suade; they are nearly all of the social, friendly type.

THE VALUE OF FRIENDLINESS

For some men it comes natural to make friends with everyone with whom they
come in contact. Others make friends with few, but their friendships are
powerful and lasting. Still others are very social; they meet people
easily and are fairly successful in dealing with them; but they make few,
if any, intimate friends. Still others are neither social nor friendly.
They do not particularly care for people but rather enjoy solitude. No
matter which type a man may be, he will do well to cultivate true
friendliness. Our friends turn business to us. They give us important
information at the right time. They influence people in our favor. They
warn us of disasters. They come to our rescue in times of trouble and help
to protect us against our enemies. Finally, but perhaps most important of
all, they give us an opportunity to do all these things for them, and in
this service we find our highest and truest pleasure.

COMBINATION TYPES

We have suggested arbitrarily in this chapter a few of the types you will
meet and the best ways to gain the favorable attention of each. Naturally,
these types may overlap. For example, a man may be a fat man and also of
the exceedingly practical type. He is, therefore, approachable upon either
one of the two lines suggested or with something which appeals to both
elements in his nature at once. Plain, simple, easily recognized facts
about a sound financial proposition, for example, would combine the two
factors.

There are, of course, many other types and combination types. To treat
each one of them exhaustively would require, not a volume, but a library.
Yet there are certain fundamental principles by which all of them may be
known and in accordance with which each may be successfully persuaded. A
thorough scientific study of human nature will reveal them.

CHAPTER III

AROUSING INTEREST AND CREATING DESIRE

Before the days of business psychology, form letters for the purpose of
securing business from those addressed used to begin something like this:

"DEAR MR. BLANK:

"We beg to announce that we have on hand a very large
stock of bicycles, which we desire to close out as early as possible."

Consciously or unconsciously, the recipient of this letter would say to
himself: "What in thunder is that to me? I have no particular interest in
this fellow's stock of bicycles. I do not care whether