Reeves Rosser, famous copywriter, wrote in his book, Reality in Advertising, the following:
“Let’s say you are a manufacturer. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the damned sales curve stop moving down and start moving up?”
That’s the kind of practical approach that I like. How do we keep the sales curve moving up?
It starts at the top. Yes, the top; CEO, President, Chairman, Owner or whatever you choose to call the person where the buck stops. In my opinion, every top dog should spend at least half his / her time selling, in front of prospects or on the phone, email as a last resort. Why? Because you can’t BS your way into an order. Because it is difficult to sell a product / service that you don’t believe in. Because it’s important to look your customer in the eyes. Because it forces you to listen. Because it sets the tone for the business.