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ВИШНЕВСКАЯ ВИКТОРИЯ ЮРЬЕВНА ©

until you know, how marketing works. How do you make an offer (сделать
предложение)? How do you articulate (озвучиваете) your value (ценность)
to the marketplace? How do you communicate what it is that you offer in such
a way compels (побуждает/заставляет) people that want to buy from you, that
positions you as a leader, as an authority (авторитет) in the market place?
When you know how to do that then it doesn’t really matter that much what it
is that you sell. Yes, you need to know the business. You always want to know
the business but you will know what actually makes business go. You know
what moves the needle (что есть решающий фактор). You know what
actually creates revenue (доход), sales and marketing. When you know sales
and marketing, you have an unfair (нечестный/недобросовестный)
advantage (преимущество) in the market place, period. Most businesses
struggle (имеют проблемы) because a lack of (недостатка) revenue. Why
are they not making enough (достаточно) revenue? Why? Tell me! Because
they don’t have customers. Why don’t they have customers? They don’t know
how to market! They don’t know how to create a compelling message
(красноречивый призыв). They don’t know how to create an engaging story
(захватывающую/вовлекающую историю) and push it out there
(продвинуть её на) in the market place in a way that makes people react, that
makes people respond (отвечать) good or bad. That makes people respond in
such a way that they want to do business with you. You may have the best
product in the world. You may provide the best service in the world. And it
doesn’t matter. None of that matters (ничего из этого важно) if people don’t
know you exist (существует). If they don’t know that you have something to
offer. And if they don’t want to buy from you. How would they know? It’s like
dating, right. You have the best personality (личность/характер). So what?!
If no one wants to go on the first date with you they would not find out how
good you are. They will not find out how nice you are. They just would not
know. So, that’s what turned my business around. Now I have a lot of resources
you go visit.
Answer the questions:
1. What is this video about?
2. Why didn’t his business succeed?
3. Would you try 13 times until you succeeded?
4. Do you think marketing is essential in running business?
5. How can people find out about the goods, products/service?
Exercise 66. Read the text and discuss.
Arianna Huffington: Don’t work too hard.
In a LinkedIn post last year, The Huffington Post president and editor-in-chief
(главный редактор) Arianna Huffington revealed (рассказала) that she’s

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