The 1997 book by Harry Beckwith, Selling the Invisible, is about the differences in marketing a tangible product, the good old generic widget, as compared to selling an intangible product – a service. It is a wonderful book for those of us selling services, like we do as trial consultants. As a working photographer, this […]
In the time David and I have co-owned Magnus, I have given hundreds of presentations to audiences ranging from a handful of people in a law firm to hundreds of people in huge hotel ballrooms. Thus far, I have never received any compensation for making one of these speeches. On some occasions, the law firm […]