Lesson Ten PLEASING PERSONALITY

EMPLOYERS are always on the lookout for a man who
does a better job of any sort than is customary,
whether it be wrapping a package, writing a letter
or closing a sale.

“You Can Do It if You Believe You Can!”

WHAT is an ATTRACTIVE personality?

Of course the answer is: A personality that
attracts.

But what causes a personality to attract? Let us
proceed to find out. Your personality is the sum total
of your characteristics and appearances which
distinguish you from all others. The clothes you wear,
the lines in your face, the tone of your voice, the
thoughts you think, the character you have developed
by those thoughts, all constitute parts of your
personality.

Whether your personality is attractive or not is
another matter.

By far the most important part of your personality
is that which is represented by your character, and is
therefore the part that is not visible. The style of your
clothes and their appropriateness undoubtedly
constitute a very important part of your personality,
for it is true that people form first impressions of you
from your outward appearance.

Even the manner in which you shake hands forms
an important part of your personality, and goes a very
long way toward attracting or repelling those with
whom you shake hands.

This art can be cultivated.

The expression of your eyes also forms an
important part of your personality, for there are
people, and they are more numerous than one might
imagine, who can look through your eyes into your
heart and see that which is written there by the nature
of your most secret thoughts.

The vitality of your body – sometimes called
personal magnetism – also constitutes an important
part of your personality.

Now let us proceed to arrange these outward
mediums through which the nature of our personality
is expressed, so that it will attract and not repel.

There is one way in which you can so express the
composite of your personality that it will always
attract, even though you may be as homely as the
circus “fat woman,” and this is by –

Taking a keen heart-interest in the other fellow’s
“game ” in life.

Let me illustrate exactly what is meant, by
relating an incident that happened some years ago,
from which I was taught a lesson in master
salesmanship.

One day an old lady called at my office and sent
in her card with a message saying that she must see
me personally. No amount of coaxing by secretaries
could induce her to disclose the nature of her visit,
therefore I made up my mind that she was some poor
old soul who wanted to sell me a book, and
remembering that my own mother was a woman, I
decided to go out to the reception room and buy her
book, whatever it might be.

Please follow every detail thoughtfully; for you,
too, may learn a lesson in master salesmanship from
this incident.

As I walked down the hall-way from my private
office this old lady, who was standing just outside of
the railing that led to the main reception room, began
to smile.

I had seen many people smile, but never before
had I seen one who smiled so sweetly as did this lady.
It was one of those contagious smiles, because I
caught the spirit of it and began to smile also.

As I reached the railing the old lady extended her
hand to shake hands with me. Now, as a rule, I do not
become too friendly on first acquaintance when a
person calls at my office, for the reason that it is very
hard to say “no” if the caller should ask me to do that
which I do not wish to do.

However, this dear old lady looked so sweetly
innocent and harmless that I extended my hand and
she began to shake it! whereupon, I discovered that
she not only had an attractive smile, but she also had
a magnetic hand-shake. She took hold of my hand
firmly, but not too firmly, and the very manner in
which she went about it telegraphed the thought to my
brain that it was she who was doing the honors. She
made me feel that she was really and truly glad to
shake my hand, and I believe that she was. I believe
that her hand-shake came from the heart as well as
from the hand.

I have shaken hands with many thousands of
people during my public career, but I do not recall
having ever done so with anyone who understood the
art of doing it as well as this old lady did. The
moment she touched my hand I could feel myself
“slipping,” and I knew that whatever it was that she
had come after she would go away with it, and that I
would aid and abet her all I could toward this end.

In other words, that penetrating smile and that
warm hand-shake had disarmed me and made me a
“willing victim.” At a single stroke this old lady had
shorn me of that false shell into which I crawl when
salesmen come around selling, or trying to sell, that
which I do not want. To go back to an expression
which you found quite frequently in previous lessons
of this course, this gentle visitor had “neutralized” my
mind and made me want to listen.

Ah, but here is the stumbling point at which most
salespeople fall and break their necks, figuratively
speaking, for it is as useless to try to sell a man
something until you have first made him want to
listen, as it would be to command the earth to stop
rotating.

Note well how this old lady used a smile and a
hand-shake as the tools with which to pry open the
window that led to my heart; but the most important
part of the transaction is yet to be related.

Slowly and deliberately, as if she had all the time
there was in the universe (which she did have, as far
as I was concerned at that moment) the old lady began
to crystallize the first step of her victory into reality
by saying:

“I just came here to tell you (what seemed to me
to be a long pause) that I think you are doing the most
wonderful work of any man in the world today. ”

Every word was emphasized by a gentle, though
firm, squeeze of my hand, and she was looking
through my eyes and into my heart as she spoke.

After I regained consciousness (for it became a
standing joke among my assistants at the office that I
fainted dead away) I reached down and unlocked the
little secret latch that fastened the gate and said:

“Come right in, dear lady, – come right into my
private office, ” and with a gallant bow that would
have done credit to the cavaliers of olden times, I
bade her come in and “sit awhile.”

As she entered my private office, I motioned her
to the big easy-chair back of my desk while I took the
little hard-seated chair which, under ordinary
circumstances, I would have used as a means of
discouraging her from taking up too much of my time.

For three-quarters of an hour I listened to one of
the most brilliant and charming conversations I have
ever heard, and my visitor was doing all of the
conversing. From the very start she had assumed the
initiative and taken the lead, and, up to the end of that
first three-quarters of an hour, she found no
inclination, on my part, to challenge her right to it.

I repeat, lest you did not get the full import of it,
that I was a willing listener!

Now comes the part of the story which would
make me blush with embarrassment, if it were not for
the fact that you and I are separated by the pages of
this book; but I must summon the courage with which
to tell you the facts because the entire incident would
lose its significance if I failed to do this.

As I have stated, my visitor entranced me with
brilliant and captivating conversation for three-

IF you have tried and met
with defeat; if you have
planned and watched your
plans as they were crushed
before your eyes; just
remember that the greatest
men in all history were the
products of courage, and
courage, you know, is born
in the cradle of adversity.

quarters of an hour. Now, what do you suppose she
was talking about all that time?

No! You are wrong.

She was not trying to sell me a book, nor did she
once use the personal pronoun “I.”

However, she was not only trying, but actually
selling me something, and that something was myself.

She had no sooner been seated in that big
cushioned chair than she unrolled a package which I
had mistaken for a book that she had come to sell me,
and sure enough, there was a book in the package – in
fact, several of them; for she had a complete year’s
file of the magazine of which I was then editor (Hill’s
Golden Rule). She turned the pages of those
magazines and read places that she had marked here
and there, assuring me, in the meanwhile, that she had
always believed the philosophy back of that which she
was reading.

Then, after I was in a state of complete
mesmerism, and thoroughly receptive, my visitor
tactfully switched the conversation to a subject which,
I suspect, she had in mind to discuss with me long
before she presented herself at my office; but – and
this is another point at which most salespeople
blunder – had she reversed the order of her
conversation and begun where she finished, the
chances are that she never would have had the
opportunity to sit in that big easy-chair.

During the last three minutes of her visit, she
skillfully laid before me the merits of some securities
that she was selling. She did not ask me to purchase;
but, the way in which she told me of the merits of the
securities (plus the way in which she had so
impressively told me of the merits of my own “game”)
had the psychological effect of causing me to want to
purchase; and, even though I made no purchase of
securities from her, she made a sale – because I picked
up the telephone and introduced her to a man to whom
she later sold more than five times the amount that she
had intended selling me.

If that same woman, or another woman, or a man,
who had the tact and personality that she possessed,
should call on me, I would again sit down and listen
for three-quarters of an hour.

We are all human; and we are all more or less
vain!

We are all alike in this respect – we will listen
with intense interest to those who have the tact to talk
to us about that which lies closest to our hearts; and
then, out of a sense of reciprocity, we will also listen
with interest when the speaker finally switches the
conversation to the subject which lies closest to his or
her heart; and, at the end, we will not only “sign on
the dotted line” but we will say, “What a wonderful
personality!”

In the city of Chicago, some years ago, I was
conducting a school of salesmanship for a securities
house which employed more than 1,500 salespeople.
To keep the ranks of that big organization filled, we
had to train and employ six hundred new salespeople
every week. Of all the thousands of men and women
who went through that school, there was but one man
who grasped the significance of the principle I am
here describing, the first time he heard it analyzed.

This man had never tried to sell securities and
frankly admitted, when he entered the salesmanship
class, that he was not a salesman. Let’s see whether he
was or not.

After he had finished his training, one of the
“star” salesmen took a notion to play a practical joke
on him, believing him to be a credulous person who
would believe all that he heard, so this “star” gave
him an inside “tip” as to where he would be able to
sell some securities without any great effort. This star
would make the sale himself, so he said; but the man
to whom he referred as being a likely purchaser was
an ordinary artist who would purchase with so little
urging that he, being a “star,” did not wish to waste
his time on him.

The newly made salesman was delighted to
receive the “tip,” and, forthwith, he was on his way to
make the sale. As soon as he was out of the office, the
“star” gathered the other “stars” around him and told
of the joke he was playing; for in reality the artist was
a very wealthy man and the “star,” himself, had spent
nearly a month trying to sell him, but without success.
It then developed that all of the “stars” of that
particular group had called on this same artist but had
failed to interest him.

The newly made salesman was gone about an hour
and a half. When he returned he found the “stars”
waiting for him with smiles on their faces.

To their surprise, the newly made salesman also
wore a broad smile on his face. The “stars” looked at
each other inquiringly, for they had expected that this
“green” man would not return in a joyful mood.

“Well, did you sell to your man?” inquired the
originator of this “joke.”

“Certainly,” replied the uninitiated one, “and I
found that artist to be all you said he was – a perfect
gentleman and a very interesting man.”

Reaching into his pocket he pulled out an order
and a check for $2,000.00.

The “stars” wanted to know how he did it.

“Oh, it wasn’t difficult,” replied the newly made
salesman; “I just walked in and talked to him a few
minutes and he brought up the subject of the securities
himself, and said he wanted to purchase; therefore, I
really did not sell to him – he purchased of his own
accord.”

When I heard of the transaction, I called the
newly made salesman in and asked him to describe, in
detail, just how he made the sale, and I will relate it
just as he told it.

When he reached the artist’s studio, he found him
at work on a picture. So engaged in his work was the
artist that he did not see the salesman enter; so the
salesman walked over to where he could see the
picture and stood there looking at it without saying a
word.

Finally the artist saw him; then the salesman
apologized for the intrusion and began to talk –

about the picture that the artist was painting!

He knew just enough about art to be able to
discuss the merits of the picture with some
intelligence; and he was really interested in the
subject.

He liked the picture and frankly told the artist so,
which, of course, made the artist very angry!

For nearly an hour those two men talked of
nothing but art; particularly that picture that stood on
the artist’s easel.

Finally, the artist asked the salesman his name
and his business, and the salesman (yes, the master
salesman) replied, “Oh, never mind my business or my
name; I am more interested in you and your art!”

The artist’s face beamed with a smile of joy.

Those words fell as sweet music upon his ears.
But, not to be outdone by his polite visitor, he insisted
on knowing what mission had brought him to his
studio.

Then, with an air of genuine reluctance, this
master salesman – this real “star” – introduced himself
and told his business.

Briefly he described the securities he was selling,
and the artist listened as if he enjoyed every word that
was spoken. After the salesman had finished the artist
said:

“Well, well! I have been very foolish. Other
salesmen from your firm have been here trying to sell
me some of those securities, but they talked nothing
but business; in fact, they annoyed me so that I had to
ask one of them to leave. Now let me see – what was
that fellow’s name – oh, yes, it was Mr. Perkins.”
(Perkins was the “star” who had thought of this clever
trick to play on the newly made salesman.) “But you
present the matter so differently, and now I see how
foolish I have been, and I want you to let me have
$2,000.00 worth of those securities.”

Think of that – “You present the matter so
differently!”

And how did this newly made salesman present
the matter so differently? Putting the question another
way, what did this master salesman really sell that
artist? Did he sell him securities?

No! he sold him his own picture which he was
painting on his own canvas.

The securities were but an incident.

Don’t overlook this point. That master salesman

I WOULD RATHER BEGIN AT THE BOTTOM AND
CLIMB TO THE TOP THAN TO START AT THE
TOP AND HAVE TO REMAIN THERE.

had remembered the story of the old lady who
entertained me for three-quarters of an hour by
talking about that which was nearest my heart, and it
had so impressed him that he made up his mind to
study his prospective purchasers and find out what
would interest them most, so he could talk about that.

This “green,” newly made salesman earned
$7,900.00 in commissions the first month he was in
the field, leading the next highest man by more than
double, and the tragedy of it was that not one person
out of the entire organization of 1,500 salespeople
took the time to find out how and why he became the
real “star” of the organization, a fact which I believe
fully justifies the rather biting reprimand suggested in
Lesson Nine to which you may have taken offense.

A Carnegie, or a Rockefeller, or a James J. Hill,
or a Marshall Field accumulates a fortune, through the
application of the selfsame principles that are
available to all the remainder of us; but we envy them
their wealth without ever thinking of studying their
philosophy and appropriating it to our own use.

We look at a successful man in the hour of his
triumph, and wonder how he did it, but we overlook
the importance of analyzing his methods and we forget
the price he had to pay in careful, well organized
preparation which had to be made before he could reap
the fruits of his efforts.

Throughout this course on the Law of Success,
you will not find a single new principle; every one of
them is as old as civilization itself; yet you will find
but few people who seem to understand how to apply
them.

The salesman who sold those securities to that
artist was not only a master salesman, but he was a
man with an attractive personality. He was not much
to look at; perhaps that is why the “star” conceived
the idea of playing that cruel (?) joke on him; but
even a homely person may have a very attractive
personality in the eyes of those whose handiwork he
has praised.

Of course, there are some who will get the wrong
conception of the principle I am here trying to make
clear, by drawing the conclusion that any sort of
cheap flattery will take the place of genuine heart
interest. I hope that you are not one of these. I hope
that you are one of those who understand the real
psychology upon which this lesson is based, and that
you will make it your business to study other people
closely enough to find something about them or their
work that you really admire. Only in this way can you
develop a personality that will be irresistibly
attractive.

Cheap flattery has just the opposite effect to that
of constituting an attractive personality. It repels
instead of attracting. It is so shallow that even the
ignorant easily detect it.

Perhaps you have observed – and if you have not I
wish you to do so – that this lesson emphasizes at
length the importance of making it your business to
take a keen interest in other people and in their work,
business or profession. This emphasis was by no
means an accident.

You will quickly observe that the principles upon
which this lesson is based are very closely related to
those which constitute the foundation of Lesson Six,
on Imagination.

Also, you will observe that this lesson is based
upon much the same general principles as those which
form the most important part of Lesson Thirteen, on
Co-operation.

Let us here introduce some very practical
suggestions as to how the laws of Imagination, Co-
operation and Pleasing Personality may be blended, or
coordinated to profitable ends, through the creation of
usable ideas.

Every thinker knows that “ideas” are the
beginning of all successful achievement. The question
most often asked, however, is, “How can I learn to
create ideas that will earn money?”

In part we will answer this question in this lesson
by suggesting some new and novel ideas, any of which
might be developed and made very profitable, by
almost anyone, in practically any locality.

IDEA NUMBER ONE

The world war has deprived Germany of her
enormous trade in toys. Before the war we bought
most of our toys from Germany. We are not likely to
buy any more toys from German manufacturers in our
time, or for a long while afterward.

Toys are in demand, not alone in the United
States, but in foreign countries, many of which will
not buy toys from Germany. Our only competitor is
Japan and her toys are of so poor a quality that her
competition means nothing.

But what sort of toys shall I manufacture and
where will I get the capital with which to carry on the
business, you will ask?

First, go to a local toy dealer and find out just
which class of toys sells most rapidly. If you do not
feel competent to make improvements on some of the
toys now on the market, advertise for an inventor
“with an idea for a marketable toy” and you will soon
find the mechanical genius who will supply this
missing link in your undertaking. Have him make you
a working model of just what you want, then go to
some small manufacturer, woodworker, machine shop
or the like, and arrange to have your toys
manufactured.

You now know just what your toy will cost, so
you are ready to go to some big jobber, wholesaler or
distributor and arrange for the sale of your entire
product.

If you are an able salesman you can finance this
whole project on the few dollars required with which
to advertise for the inventor. When you find this man
you can probably arrange with him to work out a
model for you during his spare evening hours, with a
promise that you will give him a better job when you
are manufacturing your own toys. He will probably
give you all the time you want in which to pay him for
his labor; or he may do the work in return for an
interest in the business.

You can get the manufacturer of your toys to wait
for his money until you are paid by the firm to which
you sell them; and, if necessary, you can assign to him
the invoices for the toys sold and let the money come
direct to him.

Of course if you have an unusually pleasing and
convincing personality and considerable ability to
organize, you will be able to take the working model
of your toy to some man of means and, in return for an
interest in the business, secure the capital with which
to do your own manufacturing.

If you want to know what will sell, watch a crowd
of children at play, study their likes and dislikes, find
out what will amuse them and you will probably get
an idea on which to build your toy. It requires no
genius to invent! Common sense is all that is
necessary. Simply find out what the people want and
then produce it. Produce it well – better than anyone
else is doing. Give it a touch of individuality. Make it
distinctive.

We spend millions of dollars annually for toys
with which to entertain our children. Make your new
toy useful as well as interesting. Make it educational
if possible. If it entertains and teaches at the same
time it will sell readily and live forever. If your toy is
in the nature of a game make it teach the child
something about the world in which it lives,
geography, arithmetic, English, physiology, etc. Or,
better still, produce a toy that will cause the child to
run, jump or in some other way exercise. Children
love to move about and moving about is of benefit to
them, especially when stimulated by the play motive.

An indoor baseball game would be a ready seller,
especially in the cities. Work out an arrangement for
attaching the ball to a string that will be suspended
from the ceiling so one child may throw the ball
against the wall and then stand back and strike it with
a bat as it rebounds. A one-child baseball game, in
other words.

IT is better to be a big man in a small
town than to be a small man in a big
town, and ever so much easier.

PLAN NUMBER TWO

This will be of interest only to the man or woman
who has the self-confidence and the ambition to “run
the risk” of making a big income, which, we may add,
most people have not.

It is a suggestion that could be put into practical
operation by at least forty or fifty people in every
large city throughout the United States, and by a
smaller number in the smaller cities.

It is intended for the man or woman who can
write or will learn to write advertising copy, sales
literature, follow-up letters, collection letters and the
like, using the ability to write which we will suppose
that you possess.

To make practical and profitable use of this
suggestion you will need the co-operation of a good
advertising agency and from one to five firms or
individuals who do enough advertising to warrant
their appropriations going through an agency.

You should go to the agency first and make
arrangements with it to employ you and pay you seven
per cent on the gross expenditures of all acounts
which you bring to it; this seven per cent to
compensate you for getting the account and for
writing the copy and otherwise serving the client in
the management of his advertising appropriation. Any
reliable agency will gladly give you this amount for
all the business you will bring.

Then you go to a firm or individual whose
advertising account you wish to handle and say in
effect that you wish to go to work without
compensation. Tell what you can do and what you
intend to do for that particular firm that will help it
sell more goods. If the firm employs an advertising
manager you are to become virtually his assistant
without pay, on one condition, namely, that the
advertising appropriation is to be placed through the
agency with which you have the connection. Through
this arrangement the firm or individual whose account
you thus secure will get the benefit of your personal
services, without cost, and pay no more for placing its
advertising through your agency than it would through
any other. If your canvass is convincing and you
really take the time to prepare your case, you will get
your account without much argument.

You can repeat this transaction until you have as
many accounts as you can handle advantageously,
which, under ordinary conditions, will be not more
than ten or twelve; probably less if one or more of
your clients spends upwards of $25,000.00 a year in
advertising.

If you are a competent writer of advertising copy
and have the ability to create new and profitable ideas
for your clients you will be able to hold their business
from year to year. You of course understand that you
are not to accept more accounts than you can handle
individually. You should spend a portion of your time
in the place of business of each of your clients; in fact
you should have a desk and working equipment right
on the grounds, so you can get firsthand information
as to your clients’ sales problems as well as accurate
information as to their goods and wares.

Through this sort of effort you will give the
advertising agency a reputation for effective service
such as it would get in no other way, and you will
please your clients because they will see satisfactory
returns from your efforts. As long as you keep the
agency and the clients whom you serve satisfied your
job is safe and you will make money. A reasonable
expectation of returns under this plan would be a
gross business of $250,000.00 a year, on which your
seven per cent would amount to $17,500.00.

A man or woman of unusual ability could run the
figure much higher than this, up to, say, an income of
$25,000.00 a year, while the tendency would be,
however, to drop down to around $5,000.00 to
$7,500.00, which are the figures that the “average”
man or woman might reasonably expect to earn.

You can see that the plan has possibilities. It
supplies independent work and gives you one hundred
per cent of your earning power. It is better than a
position as advertising manager, even if the position
paid the same money, because it practically places you
in a business of your own – one in which your name is
constantly developing a survival value.

PLAN NUMBER THREE

This plan can be put into operation by almost any
man or woman of average intelligence, and with but
little preparation. Go to any first-class printer and
make arrangements with him to handle all the business
you bring to him, allowing you a commission of say
ten per cent on the gross amount. Then go to the
largest users of printed matter and get samples of
everything in the way of printing that they use.

Form a partnership or working arrangement with a
commercial artist who will go over all this printed
matter and wherever suitable or appropriate he will
improve the illustrations or make illustrations where
none were used before, making a rough pencil sketch
which can be pasted to the original printed matter.

Then, if you are not a writer of copy, form a
working arrangement with someone who is and get
him or her to go over the copy of the printed matter
and improve it in every respect possible.

When the work is complete go back to the firm
from whom you get the printed matter, taking with
you quotations on the work and show what can be
done in the way of improvement. Say nothing about
your quotations, however, until you have shown how
much you could improve the printed matter. You will
probably get the entire business of that firm by giving
that sort of service in connection with every job of
printing it has done.

If you perform your service properly you will
soon have all the business that your commercial artist,
your copy writer and you can handle. It ought to be
good for $5,000.00 a year apiece for you.

Any profits that you earn from the work of others
in connection with any of these plans will be a
legitimate profit – a profit to which you will be
entitled in return for your ability to organize and
bring together the necessary talent and ability with
which to perform satisfactory service.

If you go into the toy business you will be
entitled to a profit on the work of those who make the
toys because it will be through your ability that
employment for them is available.

It is more than likely that your brains and your
ability, when added to that of those who work with
you or for you, will greatly increase their earning
capacity – even to the extent that they can well afford
to see you make a small amount from their efforts
because they will be still earning much more than they
could earn without your guidance!

You are willing to take any of these plans and
make a profit out of them, are you not? You see
nothing wrong on your part, do you? If you are an
employee, working for some other person or firm, may
it not be possible that the head of that firm or that
individual, with his ability to organize, finance, etc.,
is increasing your own earning capacity right now?

You want to get out of the employee class and
become an employer. We do not blame you for that.
Nearly every normal person wants to do the same. The
one best first step to take is to serve the firm or
individual for whom you are working just as you
would wish to be served if you were that individual or
the head of that firm.

Who are the big employers of help, today? Are
they the rich men’s sons who fell heir to employer-
ship? Not on your life! They are the men and women
who came up from the ranks of the most lowly sort of
labor; men and women who have had no greater
opportunity than you have. They are in the positions
that they hold because their superior ability has
enabled them intelligently to direct others. You can
acquire that ability if you will try.

Right in the town or city where you live there are
people who probably could benefit by knowing you,
and who could undoubtedly benefit you in return. In
one section of the city lives John Smith who wishes

ASPIRATION is greater than realization,
because it keeps us eternally climbing
upward toward some unattained goal.

to sell his grocery store and open a moving picture
theater. In another section of the city is a man who
has a moving picture theater that he would like to
trade for a grocery store.

Can you bring them together?

If you can, you will serve both and earn a nice
remuneration.

In your town or city are people who want the
products raised on the farms in the surrounding
community. On those farms are farmers who raise
farm products and who want to get them into the
hands of those who live in town. If you can find a way
of carrying the farm products direct from the farm to
the city or town consumer you will enable the farmer
to get more for his products and the consumer to get
those products for less, and still there will be a
margin to pay you for your ingenuity in shortening the
route between producer and consumer.

In business there are, broadly speaking, two
classes of people – the Producers and the Consumers.
The tendency of the times is to find some way of
bringing these two together without so many
intermediaries. Find a way to shorten the route
between producer and consumer and you will have
created a plan that will help these two classes and
handsomely profit you.

The laborer is worthy of his hire. If you can
create such a plan you are entitled to a fair proportion
of that which you save for the consumer and also a
fair proportion of that which you make for the
producer.

Let us warn you that whatever plan you create as
a means of making money you had better see that it
slices off a little of the cost to the consumer instead
of adding a little to that cost.

The business of bringing producer and consumer
together is a profitable business when it is conducted
fairly to both, and without a greedy desire to get all
there is in sight! The American public is wonderfully
patient with profiteers who impose upon it, but there
is a pivotal point beyond which even the shrewdest of
them dare not go.

It may be all right to corner the diamond market
and run up enormously high the price of those white
rocks which are dug out of the ground in Africa
without trouble, but when the prices of food and
clothing and other necessities begin to soar skyward
there is a chance of someone getting into the bad
graces of the American public.

If you crave wealth and are really brave enough
to shoulder the burdens which go with it, reverse the
usual method of acquiring it by giving your goods and
wares to the world at the lowest possible profit you
can afford instead of exacting all that you can with
safety. Ford has found it profitable to pay his workers,
not as little as he can get them for, but as much as his
profits will permit. He has also found it profitable to
reduce the price of his automobile to the consumer
while other manufacturers (many of whom have long
since failed) continued to increase their price.

There may be some perfectly good plans through
the operation of which you could squeeze the
consumer and still manage to keep out of jail, but you
will enjoy much more peace of mind and in all
probability more profits in the long run if your plan,
when you complete it, is built along the Ford lines.

You have heard John D. Rockefeller abused considerably,
but most of this abuse has been prompted
by sheer envy upon the part of those who would like
to have his money but who haven’t the inclination to
earn it. Regardless of your opinion of Rockefeller, do
not forget that he began as a humble bookkeeper and
that he gradually climbed to the top in the
accumulation of money because of his ability to
organize and direct other and less able men
intelligently. This author can remember when he had
to pay twenty-five cents for a gallon of lamp oil and
walk two miles through the hot sun and carry it home
in a tin can in the bargain. Now, Rockefeller’s wagon
will deliver it at the back door, in the city or on the
farm, at a little over half that sum.

Who has a right to begrudge Rockefeller his
millions as long as he has reduced the price of a
needed commodity. He could just as easily have
increased the price of lamp oil to half a dollar, but we
seriously doubt that he would be a multi-millionaire
today if he had done so.

There are a lot of us who want money, but ninety-
nine out of every hundred who start to create a plan
through which to get money give all their thought to
the scheme through which to get hold of it and no
thought to the service to be given in return for it.

A Pleasing Personality is one that makes use of
Imagination and Co-operation. We have cited the
foregoing illustrations of how ideas may be created to
show you how to co-ordinate the laws of Imagination,
Co-operation and a Pleasing Personality.

Analyze any man who does not have a Pleasing
Personality and you will find lacking in that man the
faculties of Imagination and Co-operation also.

This brings us to a suitable place at which to
introduce one of the greatest lessons on personality
ever placed on paper. It is also one of the most
effective lessons on salesmanship ever written, for the
subjects of attractive personality and salesmanship
must always go hand in hand; they are inseparable.

I have reference to Shakespeare’s masterpiece,
Mark Antony’s speech at the funeral of Caesar.
Perhaps you have read this oration, but it is here
presented with interpretations in parentheses which
may help you to gather a new meaning from it.

The setting for that oration was something like
the following:

Caesar is dead, and Brutus, his slayer, is called
on to tell the Roman mob, that has gathered at the
undertaker’s, why he put Caesar out of the way.
Picture, in your imagination, a howling mob that was
none too friendly to Caesar, and that already believed
that Brutus had done a noble deed by murdering him.

Brutus takes the platform and makes a short
statement of his reasons for killing Caesar. Confident
that he has won the day he takes his seat. His whole
demeanor is that of one who believes his word will be
accepted without question; it is one of haughtiness.

Mark Antony now takes the platform, knowing
that the mob is antagonistic to him because he is a
friend of Caesar. In a low, humble tone of voice
Antony begins to speak:

Antony: “For Brutus’ sake, I am beholding to you.”
Fourth Citizen: “What does he say of Brutus?”
Third Citizen: “He says, for Brutus’ sake, he finds
himself beholding to us all.”
Fourth Citizen: ‘”Twere best he speak no harm of
Brutus here.”
First Citizen: “This Caesar was a tyrant.”
Third Citizen: “Nay, that’s certain; we are blest that
Rome is rid of him.”
Second Citizen: “Peace! Let us hear what Antony can
say.” (Here you will observe, in Antony’s opening
sentence, his clever method of “neutralizing” the
minds of his listeners.)
Antony: “You gentle Romans, -”
(About as “gentle” as a gang of Bolsheviks in a
revolutionary labor meeting.)
All: “Peace, ho! Let us hear him.”
(Had Antony begun his speech by “knocking”
Brutus, the history of Rome would have been different.)
Antony: “Friends, Romans, Countrymen, lend me your ears;
I come to bury Caesar, not to praise him.”
(Allying himself with what he knew to be the
state of mind of his listeners.)
“The evil that men do lives after them;
The good is oft interred with their bones;
So let it be with Caesar. The noble Brutus
Hath told you Caesar was ambitious;
If it were so, it was a grievous fault;
And grievously bath Caesar answered it.
Here, under leave of Brutus and the rest, –
For Brutus is an honorable man;
So are they all, all honorable men –
Come I to speak at Caesar’s funeral.
He was my friend – faithful, and just to me;
But Brutus says he was ambitious;

CONGRATULATE your-
self when you reach that
degree of wisdom which
prompts you to see less of
the weaknesses of others
and more of your own, for
you will then be walking
in the company of the
really great.

And Brutus is an honorable man;
He hath brought many captives home to Rome,
Whose ransoms did the general coffers fill;
Did this in Caesar seem ambitious?
When the poor have cried, Caesar hath wept;
Ambition should be made of sterner stuff;
Yet Brutus says he was ambitious;
And Brutus is an honorable man.
You all did see that on the Lupercal
I thrice presented him a kingly crown,
Which he did thrice refuse. Was this ambition?
Yet Brutus says he was ambitious;
And, surely, he is an honorable man.
I speak not to disprove what Brutus spoke,
But here I am to speak what I do know.
You all did love him once, not without cause;
What cause withholds you then to mourn for him?
O judgment! thou art fled to brutish beasts,
And men have lost their reason. Bear with me,
My heart is in the coffin there with Caesar,
And I must pause till it come back to me.”

(At this point Antony paused to give his audience
a chance to discuss hurriedly, among themselves, his
opening statements. His object in doing this was to
observe what effect his words were having, just as a
master salesman always encourages his prospective
purchaser to talk so he may know what is in his mind.)

First Citizen: “Methinks there is much in his sayings”
Second Citizen: “If thou consider rightly of the matter, Caesar has had great wrong.”
Third Citizen: “Has he, masters? I fear there will be worse come in his place.”
Fourth Citizen: “Mark’d ye his words? He would not
take the crown? Therefore ’tis certain he was not ambitious.”
First Citizen: “If it be found so, someone will dear abide it.”
Second Citizen: “Poor soul! his eyes are red as fire with weeping.”
Third Citizen: “There’s not a nobler man in Rome than Antony.”
Fourth Citizen: “Now mark him, he begins again to speak”
Antony: “But yesterday the word of Caesar might

Have stood against the world; now lies he there,
And none so poor to do him reverence.
masters (appealing to their vanity) if I were
disposed to stir Your hearts and minds to mutiny and rage,

1 should do Brutus wrong and Cassius wrong,
Who, you all know, are honorable men;”
(Observe how often Antony has repeated the term

“honorable.” Observe, also, how cleverly he brings in
the first suggestion that, perhaps, Brutus and Cassius
may not be as honorable as the Roman mob believes
them to be. This suggestion is carried in the words
“mutiny” and “rage” which he here uses for the first
time, after his pause gave him time to observe that the
mob was swinging over toward his side of the
argument. Observe how carefully he is “feeling” his
way and making his words fit that which he knows to
be the frame of mind of his listeners.)

Antony: “I will not do them wrong; I rather choose
To wrong the dead, to wrong myself and you,
Than I will wrong such honorable men.”

(Crystallizing his suggestion into hatred of
Brutus and Cassius, he then appeals to their curiosity
and begins to lay the foundation for his climax – a
climax which he knows will win the mob because he is
reaching it so cleverly that the mob believes it to be
its own conclusion.)

Antony: “But here’s a parchment, with the seal of Caesar;
I found it in his closet; ’tis his will;
Let but the commons hear this testament,
Which, pardon me, I do not mean to read -”

(Tightening up on his appeal to their curiosity by
making them believe he does not intend to read the
will.)

“And they would go and kiss dead Caesar’s wounds
And dip their napkins in his sacred blood,
Yea, beg a hair of him for memory,
And, dying, mention it within their wills,
Bequeathing it as a rich legacy
Unto their issue.”

(Human nature always wants that which is
difficult to get, or that of which it is about to be
deprived. Observe how craftily Antony has awakened
the interest of the mob and made them want to hear
the reading of the will, thereby preparing them to hear
it with open minds. This marks his second step in the
process of “neutralizing” their minds.)

All: “The will, the will! We will hear Caesar’s will.”
Antony: “Have patience, gentle friends, I must not
read it; It is not meet you know how Caesar loved you.
You are not wood, you are not stones, but men;
And, being men, hearing the will of Caesar,
It will inflame you; (Exactly what he wishes to do)
It will make you mad; ‘Tis good you know not that you are his heirs,

For if you should, O what will come of it! ”
Fourth Citizen: “Read the will; we’ll hear it,
Antony: You shall read us the will; Caesar’s will.”
Antony: “Will you be patient? Will you stay awhile?

I have o’ershot myself to tell you of it;

I fear I wrong the honorable men

Whose daggers have stabb’d Caesar, I do fear it.”

(“Daggers” and “stabb’d” suggest cruel murder.
Observe how cleverly Antony injects this suggestion
into his speech, and observe, also, how quickly the
mob catches its significance, because, unknown to the
mob, Antony has carefully prepared their minds to
receive this suggestion.)

Fourth Citizen: “They were traitors, honorable men!”

All: “The will! The testament!”

Second Citizen: “They were villains, murderers; the
will!” (Just what Antony would have said in the
beginning, but he knew it would have a more
desirable effect if he planted the thought in the
in the minds of the mob and permitted them to say it themselves.)
Antony: “You will compel me then to read the will?
Then make a ring about the corpse of Caesar,
And let me show you him that made the will.
Shall I descend, and will you give me leave?”

(This was the point at which Brutus should have
begun to look for a back door through which to make
his escape.)

All: “Come down.”
Second Citizen: “Descend.”

Third Citizen: “Room for Antony, most noble Antony.”
Antony: “Nay, press not so upon me, stand far off.”

(He knew this command would make them want to
draw nearer, which is what he wanted them to do.)

All: “Stand back. Room.”

Antony: “If you have tears, prepare to shed them now.
You all do know this mantle; I remember
The first time ever Caesar put it on;
‘Twas on a summer’s evening, in his tent,
That day he overcame the Nervii;
Look, in this place ran Cassius’ dagger through;
See what a rent the envious Casca made;
Through this the well-beloved Brutus stabb’d;
And as he plucked his cursed steel away,
Mark how the blood of Caesar followed it,
As rushing out of doors, to be resolved
If Brutus so unkindly knock’d or no;
For Brutus, as you know, was Caesar’s angel;
Judge, O you gods, how dearly Caesar loved him!
This was the most unkindest cut of all;

THE word educate has its
roots in the Latin word
educo,” which means to
educe, to draw out, to
develop from within. The
best educated man is the
one whose mind has been
the most highly developed.

For, when the noble Caesar saw him stab,
Ingratitude, more strong than traitor’s arms,
Quite vanquish’d him; then burst his mighty heart;
And, in his mantle muffling up his face,
Even at the base of Pompey’s statua,
Which all the while ran blood, great Caesar fell.
O, what a fall was there, my countrymen!
Then I, and you, and all of us fell down
While bloody treason flourish’d over us.
O, now you weep, and I perceive you feel
The dint of pity; these are gracious drops.
Kind soul, why weep you when you but behold
Our Caesar’s vesture wounded? Look you here;
Here is himself, marr’d, as you see, with traitors.”

(Observe how Antony now uses the words
“traitors” quite freely, because he knows that it is in
harmony with that which is in the minds of the Roman
mob.)

First Citizen: “O piteous spectacle!”
Second Citizen: “O woeful day!”
Third Citizen: “O woeful day!”
First Citizen: “O most bloody sight!”
Second Citizen: “We will be revenged.”

(Had Brutus been a wise man instead of a
braggart he would have been many miles from the
scene by this tune.)

All: “Revenge! About! Seek! Burn! Fire! Kill! Slay!
Let not a traitor live!”

(Here Antony takes the next step toward crystal-
lizing the frenzy of the mob into action; but, clever
salesman that he is, does not try to force this action.)

Antony: “Stay, countrymen.”

First Citizen: “Peace there! Hear the noble Antony.”
Second Citizen: “We’ll hear him, we’ll follow him,
we’ll die with him.”

(From these words Antony knows that he has the
mob with him. Observe how he takes advantage of this
psychological moment – the moment for which all
master salesmen wait.)

Antony: “Good friends, sweet friends, let me not stir
you up to such a sudden flood of mutiny.
They that have done this deed are honorable.
What private griefs they have, alas, I know not,
That made them do it; they were wise and honor-
able, And will, no doubt, with reasons answer you.
I come not, friends, to steal away your hearts:
I am no orator as Brutus is;
But, as you know me all, a plain, blunt man,
That love my friend; and that they know full well
That gave me public leave to speak of him;
For I have neither wit, nor words, nor worth,
Action, nor utterance, nor the power of speech,
To stir men’s blood; I only speak right on;
I tell you that which you yourselves do know;
Show you sweet Caesar’s wounds, poor, poor, dumb mouths.
And bid them speak for me; but were I Brutus,
And Brutus Antony, there an Antony
Would ruffle up your spirits, and put a tongue
In every wound of Caesar that should move
The stones of Rome to rise and mutiny.”

All: “We’ll mutiny.”

First Citizen: “We’ll burn the house of Brutus.”
Third Citizen: “Away, then! Come, seek the con-
spirators.”
Antony: “Yet hear me, countrymen; yet hear me speak! ”
All: “Peace, ho! Hear Antony. Most noble Antony!”
Antony: “Why, friends, you go to do you know not
what; Wherein hath Caesar thus deserved your love?
Alas, you know not; I must tell you, then;
You have forgot the will I told you of.”

(Antony is now ready to play his trump card; he
is ready to reach his climax. Observe how well he has
marshaled his suggestions, step by step, saving until
the last his most important statement; the one on
which he relied for action. In the great field of
salesmanship and in public speaking many a man tries
to reach this point too soon; tries to “rush” his
audience or his prospective purchaser, and thereby
loses his appeal.)

All: “Most true; the will! Let’s stay and hear the will.”

Antony: “Here is the will, and under Caesar’s seal.
To every Roman citizen he gives,
To every several man, seventy-five drachmas.”

Second Citizen: “Most noble Caesar! we’ll revenge his death.),

Third Citizen: “O royal Caesar!”

Antony: “Hear me with patience.”

All: “Peace, ho! ”

Antony: “Moreover, he hath left you all his walks,
His private arbors and new planted orchards,
On this side Tiber; he hath left them you,
And to your heirs forever; common pleasures,
To walk abroad and recreate yourself.
Here was a Caesar! When comes such another?”

First Citizen: “Never, never. Come, away, away!
We’ll burn his body in the holy place,
And with the brands fire the traitors’ houses.
Take up the body.”

Second Citizen: “Go fetch fire.”

Third Citizen: “Pluck down benches.”

Fourth Citizen: “Pluck down forms, windows, anything.”

And that was Brutus’ finish!

He lost his case because he lacked the personality
and the good judgment with which to present his
argument from the viewpoint of the Roman mob, as
Mark Antony did. His whole attitude clearly indicated
that he thought pretty well of himself; that he was
proud of his deed. We have all seen people, in this day
and time, who somewhat resemble Brutus in this
respect, but, if we observe closely, we notice that they
do not accomplish very much.

Suppose that Mark Antony had mounted the
platform in a “strutting” attitude, and had begun his
speech in this wise:

“Now let me tell you Romans something about
this man Brutus – he is a murderer at heart and – ” he
would have gone no further, for the mob would have
howled him down.

Clever salesman and practical psychologist that
he was, Mark Antony so presented his case that it appeared
not to be his own idea at all, but that of the
Roman mob, itself.

Go back to the lesson on initiative and leadership
and read it again, and as you read, compare the
psychology of it with that of Mark Antony’s speech.
Observe how the “you” and not “/” attitude toward
others was emphasized. Observe, if you please, how
this same point is emphasized throughout this course,
and especially in Lesson Seven, on enthusiasm.

Shakespeare was, by far, the most able
psychologist and writer known to civilization; for that
reason, all of his writings are based upon unerring
knowledge of the human mind. Throughout this
speech, which he placed in the mouth of Mark Antony,
you will observe how carefully he assumed the “you”
attitude; so carefully that the Roman mob was sure
that its decision was of its own making.

I must call your attention, however, to the fact
that Mark Antony’s appeal to the self-interest of the
Roman mob was of the crafty type, and was based
upon the stealth with which dishonest men often make
use of this principle in appealing to the cupidity and
avarice of their victims. While Mark Antony displayed
evidence of great self-control in being able to assume,
at the beginning of his speech, an attitude toward
Brutus that was not real, at the same time it is obvious
that his entire appeal was based upon his knowledge
of how to influence the minds of the Roman mob,
through flattery.

The two letters reproduced in Lesson Seven, of
this course, illustrate, in a very concrete way, the
value of the “you” and the fatality of the “I” appeal.
Go back and read these letters again and observe how

I HAVE great wealth
that can never be taken
away from me; that I
can never squander;
that cannot be lost by
declining stocks or bad
investments; I have the
wealth of contentment
with my lot in life.

the more successful of the two follows closely the
Mark Antony appeal, while the other one is based
upon an appeal of just the opposite nature. Whether
you are writing a sales letter, or preaching a sermon
or writing an advertisement, or a book, you will do
well to follow the same principles employed by Mark
Antony in his famous speech.

Now let us turn our attention to the study of ways
and means through which one may develop a pleasing
personality.

Let us start with the first essential, which is
character, for no one may have a pleasing personality
without the foundation of a sound, positive character.
Through the principle of telepathy you “telegraph” the
nature of your character to those with whom you come
in contact, which is responsible for what you have
often called an “intuitive” feeling that the person
whom you had just met, but about whom you did not
know very much, was not trustworthy.

You may embellish yourself with clothes of the
neatest and latest design, and conduct yourself in a
most pleasing manner as far as outside appearances
go; but if there is greed, and envy, and hatred, and
jealousy, and avarice, and selfishness in your heart,
you will never attract any, except those characters
which harmonize with your own. Like attracts like,
and you may be sure, therefore, that those who are
attracted to you are those whose inward natures
parallel your own.

You may embellish yourself with an artificial
smile that belies your feelings, and you may practice
the art of hand-shaking so that you can imitate,
perfectly, the band-shake of the person who is an
adept at this art, but, if these outward manifestations
of an attractive personality lack that vital factor
called earnestness of purpose they will repel instead
of attract.

How, then, may one build character?

The first step in character building is rigid self-
discipline:

In both the second and eighth lessons of this
course, you will find the formula through which you
may shape your character after any pattern that you
choose; but I repeat it here, as it is based upon a
principle that will bear much repetition, as follows:

First: Select those whose characters were made
up of the qualities which you wish to build into your
own character, and then proceed, in the manner
described in Lesson Two, to appropriate these
qualities, through the aid of Auto-suggestion. Create,
in your imagination, a council table and gather your
characters around it each night, first having written
out a clear, concise statement of the particular
qualities that you wish to appropriate from each. Then
proceed to affirm or suggest to yourself, in outspoken,
audible words, that you are developing the desired
qualities in yourself. As you do this close your eyes
and see, in your imagination, the figures seated
around your imaginary table, in the manner described
in Lesson Two.

Second: Through the principles described in
Lesson Eight, on self-control, control your thoughts
and keep your mind vitalized with thoughts of a
positive nature. Let the dominating thought of your
mind be a picture of the person that you intend to be:
the person that you are deliberately building, through
this procedure. At least a dozen times a day, when you
have a few minutes to yourself, shut your eyes and
direct your thoughts to the figures which you have
selected to sit at your imaginary council table; and
feel, with a faith that knows NO LIMITATION, that
you are actually growing to resemble in character
those figures of your choice.

Third: Find at least one person each day, and
more if possible, in whom you see some good quality
that is worthy of praise, and praise it. Remember,
however, that this praise must not be in the nature of
cheap, insincere flattery; it must be genuine. Speak
your words of praise with such earnestness that they
will impress those to whom you speak; then watch
what happens. You will have rendered those whom
you praise a decided benefit of great value to them;
and, you will have gone just one more step in the
direction of developing the habit of looking for and
finding the good qualities in others. I cannot
overemphasize the far-reaching effects of this habit of
praising, openly and enthusiastically, the good
qualities in others; for this habit will soon reward you
with a feeling of self-respect and manifestation of
gratitude from others, that will modify your entire
personality. Here, again, the law of attraction enters,
and those whom you praise will see, in you, the
qualities that you see in them. Your success in the
application of this formula will be in exact proportion
to your faith in its soundness.

I do not merely believe that it is sound – / know
that it is – and the reason I know is that I have used it
successfully and I have also taught others how to use
it successfully; therefore, I have a right to promise
you that you can use it with equal success.

Furthermore, you can, with the aid of this
formula, develop an attractive personality so speedily
that you will surprise all who know you. The
development of such a personality is entirely within
your own control, a fact which gives you a tremendous
advantage and at the same time places upon you the
responsibility if you fail or neglect to exercise your
privilege.

I now wish to direct your attention to the reason
for speaking, aloud, the affirmation that you are
developing the desired qualities which you have
selected as the materials out of which to develop an
attractive personality.

This procedure has two desirable effects; namely-

First: It sets into motion the vibration through
which the thought back of your words reaches and
imbeds itself in your sub-conscious mind, where it
takes root and grows until it becomes a great moving
force in your outward, physical activities, leading in
the direction of transformation of the thought into
reality.

Second: It develops in you the ability to speak
with force and conviction which will lead, finally, to
great ability as a public speaker. No matter what your
calling in life may be, you should be able to stand
upon your feet and speak convincingly, as this is one
of the most effective ways of developing an attractive
personality.

Put feeling and emotion into your words as you
speak, and develop a deep, rich tone of voice. If your
voice is inclined to be high pitched, tone it down until
it is soft and pleasing. You can never express an
attractive personality, to best advantage, through a
harsh or shrill voice. You must cultivate your voice
until it becomes rhythmical and pleasing to the ear.

Remember that speech is the chief method of
expressing your personality, and for this reason it is
to your advantage to cultivate a style that is both
forceful and pleasing.

I do not recall a single outstanding attractive
personality that was not made up, in part, of ability to
speak with force and conviction. Study the prominent
men and women of today, wherever you find them, and
observe the significant fact that the more prominent
they are the more efficient are they in speaking
forcefully.

Study the outstanding figures of the past in
politics and statesmanship and observe that the most
successful ones were those who were noted for their
ability to speak with force and conviction.

In the field of business, industry and finance it
seems significant, also, that the most prominent
leaders are men and women who are able public
speakers.

In fact no one may hope to become a prominent
leader in any noteworthy undertaking without
developing the ability to speak with forcefulness that
carries conviction. While the salesman may never
deliver a public address, he will profit, nevertheless,
if he develops the ability to do so, because this ability
increases his power to talk convincingly in ordinary
conversation.

Let us now summarize the chief factors which
enter into the development of an attractive
personality, as follows:

First: Form the habit of interesting yourself in
other people; and make it your business to find their
good qualities and speak of them in terms of praise.

Second: Develop the ability to speak with force

ENTHUSIASM is the
mainspring of the
soul. Keep it wound
up and you will never
be without power to
get what you actually need.

and conviction, both in your ordinary conversational
tones and before public gatherings, where you must
use more volume.

Third: Clothe yourself in a style that is becoming
to your physical build and the work in which you are
engaged.

Fourth: Develop a positive character, through the
aid of the formula outlined in this lesson.

Fifth: Learn how to shake hands so that you
express warmth of feeling and enthusiasm through this
form of greeting.

Sixth: Attract other people to you by first
“attracting yourself” to them.

Seventh: Remember that your only limitation,
within reason, is the one which YOU set up in YOUR
OWN mind.

These seven points cover the most important
factors that enter into the development of an
attractive personality, but it seems hardly necessary
to suggest that such a personality will not develop of
its own accord. It will develop, if you submit yourself
to the discipline herein described, with a firm
determination to transform yourself into the person
that you would like to be.

As I study this list of seven important factors that
enter into the development of an attractive personality
I feel moved to direct your attention to the second and
the fourth as being the most important.

If you will cultivate those finer thoughts, and
feelings, and actions, out of which a positive
character is built, and then learn to express yourself
with force and conviction, you will have developed an
attractive personality, for it will be seen that out of
this attainment will come the other qualities here
outlined.

There is a great power of attraction back of the
person who has a positive character, and this power
expresses itself through unseen as well as visible
sources. The moment you come within speaking
distance of such a person, even though not a word is
spoken, the influence of the “unseen power within”
makes itself felt.

Every “shady” transaction in which you engage,
every negative thought that you think, and every
destructive act in which you indulge, destroys just so
much of that “subtle something” within you that is
known as character.

“There is full confession in the glances of our
eyes; in our smiles; in salutations; in the grasp of the
hands. His sin bedaubs him, mars all his good
impression. Men know not why they do not trust him,
but they do not trust him. His vice glasses his eye,
demeans his cheek, pinches the nose, sets the mark of
beast on the back of the head, and writes, ‘O fool!
fool! ‘ on the forehead of a king.” (Emerson.)

I would direct your attention, now, to the first of
the seven factors that enter into the development of an
attractive personality. You have observed that all
through this lesson I have gone into lengthy detail to
show the material advantages of being agreeable to
other people.

However, the biggest advantage of all lies, not in
the possibility of monetary or material gain which this
habit offers, but in the beautifying effect that it has
upon the character of all who practice it.

Acquire the habit of making yourself agreeable
and you profit both materially and mentally; for you
will never be as happy in any other way as you will be
when you know that you are making others happy.

Remove the chips from your shoulders and quit
challenging men to engage you in useless arguments!
Remove the smoked glasses through which you see
what you believe to be the “blueness” of life and
behold the shining sunlight of friendliness in its stead.
Throw away your hammer and quit knocking, for
surely you must know that the big prizes of life go to
the builders and not the destroyers.

The man who builds a house is an artist; the man
who tears it down is a junkman. If you are a person
with a grievance the world will listen to your vitriolic
“ravings,” providing it does not “see you coming”;
but, if you are a person with a message of friendliness
and optimism, it will listen because it wishes to do so.

No person with a grievance can be also a person
with an attractive personality!

The art of being agreeable –
– Just that one simple trait –
is the very foundation of all successful
salesmanship.

I drive my automobile five miles into the
outskirts of the city to purchase gasoline which I
could procure within two blocks of my own garage

Because the man who runs the filling station is an
artist; he makes it his business to be agreeable. I go
there, not because he has cheaper gasoline, but
because I enjoy the vitalizing effect of his attractive
personality!

Fiftieth Street and Broadway, in New York, not
because I cannot find other good shoes at the same
price, but for the reason that Mr. Cobb, the manager
of that particular Regal Store, has an attractive
personality. While he is fitting me with shoes, he
makes it his business to talk to me on subjects which
he knows to be close to my heart.

I do my banking at the Harriman National Bank,
at Forty-fourth Street and Fifth Avenue, not because
there are not scores of other good banks much nearer
my place of business; but for the reason that the
tellers, and the cashiers, and the lobby detective, and
Mr. Harriman, and all of the others, with whom I come
in contact, make it their business to be agreeable. My
account is small but they receive me as though it were
large.

I greatly admire John D. Rockefeller, Jr., not
because he is the son of one of the world’s richest
men; but for the better reason that he, too, has
acquired the art of being agreeable.

In the little city of Lancaster, Pennsylvania, lives
M. T. Garvin, a very successful merchant whom I
would travel hundreds of miles to visit, not because he
is a wealthy merchant, but for the reason that he
makes it his business to be agreeable. However, I
have no doubt that his material success is closely
related to this noble art of affability which he has
acquired.

I have in my vest pocket a Parker fountain pen,
and my wife and children have pens of the same
brand, not because there are not other good fountain
pens, but for the reason that / have been attracted to
George S. Parker on account of his habit of being
agreeable.

My wife takes the Ladies’ Home journal, not
because there are not other good magazines of a
similar nature, but for the reason that we became
attracted to the journal several years ago, while
Edward Bok was its editor, because he had acquired
the art of being agreeable.

ye struggling pilgrims, who are searching for
the rainbow’s end; ye drawers of water and hewers of
wood, tarry for a moment by the wayside and learn a
lesson from the successful men and women who have
succeeded because they acquired the art of – being
agreeable!

You can win, for a time, through ruthlessness and
stealth; you can garner in more of this world’s goods
than you will need, by sheer force and shrewd
strategy, without taking the time or going to the
trouble of being agreeable; but, sooner or later, you
will come to that point in life at which you will feel
the pangs of remorse and the emptiness of your well
filled purse.

I never think of power and position and wealth
that was attained by force, without feeling, very
deeply, the sentiment expressed by a man whose name
I dare not mention, as he stood at the tomb of
Napoleon:

“A little while ago I stood by the grave of the old
Napoleon – a magnificent tomb of gilt and gold, fit
almost for a deity dead – and gazed upon the
sarcophagus of rare and nameless marble, where rest
at last the ashes of that restless man. I leaned over the
balustrade and thought about the career of the greatest
soldier of the modem world. I saw him at Toulon. I
saw him walking upon the banks of the Seine
contemplating suicide. I saw him putting down the

NO man has the right to
strain the relationship
of friendly acquaintance
to the breaking point by
asking or expecting of a
friend that which might
prove to be a burden to
the friend.

mob in the streets of Paris. I saw him at the head of
the army in Italy. I saw him crossing the bridge at
Lodi with the tri-color in his hand. I saw him in
Egypt, in the shadows of the pyramids; I saw him
conquer the Alps and mingle the eagles of France with
the eagles of the crags. I saw him at Marengo, at Ulm
and at Austerlitz. I saw him in Russia, when the
infantry of the snow and the cavalry of the wild blast
scattered his legions like winter’s withered leaves. I
saw him at Leipsic in defeat and disaster – driven by a
million bayonets back upon Paris – clutched like a
wild beast – banished to Elba. I saw him escape and
re-take an empire by the force of his genius. I saw him
upon the frightful field of Waterloo, where chance and
fate combined to wreck the fortunes of their former
king. And I saw him at St. Helena, with his hands
crossed behind him, gazing out upon the sad and
solemn sea.

“I thought of the widows and orphans he had
made, of the tears that had been shed for his glory,
and of the only woman who ever loved him, pushed
from his heart by the cold hand of ambition. And I
said I would rather have been a French peasant and
worn wooden shoes; I would rather have lived in a hut
with a vine growing over the door, and the grapes
growing purple in the amorous kisses of the autumn
sun; I would rather have been that poor peasant, with
my wife by my side knitting as the day died out of the
sky, with my children upon my knees and their arms
about me; I would rather have been this man and gone
down to the tongueless silence of the dreamless dust,
than to have been that imperial personation of force
and murder, known as Napoleon the Great.”

I leave with you, as a fitting climax for this
lesson, the thought of this deathless dissertation on a
man who lived by the sword of force and died an
ignominious death, an outcast in the eyes of his fellow
men; a sore to the memory of civilization; a failure
because –

He did not acquire the art of being agreeable!
Because he could not or would not subordinate “self”
for the good of his followers.