Colleen Szot is one of the most successful writers in the programming
industry. In addition to writing several wel-known “infomercials*!"" for a popular
exercise machine, she recently created a program that broke a nearly twenty-year
sales record for a home-shopping channel. Although her programs keep many of
the elements common to most infomercials, Szot changed three words to a
standard infomercial line that caused a huge increase in the number of people
who purchased her product. Even more remarkable, these three words made
( A ) clear to potential customers that the process of ordering the product
might well prove somewhat of a hassle*". What were those three words, and how
did they cause sales to jump?
