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In episode 322 of the Resourceful Designer podcast, I share a book that has profoundly impacted how I run my design business: “Selling the Invisible, A Field Guide to Modern Marketing” by Harry Beckwith. Even though the title suggests modern marketing, this book, written in 1997, offers timeless principles that apply to any era. Be sure to listen to the podcast episode to get the full story.
Discovering the Gem
I stumbled upon this treasure in an unexpected place – Mac Addict magazine. It was a favourite among the Mac publications, and its unique communication style left a lasting impression on me. I was intrigued when I read about Harry Beckwith's expertise in marketing services, a topic that resonated with my role as the unofficial marketing manager at a print shop.
The Evergreen Wisdom of “Selling the Invisible“
Over the years, I've revisited this book, and it remains a staple in my library. Why? Beckwith delves into the intricacies of client relationships, exploring the emotional and subconscious aspects of the decision-making process. It's a must-read for anyone in the design industry.
Unveiling the Key Principles for Designers
I don't want to spoil anything from “Selling the Invisible,” but here are the key principles Beckwith covers.
- Show, Don't Just Tell: Emphasizing Value Over Features
- Your designs should do the talking.
- Showcase the magic of your portfolio to demonstrate the value you bring.
- Be a Trusty Sidekick: Building Trust and Credibility
- Trust is paramount; flaunt your expertise.
- Social proof through testimonials can solidify your reputation.
- Give Them Something to Remember: Creating a Memorable Experience
- Craft a journey clients won't forget, from brainstorming to final delivery.
- Exceptional customer service and an outstanding portfolio leave a lasting impression.
- Mind Reader Mode: Understanding a Client's Needs
- Uncover unspoken desires by asking probing questions.
- Actively listen to ensure designs exceed expectations.
- Be the Design Whisperer: Developing Effective Communication
- Clear, concise communication is the foundation of a successful project.
- Leave no room for guesswork; ensure clients understand each step.
- Play the Long Game: Focusing on Long-Term Relationships
A Playbook for Success
Think of “Selling the Invisible” as your playbook for not just selling designs but the entire experience, trust, and value you offer. By incorporating Beckwith's principles, you can refine your marketing strategies, strengthen client relationships, and thrive in the competitive design industry.
The Transformative Power of “Selling the Invisible”
This book revolutionized my approach to marketing a service-based business. Its ideas have become a compass, guiding me toward a clear message and a confident presentation to my clients. I encourage you to dive into “Selling the Invisible: A Field Guide to Modern Marketing” and discover how it can reshape your design business. Click here to grab your own copy.
CLICK HERE to download a PDF transcription of this episode. This transcript was created with the help of AI and transcription tools. It has not been edited for errors or accuracy.
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