ony of both parties to the
case, but _you would not feel that the lawyer who ignored the evidence
against his client had helped you to arrive at the conclusion that he
had the preponderance of proof on his side_. On the contrary, you
probably would be inclined to attach to the opposing evidence _greater
weight than the facts justified_, and would discount whatever the lawyer
claimed for his client. You, yourself, would act as weighmaster; and
would give the other party to the suit the benefit of any doubt in your
mind as to the contrasting weights of the testimony pro and con. _The
lawyer's failure to weigh all the evidence before your eyes would make
the impression on you that his view of the case was unfair to his
opponent._ If you felt at all doubtful, you would be likely to vote
against him in order to make sure that the other side received a square
deal.

[Sidenote: Weigh Both Pros and Cons Before Jury]

_The jury that is to decide favorably or unfavorably on your application
for a position will feel similarly inclined to reach a negative
conclusion if in closing you omit the process of weighing the pros and
cons, and emphasize only your strong points._ It is good salesmanship to
stress these at the finishing stage, but they should be pictured _in
contrast with lighter objections_ to your employment. In order to
_convince_ the prospect that the reasons for employing you outweigh the
reasons for turning you down, you must show his mind _both sides of the
scale_. If you fail to do this, his own imagination will do the weighing
and is certain to bear down with prejudice on every point against you.
It will also depreciate your view of the points in your favor. The other
man will make sure that _he_ is getting a square deal on the weights,
since he will believe _you_, too, are looking out only for Number One.

[Sidenote: To Make Certain Do The Weighing Yourself]

The _certain_ way to make your prospect perceive that the reasons for
accepting your proposal are of greater weight than any causes for
turning down your application is to _do the weighing yourself_. First
be sure the heavier weight _is_ on your side. When you fully believe
that, use all the arts of salesmanship to _make the other man see the
balances as you view them_. Then he can come to but one conclusion, that
the "preponderance" is on your side. _Just as soon as you make the
respective weights clear to his perception, he will be convinced._ He
cannot d