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THE MASTER SALESMAN: 118 total pages.

of it would take too much room here; what has been quoted will suffice to make the idea clear, and it is this: The ADVERTISING mind will say "Best" and leave it in the hope that the reader will accept it. The SELLING mind (if it uses the term) will not use it till it has SHOWN that the thing offered is the best (in some special relationship or quality) - in doing this it * The STANDARD'S DEFINITION of "Assertion" is self-explanatory: "ASSERTION: a positive or definite statement . advanced without ac- companying proof. A positive declaration, especially when unsupported, as, `This would need some better proof than bare assertion to make it believed.' - Hamilton, "Metaphysics." `We have seen strong assertions without proofs.' - Junius, "Letters." "To assert without proof is always to lay oneself open to the suspicion of having no proof to offer, and seems to arrogate too much to one's personal authority, and hence in such cases both the very assert and its noun assertion have an unfavorable sense; we say, mere assertion, a bare

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