Harry Beckwith
website: beckwith.com
We are more concerned about minimizing the risk of a bad experience than picking a good experience
You have nothing to fear but your client's fear itself
- it's often less risky for them to do nothing —> provide a trial, a test, a refund policy
Nothing works better than simplicity.
Go where they ain't.
Halo Effect
- people associate one positive attribute with many other positive attributes —> to broaden your appeal, narrow your position
- clients can't judge your expertise
Attribution Forgetting
- it's better to be known badly, than to not be known at all
- people forget the bad but remember you
- familiarity breeds business
Quotations
Branding
Prospects do not buy how good you are at what you do. They buy how good you are at who you are.
It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth.
Do
You are who you are but you become what you do.
— You, Inc.
Focus
Stand for one distinctive thing that will give you a competitive advantage.
Listening
Listening makes you captivating.
Stories
Overused words do not work. Instead of relying on words at all, offer evidence. Offer the compelling stories — the case studies, awards, business growth, achivements — that make those adjectives unnecessary.
