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THE MASTER SALESMAN: 118 total pages.

BREVITY B REVITY is an excellent thing to worship in advertising when you understand what brevity is and what sort of brevity you are buying. The requirements of brevity are complied with when the thing advertised is described in selling words in selling framework with every word necessary to a maximum of sales force in (space or other physical limitations being duly considered), and every un­necessary word out. "Shortness" is an entirely different matter. "Short" measures the matter by the eye in lieu of the brain. In lieu of taking space sufficient for a result, it requires a certain result from a given amount of space. That can't be done because some things require more selling space than others, just as some salesmen have to talk more than others. All other things being equal, a man sell­ing automobiles has to have a bigger and longer selling talk than the man selling a dollar subscrip­tion to a popular magazine. The definition of "Short" by the Standard Dictionary is instructive: "Abrupt in manner or spirit; curt; cross; as, he was very short with me.

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