In this short, 4 minute video clip, Dan Kennedy talks about one of the most crucial insights for a successful Online Business:
The principles of SALES haven’t changed since the beginning of time.
Only the MEDIUM through which you sell has changed.
We’ve simply moved from face to face, telephone, direct mail, T.V. infomercials, and now, the Internet.
Despite all the different technology, the need for true salesmanship remains constant.
In fact, Dan tells the story, that at a convention, a huge ad agency excitedly told Dan that they had retained the services of legendary film director Francis Ford Coppola to shoot their infomercial.
In reply, Dan nodded his head and said, “Impressive… BUT… if I had my choice between Francis Ford Coppola and a broken down vacuum salesman, I’d choose the vacuum salesman any day!”
Why did he say this?
“Because the vacuum salesman knows how to SELL something, while the other guy just knows how to put film in a can…” — was his reasoning.
The bottom line is, salesmanship is eternal.
Technology has made it stupid easy for anyone to put up a website or pump out a “push button” sales letter.
But none of that will be truly effective until you learn how to sell, and sell WELL.
-James D. Lee
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