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THE MASTER SALESMAN: 118 total pages.

in new advertising announcements and continuously works in an ATTEN­TION- and INQUIRY-PRODUCING environment. Out of such environment it would function indiffer­ently, badly, or not at all. The advertising mind is advertisingly minded, and neither misguided enthusi­asm nor unfortunate choice could make it efficient in another sphere. By the law of REVERSION TO TYPE it would continuously strive to live its former mental life, and that instinct would manifest in all that it did. PRINTED SALESMANSHIP Imagination, where it is truly creative, is a faculty, and not a quality; it looks before and after it gives the form that makes all parts work together harmoni­ously toward a given end; its seat is in the higher reason and it is efficient only as a servant of the will. -Lowell. B ACK of ADVERTISING, literally underneath it and sup-porting it with foundational solidity, is the selling mind. Without the background of sales force furnished by the human factors of industry that sell, the greater pro-portion of ADVERTISING, as now practiced, would perish.*

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