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THE MASTER SALESMAN: 118 total pages.

se­quence, regulation, method and system in the finest and subtlest degrees required. And these factors are required - vitally required - in the scientific sales message. A correctly prepared booklet will take the reader through the four stages of: ATTENTION, INTEREST, DESIRE, ACTION, by means of four sections or chapters embraced in: INTRODUCTION, PRESENTATION, CONCLUSION.* As a result of many years of practical experience I have estimated that the minimum number of words required under average conditions of booklet selling is 6,000. The number required fluctu- * The technique of sales book writing is too voluminous to be covered here, but text books on the art are obtainable. [13] THE BOOKLET ates according to the proposition, but in my experi­ence it varies between 6,000 and Io,000. There are exceptions both ways, but here we deal with and speak of averages, not exceptions. INTRODUCTION is aptly compared to the opening speech by counsel. PRESENTATION is the evidence as it comes before the Court. CONCLUSION is

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