For the second installment of a series of “books that matter” book reviews by colleagues in higher education, I’ve asked Bob Brock (@bobbrock21) of Educational Marketing Group (@EMGonline) to review his pick for the best marketing book ever. His selection is one of my favorites as well. (If you’d like to share your selection and perhaps write a review, please complete this questionnaire.)
Selling the Invisible: A Field Guide to Modern Marketing
Review by Bob Brock
Here’s why I’d choose Harry Beckwith’s book, Selling the Invisible, as THE book on marketing I’d have if I could only have one:
This book offers the most compelling rationale and the clearest process for building a strong brand that I’ve ever encountered.
Harry gets to his points with refreshing speed, using a clear, conversational style that engaged me start to finish. Every piece of advice is a small, golden nugget, and he serves up dozens of vignettes and examples that ring true and hit home.
The content is terrific, with perceptive insights into human behavior that have stuck with me over the years. And finally, Harry convincingly fuses marketing with selling with delivering as no other brand marketers have, before or since. Fun read, extraordinary resource.