The 'how-to' sections in Beckwith's book are significant because they provide practical advice and strategies for marketing and selling services. They are designed to help service companies think differently about their approach and grow their business. These sections, such as 'Quick Fixes', offer actionable tips that can be applied directly to the business. However, the book is more of a 'how-to-think-about' book, meaning it aims to shift the reader's mindset and approach to marketing services, rather than just providing a set of instructions.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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