WHEELER: “Yes. The next time a customer asks for anything that comes in two sizes, don’t suggest the small size, but use this ‘sizzle’: Say, ‘The family size?’ Or ‘The economical size?’” SCHMALTZ: “The family size?’ ‘The economical size?’” WHEELER: “Now if you want to sell sardines, as a suggested extra sale, place a box down in front of the woman and say: ‘These sardines are turned upside down every month .’ “When the woman asks why, tell her that th is allows the olive oil to seep through the sardines so that they won’t dry out in the can.” SCHMALTZ: “Say, those are swell merchandising ideas! Here comes a customer. Watch me try these ‘sizzles’ on her.” CUSTOMER TWO: “I WANT SOME Rinso.” SCHMALT Z: “The economical family size, Mrs Perkins?” CUSTOMER TWO: “Oh, of course.” SCHMALTZ (Gives her the Rinso, and then holds sardines in front of her.): “These sardines are turned upside down every month , Mrs. Perkins.” CUSTOMER TWO (Surprised and inte rested.): “Turned upside down every month? My, what for?” SCHMALTZ: “So that the olive oil can seep through the little sardines and keep them from drying up. They’ll taste better .” CUSTOMER TWO: “That is an idea, and I’ll bet those sardines do taste good. I’ll take a can.” SCHMALTZ: “The economical family size?” CUSTOMER TWO: “Oh, yes, I always buy economically .” (Gets package and leaves store.) SCHMALTZ (Delighted.): “It worked, young man! That’s the first time old lady Perkins ever bought the la rge size package of soap, and lordy, I’ve never sold her twenty-five- cent sardines since just before the depression!” WHEELER: “That’s a practical example of what ‘Tested Techniques’ and ‘Tested Selling Sentences,’ or magic words, as you call them, reall y do in making people buy.
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