Selling the Invisible

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Selling the Invisible by Harry Beckwith from the list is a good one.

Figure this out and you may have a business. Just got done with this pretty good book on marketing called "Selling the Invisible" by Beckwith. Most important thing I got out of it was the points you need to cover to have a complete value proposition to any potential customer; you usually need to cover all points to get people to take their wallets out: We are (who are you?), and we do (what do you do?) for (who cares what you do? who do you serve?) who need (what special needs do those you serve have that they can't take care of without you?). Unlike our competitors (who are they?), we're different in this way (how so?) and that's important and people care about that because (what's the unique benefit to your difference?). Pretty simple, but how many startups you think can fill in all those blanks? I'd be willing to bet next week's beer m…