tugboats

You
see, many Americans, because of haste or denture problems, are often
not able to properly masticate a mouthful of meat. So, when they try to
swallow, the meat gets stuck in their throat, blocks off their air
supply and, if not removed promptly, causes them to die of suffocation.

This
is no laughing matter. It actually happens quite often. But, you know
what? Whenever it does happen, often the suffocating person will be more worried about
being embarrassed than he will about dying.

Same
thing with heart attacks. Ask any doctor. Often a poor soul in the
throes of cardiac arrest will say something like:

"Excuse
me, I hate to bother

you but I think I'm having

a heart attack."

Very
polite. Very eager not to make waves. Very concerned about not being
too much of a bother to anyone. Very concerned...

ABOUT
NOT DOING ANYTHING

THAT WILL MAKE HIM

PSYCHOLOGICALLY UNCOMFORTABLE!

Now,
when you ask someone to buy your goods or services, you are asking him
to disrupt his comfy routine. And, if
what you're selling is new to him, you're asking him to do something
very uncomfortable which is to make a decision
that will alter his lifestyle.

And
listen, it is just as uncomfortable to alter your lifestyle up as it is
to alter it down. You see, in a word, the thing that's most
psychologically uncomfortable for humans is...

CHANGE!

Any kind of change, good or bad.
Which means you must use great skill in order to sell someone a new
product or service. Most direct response advertisers don't acknowledge
this. What they do is, they act like all their prospects are "already
pre-conditioned" to buy their wares.