Selling the Invisible

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A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail, the critical emotion that most influences your prospects - and how to deal with it, the vital role of vividness, focus, "anchors, " and stereotypes, the importance of Halo, Cocktail Party, and Lake Wobegon Effects, marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak, dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention...and much more.

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