CHAPTER 5CREATE A SELLING MESSAGE THAT BUILDS SALES
Wherever smart people work, doors are unlocked.
—STEVE WOZNIAK
Have you heard the one about three people and the corned beef sandwiches?
A woman runs into the deli and orders her sandwich quickly. She never takes her eyes off her BlackBerry, scrolling furiously; she also keeps looking at her watch impatiently while the counterperson piles the sandwich high with corned beef. She needs to get back to work, and she wants her sandwich a few seconds ago.
The next guy isn’t in such a rush. He has an hour for lunch, and he plans to enjoy a leisurely meal. In fact, today he is doing something that is totally out of character. Instead of his usual roast beef, he orders a corned beef sandwich. It’s ...
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