WHEELER: “Calcium is the bone and body-building food in an egg.
“The more calcium and other food in an egg, the heavier it is.
“The outside of an egg is no indication of the inside. “Whether the egg is brown or white is no way to determine the food value inside the shell.
“You must weigh eggs to determine the amount of food value in them. Good eggs should weigh no less than 24 ounces a dozen.
“The hen who laid that egg in your left hand was fed on run-of-the-farm left-overs. It has little food. That is why it feels so light.
“The egg in your right hand is the same size and same color, yet weighs much more. It is a Bickley farm-controlled egg. It is filled with body-building calcium.”
SCHMALTZ: “My, I never knew that.”
WHEELER: “And I‟ll bet few of your customers know this interesting story of eggs. They merely buy eggs by color and price. But if you took ten short seconds to tell them this Bickley calcium story, you‟d sell more higher-priced eggs, wouldn‟t you?”
SCHMALTZ: “Guess I would. Calcium farm-controlled eggs sound good to me.” (As he is thinking out loud, a customer enters.)
CUSTOMER ONE: “I want some pepper.”
SCHMALTZ: “Five or ten-cent size?”
CUSTOMER ONE: “Oh, the five-cent size will be all right.l”
SCHMALTZ: “How about some sardines today?”
CUSTOMER ONE: “No, just the five-cent pepper, please.” (Customer leaves.)
WHEELER: “How would you like to sell your customers large sizes instead of small sizes?”
SCHMALTZ (Interested.): “Sure I would. Got some more of them magic words for pepper?”
P. 117
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