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He says this desp te to events in ill Eu Europe Europe Europe rope and points pomts out that H tier had hadprepared hadprepared hadprepared prepared the way tor for his planes and andtanks andtanks andtanks tanks and motorized divis dlVIS dives ons with withsharp withsharp withsharp sharp pointed pomtcd phrasesTake phrasesTake phrases phrasesTake withI I Take that word bl tzkneg he heexplamed heexplained heexplained explamed explained m ill in a recent address be before before before fore the D strict ot of Columbia Dental Dentalsociety Dentalsociety Dentalsociety society It s enough to strike ter terror terror terror ror m In anyone any one s heart And then thenthe thenthe thenthe the suggestion of a secret weapon- weapon weaponwhIch weaponwhich weapon weaponwhich - which may be three-fourths three fourths - - prop propa propagandahasn propaganda a agandahasn ganda-hasn ganda hasn - hasn t reassured anyone any one ill in illthe inthe inthe the Nazis path He s also broad broadcast broadcast broadcast cast a new terror- terror terrorstukas terror - stukas d ve ye vebombers yebombers vebombers vebombersMr bombers bombersMr Mr Wheeler ' who ho cla cIa ms the only onlyword onlyword onlyword word laboratory in the world ad addressed addressed addressed dressed the dentists on Words WordsThat WordsThat WordsThat That Win Wm Over Pat ents He sug suggested suggested suggested gested various methods for them to touse touse touse use m in inspiring msplrillg confidence in m theIr theIrpat theirpat theirpat pat ents and in m keeping keepmg them com corn commg corning corning mg ing back instead mstead ot of neglect ng their theirteeth theirteeth theirteeth theirteethWord teeth teethWord Word Testing Tcstlng Laboratory LaboratoryMr Mr Wheeler sword s word labora laboratory laboratoryis tory , is used by many b g industrial illdustrlal firms firmsto firmsto firmsto to help them m ill in overcoming overcommg sales salesresistance salesresistance salesresistance resistance without a struggleWe struggleWe struggle struggleWe We test words as others test ma materlals materials matenals terlals terials he e\pla e pla e\.pla e.pla .pla epla \ . nedFor nedFor ned nedFor For instance mstance he sa d a Washmg Washing Washmgton Washington Washington ton department store that wanted to tosell tosell tosell sell wh te to shoe polish pohsh was told to totell totell totell tell customers It won t wear off offAfter offAfter . , After that it could hardly keep keepenough keepenough enough polish pohsh in stock . . A flat fiat clothesp cIothesp n manufact ired by byI byanother byanother byanother I thiSI another client sold 30 000 000 on thiS thiSphrase thisphrase thisphrase I phrase It won troll trollSoda t rollSoda roll rollSoda Soda dispensers he Illustrated Illustratedsell illustratedsell illustratedsell sell three or four tunes tlffies as many manyegg manyegg manyegg egg malted m Iks lks by holding holdmg up two twoeggs twoeggs twoeggs eggs in m front of the customer and andask andask andask ask ng One egg or two two7 twos ? If Ifthey Ifthey Ifthey they had said Do you want an anegg anegg anegg egg the chances are the customer customerwould customerwould would ' auld have declned declnedWord decl nedWord ned nedWord Word to the Ladles Ladies LadlesIf LadiesIf LadiesIt If the wife wants a new hat hatadded hatadded hatadded added Mr Wheeler she never nevershould nevershould nevershould should raise the question but she sheshould sheshould sheshould should say to friend husband husbandShould husbandShould husbandShould Should I get a $3 3 $ $ or a $5 5 $ $ hat bat7 bat7Slogans ? Slogans however are dated in inthe inthe inthe the Wheeler word laboratory The Thephrases Thephrases Thephrases phrases that emerge from the men mental mental mental tal test tubes are called sIZzlersThe sizzlersThe sizzlers sizzlersThe The steak in the restaurant he hepomted hepointed hepointed pomted pointed out sells because it sizzles sizzlesappet sizzlesappet sizzlesappet appet zingly zmgly not because it came camefrom camefrom camefrom from a certa n type of steer You Youcan Youcan Youcan can t march the steer through the therestaurant therestaurant therestaurant restaurant |