Certain Success 8 9

Cover Certain Success 8 9
Certain Success 8 9
Hawkins Norval A.
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[Sidenote: The Remedy] The distribution was made by mail thereafter, in advance of thesalesman's call. It was effective then as an introduction for thetraveler; because by the time he came to see the prospect, the noveltyof the advertising device had worn off. It was no longer anattention-distracter.
[Sidenote: Three Ways To Compel Attention] Remember that the attention of your prospect is always given to_something_. If another object of attention is more compelling than_your_ means of forcing
...his notice, your attempt will fail. Therefore besure that your attention-getting device has at least one of three pointsof superiority.
(1) It can be _stronger_ than the other appeal to the same sense. Ifyour prospect's attention to what you are saying wanders because aphonograph starts to play in the next room, you can recall it to yourpresentation by slapping your hands together to emphasize a point, oryou can change your tone suddenly. His sense of hearing will be struckcompellingly by your device.


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