Within Every Brand Is A Product, But

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

Lazy And Superficial Men And Women Do Not Produce Superior Work.

Hire People Who Are Better Than You Are, Then Leave Them To Get On With It. Look For People Who Will Aim For The Remarkable, Who Will Not Settle For The Routine.

The Worst Fault A Salesman Can Commit Is To Be A Bore. Foster Any Attempt To Talk About Other Things; The Longer You Stay The Better You Get To Know The Prospect, And The More You Will Be Trusted.

Consumers Do Not Buy Products. They Buy Product Benefits.