[Sidenote: Four Rules About Words]
For the reasons already explained, words are of much less value than
tones and movements in suggesting ideas the other man will admit to his
mind unawares. But the sales efficiency of words can be very much
increased if they are chosen with intelligent _discrimination_, and if
the choice is _restricted_ to words that have four qualifications.
First, they should be _common_ words.
Second, _short_ words are more forceful than long words.
Third, words of _definite meanings_ are preferable to mere
generalizations.
Fourth, words that make _vivid_ impressions are most effective in
suggesting ideas.
[Sidenote: Common Words]
When you employ words to sell true ideas of your best capability, choose
words that everybody understands. Do not "air your knowledge" in
uncommon language. Unless you are seeking a position as a philologist in
a college, restrict yourself to every-day common speech when selling
your personal qualifications. An important element in the skillful sale
of ideas is making them as _easy_ as possible for the other man to
comprehend.
Pages:
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152