ER II

SECURING FAVORABLE ATTENTION

You would find it an interesting study in human nature to stand in front
of different shop windows and record the types of people whose favorable
attention is drawn by each. Select, for example, a book-store window, a
jewelry display, a window full of tools and instruments, an offering of
meats and groceries, and a traction engine. You will find a description of
various types in the first few chapters of this book. Suppose you took
fifty, one hundred, one hundred and fifty, two hundred observations before
each display and then analyzed the records to find the percentage of each
type whose favorable attention was called to each window.

Our own observations, taken in New York City, produced the following
results:

Phys. Bone & Imprac- Profes- Mechanical
Display Frail Fat Muscle tical sional Vain Total

Bookstore 30 10 12 15 20 6 7 100
Jewelry 15 20 3 12 19 35 6 100
Tools & 8 12 30 6 14 4 26 100
Instruments
Meats & 6 42 8 8 13 11 12 100
Groceries
Traction 8 16 31 9 7 3 26 100
Engine

THE PHYSICALLY FRAIL

These results show that the individual of the physically frail type, as
described in Chapter 2 of this book, is chiefly interested in books, in
beauty, ideas and ideals, elegance, and luxuries. His favorable attention
is caught by that which is beautiful. If the thing offered him has in it
or about it any elements of beauty, elegance, luxury, or idealism, this
should first be presented, even if the true value of the article lies in
its utility. In the same way, this individual will respond most quickly
with his favorable attention to that which is intellectual, educational,
literary, scientific, or philosophic, unless he is also of the strictly
financial type which is sometimes, though not often, true of the
physically frail. Then his attention may be readily secured by an apt
quotation from a price list.

Because the physically frail man does not like manual labor and cannot do
it well, his attention may be gained by any contrivance for saving labor,
making life easier physically, and substituting mental work for physical.

"Let the Gold Dust Twins Do Your Work" is a headline which no doubt
attracts the