For the reasons already explained, words are of much less value than tones and movements in suggesting ideas the other man will admit to his mind unawares. But the sales efficiency of words can be very much increased if they are chosen with intelligent discrimination, and if the choice is restricted to words that have four qualifications.
First, they should be common words.
Second, short words are more forceful than long words.
Third, words of definite meanings are preferable to mere generalizations.
Fourth, words that make vivid impressions are most effective in suggesting ideas.
Common Words
When you employ words to sell true ideas of your best capability, choose words that everybody understands. Do not "air your knowledge" in uncommon language. Unless you are seeking a position as a philologist in a college, restrict yourself to every-day common speech when selling your personal qualifications. An important element in the skillful sale of ideas is making them as easy as possible for the other man to comprehend. If you use unfamiliar words, it sometimes will be hard for him to understand what you mean. The truly artistic salesman avoids introducing any unnecessary element of difficulty into the selling process. So you should discriminate against all unusual expressions and restrict yourself to the common words that are easy for any man to comprehend.
Short Words
A long word or phrase may convey your idea clearly, but force is lost in the drawn-out process. Remember that your words will meet the intuitive resistance of the other man's mind before they are admitted to his full belief. You cannot afford to sacrifice the driving-in power of the short word. Therefore, when your opinion is asked, it will be better salesmanship to say, "I think" so and so than "It is my impression—"
Definite Words