Just as the world's population of over 7 billion people all have different appearances, every product must have its own unique image.
What is your product image? Doppelgangers are common in products.
Haven't you often thought, 'I've seen this somewhere'?
You have to declare your own image on the front of your product to make it the face of that product.
The image is the face of the product.
One time, I was assigned to give a 15-minute lecture to four aspiring corporate lecturers.
I introduced myself for one minute, and I confidently told the first two people that I was an expert in this field.
The last two people were asked to passively introduce themselves, saying things like, “I am a learner,” “I don’t know much,” and “I am a learner, so I have my shortcomings.”
Then, when we surveyed the audience who listened to the PT, the latter responded that they were more amateur than the former.
Likewise, human thoughts can be manipulated according to my intention.
This is the image declaration technology.
This refers to the psychology of people believing what is declared as it is, regardless of the actual state or appearance, once the image is declared first.
A kind of public commitment effect is when you declare that 'A is B', the public accepts A as B without question.
It could be C or D, but because the image has been declared, consumers psychologically believe it.
For example, Kyobo Life Insurance's phrases such as "Life insurance that wipes away the storms of life is like a handkerchief," "Life insurance that stays with you through good times and bad is like a lifelong friend," and "Life insurance that provides a solid foundation for the whole family is like a meal table" are image declarations.
--- pp.74-75

I asked Hi Living, a network marketing sales company, about how to sell their laser treatment device. Looking at the product description, it seemed like there were at least 50 benefits.
I thought that if things continued like this, there would be no need for a hospital.
The product's features should be expressed concisely and simply.
I understand that you have a lot to say, but listing all the features one by one is the worst.
This will only result in losing customers.
For example, if a fishmonger goes on and on about how they have mackerel, saury, and hairtail today, the customers will just walk away.
We should boldly omit them and only pick one and put it forward.
“The tuna today is really amazing~!”
If you advertise a new technology pot with a 5-layer bottom coating or other materials, you will fail.
In short, it should be something like 'No detergent absorption!'
Especially when placing a full-page advertisement in a newspaper, a large sentence should be included as a basic feature.
At this time, the period is removed.
Even a single period is messy, hinders readability, and is an eyesore.
By the same logic, investigations are also excluded if possible.
For example, a supermarket flyer advertises a ‘special benefit’ rather than a ‘special offer’.
In June 2015, OB Beer changed its OB brand from 'The Premier OB' to 'Premier OB'.
I reduced it by at least one.
In mathematics, there is a method of elimination, which involves eliminating the incorrect choices one by one from five options and selecting the remaining one as the answer.
The method of elimination is also widely used in advertising.
It's about creating the entire ad copy, then removing unnecessary elements one by one, to ultimately deliver a very simplified message.
--- pp.88-89

Many sales books advise you to first acknowledge what the other person is saying and then present your own logic.
In other words, it is incorrect to respond by saying, “That is true, but”.
Speaking vaguely or in a tone that is neither here nor there can further confuse the other person, lead to misunderstandings, and even cloud the tone of the argument.
People can tolerate defeatism in the form of speech, but they cannot tolerate vague arguments in the tone of speech.
One president was criticized for his ambiguous speech style.
Anything like, “It’s either this or that,” “This could be right, that could be right,” is out.
In particular, you should not hesitate when answering the other person's key questions.
For example, if a customer asks, “Isn’t it illegal if the tint is too dark?” he answers as if he had been waiting for it.
"Don't worry! I've been tinting windows my entire life, and if I ever get fined for having too dark a tint, I'll close up shop!"
Also, if you complain that the blanket is too expensive, I will strongly disagree.
"you're welcome.
Bedding is your second skin.
No matter how much you love someone, you don't spend a third of your life together, but your bedding does.
“It’s not expensive at all.”
When traveling, going in a straight line is the fastest and most accurate way.
Sometimes you need to be direct with your words.
Speaking in circles or making people think for a moment before understanding is a bad sales manual.

The assertion technique is also good for quickly overturning an opponent's logic.
A real estate investor grumbled, “Gangnam is expensive, but there is no place to relax.”
I responded head-on.
“Not at all! There are 100 parks in Gangnam-gu alone (96, to be exact).”
If you make a direct, two-pronged counter-declaration, the other party will no longer be able to refute you.
Let's say there's someone selling old stuff that looks like it belongs in a museum.
Someone asks.
“What do you do?”
“Selling Zippo lighters.”
“Do people still buy things like that these days?”
The best answer at this time is this.
"Of course! I can't sell it because I don't have it." --- pp.114-115

There is a famous samgyetang restaurant in Gwanghwamun, but you usually have to wait 30 minutes to eat samgyetang there.
So how long should we wait if the game gets tough? One hour.
This is because people tend to use their money more valuably during a recession.
When your pockets are full, you can spend money anywhere, so you become insensitive to value.
Conversely, when your pockets get thinner, you try to spend money properly and wisely.
We, who live by words, must place value on words.
If you reveal hidden value through words, the hidden desire to buy will rise in customers.
For example, let's start with the specific features of hairspray and gradually build up to the ultimate value it can provide to customers.

- Specific features: It is a pump type.
Spray an appropriate amount.
- Functional benefits: Holds hair firmly in place.
- Psychological benefits: You can create the style you want.
- Instrumental value: It increases attractiveness so that you stand out in front of others.
→ Final value: I like myself because I look cool.
Wherever I go, my confident appearance boosts my self-esteem.

By taking these steps, you can see that what matters most to customers is not the spin-off feature, but enjoying the final value.
Let's take another example.
What is the value of hearing aids?

- Fact (Performance): Detects surrounding sounds 100 times per second
- Intermediate value: 30% improvement in conversation comprehension
→ Final value: Vitality of life

If you want to sell Oticon hearing aids based on performance, the mid-value should be 'Scanning surrounding sounds 100 times per second'. If you want to sell them based on value, the mid-value should be '30% improvement in conversation understanding', and the final value should be 'vitality for life'.
So what is the value of English? While technically it's just a combination of letters, we need to sell English for its value.
For parents, English is an 'eternal longing', and for children, it is a 'window to the world'.
--- pp.156-157

You don't know what's inside a steamed bun, songpyeon, or dumpling until you bite into it.
And then, when you bite into it and it has a flavor you like, you feel like you've struck it rich.
Since you can't really bite into each product like this, you have to let them know that something great is inside when you open it.
I think snacks are instant foods.
However, if you reveal the history, your perception will change. Orion Choco Pie is aged for 5 days before being shipped, while Haitai Confectionery's Matdongsan is aged for 20 hours.
Market O Real Brownie ages the chocolate for 8 weeks to give it a rich flavor and chewy texture.
It gives the impression of being slow food that has a deep flavor through long fermentation.
Saewookkang's outer packaging says on the back that each bag contains four raw shrimp.
Of course, it's a bit illogical to say there are four shrimp without specifying whether they are the size of a palm or an anchovy, but consumers perceive that they are eating seafood, not a flour snack.
Orion Pocari Chips has revealed that there are 1.8 billion potatoes in Pocari Chips, giving the impression that they are eating agricultural products rather than snacks.
It is more important to preserve the flavor of the words than simply saying that something is old.
For example, the explanation that “Jungang Express is the oldest express bus company” is vague.
Rather, “Jungang Expressway was established in 1971 along with the opening of the Gyeongbu Expressway.
It is better to say, “When you ride the Gyeongbu Line, don’t forget that Jungang Express has been with you on that road and through that history.”
“You probably know that natural sea salt obtained from the sea is better than chemically made refined salt.”
It is said that if you leave out the sea salt for a year, it will taste bitter, if you leave it for two years, it will taste good, and if you leave it for three years, it will taste sweet.
“Insan bamboo salt is created only after three-year-old sea salt is roasted nine times over a pine wood fire,” the quality is elevated when the history is revealed.
--- pp.170-171

One of the common mistakes salespeople make is concluding with a descriptive statement, "You should buy it."
Coming to a conclusion on my own without being able to persuade the other person to my intentions is like dancing and singing alone in my mind.
The other person wasn't particularly impressed, but I was the only one who felt excited.
The desire to buy is triggered when the customer internally motivates himself, so even though it is my conclusion, I must let the customer make it on his own.
To do this, you must follow these two steps:

Step 1: Determine your target conclusion and keep the customer thinking about it until you get there.
Step 2: Once the target point is reached, instead of the salesperson making the conclusion, ask for agreement and let the customer come to the conclusion themselves.

To carry out the conclusion of my argument, a process is needed, and that process is the associative process.
I have to keep associating until I reach the conclusion I am aiming for.
You have to climb up the steps one by one to gradually occupy the opponent's mind until you reach your goal, then ask the opponent questions and let him/her come to his/her own conclusion.
Don't try to explain everything to the end.
At the very least, customers should be allowed to draw their own conclusions.

--- p.248