Treat people as friends, not as target groups


Issue 5: Talking With Friends


Bill Bernbach said, “You cannot sell a man who isn’t listening.” He taught us that our business is not only about informing people; it is about involving them emotionally and treating them with respect.

Now more than ever we need to respect people. We need to speak to them in relevant meaningful ways. We need to pay attention to how people are already communicating and interacting with one another. The manner in which we connect with people should add value to their lives and their conversations, not intrude upon them. When we stop thinking about people as customers, targets or focus groups, we start really treating people like good friends. Then everything starts to change.

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