Page 255 - ConvinceThemFlip

the secrets of the great communicators
in marched four merchants from Covent Garden pushing
two handcarts. All eyes went to the carts. “We want to
present you all with a token of our gratitude for attending
this afternoon.” The audience applauded.
The carts were piled with white cardboard boxes the
size of small briefcases. On the front of each one, the
cover of the latest issue of Woman; on the back was a
summary of his presentation, designed to evoke the flavor
of the market; on the spine were advertiser testimonials;
and inside the box was an assortment of fruit, cheeses,
nuts, and of course, the latest issue of Woman in a clear
plastic wrap. Muldoon was smart. He knew most people
in the audience would be heading directly home after he
finished his presentation and they’d peruse the package
during their commute.
Capture Their Imagination
and Capture Their Hearts
Alittle later we left the Savoy, crossed the Strand, and
began the five-minute stroll back to the office. It was
almost 5:00 in the evening when we passed the Nag’s
Head Pub, a famous hangout for newspaper, magazine,
and advertising types at this time of day. My boss said,
“Come on. It’s too late to go back to the office now. Let’s
celebrate.”
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