favorable attention of many of this class, who might utterly
ignore "Let the Gold Dust Twins Save You Money."

THE FAT MAN

The favorable attention of the fat man is very evidently gained most
readily by that which appeals to his physical senses and appetites. This
is because the keynote of his nature is enjoyment. He is always on the
alert for anything which may contribute to his enjoyment. He is not fond
of physical or mental work, but he is interested in food products,
labor-saving devices, comforts, luxuries, finances, politics,
merchandizing, and, in fact, everything which contributes to his enjoyment
either directly or indirectly through his ability to command the mental
and physical services of others.

He who would gain the favorable attention of a fat man, therefore, might
be most successful by beginning with inviting him to luncheon or dinner.
In the absence of this, he might begin conversation by a discreet question
or comment upon the political situation. The headline, "Let Me Show You
How To Make More Money" might appeal to the impractical man, but it is not
likely to gain the favorable attention of the fat man. The fat man's
natural feeling about a request of that kind is: "If you know how to make
more money, why don't you use that knowledge for yourself?" Financially,
his favorable attention is much more likely to be secured by asking him
whether he believes real estate prices are going to advance or railroad
stocks are going to decline or interest rates are going to hold firm.
Unless he is of the highly speculative type, he is more than likely to be
suspicious of any financial proposition which offers large returns at the
outset. He usually has a shrewd way of unearthing propositions which will
pay him large returns; but, as a general rule, he would rather unearth
them himself than to have some interested party come and offer them to
him.

THE MAN OF BONE AND MUSCLE

The favorable attention of the man of bone and muscle is always most
quickly gained by something that moves, some piece of mechanism, or,
perhaps, by an object suggestive of outdoor sports. Many a salesman has
secured the favorable attention and gained his way into the good graces of
a man of this type by talking to him about hunting, fishing, golf or
baseball. If you take the fat man to luncheon with you, take this man out
to play golf or tennis or have a motor ride.

A salesman of our acquaintance once determined to sell a full lin