We tend to think that the most important thing about what we say is the content of the words.
However the spaces around them are equally as important. The silences that you hear in religous liturgy or in the call to prayer are in some ways as effective as the words. And in music, it’s often the notes that you don’t play that are the most effective.
So it is in selling.
Here is a very quick appreciation of the role of silence in selling taken from the new version of 1man Brand. Hope you like it.