Writers have to get their books sold to make their living. Which means - directly or indirectly, the author becomes a salesman from the moment they start writing their book. Because that's when the marketing starts - with the product.
Modern salesmanship has gotten a bad reputation. Because they've gone away from the two main elements common to all the great salespeople: help and relationships.
And at the end of wrapping up a long research project of the top classic copywriters and marketers, these three books leapt out at me for publishing. These classics are all proven experts in their fields. And their approaches are each unique in their industry - and mostly out of print and forgotten now.
To understand advertising and marketing, you need to understand salesmanship. As it was defined by John E. Kennedy in the early 1900's, "Advertising is Salesmanship in Print."
Salesmanship is perfecting human relations. The salesperson is achieving their own goals by helping a prospect get what they want and need.Offering effective solutions to common problems. You improve your own life by helping another improve theirs. Simple.
Individually, these authors never met each other, and lived in different parts of the country. You wouldn't know it by how they wrote about the same subject.
In each case we are taken back to a time of honest, caring salespeople who were more concerned about the customer in front of them than the sale.
This is what makes any salesperson stand out among the crowd of marketers who insist on using high-pressure tactics to confuse and deceive potential customers.
You, too, can stand on the shoulders of giants to see further. And so ensure your book, course, and peripheral sales are sustainable for your foreseeable future.
This anthology contains:
- Selling Things, by Orison Swett Marden
- Successful Low Pressure Salesmanship, by Edward Berman
- Tested Sentences That Sell, by Elmer Wheeler
A thorough study and practice of these texts gives you a new viewpoint and useful techniques to master direct selling - and ensure a sustainable personal income from here on out.
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