1. Everything that suggests possible loss, deception, inconvenience, or disappointment should be carefully avoided.
2. The more completely competing ideas are excluded, the easier the decision becomes.
3. Do not mention competitors: mentioning them calls them into the reader’s mind and divides attention.
4. Anything that causes the prospect to hesitate weakens the tendency to act.
5. Pleasure makes prospects more suggestible, confident, ready to act, and inclined to view things favourably. Surround customers with pleasant conditions: beauty, ease of comprehension, utility...