It's time for Mr. Joe Szymanski, fellow principal here at the RESPONSE Agency, to visit the dentist for a semi-annual checkup. When he called just now, however, the receptionist didn't give him an appointment. She gave him a reservation. 

I like that word choice. Only testing will reveal if reservations with a dentist sell better than appointments. But I wouldn't be surprised if they do.

Steve Cuno
 


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