"Here you go, lady, a special sample of our newest newspaper!"
"Hmmmmm ... what's special about it? I like my regular newspaper, actually."
"Aha, lady, that's where we're different."
"Everyone says they're different. Well, go on, tell me, how is your newspaper different?"
"Here you go, lady, read the headlines. Read the whole first page, if you like."
So, the lady reads. She's a bit skeptical at first, but slowly, her face takes on a look of wonder. You smile. You've seen that look before - just a minute ago next door, actually, and just a little before that two doors away ... in fact, everyone on the street has now subscribed to your marvelous newspaper.
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