Selling Services is the Heart of a Massage Therapy Business. But How do You Sell an Intangible Product?

I came across this book about 8 years ago but it did not speak to me then as it does now, I highly recommend this book to everyone who has a massage business and to anyone who wants to improve their services.

A Field Guide to Modern Marketing

Named one of the ten best business and management books of all time, Selling the Invisible: A Field Guide to Modern Marketing explores how markets work and how prospects for services–as distinguished from products–think. A treasury of strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:

• Myths of Marketing: Why focus groups, value-price positioning, discount pricing, and being the best usually fail.
• The Emotion that Matters: The critical emotion that most influences your prospects–and how to deal with it.
• Four Key Forces: The vital role of vividness, focus, “anchors,” and stereotypes.
• The Effect of Effects: The importance of Halo, Cocktail Party, and Lake Wobegon Effects.
• Lessons from Unexpected Places: Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn.

The first guide of its kind, Selling the Invisible will help anyone marketing a service–as it has over 650,000 people worldwide, in 23 translations.

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