34 TH E M I N D O F THE BUY E R
by one who wi sh e s to i nflue nc e th e h uma n
mind. P rob ably w e sh oul d rega rd it as ex
pl ainabl e by th e sa m e p rincipl e w e u se d i n
expl aining m a n’s affinity fo r int ensi ty : a s a
racial h abi t ( pe rh ap s insti nc t ) wrough t dur
ing th e struggl e for exis tenc e, wh en m a n wa s
oblige d to ta k e n otic e of th ings l a rger th a n
himsel f in orde r to escap e being ove rc ome by
th em.
Wha teve r be its expl an ati on i t offe rs a live
c ue to t h e selle r, a n d sugge sts th a t h e may in
c rea se his ch ance s o f suc cess by ope rating on
a la rge scal e. Th e p rac tice o f succ essful
sell e rs exemplifies this. “ Probably no man
in th e worl d h a s m ore unqualifie d belief i n
th e powe r o f! big! adve rtising th a n William
Wrigley, Jr. In th e twelve years si nc e hi s
first gre a t national campaign h e has spent
m ore tha n to sp rea d hi s message
i n eigh teen la ngua ge s ac ross th e civilized
worl d. ” “ A s a result of one of his h uge co n
t ract s each o f th e stree t, subway an d
el eva te d ca rs in op era tion in th e Uni te d S tat es
car ri es one o r more of his cards. Above
Tim es S qua re, New York, fla shes nigh tly a n
el ec tri c si gn wh ich cost s a yea r. ”
“ In (^1915) h e c ollec te d every t eleph one direc
tory i n th e count ry and mail ed four sa mpl e