6. Crafting a Message
Dan: “Kalb.”
Eugene: “Thanks for the Lakers Tickets.”
Dan: “You bet.”
Eugene: “The seats were terrific. But I’m still not going to advertise in the magazine. My son-in-law tells me that people don’t read much any more. Too much effort moving their eyes back and forth. So we’re going to put most of our budget into television, radio, Internet.”
Dan: “OK.”
Eugene: “OK? What does that mean?”
Dan: “I’m not going to try to sell you.”
Eugene: “Why the hell not? You’re a salesman.”
Dan: “Yeah, just not a very good one. That’s all.”
Eugene: “I’ll say.”
Dan: “But I am going to ask you one favor. I’m going to leave you an issue of the magazine. And I’m personally going to send you a new one every week. Now I’ll call you in a few weeks. ...
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