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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Questions, answered
What is Selling the Invisible about?
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.
Where can I find books founders recommend?
The eChai founder bookshelf ranks the books founders in the network recommend to each other.
