The Invisible Promise

A Field Guide to Marketing in an Upside-Down World

by Harry Beckwith

Praise for The Invisible Promise

“Harry Beckwith is not just one of my favorite thinkers about branding and service marketing; he’s one of my favorite writers. His tight, clean, storytelling prose drives forward to key insights to improve your business.”
–David Gardner, Founder and CEO, The Motley Fool

“When I read Selling the Invisible, I knew Harry Beckwith was both a winner, and a sage. The Invisible Promise and Harry Beckwith have the process right side up. It’s hard to find answers that make sense. It’s hard to find answers that you can use the minute you read them. And it’s almost impossible to find answers that work. This book answers all three questions both invisibly and visibly. Let me give you my best two words of advice: buy it!”
–Jeffrey Gitomer, author of The Little Red Book of Selling

“For more than two decades, I have devoured Harry’s ideas on marketing the invisible—in software, music, finance, law and consulting. The rise of online marketing and social media makes his ideas in The Invisible Promise even more important today. I already am applying them in my business and recommending them to everyone in my network.”
— David Meerman Scott, bestselling author of 12 books including The New Rules of Marketing and PR

“Sparkling wit! Razor-sharp insights! Great examples! If this book doesn’t make you a better marketer, change professions.”
–Geoffrey Moore, author of Crossing the Chasm

“My favorite sage on marketing has come up with this best yet. Harry’s observations–short, powerful, and memorable–are incredibly inspiring. I devoured The Invisible Promise in one sitting, and leapt up to apply it.”
— Derek Sivers, entrepreneur, author

“For 25 years, Harry Beckwith has seen what we cannot and then turned what is “invisible” to us into a vision. He has done it again with The Invisible Promise.”
–Ty M. Votaw, former commissioner, Ladies Professional Golf Association

“Our firm thrived by following Harry’s insights, and The Invisible Promise will help you do the same. Through his wonderful stories, written with a clarity and wit that make the book so delightful to read, The Invisible Promise remains especially compelling in the new business era of internet and communications technology.”
–Clifford Greene, Founding Partner, Greene Espel


About the Book

Only 26 percent of Americans believe that advertisers “practice integrity.”

It’s hard to blame them for thinking this way. Thanks largely to the reduced cost of promoting a business online, our lives are flooded with totally unregulated online advertisements and professional-looking but misleading websites.

Meanwhile, business owners and marketers must sift through the glut of promises that these digital tools will transform their business. As a result, it is easy to be duped, to fail, and then wonder if digital marketing—and indeed any marketing—might work at all.

In The Invisible Promise, Harry Beckwith, New York Times bestselling author of the iconic marketing classic, Selling the Invisible, applies his 40+ years of advising businesses on every continent and his research in the last ten years to impart the proven guidance that businesses of all sizes desperately need. In this new age in marketing, he details how to build digital and nondigital messages that enhance your reputation for integrity; that stand out from the clutter; and that can produce exponential growth while saving you both time and money.

About the Author

Harry Beckwith is recognized as the world’s foremost expert on marketing and delivering a service. His 1997 classic New York Times bestseller, Selling the Invisible, is featured in The 100 Best Business Books of All Time, and his four other books on marketing and client relationships have been translated into 23 languages. His books are required reading in business schools worldwide, where he often guest lectures. His clients in 26 states and on six continents have ranged from solo practitioners and venture-capitalized startups to over two dozen Fortune 200 companies.

The very proud father of four and a Phi Beta Kappa graduate of Stanford University, Harry lives in Bend, Oregon.


Matt Holt Books