Authors: Harry Beckwith
ISBN-13: 9780446527552, ISBN-10: 0446527556
Format: Hardcover
Publisher: Grand Central Publishing
Date Published: January 2003
Edition: (Non-applicable)
Harry Beckwith is founder of Beckwith Advertising & Marketing, working with some of America's best 100 service companies as well as smaller companies across the country. A graduate of Stanford University and a former creative supervisor for one of America's most honoured ad agencies.
In WHAT CLIENTS LOVE, Harry Beckwith once again discusses effective business tactics with the practical, down-to-earth style that has made him a bestselling author and trusted marketing expert.
The author of Selling the Invisible tries to top that book's bestselling success with this breezy collection of one- to two-page friendly lecturettes on how to keep your business profitable. He might just do so, as it's difficult to imagine a book better suited in format to harried executives: they could gulp down the entire volume over the course of a single flight. Beckwith has somehow also managed to take a format where so many authors have tried and failed, and written a useful, direct and even at times inspiring book. In this age of information overload, Beckwith pulls some valuable lessons out of the bygone days of the 1970s, when, he says, consumers had infinitely fewer products and services to choose from, but seemed generally happier. Other valuable lessons for today's hard-charging businessperson include: "Hard sales lose business," "No superlatives" and, in order to understand how to run a successful business, "Study Starbucks." Beckwith is even able to take a simple thing like a name-e.g., Kinko's-and show how that chain was able, through its name (although the ubiquity of its open all-day-and-night locations didn't hurt), to crush the competition, whose names all sounded alike (e.g., InstyPrint, SpeedyPrint, etc.). Pocket-sized and packed with nuggets of wisdom, this is a rare winner in a glutted field. (Jan. 2) Forecast: There are planned ads in the New York Times, the Wall Street Journal, Money and Fortune; Web marketing; a TV satellite tour; blurbs from business sage Seth Godin; and the success of Beckwith's last book. It all adds up to what book publishers love: a hit. Copyright 2002 Cahners Business Information.
Introduction: A Lesson from the Road | xv | |
Drawing Your Blueprints | ||
Your Possible Business | 3 | |
A Question That May Be Your Answer | 4 | |
Another Good Question | 5 | |
Why Plan? | 5 | |
The White Hot Center: Nike's Genius | 6 | |
Finding the White Hot Center | 12 | |
The Fourteen Principles of Planning | 13 | |
1. | Forget the Future | 14 |
2. | Stop--Yes, Stop--Listening | 15 |
3. | Celebrate Foolishness | 17 |
4. | Resist Authority | 17 |
5. | View Experts Skeptically | 18 |
6. | Beware of "Science" | 19 |
7. | Mistrust Experience | 20 |
8. | Mistrust Confidence | 21 |
9. | Avoid Perfection | 22 |
10. | Beware of Common Sense | 23 |
11. | Embrace Impatience | 24 |
12. | Find the Water | 25 |
13. | Finding the Water: A Warning | 26 |
14. | Search for 100-X | 27 |
The End of "Missions" | 28 | |
How George Didn't Do It | 30 | |
Fortune Favors the Bold | 32 | |
Laurel Cutler's and Ian Schrager's Insight | 33 | |
Ask Questions Like a Priest | 34 | |
The Classics of Business | 35 | |
What Osborn Drugs and Target Tell You | 38 | |
New Economy, Same People | 41 | |
Four Building Blocks: Enormous Oranges and Canary Yellow Bugs: Clear Communications | ||
Key Trend: Option and Information Overload | 45 | |
Your Prospects: Everybody's Talkin' at Them | 50 | |
The Rise of Images | 51 | |
Your Marketing's Placebo Effects | 52 | |
Snap Judgments Stick | 53 | |
The Humanist and the Statistician | 54 | |
The Clever French Orange | 56 | |
Lessons from Stanford's Stadiums | 58 | |
What Your Prospects Know | 59 | |
An Important Word on Word of Mouth | 60 | |
Your Shortcut to Incredible Luck | 63 | |
Getting Publicity: The Giant Hole | 65 | |
Publishing: Another Surprise Benefit | 65 | |
Four Rules for Getting Yourself Ink | 66 | |
Testimonials: A Startling Discovery | 67 | |
Quoting No One | 70 | |
What Is an Expert? | 70 | |
The Doctor from the Boondocks: How to Seem Expert | 74 | |
Your Key to Clarity | 77 | |
How to Look Expert | 78 | |
How to Sound Expert | 79 | |
Mark Twain's Marketing Lesson | 79 | |
The Boy Who Cried Best | 81 | |
Why Superlatives Fail Colossally | 82 | |
The Dale Carnegie Corollaries: The Power of You | 83 | |
Rudolf Flesch and the Canary Bug | 85 | |
Harpers, McPaper, and Tiger | 86 | |
A Lesson from Jefferson's Tomb | 88 | |
Shorter Sells | 90 | |
How to Read a Sentence | 91 | |
Your Final Step: The Frenchman-on-the-Street Test | 92 | |
Absolute Brilliance | 93 | |
The Velvet Sledgehammer: A Compelling Message | ||
Key Trend: The Decline of Trust | 99 | |
Cole's Wisdom | 103 | |
The Faster Way to Be Believed | 104 | |
A Wolverine and the Comfort Principle | 105 | |
What the Best Salespeople Sell | 106 | |
What Ordinary Salespeople Sell | 107 | |
How to Read a Short List | 107 | |
How to Read a Short List, Two | 110 | |
Wield a Velvet Sledgehammer | 111 | |
A Game of Give and Take | 113 | |
Why Hard Selling Has Gotten Harder | 114 | |
What Would Aesop and Jesus Do? | 115 | |
Lessons from Colorado: Find the Force | 117 | |
What Your Prospect's Nods Mean | 118 | |
Why Cold Calls Leave People Cold | 119 | |
Sell Like You Date | 120 | |
Why Goldman Sachs Cannot Cold Call | 120 | |
Remember Eddie Haskell | 121 | |
A Trick to Improve Your Presentations | 122 | |
L.A. Confidential and The Rule of Contact | 123 | |
Lincoln Had No Slides at Gettysburg | 124 | |
How to Boost Your Chances | 126 | |
Impressive Slide Shows Aren't | 127 | |
Remember: It's a Visual Aid | 127 | |
Packaging the Bold or Conservative Idea | 128 | |
Do Like the Romans | 129 | |
Keep Talking Happy Talk | 130 | |
Dion and the Rule of Three | 131 | |
Think Pterodactyls and Typhoons | 133 | |
Blue Martinis and Omaha Surfing: A Reassuring Brand | ||
Key Trend: The Rise of Invisibles and Intangibles | 137 | |
Georges Always Beat Als | 140 | |
What's in a Name? | 142 | |
The Familiarity Principle | 142 | |
To Know You Is to Love You | 144 | |
What Fidelity and Vanguard Show You | 145 | |
Familiarity and the New 80/20 Rule | 146 | |
Understanding Your Brand: Gerber Unbaby Food and Salty Lemonade | 147 | |
The Limits of Every Brand | 150 | |
A Thousand Words? | 151 | |
Understanding Symbols | 153 | |
Understanding Symbols: The 1965 Pirates | 154 | |
Lessons from Lowe's | 155 | |
Move Your Message Up | 157 | |
Kinko's Cleverness | 158 | |
Why Copy Shops Struggle | 160 | |
Sir Isaac Newton, Human Being | 161 | |
Omaha Surfing and Jefferson Airplane | 162 | |
Clients Love Odd Things | 164 | |
Blue Martini, Loudcloud, and Other Odd Ducks | 165 | |
How to Think Odd | 166 | |
Hit Your Prospects in the Nose, Too | 168 | |
A Powerful Tool for Branding | 169 | |
Finding Your Perfect Name: The Descriptive Name | 170 | |
The Perfect Name, Option Two: An Acronym | 171 | |
Option Three: The Neologism | 171 | |
Option Four: The Geographic Name | 172 | |
Option Five: The Personal Name | 173 | |
Primrose and Yahoo! The Evocative Name | 175 | |
A Checklist for Avoiding the Lake Tahoe Name | 176 | |
Harley, Ogilvy, and the Incredible Shrinking Names | 179 | |
Churchill Was Right: Your Package Is Your Service | 180 | |
Imagineering's Six Commandments | 182 | |
Clients Understand with Their Eyes | 183 | |
Boiled Critter at Tiffany's | 184 | |
What Your Space Says to Your Client | 187 | |
No Room at the Bottom | 188 | |
Laid-Back Heart Surgeons and Other Horrors | 190 | |
But It Helps Recruitment | 190 | |
Some Help from Hong Kong | 191 | |
Just Junk It | 192 | |
Americans the Beautiful and Pretty Woman: Caring Service | ||
Key Trend: The Wish to Connect | 195 | |
New Communities | 196 | |
Starbucks' Key Insight | 198 | |
What Your Clients Actually Buy | 201 | |
A Lesson from Hong Kong | 203 | |
An Insight from The Great Gatsby | 205 | |
Americans the Beautiful: Understanding Positive Illusions | 207 | |
Watching Pretty Woman | 209 | |
Uncertainty and the Importance Principle | 211 | |
People Need People | 212 | |
Money Can't Buy You Loyalty | 213 | |
Efficient Tools Aren't | 214 | |
"Thank You, (Enter Client Name Here)" | 216 | |
The End of the Line | 216 | |
Kohl's Race to Clients' Hearts | 218 | |
How Priceline Almost Snapped | 220 | |
The Good Neighbors Drop By | 221 | |
The Mercer, the Morgan, and the Grand: The Power of Welcome | 222 | |
Your Fastest Way to Improve Client Satisfaction | 224 | |
Four Rules for Choosing Clients | 225 | |
The Gift That Isn't | 225 | |
Your Clients Were Always Right | 226 | |
Keeping a Client's Confidence | 227 | |
A Promise Written Is a Promise Kept | 227 | |
Your Three Key Moments: 3, 24, 5 | 229 | |
Understanding Listening | 230 | |
Your Silence Is Golden | 232 | |
How to Listen | 233 | |
A Lesson from the Eastern Oregon Desert: How to Remember Names | 234 | |
The Rule of "Whole Plus One" | 235 | |
Ten Rules of Business Manners | 237 | |
Staff Like Spago | 238 | |
Ritz-Carlton's Shortcut to Satisfied Clients | 239 | |
How Judy Rankin Shot a 63 | 241 | |
The Traits Clients Love | ||
Humility and Generosity | 245 | |
Sacrifice | 247 | |
Openness | 249 | |
Integrity and What It Actually Means | 250 | |
What Clients Love Most | 252 | |
Your Greatest Asset | ||
Why do Some People and Businesses Thrive | 257 | |
Appendix | ||
Checklist: Questions to Ask in Building an Exceptional Business | 261 | |
A Reading List for Growing a Business | 267 | |
An Interview with Harry Beckwith | 274 | |
My Favorite Part: Acknowledgments | 279 |