_.
[Sidenote: Practical Psychology]
Of course you already know that each word and tone and act of your life
makes _some_ impression on the people who hear or see you. But probably
you have not realized fully that _particular ways_ of saying and doing
things have _distinct and different effects_, each governed by an exact
law of psychology. You perhaps do not know now _just what_ impression is
made by a certain word, or tone, or act. To be a master salesman of
yourself you need to study the science of mind sufficiently to acquire
_working knowledge_ of common mental actions and reactions. Familiarity
with at least the general principles of psychology is of the utmost
importance in using the selling process effectively.
Do not shy from study of the science of mind because it is an "ology"
and therefore may seem hard. _You are a psychologist already_. You know
that certain things you do and say make agreeable or unfavorable
impressions on other people. In a _general_ way you know _why_.
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