[Jsing Punch in Salesmanship

By JACK DIONNE

Tha ure of that development of modern ttncr which ir wdl known and underctood rmder tbe cogrotnen of "PUNCH'' ir one of the nety great elernentr of rclling. While I believe that dl of the great ftndamenflb of hdre3r IuGCGIc-HONESTY, DEPENDABtrUTY, AMBITION' vIsIoN, cCIuRAGE, ENTHUSIASM, ENERGY, PUNCH, AND STICI(TOITMNES$-are A]TAINABLE to the avcrage man who wfuhes to rucceed in busineu, I am inclined to believe that the guiltty of "PUNCH" ir perhaprranking with VISION-the moet difficult of ettainment to the man who reemr lacking in that department to rtart witb.

"PUNCH" meanr to do thingr, and say thinsr in eo vigorour and effective'and virile a way ttat they IMPRESS the other fellow arilornatically. It ic "PUNCH," you might lan that gluec. YOUR act or argument in the bther fellow'r mentdity. When you hear it raid that a certain man har "PUNCHrtt you intuitively lnow that he reyr and doer thingr DIFFERENTLY frorn tfie way in which thingr are generally raid and done, and that that difference ir largely the addition of an intelligent rprinkling of toba,rco.

"For ttPUNCHtt is the tobasco of the bucinesr argument or act.

You ftnow-

It irntt ro much what you do or say, Ar the way in which you do or say it

For what would the egg arnount to, pray, ' If t[e hen got up on the rooct to lay it?

The fellow who hasn't that great asset called "Ptntch" miy have frne qualitier, aplendid thoughts, excellent ideas' br* failr to t'pu,t hir rtuff overrtt on account of that very lack.

C'ray's famour "Elegy in a Country Church Yard" referr ro feelinsly that all the thinking world har pondered radly over the thought, to the fact that men of -ighty thoughte and power go beneath the rod without having been recognized. Think of his "Mute, ingloriour Milton t' and otbcr potential yet undircovered notabler. Every word of that beadifiil "Elegy" is trrre. Yet the great poet might have ended hir beautiful them+had he been practically inrtead of poetically inclined-by rimply raying in cloring rome rucb doggerel ar thir:

Yet all the trouble with thir famour brmch, War gimply that they l,acked the "PUNCH."

It ir a fact that great truth: are often lost entirely to view becarne of the spinelecr character of their prerentation, nrtile commonplace thinge are emblazoned by the attrac' tive, intererting and forceful way in which they are "pnt oyer.tt That "Mute, ingloriou Milton" might be the author of rome of orr "bert rellercr" had he not lacked ttat one estimable and inrnluable as$t which we arc now dircuuing.

The fellow who looks upon himself ar unfortrmately lacking in "PUNCHT" and sees other folks who aeem to be freely endowed by Providence witrh plenty of it, rhould keep the thought foremoet in hir head that wordr, and phraser, and acte, that have a noticeable "kick" in them, are certain ar the Lord rnade little green apples to be the rerult of thoughtful preparation and intelligent application.

The other fellow may have a natural penchant for "pull' ing" that kind of rtuff, but if he is getting away with tomething that ir really good, you can gamble that it didn't ttjurt happent' that way. You are safe in asruming that the line of action or arggment that attrac{r yorn attention was charted, blue-printed, and prepared for market.

I know a man who, when he ir out on businesr, carrier with him into the office of every man he callr on, A PUNCHFI.'L SPECIFIC THOUGHT TO SELL THAT MAN. Underctand, the man visited doee NOT know that he ir the object of a definite IDEA-SALE. The viritor aimc to ro act, that when he has gone, that rpecific THOUGHT of a pleasing or intererting<r BoTH<baracter remainr clear in the mind of the other fellow.

The man with "PUNCH" does burine$ that way. He selectr the thingr to ray, and he urer hir intelligence, experience, and judgment to apfr the proper rort of "kick" to them, to give them color, and make thenr rtick

The recognition of the value of "PUNCH" ii becoming daily more general in the world of relling. That it will become rtill more ro ir abrolutely certain

When you're going up hill in business, use the greatest acceierator on earthFAITFI IN YOUR-SELF. When you'rethreatened with a sudden coast down the other side, apply the brake--COMMON SENSE. If, 3d{9d to_ this, yo_u use the lubricatittg oil- of FAITH IN YOUR FELLOW MAN and burn the fuelENERGY-your business will never be a FLIWER.

Now for a Jingle: l{s16'1i6;-

If Delaged Stock Makes You Neruous

TrA Our Right-It{ow-