the outset of our mighty struggle. All the interests of our life
of six weeks ago are dead. We have but one interest now, and
that touches the naked heart of every man in this island and in
the empire.

If we are to win the right for ourselves and for freedom to
exist on earth, every man must offer himself for that service
and that sacrifice.

From these examples it will be seen that the particular way in which the
speakers appealed to their hearers was _by coming close home to their
interests, and by themselves showing emotion_--two very important
principles which you must keep constantly in mind.

To accomplish the former requires a deep knowledge of human motive in
general and an understanding of the particular audience addressed. What
are the motives that arouse men to action? Think of them earnestly, set
them down on the tablets of your mind, study how to appeal to them
worthily. Then, what motives would be likely to appeal to _your_
hearers? What are their ideals and interests in life? A mistake in your
estimate may cost you your case. To appeal to pride in appearance would
make one set of men merely laugh--to try to arouse sympathy for the Jews
in Palestine would be wasted effort among others. Study your audience,
feel your way, and when you have once raised a spark, fan it into a
flame by every honest resource you possess.

The larger your audience the more sure you are to find a universal basis
of appeal. A small audience of bachelors will not grow excited over the
importance of furniture insurance; most men can be roused to the defense
of the freedom of the press.

Patent medicine advertisement usually begins by talking about your
pains--they begin on your interests. If they first discussed the size
and rating of their establishment, or the efficacy of their remedy, you
would never read the "ad." If they can make you think you have nervous
troubles you will even plead for a remedy--they will not have to try to
sell it.

The patent medicine men are pleading--asking you to invest your money in
their commodity--yet they do not appear to be doing so. They get over on
your side of the fence, and arouse a desire for their nostrums by
appealing to your own interests.

Recently a book-salesman entered an attorney's office in New York and
inquired: "Do you want to buy a book?" Had the lawyer wanted a book he
would probably have bought one without waiting for a book-salesman to
call. The