How to Win Friends and Influence People - Referral Marketing.pdf

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.)

!"#$%&'($)*+(,-$ )*+(,./**0-$ 1(2/+(+$ $ 30+"$!"#$)*+(,4$

5'0$666666$7&89+(:$20;/"0;$<&$"0<+/($/<;$9&;/</&($/($ +2.0"</;/(=$+=0(7:$*0+20";'/9$/($<'0$"+2/&$>/0*2#$ $ ? '&$7+"0;$!'+<$:&""$7&89+(:$20;/"0;#$1$+8$ !&""/02$+$&"<$8:$&!($9"&$*08;#$5'0$$+(,$/;$ 52

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