It is better to _do_ something that
compels attention to your recommendations than to _say_ "I want to call
your attention to these letters."
[Sidenote: Danger of Distracting Attention]
However, there is always the danger that in gaining attention by
_unusual_ means you may attract too much attention to the _device_ you
use, and so distract notice from the _proposition_ you are presenting
for sale. Therefore be sure that whatever extraordinary thing you do to
compel attention _contributes directly to your main purpose_ and does
not lead your prospect off on a _side track_ of thought.
A business house once got out an advertising novelty and had samples
distributed by the salesmen as gifts to their principal customers.
The novelty was an ingenious mechanical device. It attracted so much
attention to itself that when a salesman put it on the desk of a
prospect before beginning his sales talk, the attention of the other
man was drawn from what the salesman was saying and was given to the
novelty.
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