ies and roast chicken that got my client her decision."

INTERESTS OF THE ACTIVE MAN

The man of bone and muscle likes to think of himself in action. Muscular
exercise, out-of-doors freedom, skill, agility and strength--these are the
things in which he is interested. You can also interest him in thoughts
of himself using tools, building or operating machinery, traveling or,
perhaps, working in his garden or amongst his fruit trees. By an easy step
in analogy this man is also interested in politics and religion, freedom
and reform, and in mechanical principles and construction. Notice how the
letter cited at the opening of this chapter makes the man who receives it
think of himself in motion, think of himself as enjoying freedom, the
outdoor air, exercise, the beauties of nature. All of these things appeal
to the man of bone and muscle, who is, by all odds, the most likely
purchaser of a bicycle.

THE IMPRACTICAL MAN'S INTEREST

The impractical man usually likes to think of himself as an ideal being,
living in an ideal world, surrounded by ideal people, associated together
under ideal conditions. In other words, he is a day-dreamer, dreaming of
those things which delight him most, without thought as to their
foundation in fact, or the possibility of putting them into practice. It
is usually easy enough for the eloquent salesman who understands him to
persuade such a man. He responds to eloquence. Since he doesn't demand
facts, his mind is soon soaring off into realms of fancy upon the wings of
the speaker's words. But since interests are all mutual, you will, if you
are wise, use your knowledge of this man's impractical nature to help to
persuade him to do for himself that which is practicable. Such a man ought
to have life insurance, for example, and to have it so protected that he
can do nothing visionary and impracticable with it. Make him think of
himself, if you can, conferring ideal benefits upon his wife and family.
You could never interest him in the bare, trite facts in the case, but
when you have gained his interest, see to it that you sell him an entirely
practicable life insurance policy for a man of his type. There is never
any ultimate advantage gained by using your knowledge of human nature to
persuade people to do anything which is not, in the long run, the best
thing for them to do.

INTERESTING THE PRACTICAL MAN

The practical man likes to think of himself and others as doing things, as
sa