Another one of my favorite marketing parables. See my commentary at the bottom.
Up New Hampshire way, they tell a story of old Daniel Webster, who was asked by a friend to auction his farm.
“Neighbors,” he said, “we’re not auctioning Tom Brown’s 34 good milk cows… or 80 acres of land… or a sturdy home that’s seen 20 winters…”
“No,” continued Daniel, “I’m offering you the chance of biting into a red apple with the juicy sap running over your lips… the smell of new-mown hay… clear mountain stream water on your table… the crunch of snow under your feet… and the best neighbors in the world.”
Daniel’s final words hadn’t settled on the ground before the bids came in.
Good one, right?
Notice the Before. The counting, the scientific description, and the cold analysis.
Notice the After. The direct human experience, the warmth, the telos.
Save this one to your swipe file, friend.
