This is a pleasant contemporary book on selling and branding in a marketplace where the average consumer is deluged with 3,200 advertising messages a day. In a format that makes for an excellent read while traveling, the book consists of short, colorful 300 to 1,000 word treatments of various topics, such as selling, branding and customer service. At times, author Harry Beckwith’s approach seems episodic. It’s not always clear what one section has to do with another. However, he nicely avoids business-speak jargon, and spatters the book with accessible pop culture examples, including motion pictures, clever ads and other common points of reference. The book’s shortcoming resides more in the area of substance and depth of thinking. Each brief essay ends with a catchy one-sentence aphorism such as: "Comfort clients and you will keep them" or "Edit your message until everyone understands it." The author has invested a great deal of time devising colorful ways to tell you things that, upon further reflection, you probably already know. Yet, getAbstract finds that the short-bite, snappy presentation makes the book interesting. If you’re too busy to keep up on the latest trends in marketing and sales, reading this is an excellent way to make sure you’re current.
In this summary, you will learn
- Why relationship selling is more important than ever;
- How to compete amid information overload;
- How to employ the 14 principles of good planning; and
- How to use the four building blocks that will help you communicate.
About the Author
Harry Beckwith is the head of Beckwith Partners. His marketing and advertising clients include major multinational corporations. He is a speaker and consultant, as well as a Phi Beta Kappa graduate of Stanford.
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Warner Books, 1997
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