I GAVE a beggar a
dime with the
suggestion that he
invest it in a copy of
Message to Garcia.
“You Can Do It if You Believe You Can!”
ENTHUSIASM is a state of mind that inspires and
arouses one to put action into the task at hand. It does
more than this – it is contagious, and vitally affects
not only the enthusiast, but all with whom he comes in
Enthusiasm bears the same relationship to a
human being that steam does to the locomotive-it is
the vital moving force that impels action. The greatest
leaders of men are those who know how to inspire
enthusiasm in their followers. Enthusiasm is the most
important factor entering into salesmanship. It is, by
far, the most vital factor that enters into public
If you wish to understand the difference between
a man who is enthusiastic and one who is not, compare
Billy Sunday with the average man of his profession.
The finest sermon ever delivered would fall upon deaf
ears if it were not backed with enthusiasm by the
HOW ENTHUSIASM WILL AFFECT YOU
Mix enthusiasm with your work and it will not
seem hard or monotonous. Enthusiasm will so energize
your entire body that you can get along with less than
half the usual amount of sleep and at the same time it
will enable you to perform from two to three times as
much work as you usually perform in a given period,
For many years I have done most of my writing at
night. One night, while I was enthusiastically at work
over my typewriter, I looked out of the window of my
study, just across the square from the Metropolitan
tower, in New York City, and saw what seemed to be
the most peculiar reflection of the moon on the tower.
It was of a silvery gray shade, such as I had never
seen before. Upon closer inspection I found that the
reflection was that of the early morning sun and not
that of the moon. It was daylight! I had been at work
all night, but I was so engrossed in my work that the
night had passed as though it were but an hour. I
worked at my task all that day and all the following
night without stopping, except for a small amount of
Two nights and one day without sleep, and with
but little food, without the slightest evidence of
fatigue, would not have been possible had I not kept
my body energized with enthusiasm over the work at
Enthusiasm is not merely a figure of speech; it is
a vital force that you can harness and use with profit.
Without it you would resemble an electric battery
Enthusiasm is the vital force with which you
recharge your body and develop a dynamic
personality. Some people are blessed with natural
enthusiasm, while others must acquire it. The
procedure through which it may be developed is
simple. It begins by the doing of the work or
rendering of the service which one likes best. If you
should be so situated that you cannot conveniently
engage in the work which you like best, for the time
being, then you can proceed along another line very
effectively by adopting a definite chief aim that
contemplates your engaging in that particular work at
some future time.
Lack of capital and many other circumstances
over which you have no immediate control may force
you to engage in work which you do not like, but no
one can stop you from determining in your own mind
what your definite chief aim in life shall be, nor can
anyone stop you from planning ways and means for
translating this aim into reality, nor can anyone stop
you from mixing enthusiasm with your plans.
Happiness, the final object of all human effort, is
a state of mind that can be maintained only through
the hope of future achievement. Happiness lies always
in the future and never in the past. The happy person
is the one who dreams of heights of achievement that
are yet unattained. The home you intend to own, the
money you intend to earn and place in the bank, the
trip you intend to take when you can afford it, the’
Position in life you intend to fill when you have
prepared yourself, and the preparation, itself-these are
the things that produce happiness. Likewise, these are
the materials out of which your definite chief aim is
formed; these are the things over which you may
become enthusiastic, no matter what your present
station in life may be.
More than twenty years ago I became enthusiastic
over an idea. When the idea first took form in my
mind I was unprepared to take even the first step
toward its transformation into reality. But I nursed it
in my mind – I became enthusiastic over it as I looked
ahead, in my imagination, and saw the time when I
would be prepared to make it a reality.
The idea was this: I wanted to become the editor
of a magazine, based upon the Golden Rule, through
which I could inspire people to keep up courage and
deal with one another squarely.
Finally my chance came! and, on armistice day,
1918, I wrote the first editorial for what was to
become the material realization of a hope that had lain
dormant in my mind for nearly a score of years.
With enthusiasm I poured into that editorial the
emotions which I had been developing in my heart
over a period of more than twenty years. My dream
had come true. My editorship of a national magazine
had become a reality.
As I have stated, this editorial was written with
enthusiasm. I took it to a man of my acquaintance and
with enthusiasm I read it to him. The editorial ended
in these words: “At last my twenty-year-old dream is
about to come true. It takes money, and a lot of it, to
publish a national magazine, and I haven’t the
slightest idea where I am going to get this essential
factor, but this is worrying me not at all because /
know I am going to get it somewhere!” As I wrote
those lines, I mixed enthusiasm and faith with them.
I had hardly finished reading this editorial when
the man to whom I read it – the first and only person
to whom I had shown it – said:
“I can tell you where you are going to get the
money, for I am going to supply it.”
And he did!
Yes, enthusiasm is a vital force; so vital, in fact,
that no man who has it highly developed can begin
even to approximate his power of achievement.
Before passing to the next step in this lesson, I
wish to repeat and to emphasize the fact that you may
develop enthusiasm over your definite chief aim in
life, no matter whether you are in position to achieve
that purpose at this time or not. You may be a long
way from realization of your definite chief aim, but if
you will kindle the fire of enthusiasm in your heart,
and keep it burning, before very long the obstacles
that now stand in the way of your attainment of that
purpose will melt away as if by the force of magic,
and you will find yourself in possession of power that
you did not know you possessed.
HOW YOUR ENTHUSIASM WILL AFFECT OTHERS
We come, now, to the discussion of one of the
most important subjects of this Reading Course,
In the preceding lessons we have discussed the
subject of Auto-suggestion, which is self-suggestion.
You saw, in Lesson Three, what an important part
Suggestion is the principle through which your
words and your acts and even your state of mind
ONE of the most
valuable things any
man can learn is the
art of using the know-
ledge and experience
influence others. That you may comprehend the far-
reaching power of suggestion, let me refer to the
Introductory Lesson, in which the principle of
telepathy is described. If you now understand and
accept the principle of telepathy (the communication
of thought from one mind to another without the aid of
signs, symbols or sounds) as a reality, you of course
understand why enthusiasm is contagious, and why it
influences all within its radius.
When your own mind is vibrating at a high rate,
because it has been stimulated with enthusiasm, that
vibration registers in the minds of all within its
radius, and especially in the minds of those with
whom you come in close contact. When a public
speaker “senses” the feeling that his audience is “en
rapport” with him he merely recognizes the fact that
his own enthusiasm has influenced the minds of his
listeners until their minds are vibrating in harmony
with his own.
When the salesman “senses” the fact that the
“psychological” moment for closing a sale has arrived,
he merely feels the effect of his own enthusiasm as it
influences the mind of his prospective buyer and
places that mind “en rapport” (in harmony) with his
The subject of suggestion constitutes so vitally an
important part of this lesson, and of this entire course,
that I will now proceed to describe the three mediums
through which it usually operates; namely, what you
say, what you do and what you think!
When you are enthusiastic over the goods you are
selling or the services you are offering, or the speech
you are delivering, your state of mind becomes
obvious to all who hear you, by the tone of your voice.
Whether you have ever thought of it in this way or
not, it is the tone in which you make a statement,
more than it is the statement itself, that carries
conviction or fails to convince. No mere combination
of words can ever take the place of a deep belief in a
statement that is expressed with burning enthusiasm.
Words are but devitalized sounds unless colored with
feeling that is born of enthusiasm.
Here the printed word fails me, for I can never
express with mere type and paper the difference
between words that fall from unemotional lips,
without the fire of enthusiasm back of them, and those
which seem to pour forth from a heart that is bursting
with eagerness for expression. The difference is there,
Thus, what you say, and the way in which you say
it, conveys a meaning that may be just the opposite to
what is intended. This accounts for many a failure by
the salesman who presents his arguments in words
which seem logical enough, but lack the coloring that
can come only from enthusiasm that is born of
sincerity and belief in the goods he is trying to sell.
His, words said one thing, but the tone of his voice
suggested something entirely different; therefore, no
sale was made.
That which you say is an important factor in the
operation of the principle of suggestion, but not
nearly so important as that which you do. Your acts
will count for more than your words, and woe unto
you if the two fail to harmonize.
If a man preach the Golden Rule as a sound rule
of conduct his words will fall upon deaf ears if he
does not practice that which he preaches. The most
effective sermon that any man can preach on the
soundness of the Golden Rule is that which he
preaches, by suggestion, when he applies this rule in
his relationships with his fellow men.
If a salesman of Ford automobiles drives up to his
prospective purchaser in a Buick, or some other make
of car, all the arguments he can present in behalf of
the Ford will be without effect. Once I went into one
of the offices of the Dictaphone Company to look at a
dictaphone (dictating machine). The salesman in
charge presented a logical argument as to the
machine’s merits, while the stenographer at his side
was transcribing letters from a shorthand note-book.
His arguments in favor of a dictating machine, as
compared with the old method of dictating to a
stenographer, did not impress me, because his actions
were not in harmony with his words.
Your thoughts constitute the most important of
the three ways in which you apply the principle of
suggestion, for the reason that they control the tone of
your words and, to some extent at least, your actions.
If your thoughts and your actions and your words
harmonize, you are bound to influence those with
whom you come in contact, more or less toward your
way of thinking.
We will now proceed to analyze the subject of
suggestion and to show you exactly how to apply the
principle upon which it operates. As we have already
seen, suggestion differs from Auto-suggestion only in
one way – we use it, consciously or unconsciously,
when we influence others, while we use Auto-
suggestion as a means of influencing ourselves.
Before you can influence another person through
suggestion, that person’s mind must be in a state of
neutrality; that is, it must be open and receptive to
your method of suggestion. Right here is where most
salesmen fail – they try to make a sale before the mind
of the prospective buyer has been rendered receptive
or neutralized. This is such a vital point in this lesson
that I feel impelled to dwell upon it until there can be
no doubt that you understand the principle that I am
When I say that the salesman must neutralize the
mind of his prospective purchaser before a sale can be
made I mean that the prospective purchaser’s mind
must be credulous. A state of confidence must have
been established and it is obvious that there can be no
set rule for either establishing confidence or
neutralizing the mind to a state of openness. Here the
ingenuity of the salesman must supply that which
cannot be set down as a hard and fast rule.
I know a life insurance salesman who sells
nothing but large policies, amounting to $100,000.00
and upward. Before this man even approaches the
subject of insurance with a prospective client he
familiarizes himself with the prospective client’s
complete history, including his education, his
financial status, his eccentricities if he has any, his
religious preferences and other data too numerous to
be listed. Armed with this information, he manages to
secure an introduction under conditions which permit
him to know the Prospective client in a social as well
as a business way. Nothing is said about the sale of
life insurance during his first visit, nor his second,
and sometimes he does not approach the subject of
insurance until he has become very well acquainted
with the prospective client.
All this time, however, he is not dissipating his
efforts. He is taking advantage of these friendly visits
for the purpose of neutralizing his prospective client’s
mind; that is, he is building up a relationship of
confidence so that when the time comes for him to
talk life insurance that which he says will fall upon
ears that willingly listen.
Some years ago I wrote a book entitled How to
Sell Your Services. Just before the manuscript went to
the publisher, it occurred to me to request some of the
well known men of the United States to write letters
of endorsement to be published in the book. The
printer was then waiting for the manuscript; therefore,
I hurriedly wrote a letter to some eight or ten men, in
which I briefly outlined exactly what I wanted, but the
letter brought back no replies. I had failed to observe
two important prerequisites for success – I had written
the letter so hurriedly that I had failed to inject the
spirit of enthusiasm into it, and, I had neglected so to
word the letter that it had the effect of neutralizing
the minds of those to whom it was sent; therefore, I
had not paved the way for the application of the
principle of suggestion.
After I discovered my mistake, I then wrote a
letter that was based upon strict application of the
principle of suggestion, and this letter not only
brought back replies from all to whom it was sent, but
many of the replies were masterpieces and served, far
beyond my fondest hopes, as valuable supplements to
the book. For the purpose of comparison, to show you
how the principle of suggestion may be used in
writing a letter, and what an important part
enthusiasm plays in giving the written word “flesh,”
the two letters are here reproduced. It will not be
necessary to indicate which letter failed, as that will
be quite obvious:
A CAREFUL inventory
of all your past
experiences may dis-
close the startling fact
that everything has
happened for the best.
My dear Mr. Ford:
I am just completing a manuscript for a new book
entitled How to Sell Your Services. I anticipate the
sale of several hundred thousand of these books and I
believe those who purchase the book would welcome
the opportunity of receiving a message from you as to
the best method of marketing personal services.
Would you, therefore, be good enough to give me
a few minutes of your time by writing a brief message
to be published in my book? This will be a big favor
to me personally and I know it would be appreciated
by the readers of the book.
Thanking you in advance for any consideration
you may care to show me, I am,
Yours very truly,
Hon. Thomas R. Marshall,
Vice-President of the United States,
Washington, D. C.
My dear Mr. Marshall:
Would you care for the opportunity to send a
message of encouragement, and possibly a word of
advice, to a few hundred thousand of your fellow men
who have failed to make their mark in the world as
successfully as you have done?
I have about completed a manuscript for a book to
be entitled How to Sell Your Services. The main point
made in the book is that service rendered is cause and
the pay envelope is effect; and that the latter varies in
proportion to the efficiency of the former.
The book would be incomplete without a few
words of advice from a few men who, like yourself,
have come up from the bottom to enviable positions in
the world. Therefore, if you will write me of your
views as to the most essential points to be borne in
mind by those who are offering personal services for
sale I will pass your message on through my book,
which will insure its getting into hands where it will
do a world of good for a class of earnest people who
are struggling to find their places in the world’s work.
I know you are a busy man, Mr. Marshall, but
please bear in mind that by simply calling in your
secretary and dictating a brief letter you will be
sending forth an important message to possibly half a
million people. In money this will not be worth to you
the two cent stamp that you will place on the letter,
but, if estimated from the viewpoint of the good it
may do others who are less fortunate than yourself, it
may be worth the difference between success and
failure to many a worthy person who will read your
message believe in it, and be guided by it.
Very cordially yours,
Now, let us analyze the two letters and find out
why one failed in its mission while the other
succeeded. This analysis should start with one of the
most important fundamentals of salesmanship, namely
motive. In the first letter it is obvious that the motive
is entirely one of self-interest. The letter states
exactly what is wanted, but the wording of it leaves a
doubt as to why the request is made or whom it is
intended, to benefit. Study the sentence in the second
paragraph, “This will be a big favor to me personally,
etc.” Now it may seem to be a peculiar trait, but the
truth is that most people will not grant favors just to
please others. If I ask you to render a service that will
benefit me, without bringing you some corresponding
advantage, you will not show much enthusiasm in
granting that favor; you may refuse altogether if you
have a plausible excuse for refusing. But if I ask you
to render a service that will benefit a third person,
even though the service must be rendered through me;
and if that service is of such a nature that it is likely
to reflect credit on you, the chances are that you will
render the service willingly.
We see this psychology demonstrated by the man
who pitches a dime to the beggar on the street, or
perhaps refuses even the dime, but willingly hands
over a hundred or a thousand dollars to the charity
worker who is begging in the name of others.
But the most damaging suggestion of all is
contained in the last and most important paragraph of
the letter, “Thanking you in advance for any
consideration you may care to show me.” This
sentence strongly suggests that the writer of the letter
anticipates a refusal of his request. It clearly indicates
lack of enthusiasm. It paves the way for a refusal of
the request. There is not one single word in the entire
letter that places in the mind of a man to whom it is
sent a satisfactory reason why he should comply with
the request. On the other hand, he can clearly see that
the object of the letter is to secure from him a letter
of endorsement that will help sell the book. The most
important selling argument – in fact, the only selling
argument available in connection with this request,
has been lost because it was not brought out and
established as the real motive for making the request.
This argument was but faintly mentioned in the
sentence, “I believe those who purchase the book
would welcome the opportunity of receiving a message
from you as to the best method of marketing personal
The opening paragraph of the letter violates an
important fundamental of salesmanship because it
clearly suggests that the object of the letter is to gain
some advantage for its writer, and does not even hint
at any corresponding advantage that may accrue to the
person to whom it is sent. Instead of neutralizing the
mind of the recipient of the letter, as it should do, it
has just the opposite effect; it causes him to close his
mind against all argument that follows; it puts him in
a frame of mind that makes it easy for him to say no.
It reminds me of a salesman – or, perhaps I should say,
a man who wanted to be a salesman – who once
approached me for the purpose of selling me a
subscription to the Saturday Evening Post. As he held
a copy of the magazine in front of me he suggested the
answer I should make by this question:
“You wouldn’t subscribe for the Post to help me
out, would you? ”
Of course I said no! He had made it easy for me
to say no. There was no enthusiasm back of his words,
and gloom and discouragement were written all over
his face. He needed the commission he would have
made on my subscription had I purchased; no doubt
about that – but he suggested nothing that appealed to
my self-interest motive, therefore he lost a sale. But
the loss of this one sale was not the sad part of his
misfortune; the sad part was that this same attitude
was causing him to lose all other sales which he might
have made had he changed his approach.
A few weeks later another subscription agent
approached me. She was selling a combination of six
magazines, one of which was the Saturday Evening
Post, but how different was her approach. She glanced
at my library table, on which she saw several
magazines, then at my book shelves, and exclaimed
“Oh! I see you are a lover of books and
I proudly pleaded guilty to the charge. Observe
the word “proudly, ” for it has an important bearing on
this incident. I laid down the manuscript that I was
reading when this saleswoman came in, for I could see
that she was a woman of intelligence. Just how I came
to see this I will leave to your imagination. The
important point is that I laid down the manuscript and
actually felt myself wanting to hear what she had to
With the aid of eleven words, plus a pleasant
smile, plus a tone of genuine enthusiasm, she had
neutralized my mind sufficiently to make me want to
hear her. She had performed her most difficult task,
with those few words, because I had made up my mind
when she was announced that I would keep my
manuscript in my hands and thereby convey to her
mind, as politely as I could, the fact that I was busy
and did not wish to be detained.
Being a student of salesmanship and of
suggestion, I carefully watched to see what her next
move would be. She had a bundle of magazines under
her arm and I expected she would unroll it and begin
to urge me to purchase, but she didn’t. You will recall
that I said she was selling a combination of six
magazines; not merely trying to sell them.
REALLY DO COUNT.
DRESS TO LOOK THE
PART YOU INTEND TO
PLAY IN LIFE, BUT
TAKE CARE NOT TO
She walked over to my book shelves, pulled out a
copy of Emerson’s Essays, and for the next ten
minutes she talked about Emerson’s essay on
Compensation so interestingly that I lost sight of the
roll of magazines that she carried. (She was
neutralizing my mind some more.)
Incidentally, she gave me a sufficient number of
new ideas about Emerson’s works to provide material
for an excellent editorial.
Then she asked me which magazines I received
regularly, and after I told her she smiled as she began
to unroll her bundle of magazines and laid them on the
table in front of me. She analyzed her magazines one
by one, and explained just why I should have each of
them. The Saturday Evening Post would bring me the
cleanest fiction; Literary Digest would bring me the
news of the world in condensed form, such as a busy
man like myself would demand; the American
Magazine would bring me the latest biographies of the
men who were leading in business and industry, and
so on, until she had covered the entire list.
But I was not responding to her argument as
freely as she thought I should have, so she slipped me
this gentle suggestion:
“A man of your position is bound to be well
informed and, if he isn’t, it will show up in his own
She spoke the truth! Her remark was both a
compliment and a gentle reprimand. She made me feel
somewhat sheepish because she had taken inventory of
my reading matter – and six of the leading magazines
were not on my list. (The six that she was selling.)
Then I began to “slip” by asking her how much
the six magazines would cost. She put on the finishing
touches of a well presented sales talk by this tactful
reply: “The cost? Why, the cost of the entire number
is less than you receive for a single page of the
typewritten manuscript that you had in your hands
when I came in.”
Again she spoke the truth. And how did she
happen to guess so well what I was getting for my
manuscript? The answer is, she didn’t guess – she
knew! She made it a part of her business to draw me
out tactfully as to the nature of my work (which in no
way made me angry). She became so deeply interested
in the manuscript which I had laid down when she
came in, that she actually induced me to talk about it.
(I am no saying, of course, that this required any great
amount of skill or coaxing, for have I not said that it
was my manuscript?) In my remarks about that
manuscript, I suspect I admitted that I was receiving
$250.00 for the fifteen pages; yes, / am sure I was
careless enough to admit that I was being well paid
for my work.
Perhaps she induced me to make the admission.
At any rate, the information was valuable to her and
she made effective use of it at the psychological
moment. For all I know it was a part of her plan to
observe carefully all that she saw and heard, with the
object of finding out just what my weaknesses were
and what I was most interested in discussing. Some
salesmen take the time to do this; some do not. She
was one of those who did.
Yes, she went away with my order for the six
magazines; also my twelve dollars. But that was not
all the benefit she derived from tactful suggestion
plus enthusiasm; she got my consent to canvass my
office, and before she left she had five other orders
from my employees.
At no time during her stay did she leave the
impression that I was favoring her by purchasing her
magazines. Just to the contrary, she distinctly
impressed me with the feeling that she was rendering
me a favor. This was tactful suggestion.
Before we get away from this incident, I wish to
make an admission – when she drew me into
conversation she did it in such a way that I talked
with enthusiasm. There were two reasons for this. She
was one of them; and the other one was the fact that
she managed to get me to talk about my own work! Of
course I am not suggesting that you should be
meddlesome enough to smile at my carelessness as
you read this; or that you should gather from this
incident the impression that this tactful saleswoman
actually led me to talk of my own work for the
purpose of neutralizing my mind so that I would listen
to her, when she was ready to talk of her magazines,
as patiently as she had listened to me. However, if you
should be clever enough to draw a lesson from her
method, there is no way for me to stop you from doing
As I have stated, when I talked I mixed
enthusiasm with my conversation. Perhaps I caught
the spirit of enthusiasm from this clever saleswoman,
when she made that opening remark as she came into
my study. Yes, I am sure this is where I caught it,
and, I am just as sure that her enthusiasm was not a
matter of accident. She had trained herself to look for
something in her prospective purchaser’s office, or his
work, or his conversation, over which she could
Remember, suggestion and enthusiasm go hand in
I can remember, as though it were yesterday, the
feeling that came over me when that would-be
salesman pushed that Saturday Evening Post in front
of me, as he remarked:
“You wouldn’t subscribe for the Post to help me
out, would you?”
His words were chilled, they were lifeless; they
lacked enthusiasm; they registered an impression in
my mind, but that impression was one of coldness. I
wanted to see the man go out at the door at which he
had come in. Mind you, I am not naturally
unsympathetic, but the tone of his voice, the look on
his face, his general bearing suggested that he was
there to ask a favor and not to offer one.
Suggestion is one of the most subtle and powerful
principles of psychology. You are making use of it in
all that you do and say and think, but, unless you
understand the difference between negative suggestion
and positive suggestion, you may be using it in such a
way that it is bringing you defeat instead of success.
Science has established the fact that through the
negative use of suggestion life may be extinguished.
Some years ago, in France, a criminal was condemned
to death, but before the time for his execution an
experiment was performed on him which conclusively
proved that through the principle of suggestion death,
could be produced. The criminal was brought to the
guillotine and his head was placed under the knife,
after he had been blindfolded. A heavy, sharp edged
plank was then dropped on his neck, producing a
shock similar to that of a sharp edged knife. Warm
water was then gently poured on his neck and allowed
to trickle slowly down his spine, to imitate the flow of
warm blood. In seven minutes the doctors pronounced
the man dead. His imagination, through the principle
of suggestion, had actually turned the sharp edged
plank into a guillotine blade and stopped his heart
In the little town where I was raised, there lived
an old lady who constantly complained that she feared
death from cancer. During her childhood she had seen
a woman who had cancer and the sight had so
impressed itself upon her mind that she began to look
for the symptoms of cancer in her own body. She was
sure that every little ache and pain was the beginning
of her long-looked-for symptom of cancer. I have seen
her place her hand on her breast and have heard her
exclaim, “Oh, I am sure I have a cancer growing here.
I can feel it.” When complaining of this imaginary
disease, she always placed her hand on her left breast,
where she believed the cancer was attacking her.
For more than twenty years she kept this up.
A few weeks ago she died – with cancer on her
left breast! If suggestion will actually turn the edge of
a plank into a guillotine blade and transform healthy
body cells into parasites out of which cancer will
develop, can you not imagine what it will do in
destroying disease germs, if properly directed?
Suggestion is the law through which mental healers
work what appear to be miracles. I have personally
witnessed the removal of parasitical growths known as
Half the wrecks that strew life’s ocean
If some star had been their guide, Might in
safety now be riding, But they drifted with the Tide.
warts, through the aid of suggestion, within forty-
You – the reader of this lesson – can be sent to bed
with imaginary sickness of the worst sort, in two
hours’ time or less, through the use of suggestion. If
you should start down the street and three or four
people in whom you had confidence should meet you
and each exclaim that you look ill you would be ready
for a doctor. This brings to mind an experience that I
once had with a life insurance salesman. I had made
application for a policy, but was undecided as to
whether I would take ten or twenty thousand dollars.
Meanwhile, the agent had sent me to the life insurance
company’s doctor to be examined. The following day I
was called back for another examination. The second
time the examination was more searching, and the
doctor carried a worried look on his face. The third
day I was called back again, and this time two
consulting physicians were there to look me over.
They gave me the most searching examination I had
ever received or even heard of.
The next day the agent called on me and
addressed me as follows:
“I do not wish to alarm you! but the doctors who
examined you do not agree on your analysis. You have
not yet decided whether you will take ten or twenty
thousand dollars’ worth of insurance, and I do not
think it fair for me to give you a report on your
medical examination until you make this decision,
because if I did you might feel that I was urging you
to take the larger amount”
Then I spoke up and said: “Well, I have already
decided to take the full amount.” True enough; I had
decided to take the full twenty thousand dollar policy.
I decided the moment the agent planted the suggestion
in my mind that perhaps I had some constitutional
weakness that would make it hard for me to get as
much insurance as I wanted.
“Very well,” said the agent, “now that you have
decided I feel it my duty to tell you that two of the
doctors believe you have the tubercular germ in your
system, while the other two disagree with them.” The
trick had been turned. Clever suggestion had pushed
me over the fence of indecision and we were all
Where does enthusiasm come in, do you ask?
Never mind, it “came in” all right, but if you wish to
know who brought it you will have to ask the life
insurance agent and his four medical accomplices, for
I am sure they must have had a hearty laugh at my
expense. But the trick was all right. I needed the
Of course, if you happen to be a life insurance
agent you will not grab this idea and work it out on
the next prospective client who is slow in making up
his mind about taking a policy. Of course you will
A few months ago I received one of the most
effective pieces of advertising I ever saw. It was a
neat little book in which a clever automobile
insurance salesman had reprinted press dispatches that
he had gathered from all over the country, in which it
was shown that sixty-five automobiles had been stolen
in a single day. On the back page of the book was this
highly suggestive statement:
“Your car may be the next one to go. Is it
At the bottom of the page was the salesman’s name
and address; also his telephone number. Before I had
finished reading the first two pages of the book I
called the salesman on the telephone and made inquiry
about rates. He came right over to see me, and you
know the remainder of the story.
Go back, now, to the two letters and let us
analyze the second one, which brought the desired
replies from all to whom it was sent. Study, carefully,
the first paragraph and you will observe that it asks a
question which can be answered in but one way.
Compare this opening paragraph with that of the first
letter, by asking yourself which of the two would have
impressed you most favorably. This paragraph is
worded as it is for a two-fold purpose; first, it is
intended to serve the purpose of neutralizing the mind
of the reader so he will read the remainder of the
letter in an open-minded attitude; and, second, it asks
a question which can be answered in but one way, for
the purpose of committing the reader to a viewpoint
which harmonizes with the nature of the service that
he is to be requested to render in subsequent
paragraphs of the letter.
In the second lesson of this course you observed
that Andrew Carnegie refused to answer my question,
when I asked him to what he attributed his success,
until he had asked me to define the word success. He
did this to avoid misunderstanding. The first
paragraph of the letter we are analyzing is so worded
that it states the object of the letter and at the same
time practically forces the reader to accept that object
as being sound and reasonable.
Any person who would answer the question asked
in this paragraph of the letter under discussion, in the
negative, would, by the same answer, convict himself
on the charge of selfishness, and no man wants to face
himself with a guilty conscience on such a charge.
Just as the farmer first plows his ground, then
fertilizes it, and perhaps harrows it and prepares it to
receive the seed, in order that he may be sure of a
crop, so does this paragraph fertilize the mind of the
reader and prepare it for the seed which is to be
placed there through the subtle suggestion that the
Study, carefully, the second paragraph of the
letter and you will observe that it carries a statement
of fact which the reader can neither question nor
deny! It provides him with no reason for argument
because it is obviously based upon a sound
fundamental. It takes him the second step of the
psychological journey that leads straight toward
compliance with the request that is carefully clothed
and covered up in the third paragraph of the letter, but
you will notice that the third paragraph begins by
paying the reader a nice little compliment that was not
designed to make him angry. “Therefore, if you will
write me of your views as to the most essential points
to be borne in mind by those who are offering
personal services for sale,” etc., Study the wording of
this sentence, together with the setting in which it has
been placed, and you will observe that it hardly
appears to be a request at all, and certainly there is
nothing about it to suggest that the writer of the letter
is requesting a favor for his personal benefit. At most,
it can be construed merely as a request for a favor for
Now study the closing paragraph and notice how
tactfully concealed is the suggestion that if the reader
should refuse the request he is placing himself in the
awkward position of one who does not care enough
about those who are less fortunate than himself to
spend a two cent stamp and a few minutes of time for
From start to finish the letter conveys its
strongest impressions by mere suggestion, yet this
suggestion is so carefully covered that it is not
obvious except upon careful analysis of the entire
The whole construction of the letter is such that
if the reader lays it aside without complying with the
request it makes he will have to reckon with his own
conscience! This effect is intensified by the last
sentence of the last paragraph and especially by the
last thirteen words of that sentence, “who will read
your message, believe in it, and be guided by it.”
This letter brings the reader up with a bang and
turns his own conscience into an ally of the writer; it
corners him, just as a hunter might corner a rabbit by
driving it into a carefully prepared net.
The best evidence that this analysis is correct is
the fact that the letter brought replies from every
person to whom it was sent, despite the fact that every
one of these men was of the type that we speak of as
being a man of affairs – the type that is generally
supposed to be too busy to answer a letter of this
nature. Not only did the letter bring the desired
replies, but the men to whom it was sent replied in
person, with the exception of the late Theodore
Roosevelt, who replied under the signature of a
John Wanamaker and Frank A. Vanderlip wrote
two of the finest letters I have ever read, each a mas-
CONCEIT is a fog which
envelops a man’s real
character beyond his
own recognition. It
weakens his native
ability and strengthens
all his inconsistencies.
terpiece that might well have adorned the pages of a
more dignified volume than the one for which the
letters were requested. Andrew Carnegie also wrote a
letter that was well worth consideration by all who
have personal services for sale. William Jennings
Bryan wrote a fine letter, as did, also, the late Lord
Northcliffe. None of these men wrote merely to please
me, for I was unknown to all of them, with the
exception of four. They did not write to please me –
they wrote to please themselves and to render a
worthy service. Perhaps the wording of the letter had
something to do with this, but, as to that, I make no
point other than to state that all of these men whom I
have mentioned, and most others of their type, are
generally the most willing men to render service for
others when they are properly approached.
I wish to take advantage of this appropriate
opportunity to state that all of the really big men
whom I have had the pleasure of knowing have been
the most willing and courteous men of my
acquaintance when it came to rendering service that
was of benefit to others. Perhaps that was one reason
why they were really big men.
The human mind is a marvelous piece of
One of its outstanding characteristics is noticed
in the fact that all impressions which reach it, either
through outside suggestion or Auto-suggestion, are
recorded together in groups which harmonize in
nature. The negative impressions are stored away, all
in one portion of the brain, while the positive
impressions are stored in another portion. When one
of these impressions (or past experiences) is called
into the conscious mind, through the principle of
memory, there is a tendency to recall with it all others
of a similar nature, just as the raising of one link of a
chain brings up other links with it. For example,
anything that causes a feeling of doubt to arise in a
person’s mind is sufficient to call forth all of his
experiences which caused him to become doubtful. If
a man is asked by a stranger to cash a check,
immediately he remembers having cashed checks that
were not good, or of having heard of others who did
so. Through the law of association all similar
emotions, experiences and sense impressions that
reach the mind are filed away together, so that the
recalling of one has a tendency to bring back to
memory all the others.
To arouse a feeling of distrust in a person’s mind
has a tendency to bring to the surface every doubt-
building experience that person ever had. For this
reason successful salesmen endeavor to keep away
from the discussion of subjects that may arouse the
buyer’s “chain of doubt impressions” which he has
stored away by reason of previous experiences. The
successful salesman quickly learns that “knocking” a
competitor or a competing article may result in
bringing to the buyer’s mind certain negative emotions
growing out of previous experiences which may make
it impossible for the salesman to “neutralize” the
This principle applies to and controls every sense
impression that is lodged in the human mind. Take the
feeling of fear, for example; the moment we permit a
single emotion that is related to fear to reach the
conscious mind, it calls with it all of its unsavory
relations. A feeling of courage cannot claim the
attention of the conscious mind while a feeling of fear
is there. One or the other must dominate. They make
poor room-mates because they do not harmonize in
nature. Like attracts like. Every thought held in the
conscious mind has a tendency to draw to it other
thoughts of a similar nature. You see, therefore, that
these feelings, thoughts and emotions growing out of
past experiences, which claim the attention of the
conscious mind, are backed by a regular army of
supporting soldiers of a similar nature, that stand
ready to aid them in their work.
Deliberately place in your own mind, through the
principle of Auto-suggestion, the ambition to succeed
through the aid of a definite chief aim, and notice how
quickly all of your latent or undeveloped ability in the
nature of past experiences will become stimulated and
aroused to action in your behalf. Plant in a boy’s
mind, through the principle of suggestion, the
ambition to become a successful lawyer or doctor or
engineer or business man or financier, and if you plant
that suggestion deeply enough, and keep it there, by
repetition, it will begin to move that boy toward the
achievement of the object of that ambition.
If you would plant a suggestion “deeply,” mix it
generously with enthusiasm; for enthusiasm is the
fertilizer that will insure its rapid growth as well as
When that kind-hearted old gentleman planted in
my mind the suggestion that I was a “bright boy” and
that I could make my mark in the world if I would
educate myself, it was not so much what he said, as it
was the way in which he said it that made such a deep
and lasting impression on my mind. It was the way in
which he gripped my shoulders and the look of confidence
in his eyes that drove his suggestion so deeply
into my subconscious mind that it never gave me any
peace until I commenced taking the steps that led to
the fulfillment of the suggestion.
This is a point that I would stress with all the
power at my command. It is not so much what you say
as it is the TONE and MANNER in which you say it
that makes, a lasting impression.
It naturally follows, therefore, that sincerity of
purpose, honesty and earnestness must be placed back
of all that one says if one would make a lasting and
Whatever you successfully sell to others you must
first sell to yourself!
Not long ago I was approached by an agent of the
government of Mexico who sought my services as a
writer of propaganda for the administration in charge
at that time. His approach was about as follows:
“Whereas, Senor has a reputation as an exponent
of the Golden Rule philosophy; and whereas, Senor is
known throughout the United States as an independent
who is not allied with any political faction, now,
therefore, would Senor be gracious enough to come to
Mexico, study the economic and political, affairs of
that country, then return to the United States and
write a series of articles to appear in the newspapers,
recommending to the people of America the immediate
recognition of Mexico by the government of the
United States, etc.”
For this service, I was offered more money than I
shall, perhaps, ever possess during my entire life; but
I refused the commission, and for a reason that will
fail to impress anyone except those who understand
the principle which makes it necessary for all who
would influence others to remain on good terms with
their own conscience.
I could not write convincingly of Mexico’s cause
for the reason that I did not believe in that cause;
therefore, I could not have mixed sufficient
enthusiasm with my writing to have made it effective,
even though I had been willing to prostitute my talent
and dip my pen into ink that I knew to be muddy.
I will not endeavor further to explain my
philosophy on this incident for the reason that those
who are far enough advanced in the study of Auto-
suggestion will not need further explanation, while
those who are not far enough advanced would not and
could not understand.
No man can afford to express, through words or
acts, that which is not in harmony with his own belief,
and if he does so he must pay by the loss of his ability
to influence others.
Please read, aloud, the foregoing paragraph! It is
worth emphasizing by repetition, for lack of
observation of the principle upon which it is based
constitutes the rocks and reefs upon which many a
man’s definite chief aim dashes itself to pieces.
I do not believe that I can afford to try to deceive
anyone, about anything, but / know that I cannot
afford to try to deceive myself. To do so would destroy
the power of my pen and render my words ineffective.
It is only when I write with the fire of enthusiasm
burning in my heart that my writing impresses others
favorably; and it is only when I speak from a heart
that is bursting with belief in my message, that I can
move my audience to accept that message.
IS there not food for thought in the
fact that no newspaper has ever
published any account of “Wild drinking
parties” or other similar scandals in
connection with l the names of Edison,
Ford, Rockefeller and most of the
other really big fellows
I would also have you read, aloud, the foregoing
paragraph. Yes, I would have you commit it to
memory. Even more than this, I would have you write
it out and place it where it may serve as a daily
reminder of a principle, nay, a law as immutable as
the law of gravitation, without which you can never
become a power in your chosen life-work.
There have been times, and many of them, when it
appeared that if I stood by this principle it would
There have been times when my closest friends
and business advisers have strongly urged me to shade
my philosophy for the sake of gaining a needed
advantage here and there, but somehow I have
managed to cling to it, mainly, I suppose, for the
reason that I have preferred peace and harmony in my
own heart to the material gain that I might have had
by a forced compromise with my conscience.
Strange as it may seem, my deliberations and
conclusions on this subject of refusing to strangle my
own conscience have seldom been based upon what is
commonly called “honesty.” That which I have done in
the matter of refraining from writing or speaking
anything that I did not believe has been solely a
question of honor between my conscience and myself.
I have tried to express that which my heart dictated
because I have aimed to give my words “flesh.” It
might be said that my motive was based more upon
self-interest than it was on a desire to be fair with
others, although I have never desired to be unfair with
others, so far as I am able to analyze myself.
No man can become a master salesman if he
compromises with falsehood. Murder will out, and
even though no one ever catches him red-handed in
expressing that which he does not believe, his words
will fail in the accomplishment of their purpose
because he cannot give them “flesh,” if they do not
come from his heart, and if they are not mixed with
genuine, unadulterated enthusiasm.
I would also have you read, aloud, the foregoing
paragraph, for it embraces a great law that you must
understand and apply before you can become a person
of influence in any undertaking.
In making these requests, for the sake of
emphasis, I am not trying to take undue liberties with
you. I am giving you full credit for being an adult, a
thinker,: an intelligent person, yet I know how likely
you are to skip over these vital laws without being
sufficiently impressed by them to make them a part of
your own workaday philosophy. / know your weakness
because I know my own. It has required the better part
of twenty-five years of ups and downs – mostly downs
– to impress these basic truths upon my own mind so^
that they influenced me. I have tried both them and
their opposites; therefore, I can speak, not as one who
merely believes in their soundness, but as one who
And what do I mean by “these truths”?
So that you cannot possibly misunderstand my
meaning, and so that these words of warning cannot
possibly convey an abstract meaning, I will state that
by “these truths” I mean this:
You cannot afford to suggest to another person,
by word of mouth or by an act of yours, that which
you do not believe.
Surely that is plain enough.
And, the reason you cannot afford to do so, is
If you compromise with your own conscience, it
will not be long before you will have no conscience;
for your conscience will fail to guide you, just as an
alarm clock will fail to awaken you if you do not heed
Surely, that is plain enough, also.
And how do I happen to be an authority on this
vital subject, do you ask?
I am an authority because I have experimented
with the principle until I know how it works!
“But,” you may ask, “how do I know that you are
telling the truth?”
The answer is that you will know only by
experimenting for yourself, and by observing others
who faithfully apply this principle and those who do
not apply it.
If my evidence needs backing, then consult any
man whom you know to be a person who has “tried to
get by” without observing this principle, and if he will
not or cannot give you the truth you can get it,
nevertheless, by analyzing the man.
There is but one thing in the world that gives a
man real and enduring power, and that is character!
Reputation, bear in mind, is not character. Reputation
is that which people are believed to be; character is
that which people are! If you would be a person of
great influence, then be a person of real character.
Character is the philosopher’s lode-stone through
which all who have it may turn the base metals of
their life into pure gold. Without character you have
nothing; you are nothing; and you can be nothing,
except a pile of flesh and bone and hair, worth
perhaps twenty-five dollars. Character is something
that you cannot beg or steal or buy. You can get it
only by building it; and you can build it by your own
thoughts and deeds, and in no other way.
Through the aid of Auto-suggestion, any person
can build a sound character, no matter what his past
has been. As a fitting close for this lesson, I wish to
emphasize the fact that all who have character have
enthusiasm and personality sufficient to draw to them
others who have character.
You will now be instructed as to how you shall
proceed in developing enthusiasm, in the event that
you do not already possess this rare quality.
The instructions will be simple, but you will be
unfortunate if you discount their value on that
First: Complete the remaining lessons of this
course, because other important instructions which are
to be co-ordinated with this one will be found in
Second: If you have not already done so, write
out your definite chief aim in clear, simple language,
and follow this by writing out the plan through which
you intend to transform your aim into reality.
Third: Read over the description of your definite
chief aim each night, just before retiring, and as you
read, see yourself (in your imagination) in full
possession of the object of your aim. Do this with full
faith in your ability to transform your definite chief
aim into reality. Read aloud, with all the enthusiasm
at your command, emphasizing every word. Repeat
this reading until the small still voice within you tells
you that your purpose will be realized. Sometimes you
will feel the effects of this voice from within the first
time you read your definite chief aim; while at other
times, you may have to read it a dozen or fifty times
before the assurance comes, but do not stop until you
If you prefer to do so you may read your definite
chief aim as a prayer.
The remainder of this lesson is for the person who
has not yet learned the power of faith and who knows
little or nothing of the principle of Auto-suggestion.
To all who are in this class, I would recommend
the reading of the seventh and eighth verses of the
seventh chapter, and the twentieth verse of the
seventeenth chapter of St. Matthew.
One of the greatest powers for good, upon the
face of this earth, is faith. To this marvelous power
may be traced miracles of the most astounding nature.
It offers peace on earth to all who embrace it.
Faith involves a principle that is so far-reaching
in its effect that no man can say what are its
limitations, or if it has limitations. Write into the
description of your definite chief aim a statement of
the qualities that you intend to develop in yourself,
and the station in life that you intend to attain, and
have faith, as you read this description each night,
that you can transform this purpose into reality.
Surely, you cannot miss the suggestion contained in
To become successful you must be a person of
action. Merely to “know” is not sufficient. It is
necessary both to know and do.
Enthusiasm is the mainspring of the mind which
urges one to put knowledge into action.
Billy Sunday is the most successful evangelist
this country has ever known. For the purpose of study-
IF you think your lot in
life has been hard read
“Up From Slavery” by
Booker T. Washington,
and you may see how
fortunate you have been.
ing his technique and checking up on his
psychological methods the author of this course went
through three campaigns with Reverend Sunday.
His success is based very largely upon one word –
By making effective use of the law of suggestion
Billy Sunday conveys his own spirit of enthusiasm to
the minds of his followers and they become influenced
by it. He sells his sermons by the use of exactly the
same sort of strategy employed by many Master
Enthusiasm is as essential to a salesman as water
is to a duck!
All successful sales managers understand the
psychology of enthusiasm and make use of it, in
various ways, as a practical means of helping their
men produce more sales.
Practically all sales organizations have get-
together meetings at stated times, for the purpose of
revitalizing the minds of all members of the sales
force, and injecting the spirit of enthusiasm, which
can be best done en masse, through group psychology.
Sales meetings might properly be called “revival”
meetings, because their purpose is to revive interest
and arouse enthusiasm which will enable the salesman
to take up the fight with renewed ambition and energy.
During his administration as Sales Manager of the
National Cash Register Company Hugh Chalmers (who
later became famous in the motor car industry) faced a
most embarrassing situation which threatened to wipe
out his position as well as that of thousands of
salesmen under his direction.
The company was in financial difficulty. This fact
had become known to the salesmen in the field and the
effect of it was to cause them to lose their
Enthusiasm. Sales began to dwindle until finally the
conditions became so alarming that a general meeting
of the sales organization was called, to be held at the
company’s plant in Dayton, Ohio. Salesmen were
called in from all over the country.
Mr. Chalmers presided over the meeting. He
began by calling on several of his best salesmen to get
on their feet and tell what was wrong out in the field
that orders had fallen off. One by one they got up, as
called, and each man had a most terrible tale of grief
to unfold: Business conditions were bad, money was
scarce, people were holding off buying until after
Presidential election, etc. As the fifth man began to
enumerate the difficulties which had kept him from
making his usual quota of sales Mr. Chalmers jumped
up on top of a table, held up his hands for silence, and
said “STOP! I order this convention to come to a close
for ten minutes while I get my shoes shined.”
Then turning to a small colored boy who sat near
by he ordered the boy to bring his shoe-shine outfit
and shine his shoes, right where he stood, on top of
The salesmen in the audience were astounded!
Some of them thought that Mr. Chalmers had suddenly
lost his mind. They began to whisper among
themselves. Meanwhile, the little colored boy shined
first one and then the other shoe, taking plenty of time
and doing a first-class job.
After the, job was finished Mr. Chalmers handed
the boy a dime, then went ahead with his speech:
“I want each of you,” said he, “to take a good
look at this little colored boy. He has the concession
for shoe-shining throughout our plant and offices. His
predecessor was a white boy, considerably older than
himself, and despite the fact that the company
subsidized him with a salary of $5.00 a week he could
not make a living in this plant, where thousands of
people are employed.
“This little colored boy not only makes a good
living, without any subsidy from the company, but he
is actually saving money out of his earnings each
week, working under the same conditions, in the same
plant, for the same people.
“Now I wish to ask you a question: Whose fault
was it that the white boy did not get more business?
Was it his fault, or the fault of his buyers?”
In a mighty roar from the crowd the answer came
“IT WAS THE BOY’S FAULT, OF COURSE!”
“Just so,” replied Chalmers, “and now I want to
tell you this, that you are selling Cash Registers in the
same territory, to the same people, with exactly the
same business conditions that existed a year ago, yet
you are not producing the business that you were then.
Now whose fault is that? Is it yours, or the buyer’s?”
And again the answer came back with a roar:
“IT IS OUR FAULT, OF COURSE!”
“I am glad that you are frank to acknowledge your
faults,” Chalmers continued, “and I now wish to tell
you what your trouble is: You have heard rumors
about this company being in financial trouble and that
has killed off your enthusiasm so that you are not
making the effort that you formerly made. If you will
go back into your territories with a definite promise to
send in five orders each during the next thirty days
this company will no longer be in financial difficulty,
for that additional business will see us clear. Will you
They said they would, and they did!
That incident has gone down in the history of the
National Cash Register Company under the name of
Hugh Chalmers’ Million Dollar Shoe Shine, for it is
said that this turned the tide in the company’s affairs
and was worth millions of dollars.
Enthusiasm knows no defeat! The Sales Manager
who knows how to send out an army of enthusiastic
salespeople may set his own price on his services, and
what is more important even than this, he can increase
the earning capacity of every person under his
direction; thus, his enthusiasm benefits not only
himself but perhaps hundreds of others.
Enthusiasm is never a matter of chance. There are
certain stimuli which produce enthusiasm, the most
important of these being as follows:
1. Occupation in work which one loves best.
2. Environment where one comes in contact with
others who are enthusiastic and optimistic.
3. Financial success.
4. Complete mastery and application, in one’s daily
work, of the Fifteen Laws of Success.
5. Good health.
6. Knowledge that one has served others in some
7. Good clothes, appropriate to the needs of one’s
All of these seven sources of stimuli are self-
explanatory with the exception of the last. The
psychology of clothes is understood by very few
people, and for this reason it will be here explained in
detail. Clothes constitute the most important part of
the embellishment which every person must have in
order to feel self-reliant, hopeful and enthusiastic.
THE PSYCHOLOGY OF GOOD CLOTHES
When the good news came from the theater of
war, on November the eleventh, 1918, my worldly
possessions amounted to but little more than they did
the day I came into the world.
The war had destroyed my business and made it
necessary for me to make a new start!
My wardrobe consisted of three well worn
business suits and two uniforms which I no longer
Knowing all too well that the world forms its first
and most lasting impressions of a man by the clothes
he wears, I lost no time in visiting my tailor.
Happily, my tailor had known me for many years,
therefore he did not judge me entirely by the clothes I
wore. If he had I would have been “sunk. ”
With less than a dollar in change in my pocket, I
picked out the cloth for three of the most expensive
suits I ever owned, and ordered that they be made up
for me at once.
The three suits came to $375.00!
I shall never forget the remark made by the tailor
as he took my measure. Glancing first at the three
bolts of expensive cloth which I had selected, and
then at me, he inquired:
“Dollar-a-year man, eh?”
ALL anyone really requires, as a capital on which to
start a successful career, is a sound mind, a healthy
body and a genuine desire to be of as much service
as possible to as many peopie as possible.
“No,” said I, “if I had been fortunate enough to
get on the dollar-a-year payroll I might now have
enough money to pay for these suits.”
The tailor looked at me with surprise. I don’t
think he got the joke.
One of the suits was a beautiful dark gray; one
was a dark blue; the other was a light blue with a pin
Fortunately I was in good standing with my tailor,
therefore he did not ask when I was going to pay for
those expensive suits.
I knew that I could and would pay for them in due
time, but could I have convinced him of that? This
was the thought which was running through my mind,
with hope against hope that the question would not be
I then visited my haberdasher, from whom I
purchased three less expensive suits and a complete
supply of the best shirts, collars, ties, hosiery and
underwear that he carried.
My bill at the haberdasher’s amounted to a little
With an air of prosperity I nonchalantly signed
the charge ticket and tossed it back to the salesman,
with instructions to deliver my purchase the following
morning. The feeling of renewed self-reliance and
success had begun to come over me, even before I had
attired myself in my newly purchased outfit.
I was out of the war and $675.00 in debt, all in
less than twenty-four hours.
The following day the first of the three suits
ordered from the haberdasher was delivered. I put it
on at once, stuffed a new silk handkerchief in the out-
side pocket of my coat, shoved the $50.00 I had
borrowed on my ring down into my pants pocket, and
walked down Michigan Boulevard, in Chicago, feeling
as rich as Rockefeller.
Every article of clothing I wore, from my
underwear out, was of the very best. That it was not
paid for was nobody’s business except mine and my
tailor’s and my haberdasher’s.
Every morning I dressed myself in an entirely
new outfit, and walked down the same street, at
precisely the same hour. That hour “happened” to be
the time when a certain wealthy publisher usually
walked down, the same street, on his way to lunch.
I made it my business to speak to him each day,
and occasionally I would stop for a minute’s chat with
After this daily meeting had been going on for
about a week I met this publisher one day, but decided
I would see if he would let me get by without
Watching him from under my eyelashes I looked
straight ahead, and started to pass him when he
stopped and motioned me over to the edge of the
sidewalk, placed his hand on my shoulder, looked me
over from head to foot, and said: “You look damned
prosperous for a man who has just laid aside a
uniform. Who makes your clothes?”
“Well,” said I, “Wilkie & Sellery made this
He then wanted to know what sort of business I
was engaged in. That “airy” atmosphere of prosperity
which I had been wearing, along with a new and
different suit every day, had got the better of his
curiosity. (I had hoped that it would.)
Flipping the ashes from my Havana perfecto, I
said “Oh, I am preparing the copy for a new magazine
that I am going to publish.”
“A new magazine, eh?” he queried, “and what are
you going to call it?”
“It is to be named Hill’s Golden Rule.”
“Don’t forget,” said my publisher friend, “that I
am in the business of printing and distributing
magazines. Perhaps I can serve you, also.”
That was the moment for which I had been
waiting. I had that very moment, and almost the very
spot of ground on which we stood, in mind when I was
purchasing those new suits.
But, is it necessary to remind you, that
conversation never would have taken place had this
publisher observed me walking down that street from
day to day, with a “whipped-dog” look on my face, an
un-pressed suit on my back and a look of poverty in
An appearance of prosperity attracts attention
always, with no exceptions whatsover. Moreover, a
look of prosperity attracts “favorable attention,”
because the one dominating desire in every human
heart is to be prosperous.
My publisher friend invited me to his club for
lunch. Before the coffee and cigars had been served he
had “talked me out of” the contract for printing and
distributing my magazine. I had even “consented” to
permit him to supply the capital, without any interest
For the benefit of those who are not familiar with
the publishing business may I not offer the
information that considerable capital is required for
launching a new nationally distributed magazine.
Capital, in such large amounts, is often hard to
get, even with the best of security. The capital
necessary for launching Hill’s Golden Rule Magazine,
which you may have read, was well above $30,000.00,
and every cent of it was raised on a “front” created
mostly by good clothes. True, there may have been
some ability back of those clothes, but many millions
of men have ability who never have anything else, and
who are never heard of outside of the limited
community in which they live. This is a rather sad
To some it may seem an unpardonable
extravagance for one who was “broke” to have gone in
debt for $675.00 worth of clothes, but the psychology
back of that investment more than justified it.
The appearance of prosperity not only made a
favorable impression on those to whom I had to look
for favors, but of more importance still was the effect
that proper attire HAD ON ME.
I not only knew that correct clothes would
impress others favorably, but I knew also that good
clothes would give me an atmosphere of self-reliance,
without which I could not hope to regain my lost
I got my first training in the psychology of good
clothes from my friend Edwin C. Barnes, who is a
close business associate of Thomas A. Edison. Barnes
afforded considerable amusement for the Edison staff
when, some twenty-odd years ago, he rode into West
Orange on a freight train (not being able to raise sufficient
money for passenger fare) and announced at
the Edison offices that he had come to enter into a
partnership with Mr. Edison.
Nearly everybody around the Edison plant
laughed at Barnes, except Edison himself. He saw
something in the square jaw and determined face of
young Barnes which most of the others did not see,
despite the fact that the young man looked more like a
tramp than he did a future partner of the greatest
inventor on earth.
Barnes got his start, sweeping floors in the
That was all he sought – just a chance to get a
toehold in the Edison organization. From there on he
made history that is well worth emulation by other
young men who wish to make places for themselves.
Barnes has now retired from active business, even
though he is still a comparatively young man, and
spends most of his time at his two beautiful homes in
Bradentown, Florida, and Damariscotta, Maine. He is
a multimillionaire, prosperous and happy.
I first became acquainted with Barnes during the
early days of his association with Edison, before he
In those days he had the largest and most
expensive collection of clothes I had ever seen or
heard of one man owning. His wardrobe consisted of
thirty-one suits; one for each day of the month. He
never wore the same suit two days in succession.
Moreover, all his suits were of the most
expensive type. (Incidentally, his clothes were made
by the same tailors who made those three suits for
He wore socks which cost six dollars per pair.
THERE is a suitable reward
for every virtue and
appropriate punishment for
every sin a man commits.
Both the reward and the
punishment are effects over
which no man has control,
as they come upon him voluntarily.
His shirts and other wearing apparel cost in
similar proportion. His cravats were specially made, at
a cost of from five to seven dollars and a half each.
One day, in a spirit of fun, I asked him to save
some of his old suits which he did not need, for me.
He informed me that he hadn’t a single suit which
he did not need!
He then gave me a lesson on the psychology of
clothes which is well worth remembering. “I do not
wear thirty-one suits of clothes,” said he, “entirely for
the impression they make on other people; I do it
mostly for the impression they have on me.”
Barnes then told me of the day when he presented
himself at the Edison plant, for a position. He said he
had to walk around the plant a dozen times before he
worked up enough courage to announce himself,
because he knew that he looked more like a tramp than
he did a desirable employee.
Barnes is said to be the most able salesman ever
connected with the great inventor of West Orange. His
entire fortune was made through his ability as a
salesman, but he has often said that he never could
have accomplished the results which have made him
both wealthy and famous had it not been for his
understanding of the psychology of clothes.
I have met many salesman in my time. During the
past ten years I have personally trained and directed
the efforts of more than 3,000 salespeople, both men
and women, and I have observed that, without a single
exception, the star producers were all people who
understood and made good use of the psychology of
I have seen a few well dressed people who made
no outstanding records as salesmen, but I have yet to
see the first poorly dressed man who became a star
producer in the field of selling.
I have studied the psychology of clothes for so
long, and I have watched its effect on people in so
many different walks of life, that I am fully convinced
there is a close connection between clothes and
Personally I feel no need of thirty-one suits of
clothes, but if my personality demanded a wardrobe of
this size I would manage to get it, no matter how
much it might cost.
To be well dressed a man should have at least ten
suits of clothes. He should have a different suit for
each of the seven days of the week, a full dress suit
and a Tuxedo, for formal evening occasions, and a
cutaway for formal afternoon occasions.
For summer wear he should have an assortment of
at least four appropriate light suits, with blue coat and
white flannel trousers for informal afternoon and
evening occasions. If he plays golf he should have at
least one golf suit.
This, of course, is for the man who is a notch or
two above the “mediocre” class. The man who is
satisfied with mediocrity needs but few clothes.
It may be true, as a well known poet has said, that
“clothes do not make the man,” but no one can deny
the fact that good clothes go a very long way toward
giving him a. favorable start.
A man’s bank will generally loan him all the
money he wants when he does not need it-when he is
prosperous, but never go to your bank for a loan with
a shabby-looking suit on your back and a look of
poverty in your eyes, for if you do you’ll get the gate.
Success attracts success! There is no escape from
this great universal law; therefore, if you wish to
attract success make sure that you look the part of
success, whether your calling is that of day laborer or
For the benefit of the more “dignified” students
of this philosophy who may object to resorting to
“stunt” stimuli or “trick clothing” as a means of
achieving success, it may be profitably explained that
practically every successful man on earth has
discovered some form of stimulus through which he
can and does drive himself on to greater effort.
It may be shocking to members of the Anti-
Saloon League, but it is said to be true, nevertheless,
that James Whitcomb Riley wrote his best poems when
he was under the influence of alcohol. His stimulus
was liquor. (The author wishes it distinctly understood
that he does not recommend the use of alcoholic or
narcotic stimuli, for any purpose whatsoever, as either
will eventually destroy both body and mind of all who
use them.) Under the influence of alcohol Riley
became imaginative, enthusiastic and an entirely
different person, according to close personal friends
Edwin Barnes spurred himself into the necessary
action to produce outstanding results, with the aid of
Some men rise to great heights of achievement as
the result of love for some woman. Connect this with
the brief suggestion to the subject which was made in
the Introductory Lesson and you will, if you are a
person who knows the ways of men, be able to finish
the discussion of this particular phase of enthusiasm
stimulus without further comment by the author which
might not be appropriate for the younger minds that
will assimilate this philosophy.
Underworld characters who are engaged in the
dangerous business of highway robbery, burglary, etc.,
generally “dope” themselves for the occasion of their
operations, with cocaine, morphine and other
narcotics. Even in this there is a lesson which shows
that practically all men need temporary or artificial
stimuli to drive them to greater effort than that
normally employed in the ordinary pursuits of life.
SUCCESSFUL PEOPLE HAVE DISCOVERED
WAYS AND MEANS WHICH THEY BELIEVE BEST
SUITED TO THEIR OWN NEEDS, TO PRODUCE
STIMULI WHICH CAUSE THEM TO RISE TO
HEIGHTS OF ENDEAVOR ABOVE THE ORDINARY.
One of the most successful writers in the world
employs an orchestra of beautifully dressed young
women who play for him while he writes. Seated in a
room that has been artistically decorated to suit his
own taste, under lights that have been colored, tinted
and softened, these beautiful young ladies, dressed in
handsome evening gowns, play his favorite music. To
use his own words, “I become drunk with enthusiasm,
under the influence of this environment, and rise to
heights I never know or feel on other occasions. It is
then that I do my work. The thoughts pour in on
me as if they were dictated by an unseen and unknown
This author gets much of his inspiration from
music and art. Once a week he spends at least an hour
in an art museum, looking at the works of the masters.
On these occasions, again using his own words, “I
get enough enthusiasm from one hour’s visit in the
museum of art to carry me for two days.”
Edgar Allan Poe wrote “The Raven” when, it is
reported, he was more than half intoxicated. Oscar
Wilde wrote his poems under the influence of a form
of stimulus which cannot be appropriately mentioned
in a course of this nature.
Henry Ford (so it is believed by this author, who
admits that this is merely the author’s opinion) got his
real start as the result of his love for his charming
life-companion. It was she who inspired him, gave
him faith in himself, and kept him keyed up so that he
carried on in the face of adversities which would have
killed off a dozen ordinary men.
These incidents are cited as evidence that men of
outstanding achievement have, by accident or design,
discovered ways and means of stimulating themselves
to a high state of enthusiasm.
Associate that which has been here stated with
what was said concerning the law of the “Master
Mind,” in the Introductory Lesson, and you will have
an entirely new conception of the modus operandi
through which that law may be applied. You will also
have a somewhat different understanding of the real
purpose of “allied effort, in a spirit of perfect
harmony,” which constitutes the best known method of
bringing into use the Law of the Master Mind.
YOUR employer does not
control the sort of service
you render. You control
that, and it is the thing that
makes or breaks you.
At this point it seems appropriate to call your
attention to the manner in which the lessons of this
course blend. You will observe that each lesson covers
the subject intended to be covered, and in addition to
this it overlaps and gives the student a better
understanding of some other lesson or lessons of the
In the light of what has been said in this lesson,
for example, the student will better understand the
real purpose of the Law of the Master Mind; that
purpose being, in the main, a practical method of
stimulating the minds of all who participate in the
group constituting the Master Mind.
Times too numerous to be here described this
author has gone into conference with men whose faces
showed the signs of care, who had the appearance of
worry written all over them, only to see those same
men straighten up their shoulders, tilt their chins at a
higher angle, soften their faces with smiles of
confidence, and get down to business with that sort of
ENTHUSIASM which knows no defeat.
The change took place the moment harmony of
purpose was established.
If a man goes about the affairs of life in the same
day-in and day-out, prosaic, lackadaisical spirit,
devoid of enthusiasm, he is doomed to failure.
Nothing can save him until he changes his attitude and
learns how to stimulate his mind and body to unusual
heights of enthusiasm AT WILL!
The author is unwilling to leave this subject
without having stated the principle here described in
so many different ways that it is bound to be
understood and also respected by the students of this
course, who, all will remember, are men and women of
all sorts of natures, experiences and degrees of
intelligence. For this reason much repetition is
Your business in life, you are reminded once
again, is to achieve success!
With the stimulus you will experience from
studying this philosophy, and with the aid of the ideas
you will gather from it, plus the personal co-operation
of the author who will give you an accurate inventory
of your outstanding qualities, you should be able to
create a DEFINITE PLAN that will lift you to great
heights of achievement. However, there is no plan that
can produce this desirable result without the aid* of
some influence that will cause you to arouse yourself,
in a spirit of enthusiasm, to where you will exert
greater than the ordinary effort which you put into
your daily occupation.
You are now ready for the lesson on Self-control!
As you read that lesson you will observe that it
has a vital bearing on this lesson, just as this lesson
has a direct connection with the preceding lessons on
A Definite Chief Aim, Self-confidence, Initiative and
Leadership and Imagination.
The next lesson describes the Law which serves
as the Balance Wheel of this entire philosophy.
THE SEVEN DEADLY HORSEMEN
An After-the-Lesson Visit With the Author
The “seven horsemen” are labeled, in order
shown, Intolerance, Greed, Revenge, Egotism,
Suspicion, Jealously and “?”
The worst enemy that any man has is the one that
walks around under his own hat.
If you could see yourself as others see you the
enemies that you harbor in your own personality
might be discovered and thrown out. The Seven
Enemies named in this essay are the commonest
which ride millions of men and women to failure
without being discovered. Weigh yourself
carefully and find out how many of the Seven you
YOU see, in this picture, seven deadly warriors!
From birth until death every human being must give
battle to these enemies. Your success will be
measured very largely by the way you manage your
battle against these swift riders.
As you look at this picture you will say, of
course, that it is only imagination. True, the picture is
imaginary, but the swift riders of destruction are
If these enemies rode openly, on real horses, they
would not be dangerous, because they could be
rounded up and put out of commission. But, they ride
unseen, in the minds of men. So silently and subtly do
they work that most people never recognize their
Take inventory of yourself and find out how many
of these seven horsemen you are harboring.
In the foreground you will find the most
dangerous and the commonest of the riders. You will
be fortunate if you discover this enemy and protect
yourself against it. This cruel warrior,
INTOLERANCE, has killed more people, destroyed
more friendships, brought more misery and suffering
into the world and caused more wars than all of the
other six horsemen that you see in this picture.
Until you master INTOLERANCE you will never
become an accurate thinker. This enemy of mankind
closes up the mind and pushes reason and logic and
FACTS into the back-ground. If you find yourself
hating those whose religious viewpoint is different
from your own you may be sure that the most
dangerous of the seven deadly horsemen still rides in
Next, in the picture, you will observe REVENGE
These riders travel side by side. Where one is
found the other is always close at hand. GREED warps
and twists man’s brain so that he wants to build a
fence around the earth and keep everyone else on the
outside of it. This is the enemy that drives man to
accumulate millions upon top of millions of dollars
which he does not need and can never use. This is the
enemy that causes man to twist the screw until he has
wrung the last drop of blood from his fellow man.
And, thanks to REVENGE which rides alongside
of GREED, the unfortunate person who gives brain-
room to these cruel twins is not satisfied to merely
take away his fellow man’s earthly belongings; he
wants to destroy his reputation in the bargain.
“Revenge is a naked sword –
It has neither hilt nor guard.
Would’st thou wield this brand of the Lord:
Is thy grasp then firm and hard?
But the closer thy clutch of the blade,
The deadlier blow thou would’st deal,
Deeper wound in thy hand is made –
It is thy blood reddens the steel.
And when thou hast dealt the blow –
When the blade from thy hand has flown –
Instead of the heart of the foe
Thou may’st find it sheathed in thine own.”
If you would know how deadly are ENVY and
GREED, study the history of every man who has set
out to become RULER OF THIS WORLD!
If you do not wish to undertake so ambitious a
program of research, then study the people around
YOU: those who have tried and those who are now
trying to “feather their own nests” at the cost of
others. GREED and REVENGE stand at the crossroads
of life, where they turn aside to failure and misery
every person who would take the road that leads to
success. It is a part of your business not to permit
them to interfere with you when you approach one of
Both individuals and nations rapidly decline
where GREED and ENVY ride in the minds of those
who dominate. Take a look at Mexico and Spain if you
wish to know what happens to the envious and the
Most important of all, take a look at YOURSELF
and make sure that these two deadly enemies are not
riding in your brain!
Turn your attention, now, to two more twins of
destruction – EGOTISM and SUSPICION. Observe that
they, also, ride side by side. There is no hope of
success for the person who suffers either from too
much self-love or lack of confidence in others.
Someone who likes to manipulate figures has
estimated that the largest club in the world is the “IT
CAN’T BE DONE CLUB.” It is claimed that there are
approximately ninety-nine million members of this
club in the United States of America alone.
If you have no FAITH in other people you have
not the seed of success in you. SUSPICION is a
prolific germ. If permitted to get a start it rapidly
multiplies itself until it leaves no room for FAITH.
Without faith no man may enjoy enduring
Running, like a golden cord of illumination
throughout the Bible, is the admonition to have
FAITH. Before civilization lost itself in its mad rush
for dollars men understood the power of FAITH.
“For verily I say unto you, if ye have
faith as a grain of mustard seed, ye shall say
unto this mountain, Remove hence to yonder
place; and it shall remove; and nothing shall
be impossible unto you.”
The writer of this passage, which appears in the
Bible, understood a great law which but few of today
understand. Believe in people if you would have them
believe in you. Kill off SUSPICION. If you do not it
will kill you off.
If you would have power, cultivate FAITH in
EGOTISM thrives where SUSPICION exists.
Interest yourself in others and you will be too busy to
indulge in self-love. Observe those around you who
begin every sentence with the personal pronoun, “I,”
and you will notice that they are suspicious of other
The man who can forget himself while engaging
in useful service to other people is never cursed with
SUSPICION. Study those about you who are both
SUSPICIOUS and EGOTISTICAL and see how many
of this type you can name who are successful in
whatever work they may be engaged in.
And, while making this study of OTHERS, study,
Be sure that you are not bound down by
EGOTISM and SUSPICION.
Bringing up the rear of this deadly group of riders
you see two horsemen: One is JEALOUSY and the
name of the other has been purposely omitted.
Each reader of this article may take inventory of
himself and give the seventh rider a name that fits
whatever he finds in his own mind.
Some will name this rider DISHONESTY. Others
will name it PROCRASTINATION. A few will have
the courage to name it UNCONTROLLED SEX
DESIRE. As for you, name it whatever you please, but
be sure to give it a name.
Perhaps your own imagination will supply an
appropriate name as a fellow-traveler for JEALOUSY.
You will be better prepared to give the unnamed
rider a name if you know that JEALOUSY is a form of
insanity! Facts are sometimes cruel things to face. It
is a fact that JEALOUSY is a form of insanity, known
to the medical fraternity as “dementia praecox.”
Thou ugliest fiend of hell! Thy deadly venom
Preys on my vitals, turns the healthful hue
Of my fresh cheek to haggard sallowness,
And drinks my spirit up!”
You will notice that JEALOUSY rides just back
of SUSPICION. Some who read this will say that
JEALOUSY and SUSPICION should have ridden side
by side, as one often leads to the other in man’s mind.
JEALOUSY is the most common form of insanity.
It rides in the minds of both men and women;
sometimes with a real cause, but more often without
any cause whatsoever.
This deadly rider is a great friend of the divorce lawyers!
It also keeps detective agencies busy night and
It takes its regular toll of murder. It breaks up
homes and makes widows of mothers and orphans of
innocent little children. Peace and happiness can
never be YOURS as long as this rider remains un-
harnessed in your brain.
Man and wife may go through life together in
poverty and still be very happy, if both are free from
this child of insanity known as JEALOUSY. Examine
yourself carefully and if you find any evidence of
JEALOUSY in your mind begin, at once, to master it.
JEALOUSY rides in many forms.
When it first begins to creep into the brain it
manifests itself in something after this fashion:
“I wonder where she is and what she is doing
while I am away?”
Or, “I wonder if he does not see another woman
when he is away from me?”
When these questions begin to arise in your mind
do not call in a detective. Instead, go to the
psychopathic hospital and have yourself examined,
because more than likely you are suffering from a
mild form of insanity.
Get your foot on JEALOUSY’S neck before it gets
its clutches on your throat.
After you have read this essay lay it aside and
THINK about it.
At first you may say “This does not apply to me. I
have no imaginary horsemen in my brain.” And, you
may be right-ONE OUT OF EVERY TEN MILLION
COULD SAY THIS AND BE RIGHT! The other nine
million nine hundred and ninety-nine thousand nine
hundred and ninety-nine would be wrong.
Do not fool yourself! You may be in that larger,
class. The purpose of this article is to get you to see
yourself as YOU ARE! If you are suffering failure and
poverty and misery in any of their forms you are sure
to discover one or more of these deadly riders in your
Make no mistake about it – those who have all
they want, including happiness and good health, have
driven the seven horsemen out of their brains.
Come back to this essay a month from now, after
you have had time to analyze yourself carefully. Read
it again and it may bring you face to face with FACTS
that will emancipate you from a horde of cruel
enemies that now ride within your brain without your