[ Pobierz całość w formacie PDF ]
center and headed one column Advantages and the
other column Disadvantages.
I wrote down under the head Advantages these
words: Ballroom free. Then I went on to say: You
will have the advantage of having the ballroom free to
rent for dances and conventions. That is a big advantage,
for affairs like that will pay you much more than you can
get for a series of lectures. If I tie your ballroom up
for twenty nights during the course of the season, it is
sure to mean a loss of some very profitable business to
you.
Now, let s consider the disadvantages. First, instead
of increasing your income from me, you are going to
decrease it. In fact, you are going to wipe it out because
I cannot pay the rent you are asking. I shall be forced to
hold these lectures at some other place.
There s another disadvantage to you also. These lectures
attract crowds of educated and cultured people to
your hotel. That is good advertising for you, isn t it? In
fact, if you spent five thousand dollars advertising in the
newspapers, you couldn t bring as many people to look
at your hotel as I can bring by these lectures. That is
worth a lot to a hotel, isn t it?
As I talked, I wrote these two disadvantages under
the proper heading, and handed the sheet of paper to
the manager, saying: "I wish you would carefully consider
both the advantages and disadvantages that are
going to accrue to you and then give me your final decision.
I received a letter the next day, informing me that my
rent would be increased only 50 percent instead of 300
percent.
Mind you, I got this reduction without saying a word
about what I wanted. I talked all the time about what
the other person wanted and how he could get it.
Suppose I had done the human, natural thing; suppose
I had stormed into his office and said, What do you
mean by raising my rent three hundred percent when
you know the tickets have been printed and the announcements
made? Three hundred percent! Ridiculous!
Absurd! I won t pay it!
What would have happened then? An argument would
have begun to steam and boil and sputter - and you
know how arguments end. Even if I had convinced him
that he was wrong, his pride would have made it difficult
for him to back down and give in.
Here is one of the best bits of advice ever given about
the fine art of human relationships. If there is any one
secret of success, said Henry Ford, it lies in the ability
to get the other person s point of view and see things
from that person s angle as well as from your own.
That is so good, I want to repeat it: "If there is any one
secret of success, it lies in the ability to get the other
person's point of view and see things from that person s
angle as well as from your own.
That is so simple, so obvious, that anyone ought to see
the truth of it at a glance; yet 90 percent of the people
on this earth ignore it 90 percent of the time.
An example? Look at the letters that come across your
desk tomorrow morning, and you will find that most of
them violate this important canon of common sense.
Take this one, a letter written by the head of the radio
department of an advertising agency with offices scattered
across the continent. This letter was sent to the
managers of local radio stations throughout the country.
(I have set down, in brackets, my reactions to each paragraph.)
Mr. John Blank,
Blankville,
Indiana
Dear Mr. Blank:
The ------ company desires to retain its position in advertising
agency leadership in the radio field.
[Who cares what your company desires? I am worried
about my own problems. The bank is foreclosing the
mortage on my house, the bugs are destroying the hollyhocks,
the stock market tumbled yesterday. I missed
the eight-fifteen this morning, I wasn t invited to the
Jones s dance last night, the doctor tells me I have high
blood pressure and neuritis and dandruff. And then what
happens? I come down to the office this morning worried,
open my mail and here is some little whippersnapper
off in New York yapping about what his company
wants. Bah! If he only realized what sort of impression
his letter makes, he would get out of the advertising
business and start manufacturing sheep dip.]
This agency s national advertising accounts were the
bulwark of the network. Our subsequent clearances of
station time have kept us at the top of agencies year after
year.
[You are big and rich and right at the top, are you? So
what? I don t give two whoops in Hades if you are as big
as General Motors and General Electric and the General
Staff of the U.S. Army all combined. If you had as much
sense as a half-witted hummingbird, you would realize
that I am interested in how big I am - not how big you
are. All this talk about your enormous success makes me
feel small and unimportant.]
We desire to service our accounts with the last word on
radio station information.
[You desire! You desire. You unmitigated ass. I m not
interested in what you desire or what the President of
the United States desires. Let me tell you once and for
all that I am interested in what I desire - and you
haven t said a word about that yet in this absurd letter of
yours .]
Will you, therefore, put the ---------- company on your
preferred list for weekly station information - every single
detail that will be useful to an agency in intelligently booking
time.
[ Preferred list. You have your nerve! You make me
feel insignificant by your big talk about your company
- nd then you ask me to put you on a preferred list,
and you don t even say please when you ask it.] [ Pobierz całość w formacie PDF ]
zanotowane.pl doc.pisz.pl pdf.pisz.pl freetocraft.keep.pl
center and headed one column Advantages and the
other column Disadvantages.
I wrote down under the head Advantages these
words: Ballroom free. Then I went on to say: You
will have the advantage of having the ballroom free to
rent for dances and conventions. That is a big advantage,
for affairs like that will pay you much more than you can
get for a series of lectures. If I tie your ballroom up
for twenty nights during the course of the season, it is
sure to mean a loss of some very profitable business to
you.
Now, let s consider the disadvantages. First, instead
of increasing your income from me, you are going to
decrease it. In fact, you are going to wipe it out because
I cannot pay the rent you are asking. I shall be forced to
hold these lectures at some other place.
There s another disadvantage to you also. These lectures
attract crowds of educated and cultured people to
your hotel. That is good advertising for you, isn t it? In
fact, if you spent five thousand dollars advertising in the
newspapers, you couldn t bring as many people to look
at your hotel as I can bring by these lectures. That is
worth a lot to a hotel, isn t it?
As I talked, I wrote these two disadvantages under
the proper heading, and handed the sheet of paper to
the manager, saying: "I wish you would carefully consider
both the advantages and disadvantages that are
going to accrue to you and then give me your final decision.
I received a letter the next day, informing me that my
rent would be increased only 50 percent instead of 300
percent.
Mind you, I got this reduction without saying a word
about what I wanted. I talked all the time about what
the other person wanted and how he could get it.
Suppose I had done the human, natural thing; suppose
I had stormed into his office and said, What do you
mean by raising my rent three hundred percent when
you know the tickets have been printed and the announcements
made? Three hundred percent! Ridiculous!
Absurd! I won t pay it!
What would have happened then? An argument would
have begun to steam and boil and sputter - and you
know how arguments end. Even if I had convinced him
that he was wrong, his pride would have made it difficult
for him to back down and give in.
Here is one of the best bits of advice ever given about
the fine art of human relationships. If there is any one
secret of success, said Henry Ford, it lies in the ability
to get the other person s point of view and see things
from that person s angle as well as from your own.
That is so good, I want to repeat it: "If there is any one
secret of success, it lies in the ability to get the other
person's point of view and see things from that person s
angle as well as from your own.
That is so simple, so obvious, that anyone ought to see
the truth of it at a glance; yet 90 percent of the people
on this earth ignore it 90 percent of the time.
An example? Look at the letters that come across your
desk tomorrow morning, and you will find that most of
them violate this important canon of common sense.
Take this one, a letter written by the head of the radio
department of an advertising agency with offices scattered
across the continent. This letter was sent to the
managers of local radio stations throughout the country.
(I have set down, in brackets, my reactions to each paragraph.)
Mr. John Blank,
Blankville,
Indiana
Dear Mr. Blank:
The ------ company desires to retain its position in advertising
agency leadership in the radio field.
[Who cares what your company desires? I am worried
about my own problems. The bank is foreclosing the
mortage on my house, the bugs are destroying the hollyhocks,
the stock market tumbled yesterday. I missed
the eight-fifteen this morning, I wasn t invited to the
Jones s dance last night, the doctor tells me I have high
blood pressure and neuritis and dandruff. And then what
happens? I come down to the office this morning worried,
open my mail and here is some little whippersnapper
off in New York yapping about what his company
wants. Bah! If he only realized what sort of impression
his letter makes, he would get out of the advertising
business and start manufacturing sheep dip.]
This agency s national advertising accounts were the
bulwark of the network. Our subsequent clearances of
station time have kept us at the top of agencies year after
year.
[You are big and rich and right at the top, are you? So
what? I don t give two whoops in Hades if you are as big
as General Motors and General Electric and the General
Staff of the U.S. Army all combined. If you had as much
sense as a half-witted hummingbird, you would realize
that I am interested in how big I am - not how big you
are. All this talk about your enormous success makes me
feel small and unimportant.]
We desire to service our accounts with the last word on
radio station information.
[You desire! You desire. You unmitigated ass. I m not
interested in what you desire or what the President of
the United States desires. Let me tell you once and for
all that I am interested in what I desire - and you
haven t said a word about that yet in this absurd letter of
yours .]
Will you, therefore, put the ---------- company on your
preferred list for weekly station information - every single
detail that will be useful to an agency in intelligently booking
time.
[ Preferred list. You have your nerve! You make me
feel insignificant by your big talk about your company
- nd then you ask me to put you on a preferred list,
and you don t even say please when you ask it.] [ Pobierz całość w formacie PDF ]