of his desk—all products he knew—all competitors of his cream. “On each jar, I had a tag itemizing the results of the trade investigation, And each tag told its story briefly, dramatically. “What happened? “There was no longer an argument. Here was something new, something different. He picked up first one and then another of the jars of cold cream and read the information on the tag. A friendly conversation developed. He asked additional questions. He was intensely interested. He had originally given me only ten minutes to present my facts, but ten minutes passed, twenty minutes, forty minutes, and at the end of an hour we were still talking. “I was presenting the same facts this time that I had presented previously. But this time I was using dramatization, showmanship - and what a difference it made.” PRINCIPLE 11 - Dramatize your ideas.
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