n long words.

Third, words of _definite meanings_ are preferable to mere
generalizations.

Fourth, words that make _vivid_ impressions are most effective in
suggesting ideas.

[Sidenote: Common Words]

When you employ words to sell true ideas of your best capability, choose
words that everybody understands. Do not "air your knowledge" in
uncommon language. Unless you are seeking a position as a philologist in
a college, restrict yourself to every-day common speech when selling
your personal qualifications. An important element in the skillful sale
of ideas is making them as _easy_ as possible for the other man to
comprehend. If you use unfamiliar words, it sometimes will be hard for
him to understand what you mean. _The truly artistic salesman avoids
introducing any unnecessary element of difficulty into the selling
process_. So you should discriminate against all unusual expressions and
restrict yourself to the _common_ words that are easy for any man to
comprehend.

[Sidenote: Short Words]

A long word or phrase may convey your idea clearly, but _force_ is lost
in the drawn-out process. Remember that your _words_ will meet the
intuitive resistance of the other man's mind before they are admitted to
his full belief. You cannot afford to sacrifice the driving-in power of
the _short_ word. Therefore, when your opinion is asked, it will be
better salesmanship to say, "I think" so and so than "It is my
impression--"

[Sidenote: Definite Words]

The _definite_ word conveys a _particular meaning_ to the mind of the
other man, not merely a vague or general idea. Never say, when you apply
for a position, "I can do anything." That tells the prospective employer
simply _nothing_ about your ability. Particularize.

[Sidenote: Vivid Words]

It is of the utmost importance to make _vivid impressions_ with your
speech. You should employ words skillfully to produce in the mind of the
other man _distinct and lifelike_ mental images. He may not credit the
words themselves, taken literally and alone. But he will believe in _the
pictures the words paint in his mind_; because he will think he himself
is the mental artist. He will not be suspicious of his own work. If you
apply for a situation in a bank, and the cashier seeks to learn whether
or not you are safely conservative in your views, you can suggest in
vivid words that you have the qualification he requires. You will make
the desired impression if you say to him, "I a