Selling Smoke?Selling Smoke?
So the story goes, with presses set to run three million copies of Theodore Roosevelt's 1912 convention speech, the publisher discovered that permission had not been obtained to use photos of Roosevelt and his running mate, Governor Hiram Johnson of California. Copyright law put the penalty for such oversights at one dollar per copy.
With quick thinking the following telegram was sent to the Chicago studio who had taken the pictures: "Planning to issue three million copies of Roosevelt speech with pictures of Roosevelt and Johnson on cover. Great publicity opportunity for photographers. What will you pay us to use your photographs?"
The reply came back: "Appreciate opportunity, but can pay only $250."
Cool thinking turned a potential disaster into a money making opportunity.
Every sales call is a potential disaster, keeping your wits about you can make the difference in being a hero, or a zero.
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