John Newton, a reader who's worked "for many years" in the US advertising and defence industries was inspired by our Intel pocket press guide, to write a new chapter for how to treat American. He think's its "fairly accurate". USA Background: Americans are more impressed with style than substance. Give them a good show, and they'll buy a lousy product. They are impressed by what is big, and they will buy it, even if it isn't the greatest. How to Sell Them a Lousy Product (or even a good one): Give the yanks a bit of a show. The more friendly, funny, and upbeat the better! If possible, add a little bit of sex appeal. Or, if possible, add a LOT of sex appeal! If the yanks think that they will be dealing with a sexy young woman in the future, they will be much more likely to buy what she is saying than some grumpy old man. Dress: Dress as informally as you can for the occasion. Americans companies have realized that dressing informally is regarded as a benefit by employees, and one that they can give out for free. Unless you are a top executive, you are not expected to dress up. Don't think you can wear any kind of informal clothes, however. Americans spend more on informal clothes than formal ones. If you are wearing jeans and a t-shirt, they had better be sharp jeans and a well-fitting t-shirt. Demeanor: Use personal skills rather than technical information, if possible. Americans would rather be entertained by something that isn't very good than bored by something that is. Don't be fooled if this strategy succeeds, however. Most likely there is a very capable technical person dealing with you who was not fooled one bit. He bought the miniskirt. Also, do not be surprised if an American is completely clueless if it comes to computers, even if the person is working in a computer-related job. Many Americans have had computers tossed on their desks even though they have no computer skills. ®