AdverSelling helps experienced sales people become more productive by applying twenty-six principles from successful advertising campaigns. For more than a century, advertisers have discovered, tested, and refined powerful techniques to persuade people to buy. But most sales people - and their managers - don't use these principles consistently or fully benefit from their power. This book will help sales people use these powerful principles more effectively, and get more out of them. It provides detailed guidance for applying such AdverSelling principles as "attract attention," "be optimistic and credible," and "dramatize the dull" to increase the effectiveness of every email sales people send, every phone call they make, and every meeting they attend. Each chapter begins with a discussion of classic ads illustrating the principle, such as the lonely Maytag repairman (less is more), de Beers' "Diamonds are forever" (add value), or Clairol's "Does she or doesn't...

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