And for years, I've personally focus on the 4th principle... that "Prospects, Not 'People', But Prospects, Will Read Any Amount of Ad Copy, As Long As It's Interesting And Helpful".
But over the years of thinkin' and thinkin' and observing and observing... I've come to see the beauty of his first listed principle.
And I have to confess, I still don't think I've plunged the depths of his 1st principle.
Perhaps you can add some thought to this.
His 1st principle is this: ALL GOOD SELLING IS SERVING.
You can take that thought and run in dozens of directions with it.
One example from his book, was the story of a process chicken manufacturer who called on him to help increase sales.
His conclusion was that no amount of regular "advertising" was going to really change the way Mrs. Jones bought her chicken. Typically, she would go to the butcher department of the supermarket and she would trust what ever the butcher would recommend. Never mind the ads, the butcher had the biggest influence.
So, they devised a plan to have small, in-store cooking classes in the butcher's area. And guess what? It was a hit. Sales increased. Why? Because the butcher felt indebted to the manufacturer for hosting the classes. And...foot traffic to the store, and the butcher's corner increased because they were "serving" Mrs. Jones... with cooking ideas, and what not.
So, when you're mapping out a selling strategy, keep this in mind. "All Good Selling Is Serving".
If you can "out-serve" your competitors, chances are you will "out-sell" your competitors.
You can out-serve with more information, with demos, with training, with guarantees, with bonuses that no one else offers.
You can go in a lot of directions here. But one thing you might do is print out the phrase "ALL GOOD SELLING IS SERVING" and post it on your office wall.