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THE MASTER SALESMAN: 118 total pages.

space, and the ADVERTISING mind in the environment of space and room, the first TRYING to function in a SALES way (and not succeeding because the necessary room does not exist), and the second trying to function in an ADVERTISING way (by FILLING space with "art" [19] PRINTED SALESMANSHIP and "claim" and "assertion"* and "punch" and " gin­ger" and "sparkle") -square pegs in round holes - sad misfits in the advertising scheme and the selling scheme. Perhaps the vital difference between the ADVERTISING mind and the SELLING mind may be expressed this way: The advertising mind locks up a term and puts it into (limited) space. The SELLING mind unlocks the term and utilizes what it finds in (adequate) space. Take, for instance, the definition of the word "Best." "BEST. Excelling all others, or all others under consider­ation. 2. Most advantageous, most desirable, or serviceable for the purpose. The most excellent thing, *part, belonging, or quality; the highest degree or state; the utmost." I cut the definition short because the whole

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