How cunning salesmen sold expensive luxury cars 100 years ago

One of the most fascinating books about advertising I’ve ever read is the late ad genius Leo Burnett’s book: “Communications of an Advertising Man” Not an easy book to find. And I think I dropped a couple dollars on my used copy. But it’s chock-full of great insights today’s shallow-thinking online marketing crowd — most of who have gotten their education haunting Facebook & Twitter, and never learned the fundamentals of the craft — are oblivious to. Example? He teaches something he learned about selling super expensive luxury cars from a brilliant marketer and salesman who was like a household name back in the early 1900’s, but probably 1 in 10,000 online marketers have never heard of today. I certainly hadn’t until reading the book. And there was something cunning salesmen like him did back then that made price objections, sticker shock, and having to “convince” someone to spend a small fortune on cars obsolete. Price simply wasn’t a factor in a lot of cases. Not for salesmen like this guy at least. Most struggled just as most online marketers struggling selling high-ticket offers today. Anyway, the point: I show you what these guys did on pages 2-3 in the upcoming November Email Players issue. The irony is, there is nothing “sexy” at all about what this. It’s all very fundamental-based. Most will find it boring. And that is why in my humble, but accurate, opinion so few businesses do it. Everyone wants sexy and cool. But the stuff that works best is rarely sexy or cool. It’s often square and boring. And this quickly-explained method is no different. I say “method” because it’s not a tactic at all. No magic phrases or subject lines or headlines. It’s something you do before the sales process. And it’s something literally anyone can do, even if most can't be bothered to, or are too scared to try. All right enough of this teasing. If you want in on the November Email Players issue best hurry. It's all about how to sell high ticket offers. The kind that sells for 100s, 1000s, possibly even tens of 1,000's a pop. I can think of few skills that are more valuable these days especially. As soon as the deadline hits, it’ll be too late. Here’s the link: [https∶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2022 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA