No matter what his position or experience in life, there is in everyone more latent than developed ability; far more unused than used power.
James Cash Penney
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A store’s best advertisement is the service its goods render, for upon such service rest the future, the good-will, of an organization.
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I have a theory that the best advertisements come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine. Do as you would be done by. If you tell lies about a product, you will be found out — either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time. Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it.
No king on earth is as safe in his job as a Trade Union official. There is only one thing that can get him sacked; and that is drink. Not even that, as long as he doesn’t actually fall down.
A big business never becomes big by being a narrow society looking after only the interests of its organization and stockholders.
I don’t know the exact details of his background but from what I have read Mr. Abramovich had a very humble start in life and has made his own luck.
If you change anything about the way you approach selling, the thing that would make the biggest difference would be your attitude, your attitude toward your customer, your service, the benefits of your products, your employer, and yourself.