Talking to Instinct Man
The good speaker is always on the alert for opportunities to appeal to common sense and our deepest needs. Advertising people understand this principle better than most:
They’re not selling soap. They’re selling sex.
They’re not selling perfume. They’re selling love.
They’re not selling cars. They’re selling excitement.
They’re not selling jeans. They’re selling adventure.
They’re not selling cigarettes. They’re selling freedom.
And a corporate person isn’t selling just strategic plans or making budget proposals or giving quarterly reports. The corporate person is selling confidence, a sense of well-being, of goodwill. In other words, the corporate person is forever selling himself or herself. To enlist the support of listeners, ...
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