If you use unfamiliar words, it sometimes will be hard for
him to understand what you mean. _The truly artistic salesman avoids
introducing any unnecessary element of difficulty into the selling
process_. So you should discriminate against all unusual expressions and
restrict yourself to the _common_ words that are easy for any man to
comprehend.
[Sidenote: Short Words]
A long word or phrase may convey your idea clearly, but _force_ is lost
in the drawn-out process. Remember that your _words_ will meet the
intuitive resistance of the other man's mind before they are admitted to
his full belief. You cannot afford to sacrifice the driving-in power of
the _short_ word. Therefore, when your opinion is asked, it will be
better salesmanship to say, "I think" so and so than "It is my
impression--"
[Sidenote: Definite Words]
The _definite_ word conveys a _particular meaning_ to the mind of the
other man, not merely a vague or general idea. Never say, when you apply
for a position, "I can do anything.
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