counter” — that is, that you are taking a personal interest in his being well-served, suited, well-treated and satisfied. The salesman who is able to create that impression is well advanced on the road to success in his particular line. This is a difficult thing to describe, but a little observation and thought and practice along the lines laid down in the preceding lessons will do much for you in this direction. A recent writer truthfully says on this subject: “Suppose, for instance, you are in trade or a profession, and wish to increase your business. It will not do, when you sell goods or services, to make the matter a merely perfunctory transaction, taking the customer’s money, giving him good value and letting him go away feeling that you have no interest in the matter beyond giving him a fair deal and profiting thereby. Unless he feels that you have a personal interest in him and his needs, and that you are honestly desirous to increase his welfare, you have made a failure and are losing ground. When you can make every customer feel that you are really trying to advance his interests as well as you own, your business will grow. It is not necessary to give premiums, or heavier weights, or better values than others give to accomplish this; it is done by putting life and interest into every transaction, however small.” This writer has stated the idea clearly, forcibly and truthfully, and you will do well to heed his advice and to put it into actual practice.
Another important point in Personality is Self-Control, particularly in the matter of Keeping your Temper. Anger is a mark of weakness, not of strength. The man who loses his temper immediately places himself at a disadvantage.
Remember the old saying: “Those whom the gods would destroy, they first make angry.” Under the influence of anger a man does all sorts of foolish things that he afterwards regrets. He throws judgment, experience and caution to the winds, and acts like a crazy man. In fact, anger is a sort of madness — a phase of insanity — if you doubt this look carefully at the face of the first angry man you meet and see how irrational he looks and acts. It is a well-known fact that if one keeps cool while his opponent is angry, he has decidedly the best of the matter — for he is a sane man dealing with an irrational one. It is the better policy to allow the other fellow to “stew in his own fat” of anger, keeping cool yourself at the same time. It is a comparatively easy matter to cool down an angry man without becoming angry with you — and as it takes two to make a quarrel, the matter is soon over. You will find that a control of the outward expression will give you control of your inner mental state. You will find that if you are able to control your voice, keeping it calm, steady and low-pitched, you will not fly into a passion, and more than this, you will find by so doing that the voice of the other fellow will gradually come down from its loud, boisterous tones, and in the end both of you will be pitching your voices in the same key — and you have set that key-note. This is worth remembering — this control of the voice — it is a secret well worth knowing and practicing.
While we are on the subject of voice, we would like to call your attention to a further control of voice, or rather a cultivation of voice. A man having a well-controlled, even, pleasant voice has an advantage over others having equal abilities in other directions, but lacking that one quality. The value of a vibrant, resonant, soft and flexible voice is great. If you have such a voice, you are blessed. If you lack it, why start to work and cultivate it. Oh, yes, you can! Did you ever hear of Nathan Sheppard, the well-known public speaker? Then listen to these words of his, telling of his natural disadvantages of voice, and how he overcame them and became a great speaker. He says: “When I made up my mind to devote my mind and body to public speaking, I was told by my teachers and governors that I would certainly fail; that my articulation was a failure, and it was; that my organs of speech were inadequate, and they were; and that if I would screw up my little mouth it could be put into my mother’s thimble, and it could. Stinging words these certainly were, and cruel ones. I shall never forget them; possibly, however, they stung me into a persistency that I would have never known but for these words. At all events, that is the philosophy of the ‘self-made’ world of mankind. I may not have accomplished much; I do not claim to have accomplished much. It is something I have made a living out of, my art for twenty years, and that I do claim to have done in spite of every obstacle and every discouragement, by turning my will upon my voice and vocal organs, by cultivating my elocutionary instincts and my ear for the cadences of rhetoric, by knowing what I and my voice and my feelings were about, by making the most of myself.” After these words, anything that we might add regarding the possibility of acquiring a good voice by will, practice and desire would be superfluous. Pick out the kind of voice that you think best adapted to your work, and then cultivate it by practice, determination and desire. If Mr. Sheppard could become a famous public speaker with such obstacles as these, then for you to say “but I can’t” is to stamp you as a weakling.
It has been suggested to us that we have a few words to say regarding the carriage or physical bearing of the person, as an important part of Personality — particularly in the phase of Walking. But we do not think that is necessary to add to what we have said in this lesson regarding the subject, in connection with what we have also said regarding the mental state of Self-Respect. The main thing is to cultivate the Mental State of Self-Respect, and the rest will follow as a natural consequence. Thought takes form in Action, and the man who has Self-Respect imbedded in his mind will surely so carry and demean him that he will give evidence of his mental state in his every physical action, gesture, carriage and motion. He must have it within, as well as without. One must pay attention to the exterior aspect of course, particularly in the matter of dress. One should cultivate Cleanliness and Neatness, of both body and clothing. To be well dressed does not mean to me showily clad — in fact, the person who is best dressed is inconspicuously dressed. Cultivate a quiet, refined taste, expressed in quality rather than in showiness. And above all — be Clean.
In conclusion, let us impress upon you again and again that that which we call Personality is but the outer mask of the Individual Within. The mask may be changed by an effort of the Will, aided by an intelligent discrimination. First find out what kind of Personality you should have, and then set to work to cultivate it — to grow it, in fact. Form the Mental Image of what you want to be — then think of it — desire it ardently — will that you shall have it — then Act It Out, over and over again; rehearsal after rehearsal, until you will actually materialize your ideal into objective reality. Make a good mental pattern or mold, and then pour in your mental material steadily, and slowly! From the mold will come forth the Character and Personality that you desire and need. Then polish up this newborn Personality until it becomes radiant with the brightness of Culture.
You can be what you want to be — if you only want to hard enough. Desire is the mother of the Actuality. Remember once more the old rule — EARNEST DESIRE — CONFIDENT EXPECTATION — FIRM RESOLVE — these are the three things that lead to ACCOMPLISHMENT.
And now that we have given you this little Secret of Success — Use It. “It is Up to You” to “Make Good.” We have “pressed the button — you must do the rest!”
An Afterword
On reading the foregoing pages after they have been set up in type, we are impressed with the idea that in spite of our determination, as expressed in the first few pages, not to attempt to lay down a code of rules or a course of conduct which should be considered as an infallible Guide to Success — in spite of our vowed determination not to pose as a teacher or preacher — we have nevertheless managed to do considerable in the direction of “laying down the law” so far as is concerned naming of things to be done, or avoided.
However, we feel that the advice given is good, and that the various examples quoted are calculated to arouse within the mind of the reader the Spirit that leads to Success. And, with this thought, we send forth these pages to those who may attract them to themselves, or who may be attracted to them — under the Law of Attraction.
But we feel that we shall not have completed our task unless we, once more, remind the reader that Success is not to be gained by a blind and slavish following of anyone’s rules or advice, our own any more than any
