Once, I gave a lecture to insurance planners in Daegu, and one of them had difficulty explaining the watermelon in the same experiment.
As she was standing next to her, she handed the microphone to her young daughter and asked, “What is watermelon?” The child was in a state of shock.

“It has green stripes, is red inside, and has black seeds inside.
“It’s a fruit that grows in the summer.”
The adults are sick.
A disease that pretends to be elegant and noble.

It's easy to overlook, but even on home shopping channels, difficult and fundamental words are constantly being said.
It's common to make the simple word 'cheap' difficult by saying, 'I hope you can also experience this cheap feeling.'
--- pp.33~34

Every year on December 31st, countless people gather at the bell tower to hear the sound of the bell in the field.
One time, I was swept up in the crowd of people going out to Jonggak for a photo shoot, and the weather was bitterly cold.
As expected, a few people were quick to sell hand warmers at the entrance to Jonggak Station.
But the comment that one bachelor shouts is a work of art.
“My girlfriend is cold~”
He didn't just say, "Buy a hand warmer," as other people often do, but he attracted passersby with a single word that hit home.
How could men walking arm in arm with their girlfriends just pass by after hearing that?
It's a great concretization technique.
Even a single word from a salesperson at a cosmetics store can make a big difference.
Do you get what I mean when I say, 'If you apply this, you'll look pretty', or 'Before you go to bed, apply it starting from your neck and patting it in, then go to sleep.
Which statement resonates more with you: "Your skin tone will improve two steps in two months"? The latter, of course.
If you're not specific, you can't attract people's attention.
--- p.36

There is no end to the excuses about the market.
However, the market is infinitely wide and there are surprisingly many hidden niche markets.
Do you know when wheeled luggage first appeared? The wheel is one of mankind's greatest inventions.
The oldest known wheel is a log disc chariot wheel from Mesopotamia, dating back to 3500 BC.
Surprisingly, however, wheeled luggage first appeared in 1970.
It's only been about 40 years since wheeled bags came into the world.
This means that until just 40 years ago, intelligent humans were lugging around heavy suitcases for thousands of years.
There are still many gaps that we have not noticed.
--- pp.75~76

When introducing death benefit insurance that pays out when the husband dies, show hosts usually grumble about things like what they will eat from now on, how they will live, and what will happen to the children.
I was broadcasting and then disappeared from the screen for a moment without saying anything.
As if it were a broadcasting accident, an empty home shopping screen appeared with no people, no voices, and no music.
But I came back right away and continued the broadcast.
"Wouldn't it be a shame to disappear from TV for just two seconds? The void your husband leaves behind, forever gone, will linger for a longer time than you might think.
We will fill that void with financial compensation.” --- pp.180-181

Image declaration turns even a perceptive person into a model student.
Regardless of one's actual appearance, one's image pronouncements shape one's persona.
When you say, 'I am this kind of person,' people are surprisingly likely to believe it.
When I give corporate lectures, I start by declaring my image.

“I am a crocodile.
Once you bite, you won't let go.
Look at this sprayer that sprays water on the faces of those who are tired.
I'm telling you in advance, so don't get angry later when you get hit by a tornado.
“I will make sure that what I am about to convey stays in your minds.”
Then you can see that people's concentration increases.
--- p.213

A rabbit and a puppy were playing poker.
But strangely enough, the puppy kept losing.
The puppy, unable to bear it any longer, asked in irritation.
"Why do I always lose? What's the reason?"
The rabbit responded with a relaxed expression to the puppy's grunt.

"well.
Beating you is like eating a piece of cake while lying down.
“Whenever a good card comes in, your tail wags happily.”
If you understand the behavior, you can see the opponent's hand.
For example, if a customer wants rat poison, but you try to sell them the latest mousetrap by focusing on explaining it, it will be a waste of time.
Let's say a man prepares a gag concert joke all night long to win a woman's favor.
Even if a man tries to imitate the words and actions of a comedian in front of a woman, if she yawns or tries to ignore him, he should immediately stop what he is doing and change the subject.

--- pp.357~358