“Lingerie is a ‘You Gift’ Not A ‘Her Gift'”
USA Today, February 7, paid for by “A Diamond is Forever”
The black and white, full page ad, has only those words, and a photo (black and white) of a beautiful diamond band. And what a very clever advertisement it is. It captures the essence of the message I spoke about that day to a group of highly skilled sales people in Tyson’s Corner: Make it about them.
Determine what matters to the other person. Step out of feature mode, regardless of how sweet those features may seem to you, and sell buyer benefits. Help the other person win. Because, as this ad so concisely points out, when you stop thinking about what makes you happy and help the other person to be happy, it turns out, you’re the happiest of all.
Happy Early Valentine’s Day!