Chapter 159 Get through the joints to win big cooperation

In communication, it is not terrible to run into a wall.As long as you find a point related to the owner of the "nail", follow this point, comprehensively consider all the "joints" that are connected with it, and take measures to fully open up, you will be able to win the other party's acceptance and cooperation. Johnson is a famous American publisher.At one point, Johnson wanted to pitch an ad for the Zenith Radio Company.At that time, the manager of Zhennis Company was McDonald, who was a shrewd and capable general manager.Johnson wrote to MacDonald, requesting an interview with him about the stakes of the Genius ad in the black community.MacDonald immediately wrote back and said: "I have received your letter, but I cannot meet with you because I am not in charge of advertising."

Instead of shying away from MacDonald's bureaucratic reply, Johnson took a proactive approach.Johnson thought the answer was clear from MacDonald's letter: he was in charge of policy, and presumably advertising policy.So Johnson wrote to him again, asking to meet with him to talk about the advertising policy in the black community. "You are such a stickler, I will interview you. But if you want to talk about placing an advertisement in your publication, I will immediately suspend the interview." Macdonald wrote back. If the other party refuses to talk about what you want to talk about, then a new problem arises: what should they talk about after they meet.Johnson thought for a long time, but couldn't figure it out, so he flipped through "Who's Who in America".Johnson discovered that MacDonald was an explorer who had also been to the North Pole in the years after the famous expedition by Henson and Commodore Peary.Henson, a black man, once wrote a book about his experiences.Johnson thought this was a great opportunity, so he sent his editor in New York to Henson and begged him to autograph one of his books to give to Macdonald.He also remembered that Hangson's deeds were a good subject for a story, so he took an article from the unpublished July issue of "Ebony Sand" and replaced it with an article introducing Hangson.

On the appointed day, Johnson had just stepped into MacDonald's office.MacDonald's first sentence asked: "See those snowshoes over there? Henson gave them to me. I consider him a friend. Are you familiar with the book he wrote?" "Familiar. I just have a copy here. He even signed the book for you." MacDonald flipped through the book, and then, he said defiantly, "Your magazine, I think, should have an article about a man like Henson." Johnson agreed with him and handed him the July issue of the magazine.MacDonald flipped through the magazine and nodded approvingly.Johnson told MacDonald that he had started the magazine to celebrate the spirit and achievement of men like Henson who, against all odds, lived up to their highest ideals.

"You know, I can't think of any reason why I shouldn't have an ad in this magazine," said MacDonald at last. Johnson was not discouraged when confronted with Macdonald, but tried hard to find a way to find the crux of the problem.By getting to know Macdonald, we know his experience of going to the Arctic expedition.Then, "Arctic Expedition" became a key point.Then Johnson obtained the autograph of Henson, an explorer related to Macdonald's Arctic expedition, and Johnson found a breakthrough to impress Macdonald.At the same time, Johnson promptly withdrew the rest of the magazine and replaced it with Henson's introduction, which linked the magazine's content to Macdonald's arctic expeditions and to Henson, whom he admired.Facing a magazine that is so close to him, how can McDonald not be tempted, how can he not want to advertise on it?

Everything exists in connection.There must be various key points of connection between each joint.As long as you find these key points and grasp the connection between them (them) and the surrounding related things in communication to make a fuss, you will surely succeed.