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Book Club – Selling the Invisible

Book Club-101

Last month in Book Club we read “Selling the Invisible” by Harry Beckwith.  If you work in a service industry I cannot recommend reading this book enough!  It is truly one of the best out there!  Here are some of my favorite quotes from the book:

“In our increasingly complex world, nothing works more powerfully than simplicity.”

“Big mistakes are big opportunities”

“If it’s this hard to write the ad, the product is flawed.”

“Create the possible service; don’t just create what the market needs or wants.  Create what it would love.”

“In most professional services, you are not really selling expertise – because your expertise is assumed, and because your prospect cannot intelligently evaluate your expertise anyway.  Instead, you are selling a relationship.  And in most cases, that is where you need the most work.”

“Today’s good idea almost always will beat tomorrow’s better one.  Do it now.  The business obituary pages are filled with planners who waited.”

“Highly intelligent people are the world’s foremost experts at squashing good ideas.  They always forget that good ideas often sound ludicrous at first.”

“Start failing so you can start succeeding.”

“The more similar the services, the more important the difference.”

“Taking risks doesn’t always mean risking your money.  Sometimes, it must means risking yourself.”

“Get out there.  Almost anywhere.  Let opportunity hit you.”

There are a ton more great quotes from this book.  I took three pages of notes, so this is only a tiny bit of the knowledge.  These are some of the ones that spoke most to me.  Especially as a photographer.  To be yourself, be unique, embrace your differences… highlight them even, and put yourself out there!  Take risks!  They might not always work, but if you don’t try you won’t get anywhere!

For more books from book club check out January’s book review in THIS blog post.

And Jab Jab Jab, Right Hook is up next!  Check back next month to see what I thought about it!

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