fat man,
praise him for his popularity, his political astuteness, his financial
acumen, his artistic ordering of a dinner, for his impartiality. If he is
of the bony and muscular type, praise him for his mechanical ability, for
his strength, skill and agility, for his love of freedom and independence.
If he is of the literary and artistic type, praise him for his art. If he
shows a fondness for dress, flatter him on his personal appearance. Watch
any man of this type carefully and you will soon discover his pet vanity,
and when you have discovered it, you have found an easy road to the
citadel of his desires.

THE MATTER-OF-FACT

If an individual has a long, straight upper lip, a keenly practical,
matter-of-fact type of forehead, long, severe lines of countenance and a
high crown, do not attempt flattery. Such a person is instantly suspicious
of anyone who flatters him. He keeps his feelings well under control. He
has very decided opinions and convictions of his own and it is difficult
to induce him to act except in accordance with them. Such a person gives
his favorable attention to fact and, usually, only to facts germane to the
proposition in hand. He does not care much for comments upon these facts
and is quite likely to refuse to listen to all appeals to his emotions. He
has, however, as a general rule, considerable love of power. He likes to
dominate, to rule, not so much for material personal advantage as for the
sake of imposing his opinions and convictions upon others and the
satisfaction of feeling that the power is in his hands. Show him facts
that will convince him that your proposition will increase his power and
you appeal to one of his strongest motives.

THE SOCIAL AND FRIENDLY

There is a very large class of people who are distinctly friendly and
social in type. A leading characteristic of this type is, as we have
stated already, the full, round back-head. The best, easiest and quickest
way to gain the favorable attention of such people is to develop your
relations with them upon a friendly and social basis. Indeed, a capacity
for making friends and keeping them is one of the most valuable assets of
any human being, no matter what his ambitions and desires. As a general
rule, we can more easily persuade those who feel friendly toward us than
we can those who are indifferent. Observe the successful salesman and the
successful politician, those whose professional success depends upon the
power to per