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Instills the first impression for Harry Beckwith's critically acclaimed guide, 'Selling the Invisible'. This enticing chapter, aptly dubbed 'Book Cover', tactfully spins anticipation for the ideas that occupy the ensuing pages. Ingrained within this chapter are glimpses of Beckwith's distinctive approach on how to market and sell intangible services. Emphasized in the tantalizing artwork, title, and overall allure, one can discern the premise that selling services indeed requires a unique strategy—arguably as indistinct as the service itself.
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