Communication

Selling

"AIDS"

1. Get their attention.
2. You need their interest to go to the next stage.
3. Desire
4. Sale

Marketing

• Understand the motivation of the buyer
• Position yourself (or your product) = getting heard above the noise level (in our overcommunicated society).
  • Being number 1 has a big advantage because there's little room left for #2, and #3 et al get lost in the noise level. It's a unique category

Skills

• Public speaking
• "Death by Power Point"

7±2

George Miller observed the human mind is be best suited to sorting and remembering objects in 7 categories.

• 7 digit phone numbers
• 7 wonders of the world
• Snow White and her 7 dwarves

However, in advertising leaves less room than 7 categories.

• Limited attention spans.
• Simple messages work best --> keep your messages simple and find a way to differentiate it from everything else.
• If you can't be #1, redefine your sandbox.
• Big fish in small pond > small fish in big pond.
• Odds favor the first person, first product/company, first politician, etc...