LOMA : Articles
Selling the Invisible: A Field Guide to Modern
By Patricia Yevics
Director, Law Office Management
Maryland State Bar Association, Inc.
preparation for a presentation on marketing I am giving in August, another
person on the program, a practicing solo practitioner, suggested the book
Selling the Invisible: A Field Guide to Modern Marketing, by
Henry Beckwith published in 1997. She said that she almost never reads
most marketing books but it was recommended to her and she had been
assured that it was fun and fast reading. She loved it and now recommends
it to all attorneys.
would read the book and never need it again, I checked it out of the
public library. After just a few chapters, I decided this was one of
those books, you could refer to again and so I purchased it (on-line of
www.amazon.com. It can also be purchased from Barnes and Noble stores
and on-line at
This is not a
"how to book" but rather "how to think" book. Although there are some
limited concrete suggestions, the purpose of book is to get service
businesses to think about what their clients and potential clients want and
how to give them what they want. He stresses again and again that what
people are looking for is not features or even superior work product but
rather relationships and law is a relationship business.
The book is a
series of very short chapters (from 1-2 pages) which are then summarized
in boldface italics that often illicit a slapping of the forehead and the
statement : "Of course."
nothing specifically groundbreaking in the information that is written but
rather easy to read ideas and examples that should be used to change the
way you think about your services, your client relationships and your
It is a book
worth owning and reading again and again. The book is also available on
audio which is great for those long waits in traffic.