You can take a pitchman and make a great actor out of him, but you cannot take an actor and always make a great pitchman out of him, he says. The pitchman must make you applaud and take out your money. He must be able to execute what in pitchman's parlance is called the turn - the perilous, crucial moment where he goes from entertainer to businessman.
In "What the Dog Saw and Other Adventures," Malcolm Gladwell highlights the unique skills required for being a successful pitchman. He emphasizes that while it is possible to train a pitchman in acting, the reverse is not necessarily true. A pitchman's ability to captivate an audience and persuade them to buy is what sets them apart as entertainers and businesspeople.
Gladwell describes the pivotal moment in a pitchman's performance known as "the turn," where the presenter shifts from entertaining to selling. This crucial transition demands specific talents that are not easily acquired, suggesting that the combination of showmanship and business acumen is essential for success in this field.
