From: Gillian Zoe Segal, How a Job In Sales Can Equip You to Make Billions (edited)
Sara Blakely says that when you are selling to someone for the first time you have about 15 seconds to capture their attention.
But if you can make them smile or laugh, you get an extra 15 to 30.
With no money to grab people’s attention the conventional way - through advertising - she decided to infuse her product with humor wherever she could.
She named it Spanx and wrote “We’ve got your butt covered!” on the package.
She ended up turning Spanx into something people love to joke about.
Her product has been mentioned everywhere