Today's Weekend Wall Street Journal features a short article by Steve Cohn called the Secrets of Selling (this week's installment of the Five Best series). It's a list of Cohn's choice of five best books about selling. Here's the list:
1. "Understanding Media" by Marshall McLuhan (MIT Press, 1964).
2. "Brand Sense" by Martin Lindstrom (Free Press, 2005).
3. "Reality in Advertising" by Rosser Reeves (Knopf, 1961).
4. "Why We Buy" by Paco Underhill (Simon & Schuster, 1999).
5. "Branded Nation" by James B. Twitchell (Simon & Schuster, 2004).
Interesting that the list doesn't feature a single Zig Ziglar or Tony Robbins type sales book. Nothing here about cold calling or other sales techniques. They're all about branding, unique selling positions, how brands attract interest and sales, and marketing. So sales is marketing.... hmmm.
If that's the case (and I believe it is), why is so little advertising designed to sell?