QUICK SUMMARY: What Clients Love: A Field Guide to Growing Your Business by Harry Beckwith is an insightful, but dated display of some of the best things that attract and keep clients. We found half the tips incredibly powerful, and the others a bit dated as expected given the time of this book’s publication.
1. Few businesses follow their plans because things always change.
2. The value of planning is learning, not the actual plan.
3. In advertising, say little. Too many words blunt the message.
4. First impressions can last forever, so make a good first impression.
5. Clear, concise communication is evidence of expertise.
6. Good marketing makes all calls warm, instead of cold.
7. In business, familiarity is a good thing. Become more familiar to prospects.
8. Experts are published regularly.
9. Be a specialist. Not a generalist.
10. If a prospect is most interested in cost, you will never be happy and always be vulnerable.
11. Hire for relationships, and train for skill.
1. Focus on the mission, not the vision (that one is selfish)
2. Use “you” more in presentations
3. Always ask the question: What will people love?
4. Develop a relationship with leaders and experts in your industry.
5. Advertise in publications that publish your writing.
6. Don’t send mass mailings with only a signature. Be personal. Send gifts and advertise. But not at the same time.
Plans in business usually obey the Rule of Start-Ups: Everything costs twice as much and takes twice as long as expected.
If people learn that your communications rarely say anything, they will stop listening, even when you do have something to say. To be heard you must say something different, simple, and visual.
Before writing an article for publication, make note: 1. Demonstrate respect for the editor by studying the magazine, determining its goals, and writing a query letter that reveals your study and understanding. 2. Never cry wolf. Pitch weak ideas as strong ones and editors will learn to mistrust you. Instead, you want them to see your envelopes and think, “He always has good ideas worth looking into.” 3. You are not selling a story. You are selling happy readers—people who will enjoy your story and think better of the publication because of it. 4. Thanking an editor for running your article makes it sound as if you believe she published your article as a favor; it impugns her integrity. Instead, praise her staff for their valuable help. Before contacting an editor, review these steps.
I am not seeking perfection. It’s unattainable. What I am striving for is professional excellence. – Tiger Woods
Only in writing do you discover what you know.” – Anne Beattie
Great jazz musicians know when not to play the note. They know where to leave the space. – Rick Joy