Selling the Invisible
Beckwith, Harry / Jones, Jeffrey
A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail, the critical emotion that most influences your prospects - and how to deal with it, the vital role of vividness, focus, "anchors, " and stereotype...