This book reveals the fundamental differences between marketing services and products, and defines a service-centric strategy for planning your business, persuading potential clients, and connecting with your customers. Services differ from products; you cannot see, touch, or feel them. Marketing services requires an approach that is not reliant on traditional product marketing, where product, price, place, and promotion are key. Delivering invisible services needs a promise that resonates with potential customers, highlighting their invisible value. In this book, Harry Beckwith, bestselling author, offers over 40 years of experience consulting businesses worldwide and his research from the last decade to convey proven successful guidance that businesses of all sizes desperately need. In this new era of marketing, he explains how to design messages that enhance your reputation for integrity, make you stand out from the clutter, and can achieve massive growth while saving time and money. If you are responsible for marketing a service, the tried-and-true strategies for marketing products simply won't work; you need to radically change your approach. This is where this book comes in.