George is in his seventies. His hearing has deteriorated over the years, but he’s reluctant to wear a hearing aid. He hates missing out on parts of conversations and often feels isolated because he can’t hear what’s going on. He’s embarrassed about his disability. But he feels self-conscious about wearing a clunky, visible hearing aid…

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When I was growing up, my mother tried selling various products from home to earn extra money to support our family. I remember cookware and cosmetics being demonstrated to small groups of her friends over cups of tea and homemade sponge cake in the living room. From day-to-day, Mum used the same old pans that…

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When an aspiring author is pitching her work to a publisher or agent, she needs to address the agent directly. In her query letter, it’s not enough to be aware of her book’s strengths—she must also know who it’s for and why this particular agent will care enough to read the first few chapters. It…

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Empathy is an essential skill for anyone who wants to make a living by serving others. A big part of our job is to show those people that we see, hear and can help them. But there’s a fine line between fake intimacy and genuine sincerity in a sales conversation. We’ve all been subjected to…

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The ‘For Lease’ sign attached to the first-floor window of the shopfront is one of half a dozen along Gertrude Street. And the sales copy on each of them does nothing to differentiate one premises from the other. The signs give us dimensions, details about the facilities and ‘good natural light’. They don’t for a…

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My dad had many manual jobs during his working life, but the one he loved most was being a painter and decorator. It was the only job he did, where he could stand back and find joy in his creative output at the end of the day. Painting was something he could say he was…

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The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning. ‘Would you like a glazed doughnut for just $2 to go…

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We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.

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