{"product_id":"what-clients-love-a-field-guide-to-growing-your-business-9780446556026","title":"What Clients Love: A Field Guide to Growing Your Business","description":"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: \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e 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  \u003cp\u003e\u003c\/p\u003e Dress Julia Roberts. Why, one scene from \u003ci\u003ePretty Woman\u003c\/i\u003e can enlighten you more than a full year of study at a top business school. \u003ci\u003eWhat Clients Love\u003c\/i\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Business Plus\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/10\/2010\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780446556026\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 282\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.50lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 7.40h x 4.90w x 0.90d","brand":"Harry Beckwith","offers":[{"title":"Default Title","offer_id":36637269033116,"sku":"9780446556026","price":18.69,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_8b95b2f8-c3fb-47c6-b765-5e14223f058d.jpg?v=1603844375","url":"https:\/\/pastforward.org\/products\/what-clients-love-a-field-guide-to-growing-your-business-9780446556026","provider":"Past Forward","version":"1.0","type":"link"}