Gentlemen, this is about the nature of selling. First the word incorrectly infers something you do to other folks over which they have little control, providing that you select the proper words which magically enables that amazing feat to occur. Allowing you to simply charm them into giving you money for your wares. Pure BS as any thinking person can readily see.

The fact of the matter is, the customer has all of the power to decide and to pay. Your job as a salesman, is to avoid cluttering the offer with unnecessary information which can slow down or stop the person from making a decision to purchase your wares. That is exactly what Benjamin Franklin learned to do, in the little parable.

He simply made himself the messenger from a group of intelligent folks, who were in fact offering the services, which would create a desirable effect for them, which the subscribers then decided was to their benefit.

I might add that the offer would be defined as a win-win in present day terms. Personally, I might also add that it is really a win win win, since society as a whole I believe benefits from a more enlightened society.

Salesmanship has taken a bad rap from those who misunderstand the facts. You see ... sell'in ain't tell'in it's ask'in. ....