Early on in this book, I told you that marketing has become an art. The essence of that art is your ability to use nonverbal techniques to make me a series of promises (promises you intend to keep). Some people are fortunate in that they’re able to generate these signals without realizing it. Most of us, though, need to do it on purpose. We need to work hard to understand what the biases of our prospects are and which totems we can use to tell a story to these people.
