One of my buddies
is a brilliant salesman.
He’s brilliant
because he takes himself out
of every sale.
The sale isn’t about him.
It is about the prospect,
what the prospect wants.
When I write back cover copy
for my novels,
I ask myself
“Why would a reader
want to read this book?”
I know why I want her
to read the book.
But that’s not why SHE
wants to read the book.
“Marketing is the empathetic act
of telling a story that works,
that’s true for the person hearing it,
that stands up to scrutiny.
But marketing is not about
merely sharing what
you, the marketer, believes.
It’s about what we, the listener, believe.”
Take yourself out of
your sales or marketing pitch.