Please at once by
presenting the idea that you know a particular service which is lacking
and which you can supply. Break the ice of strangeness between you and
your prospect by an appeal first to his human side through a smile of
_genuine friendliness_ and by looking straight into his eyes so that he
can see into your heart.
Then in a business-like way get right down to business without
hesitation. Show enthusiasm, which is contagious if not overdone. Base
your enthusiasm on real optimism. Indicate temperamental youthfulness in
vigor and courage. Say something original--something strong, maybe a
little startling; but it must be self-evidently true. By all means avoid
anything that suggests parrot talk or indefinite thought. Do not expect
the other man to listen with interest to a statement proceeding from
premise to conclusion.
[Sidenote: Headlines]
_Use headlines prominently and often_ to summarize the body of your
proposal. Headlines attract your attention and induce your interest in
particular newspaper items.
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