Here's a tiny fact that can have an enormous impact on yourbottom line: There's a major difference between what you'reselling and what your customers are buying.
"In the factories, we make cosmetics; in the stores, wesell hope," Charles Revson, founder of Revlon, is reported tohave said. He understood that while he was selling blush, powderand mascara, what really mattered to his customers was how thoseproducts made them feel. Revson was marketing the idea ofbeauty.
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