Page 127 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com
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being dropped out of an airplane. The luggage survived the fall, an incredible
reminder of its durability. Unfortunately, the commercial also reminded people
of airplane crashes. Sales actually dropped, too.
Bumper stickers now urge people to commit random acts of kindness. Make
people smile, the stickers urge.
We want to smile more.
Read through everything you send to clients and prospects.
How does it feel ?
Does it sell happiness, or the hope of it?
Above all, sell hope.
