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And it was possibly the softest sell of all time.

"It was a very soft sell," he said on Wednesday.

Welcome to the days of the soft sell, as practiced by the Pentagon.

The soft sell was a lot less wear and tear, but still took some effort.

"Our ads have to be really soft sell because they are for national audiences."

Irony and the soft sell are for another kind of advertiser.

This approach works in opposition to a soft sell.

The soft sell worked, particularly with women who make up a growing proportion of Japan's car owners.

But now they're trying a softer sell, which they hope will lead to the same conclusion.

His business approach could be described as extremely soft sell.