Page 48 - Oscar Adler - Sell Yourself in Any Interview_ Use Proven Sales Techniques to Land Your Dream Job (2008)

SELL YOURSELF IN ANY INTERVIEW

there were two vendors selling blueberries. Both had pints
and pints of blueberries and a sign. One said “Blueberries,”
and the other said “Sweet Blueberries.” Within half an hour
of opening his stall, the vendor with the “Sweet Blueberries”
sign had sold out. The vendor with the “Blueberries” sign still
had pints left over at the close of the market. Although the
berries may have been equally sweet, one of the signs was
certainly sweeter.
Here’s another example. Look at the signs in Exhibit 2-6.

Exhibit 2-6 WHICH SIGN IS MORE EFFECTIVE?

RUSTPROOF Metal Fencing
Metal Fencing NEVER RUSTS

At first glance, the signs are virtually the same: Both
advertise metal fencing. But these two signs are not the same
at all. In the first sign, we are told about a feature: “This fenc-
ing is rustproof.” In the second sign, we see the benefit: “This
metal fencing never rusts.” It is a subtle but distinct differ-
ence. Like the “Sweet Blueberries” sign, the “Never Rusts”
sign has an additional implied meaning. It is saying that
this fencing is better—that it will mean less work or will
last longer.
Most of us have experienced the frustration of a long
delay in a doctor’s waiting room. When a patient has waited
an hour or more past her scheduled appointment time, it
would be only natural to complain to the receptionist. Here

30