existence against an iron ring of
enemies who enviously conspired for her downfall." We are also interested
in the war because it affects our business, our finances, our means of
travel and communication, and a thousand and one other matters which
directly concern us. Even a casual observer might be interested in a war
between two colonies of ants; but unless the outcome in some way directly
concerned him, his interest would be purely intellectual and by no means
strong enough to use as a basis for successful persuasion.

UNSELFISHNESS OF SELF-INTEREST

Some may object that in treating the subject of interest, we have made
human beings appear far more selfish and self-seeking than they really
are. Such is not our intention. The most unselfish acts of heroism that
can be performed result from intense personal interest aroused through
sympathy, generosity, duty, patriotism, or love. When a person capable of
one of these heroic acts thinks of himself, he is likely to think of
himself as sympathizing with those who suffer, as being generous to those
who are in need, as performing his duty without fear of consequences, as
loving his native land, or as pouring out his very soul for the benefit of
those who are dear to him.

DESIRE

According to the law of sale, desire is interest intensified. Interest may
be purely intellectual. Desire is a feeling. Interest may not even suggest
speech or action to the interested person. Desire infallibly suggests
speech or action. The woman who stands before a magnificent window display
of the latest fashions in evening gowns may be deeply interested in them,
but if, perchance, she be a modest, retiring, home-keeping woman with no
social ambitions, she doesn't even think of purchasing one. In fact, the
chances are that she would not accept it as a gift. She would have no use
for it. As a result, her interest in the display begins to wane and soon
she passes on. How different is the case of the woman who loves
excitement, attends many evening functions, and is ambitious to outshine
her friends! She stops before the window. She also is interested. The
longer she stands before the window and the more interested she becomes,
the more certain is she to begin to think about purchasing one or more of
the gowns, or of having one or more made upon these models. If she stands
there long enough and her interest continues to increase, she will soon be
making definite plans for gaining possession