Recently, as part of American Writers and Artists’ Great Books Club, I’ve been reading Dale Carnegie’s classic How to Win Friends and Influence People.
The book is a known classic on relating to people and is used in customer relations training. No surprise there.
But it has a lot more to do with marketing and advertising than you might think. Imagine if it was called How to Win Fans and Followers and Influence People to Buy Your Stuff. A marketer’s dream, right?
It all rotates around the basic premise of the book: make everything about the other person.
Want to be a great conversationalist? Stop talking about yourself and ask questions about the other person.
Want to persuade people of something? Tell them how it will benefit them.
The most powerful word in advertising
The most powerful word in advertising is the word “you”… second only to a person’s name.