very different features and benefits. Well, the same is true with the women s publ ication field.

All serve the women s market, but offer very different features and benefits to their readers, which is important for advertisers to understand in placing their ads. Let me show you ho w Today s Woman is, in fact, quite different from several of the titles on your list and why it meri ts being recommended Nick lowered his guard and listened. Why did this analogy ultimately net her the sale? Because Linda not only created an analogy Nick could relate to she related it back to her own selling point. Imagine if she had said, Both advertising agencies are in the same category, but each offers its clients very different features and benefits. Now, let me tell you about Today s W oman. Nick s logical left brain would be saying, Huh? Linda was careful to make her analogy c omplete and parallel. She sketched the advertising world in a way Nick could agree to before relating it to the women s publication world. That linking statement the same is true with the women s pub lication field was critical in helping her client move from eye-opening to deal-closing