Written by Damian Last

---

PEN Director’s note: Damian Last of Need for Speed Marketing recently joined the Christian Editors Association team as our new webmaster. As part of the CEA team, Damian has offered to share monthly insights into marketing and web design. This month, he talks about three genius marketing lessons from the “Tale as Old as Time”—Beauty and the Beast.

---

If you haven’t seen the original 1991 Walt Disney’s animated Beauty and the Beast, go watch it. Lumiere, a witty enchanted French candelabra who acts as the go-between for the unlikely couple, turns out to be a marketing genius. Here are just three of the many nuggets of wisdom Lumiere imparts to the Beast on how to offer (dare we say sell?) his heart to Belle.

Marketing Lesson #1: “You don’t have time to be timid. You must be bold. Daring.”

Whether it’s in a Facebook ad, a direct message, or the line at the coffeeshop, a bold offer is compelling, engaging, and (most of the time) a refreshing break from the mundane. There is no need to wait for permission to tell someone how you can benefit them.

In fact, once the topic can relate to both a painful word problem in their life and your capabilities as an editor, you are in a position of power: to offer them your services or to withhold the benefit you could provide them. Every “no” you get is practicing your reach. Every “yes” is a client booking.

Marketing Lesson #2: “When the moment is right, you confess your love.”

The ABCs of marketing: Always Be Closing Connecting. No one wants to be sold, but everyone loves to buy, and everyone would rather buy from their friends.

Starting with sincere care for the person who has word problems is a lot more work, but even if they don’t become a client, they now know an editor that they like and trust, and that makes you an extension of that person’s authority to the rest of their circle.

Marketing Lesson #3: “You care for the [person with word problems], don’t you? Then you must tell her.”

If you’ve done 1 and 2 even fairly well, then ask for the job, ask for the job, ask for the job. You must tell people you are both able and willing to give them the solution to their word problems. Otherwise, they will chalk the encounter up to a nice conversation, or think you opted not to offer your services because something was wrong with them.

You will know when withholding an offer is right and when it’s just fear and self-doubt keeping you from fulfilling your calling as a servant. Take Lumiere’s advice.

---