“The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.”
- Dr. Charles Edwards
My take: This is horse crap. There are tons of salesmen out there this very second spewing the facts about their product with very empty pockets. There are lots of companies producing products that they know people simply need, and yet they’re completely ignored.
Facts don’t sell; stories do. Moving your customers’ emotions sells. Facts may help retain customers, making them feel good about the decision to buy in the first place, but facts don’t sell.
Do you disagree?
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Absolutely agree. Selling on spec sheets only works with the already-converted. Facts are not unnecessary, they’re just the secondary part of the equation. People buy on emotion (even engineers), and justify it with facts.
Great post. I especially liked the “horse crap” part.
I thought the horse crap part might win some applause.
Ugh, spec sheets! What a horrible phrase. And yet, every salesman wants them. They’re great for reference, but they don’t sell.