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In nine cases out of ten when the message is shortened its selling force is shortened, and, in lieu of producing eighty per cent or ninety per cent of its possibilities, it produces from five per cent to ten per cent of its possibilities. Look up the definitions of "Short" and you will see what you really do when, ignorantly or innocently, you shorten your sales message:
"Short. Not reaching or attaining a requirement or result; falling below a certain standard; deficient;
[6]
THE BOOKLET
inadequate; insufficient; scant; as short of the full amount; short in needed material."
A vital requirement of the printed sales message is space.
N
ow consider the principles or elements of THE SALE, i.e. ATTENTION-INTEREST-DESIREACTION, and you will see that order, arrangement, sequence, regulation, method and system are primal or foundational to it. Suppose a "salesman" walks in on you and without further ado pulls out an order blank (ACTION) for you to sign - would you sign it without any DESIRE for the goods? Hardly.
Do you think you
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