In Joe Vitale’s book Buying Trances, Joe shares the story of how Texaco was looking to sell more oil by having service station attendants ask customers “Check your oil today?” Too many people, without giving it a second thought, said “no.” Elmer Wheeler, who was one of the pioneers of pursuasion, suggested replacing the question with “Is your oil at the proper level today, sir?” Texaco paid Elmer Wheeler $5,000 for those nine words which was a small fortune in the 1930s. In one week, Texaco attendants got under 250,000 more hoods.
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