I have just listened to the Guerrilla Marketing Association with Harry Beckwith, leading marketing author and thinker.
I like membership sites and I particularly like the Guerrilla Marketing Association but the problem is that resources keep being added so, unless you are disciplined it's easy to spend your money and miss out. I've decided to set myself a target and listen to two of the teleseminars each week from the Guerrilla Marketing Association which will usually be the latest one plus one from the archives.
Harry Beckwith has written four books, "Selling the Invisible" his first very highly rated book (98 five star ratings on Amazon.com) which I have in my library but not yet read, "The Invisible Tough", "What Clients Love" and "You, Inc".
Recording Difficulties
Some funny noises, Harry Beckwith went missing for some time and for some reason this mp3 won't play in Faster Audio which means I was frustrated listening to it at normal speed.
You Have Nothing To Fear Except Your Clients Fear Itself
Nice phrase which raises an important point, especially on service marketing which is what "Selling the Invisible" is all about.
The very fact that services are intangible makes it difficult for prospective clients to see, feel and touch so that they have the confidence to buy.
Brand building is important for services.
Clearly communicating the problem and the solution can also be a key differentiator. This is the same point that Rich Schefren has made in his Maven Marketing training. The maven is the person who articulates the problem in a way that resonates with the market in a unique and compelling way and is then able to point towards the way forward.
Consider trials and test periods to allow your prospects to experience your service before they have to commit to buying.
What Clients Want And Love
Strip away all the periphery and it comes down to relationships.
Harry Beckwith wrote "Competence gets firms into the game that relationships win."
In the book "What Clients Love" he identifies thirteen factors that create great relationships but the call only covers apparent expertise and clarity.
A few words of warning. The Guerrilla Marketing Association has recently cleared down some of their archives so particular calls may not be available when you join.
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