JONES INSURANCE COMPANY
Mr. Tom Smith
Flushing, L.I.
New York.
Dear Mr. Smith:
If you can save the small amount of $2.50 per week, you can be insured for life – if you can’t, you are a big sissy!
Yours very truly,
Jonathan Jones.
In all events, this proves one thing: It is important, even in direct mail, to pick out sure- fire “sizzles” and to make certain they sell the benefits, or the results to be obtained.
A sardine is a sardine, but a sardine that is turned upside down once a month takes on an interesting aspect to women shoppers. H. Gordon Selfridge Speaks H. Gordon Selfridge, according to B. C. Forbes, once wrote the following statement, which I like very much. It again shows the importance of choosing your words and sentences if you would get along with people – your employers, your employees, your family, or your prospects. Here is Selfridge‟s interesting statement:
“The boss drives his men; the leader coaches them.
“The boss depends upon authority; the leader on good will.
“The boss inspires fear; the leader inspires enthusiasm.
“The boss says „I‟; the leader says „we.‟
“The boss says „Get here on time‟; the leader gets there ahead of time.
“The boss fixes the blame for the breakdown; the leader fixes the breakdown.
The boss knows how it is done; the leader shows how.
“The boss makes work a drudgery; the leader makes work a game.
“The boss says „Go‟; the leader says „Let‟s go.‟”
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