June 2012
Beginner
166 pages
3h 27m
English
Content preview from The Reluctant Entrepreneur: Turning Dreams into ProfitsBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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CHAPTER 7
HOW TO BECOME A MARKETING GENIUS
Years ago, I bought into a thriving art gallery. It was the fulfillment of a dream. When I fantasized about owning my own gallery (as I often did), I saw myself sitting in a comfortable leather chair, reading books about art. I imagined having conversations with worldly people about art.
The reality was quite different.
The first thing my partner had me do was invite everyone I knew to come to our grand opening. I was excited. I couldn’t wait to show the place off. But then he said, “As soon as we get them in the door, we’ll get to work on them.”
Huh? I didn’t like the sound of that.
When the big day arrived, I dutifully followed him around and watched him “get to work” on our invited guests. I was ashamed and disappointed. I realized that the dream business I’d bought into wasn’t really about the art. It was, in fact, based on hard-core selling.
I was embarrassed. I shouldn’t have been so naïve. After all, I’d been in business for years. I should have known that the reason my partner had been so successful with this gallery was because he was an expert at selling art. He knew how to get people to come into the gallery, get them to buy, and then get them to buy again and again.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.