Basics of All Advertising and Selling: Introduction!

Burrow under the basics of all advertising and selling with “The Hi-5 Eternal Truths of all Advertising and Selling.” ©

I know. You’re probably fed up with the seminars, lectures and PowerPoint presentations on “The Basics” by someone who wants to sell you their services. Whatever your problem, they have the “Basics” to solve it. You’ve seen the drill.

In selling there is a set of fundamentals that pre-dates all the “Basics.” It is the bottom of the foundation on which all successful advertising and selling is premised. We’re going to burrow down and learn what WILL improve your advertising and selling be it consumer or B2B.

Let’s start at the end, Truth #5, the point WHEN the target/prospect/customer decides to buy what you’re selling. When will a person decide to buy something? Consumer or B2B, buying is buying. It’s not affordability, desire, or need. They’re components, but not the determining factor.

A person will decide to buy or commit ONLY WHEN the perceived benefits of the product or service outweigh the value of the money saved by not buying. You can afford it, you want it, you need it, but unless the perceived benefits of owning it outweigh the value of the money saved by not buying, you will not buy. Period.

In other postings we’ll talk about how to create that “perceived” value. It’s all wrapped up in the BENEFIT story of Mr. Ben E. Fitz and Ms. Bee Cause.


Lewis R. Elin
Lewis R. Elin Consulting
Lewis R. Elin spent most of his working career selling work uniforms and flame resistant safety clothing via direct mail and catalogs. He is a recipient of the DMMA “Direct Mail Spokesman” award and participated in panels and lectured for the DMMA and the DMA. He co-taught a course on Direct Mail Basics at the Indiana University extensions in South Bend and Indianapolis. He has also lectured at the Merit Direct Business Mailer’s Summer Co-Op. Mr. Elin is best known for his “Hi-5 Eternal Truths of All Successful Direct Mail Advertising.”

About Nate Marks

We live and work in a world of visual images.
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One Response to Basics of All Advertising and Selling: Introduction!

  1. Mike Willett says:

    Today we lost one of the greatest salesmen ever, Zig Ziglar. That smooth, southern voice in our ears
    should stand out and be listened to over and over again, since we in the ad world are really salesmen anyway.

    Two quotes from Zig stand out in my memory, “Is it price you’re concerned about, or is it the cost? You know, Mike…price is a one-time thing…cost is a lifetime thing…

    AND, wouldn’t you agree it’s better to spend a little more than you wanted…than a little less than you shhhooouuulllddddd?????

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