Bloomingdale’s Department Store of New York sold furniture polish twice as fast one spring by having the clerk use this opening statement as he held a bottle of their favorite polish toward the customer:
“It cleans and polishes on ONE EASY operation.”
The salespeople sold the “operation” – not the polish. Two follow- up “Tested Selling Sentences” were:
“It will save many a spring backache.”
“It will cut your spring house cleaning in HALF!” On the counter was a “talking sign” that said:
SPRING HOUSECLEANING TIME IS HERE Get a Bottle of Polish Today!
There is an art in making words sell – and it is an art that you can easily acquire by just a little study of how to sell the “sizzle” – not the cow!
P. 92
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