“Your Right Front Tire, Sir” It is a proved fact that, if you are like most people, you will drive your car until the tires literally fall off, unless some alert station attendant reminds you of the dangers that confront you. He will step up to your car, wipe off the windshield, and as he is doing so will remark about the weather or a topic of current interest. Then he will walk in front of the car and inspect your tires as he checks your water supply. Should one of your tires be worn, he will say: “Your right front tire, sir, is badly worn. Just look at this spot.” He gets you out of the seat where you can “look at the spot” and where he can talk with you better. The sale is on the way. His chance of increasing his business is very promising. He watches your tires – and he watches his words. Your Worn-out Windshield Wiper Windshield wipers are like shoe laces. They stay broken a long time before you replace them; that is, unless you are approached by an efficient salesman with the desire to influence you. He will have a windshield wiper handy in his pocket. He realizes that any sale is made twenty-one times faster if he can get his goods into his customer’s hands for inspection.
Not being a “how -about- it” salesman, he says: “Feel the TRIPLE EDGE on this wiper, sir.”
You do. The wiper is in your hands. He then tells you the benefits and advantages (A) you will get from a triple-bladed windshield wiper. That simple sentence is tested to sell blades to three out of every fifteen motorists – more on rainy days! It’s all in how you say it. The selling word is always mightier than the price tag! “Tested Selling” In Letters Here is perhaps one of the cleverest one-line statements that has ever appeared in a direct-mail letter and, though it appears facetious on the surface, I am told by Henry Hoke, secretary of the Direct Mail Association, that it got results:
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