双语智慧书·推销得法

150．推销得法
　　推销得法。仅有内在的价值是不够的，不是每个人都能探究事物之核心，或深入其内在。大部分人是喜欢随波逐流：因为看见别人走，所以他们也跟着走。宣传某物需要一大技巧：有时，你可以美言称之而引人向往，有时，你可以美名冠之而提升其价值--只要不矫饰；还可以宣称货卖懂行人，这也可以起到诱导的作用，因为人人都认为自己是内行。即便不是，那种希望自己是行家的渴望，也会激起他的购买欲。绝对不要宣扬货物易得、平常，那样只会使其贬值，而非畅销。人人都追求不寻常的东西，独特之物更能刺激人的口味和心智。


150．Know how to get your price for things
　Know how to get your price for things. Their intrinsic value is not sufficient; for all do not bite at the kernel or look into the interior. Most go with the crowd, and go because they see others go. It is a great stroke of art to bring things into repute; at times by praising them, for praise arouses desire, at times by giving them a striking name, which is very useful for putting things at a premium, provided it is done without affectation. Again, it is generally an inducement to profess to supply only connoisseurs, for all think themselves such, and if not, the sense of want arouses the desire. Never call things easy or common: that makes them depreciated rather than made accessible. All rush after the unusual, which is more appetizing both for the taste and for the intelligence.