The September Spark Session, “Telling vs Selling,” explored how to listen intently so you “sell” the right aspect of your product. Be sure to watch the whole recording!
Figure out which story to tell (4:50)
Who does your story target? (6:15)
How to sell a cellphone (7:30)
The 3 principles of ALL selling: Ask, Listen, Link (9:30)
Telling or Selling #1: GOP.com vs Democrats.org vs LP.org (11:00)
Telling or Selling #2: Organ donation (14:15)
Sell a complex policy in bite-size chunks (18:05)
Making Fiscal Federalism (somewhat) sexy (18:40)
Why people buy (24:45)
When should you tell? (27:45)
Make numbers memorable – even emotional (30:20)
Selling to policy wonks (32:00)
Q & A:
How can a policy paper sell, not tell? (34:15)
Should my selling points always be positive? (36:35)
What policy area has been the most difficult to sell? (38:55)
What if I just can’t figure out my listener’s desire? (41:10)
When you don’t yet know your audience – say, as you develop a policy – how can you sell? What if you can’t afford market research? (45:00)
Roger Dooley, Brainfluence
Save the date! Our next Spark Session is November 17.
To catch up on past Spark Sessions, visit our Archives.