Page 253 - ConvinceThemFlip

the secrets of the great communicators
Muldoon stepped onstage and waited until the room
fell quiet. Then, without so much as a “Hello” or a
“Welcome” or a “Thanks for coming,” he held up the most
recent copy of the magazine.
Looking solemnly around the room, he deliberately
tore off the back cover. Then he waved it aloft and
declared slowly, “Anyone who would pay £7,500 for this
is a raving lunatic!”
While his audience sat in stunned silence, he broke
into a smile, slapped the torn-off page against the rest of
the magazine, and pronounced, “But attach it to this, and
you have the most powerful and cost-effective vehicle this
country can offer you to deliver your message to four mil-
lion avid and consuming women. And why is it so popular?
Why do so many people read it and trust it? Because each
and every issue is a must-have weekly fix of spicy celebrity
news, juicy television insider gossip, and hearty real-life
stories. It’s the number one choice for up-to-the-minute
lifestyle treats, fresh ideas on healthy family-friendly food,
and spur-of-the-moment travel deals.”
Time elapsed so far: thirty seconds. And Muldoon had
this roomful of people riveted.
“We are less than five minutes away from Covent
Garden,” Muldoon continued, holding the copy of the
magazine in his hand, “where freshness, variety, excellent
value, expert knowledge, high standards, and . . . ”
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