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THE MASTER SALESMAN: 118 total pages.

hundred or a thousand words, but it may take five thou-sand words or more to sell a five hundred dollar piano or a three thousand dollar automobile. High price arouses sales resistance, hence selling force must be stronger to overcome high price. As aeroplanes cannot be flown in theatres, nor battle-ships be constructed in back yards, neither can high-priced goods be sold at or near the possible maximum in limited space which in turn limits words. I N filling space with selling words (publicity) you must know whether you are selling the "pros­pect" an INQUIRY, or a SALE. Take the two adver­tisements illustrated; both are selling an INQUIRY; the material that follows is relied on by each adver- [10] IDOLS OF BUSINESS tiser to make the SALE. An inquiry demanding no expenditure (or simply that of a postage stamp) is easily "Sold," hence "Inquiry" words may be limited. The material that answers the inquiry has to sell a sale, however, and that, relatively, must be extended. Take the Babson announcement for illustration: it sells an

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