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SELLING (of things of value or of moment) cannot be done in small space. The most that can be done is to introduce them to ATTENTION; to prepare a SIGN for the buyer's eye; to INDEX as prominently as possible for his search or convenience.
In considering ADVERTISING, the great fact that ADÂVERTISING as a rule does not sell direct, and that ADVERTISING as a consequence is a WEAK SALES FORCE, should be thoroughly grasped, since it has an exceedingly important bearing on ultimate returns, as we shall see as we proceed. In coming this far, however, we have mentioned a vital element in the chain of things, i.e., THE WRITER-SALESMAN, and it would be as well to pause and analyze his sphere and province.
PRINTED SALESMANSHIP
Different minds incline to different
objects. -Akenside.
T
HE great merchandising activities of the world are given attention to mainly by five great types of mentality which we may tabulate or classify about as follows:
The Manufacturing mind.
The Distributing mind.
The Financing mind.
The Advertising mind.
The Selling mind.
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