The bakery shows us one piece of each of their three most delicious cakes.

Each one is more delicious than the other.

Each one is so delicious that we can't resist.

Each one is so delicious that we're dying to try the second one too.

And when we come back a week later to try the third piece, we bring

our friends and the bakery we'll have enough cake for everyone.

And maybe even a fourth cake.

And the next time the friends bring their friends.

Too often, as marketers, we try to sell people a whole cake

instead of a single piece, just an hour after they've had lunch.

So it's no wonder they decline

. At other times we overwhelm them by the

to explain an excessive detail, the recipes of all 32 cakes so that by number

25 they no longer recall number seven.

Although actually, they love cheesecake.

When we're bursting with pride.

We tend to speak far too much and listen far too little.

We try to sell as much as possible and by doing that risk selling nothing at all.

We oversell and overwhelm.

Rather than satisfy and delight.

People don't need to change their entire diet to eat our cake exclusively.

Let alone immediately.

Let's rather turn them into fans who come to us repeatedly

and keep bringing new friends.