Employ headline statements for the same
purpose in selling the idea of your capabilities; just as surely you
will get attention and interest.
A noted sales manager who had been earning a large salary made up his
mind that satisfying success for him was to be gained only through a
business in which he would be partly an owner instead of just an
employee. He called together a group of financiers and introduced his
purpose by saying to them, "Gentlemen, I have an idea in which I have so
much confidence that I will resign my $75,000 a year job to develop it.
I want to explain it to you and to have your co-operation in financing a
project I have worked out." His headline statement secured instant
interest, of course.
_There is something about yourself or your capabilities that you can put
into headlines._ In forcible, vivid language you can strike some senses
of your prospects. Think of headline statements about your services.
Write them out in advance. You may be certain they will produce the same
psychological effect as headlines in the newspapers.
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