48 Laws of Power
Law 37 Create Compelling Spectacles Striking imagery and grand
symbolic gestures create the
aura of power – everyone
responds to them. Stage
spectacles for those around
you, then full of arresting
visuals and radiant symbols
that heighten your presence.
Dazzled by appearances, no one
will notice what you are really
doing.
I guess they forgot "compelling".
Never count on making a good sale. Have the purchase price be so attractive that even a mediocre sale gives good returns.