Your Arts and Skills
The fact is, everyone is in sales.
Whatever area you work in, you do have clients and you do need to
Any fool can paint a picture but it
takes a wise man to be able to sell it.
You're headed in the right direction
when you realize
the customer viewpoint is more important than the company
viewpoint. It's more productive to learn from your customers instead
of about them.
If you do build a great experience,
customers tell each other about that. Word of mouth is very
If you make a product good enough, even
though you live in the depths of the forest the public will make a path
to your door, says the philosopher. But if you want the public in
sufficient numbers, you would better construct a highway.
We read advertisements to discover and
enlarge our desires. We are always ready – even eager – to discover,
from the announcement of a
new product, what we have all along wanted without really knowing
Norman R. Augustine
A recent government publication on the
marketing of cabbage contains, according to one report, 26,941 words. It
is noteworthy in this regard that the Gettysburg Address contains a mere
279 words while the Lord's Prayer comprises but 67.
advertising does not just circulate information. It penetrates the
public mind with desires and belief.
We find that advertising works the way the
grass grows. You can never see it, but every week you have to mow the
If you're trying to
persuade people to do something, or buy something, it seems to
me you should use their language, the language in which they think.