A woman walks into a sweet-smelling shop, the product display is exquisite, the perfumes and oils and soaps bright and enticing.

She is approached by a young man. His face is bright, enthusiastic, well-scrubbed. His hair is clean and fragrant, his nails trimmed, his suit pressed, and his shoes polished. Then he opens his mouth and uses words with the sophistication of a back-alley brawler.

The magic is lost. After a few flustered words, a few patent excuses, the woman leaves.

The cash register remains untouched, and the proceeds for the day the same. Hour after hour this tragedy continues.

What tragedy befell this merchant?

Meanwhile, she, still in need of cosmetics and toiletries visits another store in the mall. There the pace is hectic, the display mauled over, and the salesman, despite careful grooming in the morning, now appears disheveled by too much work.

She approaches with hesitation, and her impatience and resistance, too, are stronger.

Seeing her approach, the salesman speaks.

She smiles for the first time that day, the pinched look on her face disappears, the pursed lines around the mouth soften.

Eloquent words flow from his lips, words of courtesy, interest, and charm.

He shows her one product after another, describing the benefits and the magnetism of each in turn.

Soon she is moving swiftly, from one choice piece of soap to another bottle of exquisite scents. She piles up her arms then asks him to assist her to carry more. Together they carry the boxes to the counter. The cash register rings yet again, the drawer is almost overflowing with ill-pressed bills, and the salesman barely has enough time to close it and catch his breath when she has been replaced by yet another eager customer.

Why the good fortune of this merchant?

Business. It is simple. It is the words you use.

Business. It is complex. It is the words you use.

Words create reactions, people buy or refrain from buying because of them.

A product is manufactured. A service is created. A structure is built around them. A strategy is designed to deliver them to the public with the most appeal. Yet without words, no perception is created.

The beautiful product image is not interpreted. The stirring value of it