar town didn't choose Burger King because they craved it-they chose it to avoid the risk of food poisoning at an unknown local diner. This pattern repeats endlessly: the familiar accountant over the potentially brilliant newcomer, the established law firm over the hungry startup. We're not expressing preferences; we're managing terror.
The Delusion That Keeps You Average
The Silence That's Killing You and Why Everyone Markets Whether You Want Them To
The Price That Proves Your Worth
The Brand That Promises Everything
Making Promises You Can Actually Keep
The Gratitude That Creates Loyalty
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Criado por ex-alunos da Universidade de Columbia em San Francisco
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
Criado por ex-alunos da Universidade de Columbia em San Francisco
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
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