Book about advertising written by someone who contributed to producing Mad Men, the successful TV series.
When promoting or selling things it is not wise to try to get people to do things they don’t want to do. Better to highlight to them what they do want. Then show that your brand or product facilitates this. So, when selling first get somebody to agree to a potential need, then bring out the potential solution.
Realise when giving presentations people generally do want you to come up with a good idea and succeed. Your boss doesn’t want to punish you, they actually rely on you coming up with a good idea.
Rule of Marketing – remember to sell to people to help them become what they aspire to be like.