What Clients Love
A Field Guide to Growing Your Business
By Harry Beckwith

Harry Beckwith has created a "Field Guide" for growing businesses. The audio/book begins with Beckwith explaining his mistakes as he presented his book in business lectures. Those mistakes were very important and helped him discover the best way to pitch his book and his beliefs about a growing business.

Beckwith gives lists of advice. On audio it's hard to see these lists, but listening to the tape more than once will embed his wisdom into one's mind and make it seem natural to follow.

Beckwith discusses various companies. He shows how they find the white-hot center of a product by finding the right spokesperson. He starts with the Nike/Rebok competition and how Nike recreated themselves with their shoes time and time again, which is a prime example that one should never give up.

He tells readers what he considers facts about clients/customers, such as "People will pay for what they love." He then gives advice on making plans for a business. The one I found interesting was: "Stop listening to customers." His clear, honest reasoning will most likely save many businesses.

He also recommends becoming good researchers, avoid groupings to avoid the typical Alpha ideas, to question authority, beware of expert advice and science and mistrust experience. Again he backs up his advice with reasoning that makes sense.

In creating a Mission Statement, Beckwith discusses how the word "mission" has lost it's meaning. Business workers or owners should give the word "mission" the meaning of passion.

The author also goes into comparing people to books. "What do clients love?" could be asked better "What do people love?" This takes him to the literary section as he compares individuals to literary books. He recommends avoiding business books about people and reading literary books that compare to the client. Being an avid reader would benefit both the seller and the client.

Beckwith also discusses the Internet, something businesses tend to misunderstand and overspend on. He says: "The Internet is merely an aid, and never the answer."

He also discuss ideas on presentations, advertising, professional writing, being familiar, not intruding on clients or customers lives, choosing something as simple as a name or color for the business, and more.

Whether you choose the book or the audio of version doesn't matter. What matters is getting copy and quick. It's that informative.

Harry Beckwith reads his own work. His voice starts out doubtful as he repeats the mistakes he made at the lecturers. As the audio continues, his voice picks up and becomes a bit more persuasive. Although a persuasive voice is important in selling someone on something, it's Beckwith's advice, recommendations and reasoning that will keep one listening.

What Clients Love is a book that needs to be shared and used in all businesses, no matter the size.