begin on your interests. If they first discussed the size and rating of their

establishment, or the efficacy of their remedy, you would never read the "ad."

If they can make you think you have nervous troubles you will even plead for a

remedy--they will not have to try to sell it.

 

The patent medicine men are pleading--asking you to invest your money in their

commodity--yet they do not appear to be doing so. They get over on your side of

the fence, and arouse a desire for their nostrums by appealing to your own

interests.

 

Recently a book-salesman entered an attorney's office in New York and inquired:

"Do you want to buy a book?" Had the lawyer wanted a book he would probably have

bought one without waiting for a book-salesman to call. The solicitor made the

same mistake as the representative who made his approach with: "I want to sell

you a sewing machine." They both talked only in terms of their own interests.

 

The successful pleader must convert his arguments into terms of his hearers'

advantage. Mankind are still selfish, are interested in what will serve them.

Expunge from your address your own personal concern and present your appeal in

terms of the general good, and to do this you need not be insincere, for you had

better not plead any cause that is _not_ for the hearers' good. Notice how

Senator Thurston in his plea for intervention in Cuba and Mr. Bryan in his

"Cross of Gold" speech constituted themselves the apostles of humanity.

 

_Exhortation_ is a highly impassioned form of appeal frequently used by the