villagelat

petak, 07.01.2011.

How to Win Over the "Man in the Chair" Salesmanship, Repetition, and Direct Mail

In a classic business-to-business print ad from the late 50’s for McGraw-Hill Magazines an imposing looking executive sits in his chair. He has both feet planted firmly on the ground, a scowl on his face. His hands are folded together in front of him and his elbows rest on the chair; he leans ever so slightly forward. To his right run these eight lines of copy:“I don’t know who you are.I don’t know your company.I don’t know your company’s product.I don’t know what your company stands for.I don’t.

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