If you lead a man from
one point to another point that he has been accustomed to
associating with the first point, then he will follow you without a
break in his thought. From this follows the well-known principle
that when you are presenting a new proposition, start your
prospect's thoughts on a point that he knows, which is related to
your proposition, for the transition is easiest from a known to a
related unknown.
An insurance company's letter furnishes a good example of continuity
of ideas and the gradual increasing strength in each paragraph:
"If you have had no sickness, and consequently, have never felt the
humiliation of calling on strangers for sick benefits--even though
it were only a temporary embarrassment--you are a fortunate man.
"Health is always an uncertain quantity--you have no assurance that
next week or next month you will not be flat on your back--down and
out as far as selling goods is concerned. And sickness not only
means a loss of time but an extra expense in the way of hospital and
doctor bills."
* * * * *
In the next paragraph the idea is further strengthened; a new
thought is presented with additional force:
"If there is one man on earth who needs protection by insurance
against sickness it is you.
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