counters, we again employed the principle of getting the product into the hands of the customer, where it will sell twenty-one times faster. The clerks in this great chain were instructed, after every regular sale to a woman, to remove the cork of the imitation vanilla, smell of it first, and as they held the bott le toward the customer say, “Hasn’t this a fine vanilla flavor?” The women were prompted (monkey see, monkey do) to smell of the imitation vanilla, which really had a strong full-bodied vanilla aroma, and, like many imitations, appeared to be even better than the original. They would remark on the fine, strong fragrance, and when they read on the label that the bottle contained imitation vanilla, they could hardly believe their eyes. On finding that it was 8c cheaper than the real vanilla, they were tempted to buy it. They received the owner benefit (A) very tactfully. The smell was the proof (B). Our records show that Kroger’s increased sales of this product ten per cent and that the Cleveland News got the Kroger account on an equal copy basis! What a result to achieve with six simple little words! Cold Grown Potatoes Chandler & Rudd increased the sale of potato salad by this simple statement to Rudd potatoes , they explained to the women, came from “Maine, the coldest state in the Union, where potatoes are grown firm and meaty because of the low temperatures.” The sale of Quaker Oats increased ten per cent when the clerks used this as their opening statement: “Have you served oatmeal recently, Mrs. Jones?” the “what’s -the-difference-in- price” customer: “It is made from COLD GROWN potatoes!” This tactful reminder to buy Quaker Oats is just a simple statement, but like most effective sentences, the simpler the sentence the more effective the results. Fancy phrases attract attention only to the phrases or to the speaker, not to the product. Coined words amuse you. They seldom sell you. Big men are simple. Great sales sentences are simple. The salesman who looks like a crack salesman scares his prospect. Simple expressions sell people faster! Look for the simple sizzles in your sales package .
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