|
|
These two marketing books caught my attention because of their catchy titles. Many marketing books have catchy titles, but these delivered the goods. Or the services, I should say.
Harry Beckwith's title is about services rather than product marketing. As founder of Beckwith Advertising and Marketing in Minneapolis, he has had some stellar service clients, including McDonald's, Shearson Lehman Hutton, Smith Barney, Chase Manhattan Bank, and Musicland.
A distinct authorial personality comes through in this collection of very brief essays, each of which ends with a boldfaced admonition, such as Don't Raise Expectations You Cannot Meet, or Risk Yourself. I particularly enjoyed this one, applicable to any service marketer: Say P.M., Deliver A.M.; and its adjunct: Be Fast, Then Get Faster.
Beckwith's little stories, many from his personal experience, remind me of the friendly arrogance of other legendary marketers such as David Ogilvy and Stanley Marcus.
This book is a quick pick-me-up for service marketers in the trenches.
Seven Second Marketing has similar appeal. This author is also hugely pleasant as he networks his way through business people, collecting of all things, "memory hooks" used in personal business marketing. The best way to describe this book is to quote from some of the stellar memory hooks dreamed up by creative marketers:
Michael Pellecchia writes about business and finance books each month He can be reached at michael_pellecchia@bookpage.com.
©1997, ProMotion, inc.
Support your