Goldenarticles articles

How to win over the man in the chair salesmanship, repetition, and aim mail - sales-management


In a classic business-to-business print ad from the late 50's for McGraw-Hill Magazines an commanding looking executive sits in his chair. He has both feet planted determinedly on the ground, a scowl on his face. His hands are folded at once in front of him and his elbows rest on the chair; he leans ever so faintly forward. To his right run these eight lines of copy:

"I don't know who you are.

I don't know your company.

I don't know your company's product.

I don't know what your band stands for.

I don't know your company's customers.

I don't know your company's record.

I don't know your company's reputation.

Now - what was it you hunted to sell me?"

Across the bottom, a distinct line of copy drives home the promotion proposition:

MORAL: Sales start before your salesman calls - with affair journal advertising. "

This ad amplifies and expands on what many, plus David Ogilvy, bear in mind to be the definite best clearness of publicity ever given. "Advertising," said copywriter John E. Kennedy all but eighty years ago, "is salesmanship in print. "


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