internet marketing

Secrets from the Spotlight! Gotta Know What You’re Selling

You Gotta Know What You’re Selling!    
I read that a guy ran into the Chairman of Rolex, Andre Heiniger, at a restaurant, and he asked him: “So, how’s the watch business?”

Heiniger said “I have no idea”.

The guy laughed, but Heiniger was serious.

He said: “Rolex is not in the watch business. Rolex is in the LUXURY business”.         

You gotta know what you’re selling!

It’s no coincidence that many car companies put models on the hood of their cars.

They know what they’re selling–sex. And they don’t need the models to do it.

Let’s say you’re in the business of selling an ugly brown liquid. How would you do it? 

One company does it with paintings of gondolas in Venice, the gondolier enjoying a sensually shaped cup of coffee while he glides through the canal.

What are they selling?

 They’re selling escape, romance, adventure…

It’s still an ugly brown liquid!

Another company sells it with a guy named Juan Valdez and a donkey. Another company sells a different ugly brown liquid, by getting Michael Jackson, Madonna, Britney Spears and Shakira to shake their assets on TV. They’re selling youth, excitement, and a new generation, since their main competitor has already established itself first, over a hundred years ago, as the “Real Thing”.

In many beer commercials, you see young “beautiful people” dancing around at parties having the time of their lives…They’re selling fun, a good time.

And so, the ugly brown liquids sell!

Ask yourself. What are you really selling? Escape? Youth? Fun? Hope? Relief? Comfort? Security? Freedom? If you don’t know what you’re selling, how can you sell it? Once you have the right WHAT, the HOW is EASY.

Once you know what you’re selling, you can craft a 30-second infomercial to sell it.

So, Tip #7, “You Gotta Know What You’re Selling!”
Next time, in Tip #8, we’ll talk about how to write a dynamic 30-second infomercial.

P.S. Gluten-free pens? Listen to Jill McCabe interviewing me on her
Thinking Vitamins podcast:

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Tsufit, author of the award-winning book, Step Into The Spotlight! (have YOU read it yet?), coaches lawyers, entrepreneurs, experts, keynote speakers, professionals and authors to captivate their audiences. Want to find out more? Contact

c. Tsufit 2006-2022

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