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(I) Affirmation. (7) Education.
(2) Evidence. (8) Explanation.
(3) Demonstration. (9) Information.
(4) Belief. (10) Conviction.
(5) Reason. (11) Transparency.
(6) Logic. (12) Interest.
Evinced through the form, or framework or formula of selling, i.e., Attention-Interest-Desire-Action* Ex-PRESSED (fully in booklet form, and in a more skeleton-
* These represent the form PRINTED SALESMANSHIP takes, and not the sub-stance of it- the shape of the brick, as it were, not its ingredients.
[14]
PRINTED SALESMANSHIP
ized degree in other forms) through chapters or sections comprising:
INTRODUCTION. PRESENTATION. CONCLUSION.
All principles enumerated above are not necessarily utilized in one PRESENTATION, but one or more will be.
This is not a treatise or Course on PRINTED SALESÂMANSHIP, but merely an outline of where it functions and how it functions, but enough has been said, it is believed, to show the vital distinctions and differences that exist between the ADVERTISING mind and the SELLING mind in the kingdom of media.
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