In 1810, the worst actor ever took the stage as Romeo. His name was Robert Coates, and from a young age he’d known he was born to take the stage. The stage disagreed, but Coates was in possession of a £40,000 per year income. I’m not sure what that works out to today, but it’s definitely multiple millions, and the kind of cash that can open pretty much any door you like. The most charitable way to describe Coates’...

What makes a good benefit? Free wine with dinner always gets my vote. Ha. Ha. I mean it. I know what my product’s features are, but how do I translate them into benefits? People keep telling me I need to. Well, they’ve got a point. But do they really? When I’m buying a product I’ll often just look at the feature list. I just need to know it does what I want it to do. Yes, but you’re coming into the sale with...