This is how you silence the critics| Story no. 34/101

Many years ago, the Philadelphia Evening Bulletin was being maligned by a dangerous whispering campaign. A malicious rumor was being circulated. Advertisers were being told that the newspaper was no longer attractive to readers because it carried too much advertising and too little news. Immediate action was necessary. The gossip had to be squelched. But how?

The Bulletin clipped from its regular edition all reading matter of all kinds on one average day, classified it, and published it as a book. The book was called One Day. It contained 307 pages – as many as a hard-covered book; yet the Bulletin had printed all this news and feature material on one day and sold it, not for several dollars, but for a few cents.

The printing of that book dramatized the fact that the Bulletin carried an enormous amount of interesting reading matter. It conveyed the facts more vividly, more interestingly, more impressively, than pages of figures and mere talk could have done.

De-briefing of this story

Sometimes merely stating a truth isn’t enough. The truth has to be made vivid, interesting and dramatic. You have to use showmanship like movies and television. You will have to do it for getting their attention and also so that they remember it for long time.

This Story can be used to share the importance of

1- Killing Rumours

2- Marketing

Story source

From the book “How to win friends and Influence people” by Dale Carnegie

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