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could be made to desire a thing if INTEREST in it was lacking? Hardly, again.
Do you think you could be INTERESTED in a thing that hadn't gained your ATTENTION? Hardly, again.
A salesman working backwards wouldn't get much in the way of results. He would get some results, no doubt, if he saw a sufficient number of people. Many buyers with kindly hearts have taught young salesmen how to sell - and then bought of them. Many readers of imperfectly conceived and wrongly arranged messages have mentally reconstructed those messages - and then bought. This old world succeeds in giving even the botchers a living, and it runs in such a way that some effort always gets some results. But we take it the majority of men are not out consciously
[7]
THE BOOKLET
for slovenly, indifferent selling - what they want is clean-cut scientific selling. We all want to work up somewhere near the one hundred per cent "possible" mark, and not way down at the five per cent or ten per cent that marks its foot.
A vital requirement of the printed sales message is space.
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