Selling the Invisible
A Field Guide to Modern Marketing
Marketing a service means selling a promise, not a product.
Harry Beckwith offers short, punchy lessons on marketing services, which cannot be touched, tasted, or test-driven before purchase. He argues that service marketing is really about managing relationships, perceptions, and trust. The book is a field guide of memorable principles rather than a single linear framework.
Many startups sell software and services where the offering is intangible and trust drives the buying decision. This book teaches founders how perception, reassurance, and small signals shape whether customers choose them, which is central to early positioning and marketing.
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