In the era of live e-commerce, people are the media, people are the channels, and people are becoming the next-generation transaction portal again, and the key to this transaction is knowledge distribution, trust agency, and personality connection. In 1904, Albert Lasker, the CEO of Lord & Thomas, the third largest advertising agency in the United States, received a small note from the doorman while attending a salon:"I'm downstairs in this party salon,
I can tell you what advertising is, I know you don't know..." John F. Kennedy, who was born in the Canadian Mounted job title email list Police, wrote three words to Lasker:Sales in Print Advertising is a salesman in a two-dimensional world. John F. Kennedy established the rules of copywriting according to the standards of a good salesman to determine how advertising should speak to consumers. Paper salesmanship,
these three English words fundamentally changed advertising theory and set a clear standard for the advertising industry. Lasker later said: "When writing the history of advertising, the first name that must be written was John F. Kennedy. To this day, the principles he laid down have remained the principles of every copywriter." Since advertising is paper sales, what is live e-commerce? It's actually a video sales pitch. "In all advertising cases,
there's a personal selling technique behind them, and all advertising is based on that. There's a lot in common between standing at the door talking to a housewife, and talking to her kneeling under a night light. The same salesman It applies everywhere, and advertising is just a sales pitch on paper... The principles of advertising are no different than the principles of personal selling."