How to Coach Yourself and Others Better Coaching Through Visualisation | Page 249

A Study of Advertisements
Turn, for example, to the advertisement of a certain brand of
chocolate (ad deleted, shows girl serving chocolate)), facing. The
daintily spread table, the pretty girl, the steaming cup, the evident
satisfaction of the man, who looks accustomed to good living,—
these elements combine in a skilful appeal to the senses. Turn now
to another advertisement of this same brand of chocolate, shown
facing (ad also deleted – shows machinery). The purpose here is to
inform you as to the large quantity of cocoa beans roasted in the
company’s furnaces. Whether this fact is of any consequence or not,
the impression you get from the picture is of a wheelbarrow full of
something that looks like coal being trundled by a dirty workman,
while the shovel by the furnace door and the cocoa beans scattered
about the floor remind one of a begrimed iron foundry.
The Words that Create Desire
The only words that will ever sell anything are graphic words,
picturesque words, words that call up distinct and definite mental
pictures of an attractive kind.
The more sensory images we have of any object the better we know
it.
If you want to make a first impression lasting, make it vivid. It will
then photograph itself upon the memory and arouse the curiosity.
A boy who is a poor visualizer will never make a good artist. A man
who is a poor visualizer is out of place as a photographer or a picture
salesman.
A Key for Selecting a Calling
No person with weak auditory images should follow music as a
profession or attempt to sell phonographs or musical instruments or
become a telephone or telegraph operator or stenographer.
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