Harry Beckwith is the author of Selling the Invisible and The Invisible Touch both marketing classics. Now he applies his unparalleled clarity insight humor and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand from designing a logo to closing a sale this is a field guide to take with you to the front lines of todays business battles. Filled with real tales of success and failure it shows you how to: * Fly a Jefferson Airplane. Everyone knows theres a Jefferson Monument but a Jefferson Airplane? A brilliant attention-grabbing name often includes the unexpected and the absurd. * Strike with a Velvet Sledgehammer. Its not a hard sell. Its not exactly soft. Selling well means finding the fine line between modesty and bragging and driving the message home. * Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers ecoutez! * Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused stay focused and follow the essential rules to success-by doing the little things right and the big things even better.