To understand advertising, you need to understand salesmanship — as it was defined by John E. Kennedy in the early 1900's, “Advertising is Salesmanship in Print.”

Salesmanship is perfecting human relations. The salesperson is achieving their own goals by helping a prospect get what they want and need. You improve your own life by helping another improve theirs. Simple.
This is what makes any salesperson stand out among the crowd of marketers who try to take advantage of perceived weaknesses in the customer, using high-pressure tactics to confuse and deceive them.
When you know how to sell, you know how to market, you know how to improve your life by improving other's lives.
That is the secret to success in this life — hidden in plain site. Learn the techniques which will bring you anything and everything you could possibly need or want.
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Edward Berman

Knjige