. In other words, her desire
for an evening gown has been aroused.

MAKE THEM SEE THEMSELVES ENJOYING POSSESSION

Ask any successful clothing salesman or saleslady what is the best way to
arouse desire for a suit, a cloak or a gown. Almost without exception they
will answer: "Place the garment on the prospective customer and let him
see himself in a good mirror and in a good light." In this way the
individual actually sees himself enjoying possession. There is no stronger
stimulus to desire than this.

A young man of our acquaintance had a great contempt for spring and fall
overcoats, and had never purchased one. One day, after he had ordered a
suit from his tailor, the salesman said: "Mr. Jenkins, you ought to have a
spring overcoat to wear with that suit."

"A spring overcoat!" scoffed Jenkins. "I never wore a spring overcoat in
my life. When it is cold, I wear my winter overcoat. When it is too warm
for that, I am perfectly comfortable without an overcoat. Why should I
waste my money in a thing which is only ornamental? If I am going to
spend any more money on overcoats, I should rather put it into an extra
fine winter overcoat."

"Now, here is one of our very latest styles, Mr. Jenkins," went on the
salesman, ignoring the protest. "Just slip it on and see how it fits you."

The salesman held the garment invitingly, and, with a grudging warning to
the salesman that he was wasting his time, Jenkins slipped it on. The
salesman settled it upon his broad shoulders, smoothly folded back the
rich, heavy silk facing, and deftly swung a mirror into position.

"Fits as if it were made for you, Mr. Jenkins," he praised. "I tell you,
when you walk down the street in that overcoat in the bright, clear
sunlight of a spring morning, you look prosperous."

In relating the incident afterward, Jenkins said: "Why, the fellow had me,
absolutely. I could see myself walking down Michigan Avenue to business,
and the sun shining on the lake, and the little shoots of grass beginning
to show in Grant Park. I did feel prosperous. I felt so prosperous that,
then and there, I bought that overcoat, the first spring overcoat I ever
owned and just exactly one more spring overcoat than I had ever had any
intention of owning."

AROUSE THEIR FEELINGS ABOUT THEMSELVES

If interest, therefore, is aroused by making a person think about himself,
desire is created by making a person feel about himself and feel about
himself in such a way th