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.
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Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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Service companies often struggle with marketing efforts because their "product" is not a physical thing. Services are abstract and their effectiveness and value are hard to measure from a customer point of view. Harry Beckwith explains that marketing and selling a service requires a completely different approach than marketing and selling a physical product. Though contains "how-to" sections, such as "Quick Fixes", it is more of a "how-to-think-about book." Using entertaining and revealing stories from major corporations and artists to provide examples and drive home key points, Beckwith delivers effective tips and reminders that help service companies begin to think differently and grow their business.