muscular type.

THE IMPRACTICAL MAN

The impractical man lives in a world of dreams, theories, hypotheses, and
philosophies. His favorable attention is immediately attracted to an
ingenious idea. If he is of the fine-textured, delicate-featured type, he
will give his favorable attention readily to that which is artistic,
poetical, musical, dramatic, or literary. Financially, he is far more
likely to give attention to a proposition which promises immense returns
quickly than to one which is safe, solid and substantial, but promises
only small returns. His favorable attention cannot for long be sustained
by mere recitation of facts. He does not care much about facts and they
are likely to prove dry and uninteresting to him. Give him the theories;
show him the philosophy of the thing; appeal to his imagination, his sense
of beauty and his ideals, and he is ready to listen further.

THE PRACTICAL MAN

The practical man demands facts. Theories and abstractions worry him. Even
if you had his favorable attention and were to try to go too much into the
reasons for things, you would probably lose it. He is the kind of man who
wants to be shown, who demands that you place the actual object before
him, if possible, so that he can see it, taste it, smell it, feel of it.
His principal concern about any proposition is not, "Is it reasonable?" or
"Is it in accordance with theories?" but rather "Will it work?" "Is it
practical?" If you can show him the facts and can convince him by
demonstration, if possible, that the thing will work, you will secure his
very immediate attention.

THE VAIN

Those who are hungry for fame, who are eager for the limelight, whose ears
itch for the sound of applause, are, of course, quickly responsive to
flattery. If they are fine-textured and have delicate features, small
hands and feet, flattery must be of a refined and delicate nature. If, on
the other hand, they are of coarse texture, large, coarse features and big
hands and feet, they will, if their vanity be a ruling motive, eagerly
swallow the most atrocious and fulsome praises. Look for the extremely
short upper lip, for an excess of jewelry, a tendency to over-dress and
extreme foppish methods of arranging the hair. Where you find one or more
of these indications, you find the easiest road to favorable attention
through the appetite of the individual for praise. If he is of the
intellectual type, praise him for his smartness. If he is a