If you’re a business owner or marketer, and you want to use social media such as Facebook to market your business, it is your business to know how to do it right so you don’t alienate or annoy people.

Not all prospective clients you meet are the same. This is obvious. Yet, almost all salespeople have the same sales pitch that’s tailored for everybody. What you say, and how to say it should be unique to each customer, based on where they are at as a buyer. 1....

"How much?"  I asked. "Twelve euros," she responded. I turned the hat over, inspecting it; trying to decide if I want to spend that much on a cotton hat (I already have half a dozen hats sitting prettily at home). Then she reminded me of my desire—to not burn my face:...