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Power Sales Writing by Sue Hershkowitz-Coore

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CHAPTER 5CREATE A SELLING MESSAGE THAT BUILDS SALES

Wherever smart people work, doors are unlocked.

STEVE WOZNIAK

Have you heard the one about three people and the corned beef sandwiches?

A woman runs into the deli and orders her sandwich quickly. She never takes her eyes off her BlackBerry, scrolling furiously; she also keeps looking at her watch impatiently while the counterperson piles the sandwich high with corned beef. She needs to get back to work, and she wants her sandwich a few seconds ago.

The next guy isn’t in such a rush. He has an hour for lunch, and he plans to enjoy a leisurely meal. In fact, today he is doing something that is totally out of character. Instead of his usual roast beef, he orders a corned beef sandwich. It’s ...

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