Hardk Nock Tigers

Posts Tagged ‘audience’

One of the ways to excel in life is to know how to effectively position, sell or market yourself in every situation. And communication is very critical to success in this area. That is why I want us to examine this text entitled “How to Sell Yourself”, with the subtitle “Winning Techniques for Selling Yourself…Your Ideas…Your Message”.

It is written by Arch Lustberg, a communication expert whose client list contains a who’s who of business leaders, association executives, elected officials and top professionals in every field.

Lustberg taught Speech and Drama at The Catholic University of America in Washington, D.C. for 10 years. He co-produced the Tony Award-nominated musical “Don’t Bother Me, I Can’t Cope” and also produced and directed many record albums in the days of the LP, most notably Grammy Award-winning “Gallant Men” by the late Senator Everett McKinley Dirksen. He directed the United States Chamber of Commerce Communicator Workshops, prior to opening his own business, Arch Lustberg Communications.

Lustberg says communication implies the transfer of information from one mind to another mind, or to a group of other minds. He adds that it can be in the form of an idea, a fact, an image, an emotion, or a story, stressing that it can be written, spoken, drawn or danced, sung or mimed.

This communicator says whatever the medium employed, if the message does not reach the other person, there is no communication, or there is miscommunication. This author then submits that the premise of this book is therefore to stress that every time you open your mouth, in order for communication to happen, you have to sell yourself. Lustberg asserts that if you do not sell yourself, communication is nearly impossible and if you do, your message will get across.

According to him, we think of selling as being product-oriented. He educates that this is just one aspect of selling. In the case of product sale, the factors are usually the salesperson and the price, adds Lustberg.

He says even when there is a slight price difference, we rarely buy any big-ticket item from someone we really dislike. Lustberg stresses that ideas are not much different, especially that the only time we pay close attention to an idea being communicated by someone we do not like is when we have a heavy personal or emotional investment in the subject.