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It really is all about you and improving the way you present yourself, declare the husband-and-wife Beckwiths (Selling the Invisible) in this refreshing career primer. Unlike many similar books, this is not an autobiography masquerading as wisdom. The Beckwiths stay out of the book except when Harry's experience as a bestselling business writer and head of a marketing firm or Christine's as an award-winning speaker and cancer-survivor is directly relevant. Instead, they offer practical advice for effective and memorable interpersonal interactions. Above all, they stress communicating with brevity and clarity—suggesting that every document be cut in half before sending and giving 30-minute speeches in 22 minutes. Their own prose is pared down to short, readable lessons on topics like the importance of making good first impressions and the secrets of successful selling, which they describe as the artful handling of information, presented with forethought and enough passion to be persuasive without making anyone uncomfortable. Readers at the start of their careers or in need of an inspirational brushup will find much of use.

作者简介：

HARRY BECKWITH heads Beckwith Partners, a marketing firm that advises twenty-three Fortune 200 clients and dozens of venture-capitalized start-ups on branding and posi-tioning. A Phi Beta Kappa graduate of Stanford, Beckwith is an internationally acclaimed speaker. His four bestselling books have been translated into twenty-three languages.

CHRISTINE CLIFFORD BECKWITH, also of Beckwith Partners, is an award-winning international speaker. The former senior executive vice president for SPAR Marketing Services was her industry's leading producer for eight consecutive years before being diag-nosed with breast cancer in 1994. Since then she has written five award-winning books and leads The Cancer Club, the world's largest provider of humorous and helpful products for people with cancer. Christine and Harry

and their family live in Minneapolis, Minnesota.

You can visit Harry and Christine at www.beckwithpartners.com.

INTRODUCTION

SIXTEEN CANDLES AND SHREWD WAITRESSES:WHAT PEOPLE BUY

Living Is Selling

The Heart of Every Transaction

What You Really Sell

What People Value

Nothing More Than Feelings

FROM KISSING IN CHINA TO GRACELAND: PLANNING AND PREPARING

"Keeping the End in Mind"

The Real Role of Goal-Setting

So Who Are You?

What Do You Do?

Jack of a Dozen Trades

What Difference Do You Make?

Your Third Question

Question Four, and the Power of Stereotypes

What to Look For

Work the Weakness

Jumping to conclusions

Mentor-Or Mentors?

The Key to Success

Seek Tough Love

Cultivating an Image

People Decide, Then Think

People Buy You with Their Eyes

Your Package

Visuals and Stereotyping

Packaging Against Your Stereotype

Investing in You

Tricks

Thinking Outside Your Box

Education's Overlooked Rewards

Taking This Book to Santiago

HOGS, APPLES, AND WRITER'S UNDERWEAR: COMMUNICATING

How to Play the Shift

Selling to the Overwhelmed

The Real FirstRule of Communicating

Simplify

What Wal-Mart Tells You

The Writer's Underwear

The Brand Called You

Inspirations for Your Brand

……

TWO KEY SKILLS:LISTENING AND SPEAKING

FROM ROBIN WILLIAMS TO DR.JEKYLL:RELATING

FLYING WIGS,SNAKES,AND DEMONS:ATTITUDE AND BELIEFS

SEX(FINALLY),AND OTHER IMPORTANT STUFF:TACTICS AND HABITS

THE $18 MILLION SANDWICH AND THE DINOSAUR:SUCCESSES AND DELIGHTFUL FAILURES

THREE THOUGHTS,ONE WISH

ABOUT THE AUTHORS

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书籍介绍

In YOU, INC. Beckwith provides practical tips, anecdotes and insights based on his 30 years of marketing and selling his advertising services. Beckwith learned early on in his career that no matter what product you're selling, the most important component of the product is you.In YOU, INC.: A Field Guide to Selling Yourself, Beckwith relates tantalizing tidbits and real stories of how to harness your enthusiasm with an ability to impress your key accounts.Written in his traditional homespun style, Beckwith offers doses of humour and pithy knowledge to anyone who wants to seal the deal and thrive in business