Salesmanship and Social Change

Jump Start Your Business Brain by Doug Hall is a worthwhile read for activists. Why? The book is about selling products and services. What do most activists want to do? They want to sell some idea, policy, law, lifestyle change, or behavior change.

And why should the rest of us care about what you are selling? Maybe the answer is obvious: we/you must do _______ to make society better! If that is really your attitude toward whatever you are "selling" to the rest of the world, please do yourself a favor and study Jump Start Your Business Brain. Why? Here are some thoughts inspired by the book:

1. Can you define what benefit your idea offers?
2. Do you know what your audience will perceive as a benefit?
3. Can you deliver one of those benefits using your idea?
4. Why would we believe that you can deliver the benefit that you promise?

Hall walks readers through creating compelling answers to questions 1, 3, and 4 (2 you will have to tackle on your own). He also offers extensive information on the science of marketing, which he refers to as marketing physics.

+++++++++++

And finally, do not expect logic or values to carry the day for you! As Edward De Bono describes in Serious Creativity we all have our own "logic bubbles" from which we evaluate new ideas and information.

Next Time: How can we create powerful new strategies, tactics, policies, and programs? Read my thoughts on Thinkertoys by Michael Michalko.