How To Turn Your Ability Into Cash
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Some time ago I had a dream. In this dream I awoke to find myself all alone in the World. There was no distraction, no disturbance, no confusion, no trouble, and no conflict. Worry, care and responsibility were unknown. In this Utopian World, with everything mine, and the Monarch, I was conscious of being alone. A feeling of loneliness and a sense of in-security took possession of me. I felt a burning desire for something not there. What was it? What did this Utopian World lack? It lacked human beings. There was no one to influence, no one to appreciate, no one to love, and no one to share. Human interest was lacking. In this Utopian World I found myself in a state of misery. A loud knock came on the door. I was thrilled to awake and be conscious of a world filled with people, a place where human beings can attract and be attracted.

Has it ever occurred to you why the ocean is constantly moving up and down with the waves rolling and breaking against each other with clocklike regularity? Without these incessant ups and downs, the ocean would become stagnant. Everything in and around it would perish. These movements keep the water teeming with wholesomeness and vitality.

"A lifetime of happiness! No man alive could bear it; it would be hell on earth," says Bernard Shaw. The sweet is hidden in the bitter.

Ups and downs in human nature are a tonic to provoke thoughts and to stimulate action. The World is a proving ground. The people in it furnish a laboratory for the study of human relations. Your ability is the head chemist to compound formulas, and if these are scientifically compounded, you can attract and get what you want. In this chapter, there are formulas compounded in the laboratory of human relations, tested in the field of experience and proved on the proving grounds of hard knocks.

Einstein's Law of Relativity is abstract until we begin to understand its principle. To understand this principle we find that this obscure scientific law is as close to us as our elbows. According to this law, there is only one kind of material in the Universe and it is all held together by the Law of Attraction. In physics you were taught that the Law of Attraction is a force acting mutually between particles of matter, tending to draw them together.

The Law of Attraction operates in human relations. It is the formula, the process, the method, and the act you employ to attract people. The more you know about people and the sources that control their acts, the more quickly can you attract them. The formula to do this is a combination of science and art. Science instructs what to do. Art teaches how to do it. Through observation, experience, reflection and reason you can analyze people. You can uncover reasons that influence and motivate them to act.

People are influenced and motivated to action by ideas. To compound ideas into a scientific formula, and to present them in logical sequence, is the quickest way to stimulate a reaction, and the best means to get results. Human nature is fundamental. There is nothing more certain to predict than the reaction you will get from people, when you present them with a certain definite idea. A positive idea in action always produces a reaction. This reaction will be favorable if the formula to convey the idea is scientifically prepared.

Over two thousand years ago, Socrates, the wise old Greek, said: "Know thyself." Sometimes a knowledge of ourselves, and what appeals to us gives us a definite clue to what appeals to and attracts others. We discover an appeal that makes them act. Most people are fundamentally alike. What will appeal to one will appeal to all. Most of us are constantly and eternally trying to persuade and even convince ourselves that we are different from everyone else. With forty years' experience working and experimenting in the laboratory of human relations, I know differently. We all have a lot in common with each other. The sooner we realize this, the sooner we will generate the power to attract. We must realize and appreciate one great fact about other people. They are all rational human beings. They have desires, problems and needs; and will listen to an appeal on how to meet and fulfill them, based on reason and common sense.

The qualities, characteristics and attributes of other people can usually be determined by an understanding of our own. As Emerson once said: "To speak what other men think, to express what other men feel, is the essence of genius." Therefore, with this understanding, using other people and their needs as the center of interest, we can build and construct thoughts, plans, systems, suggestions and formulas that will impel them to act. We can attract them and inspire them to have confidence in our proposition.

In analyzing people, we find their acts are con-trolled by three sources. These three sources were discussed in Chapter VIII, "How to Turn Your Ideas into Money." Ideas are the subtle power we employ to attract and to motivate. So important are these sources that I again enumerate them. By all means initiate them in your activities. They are:

This is the means to send out thoughts to attract attention. Make it easy for people to listen to what you have to say.

The Judgment is reached through knowledge. You must organize your knowledge and arrange it in sequence. This conveys the power of your intelligence, and impresses others with what you are capable of doing.

This creates the urge to Act. To gain attention, and to get interest is not enough. With a feeling of confidence and earnestness, you must arouse the desire, incite that inward, invisible intensity of being and make others want to do what you propose.

After uncovering the sources that control the acts of people, you must uncover the causes that prompt these sources. These causes are motivated by interests.

What are these interests? There are many, but the three main interests in the lives of most people are:

First: Family.

Second: Vocation or Business.

Third: Themselves.

Practically everything people do in life is centered around one of these interests.

In making an analysis of the causes and the interests to attract people, we discover that these may be influenced by certain advantages, and the effect they have on the lives of people. These advantages are:

First: Gain of happiness or peace of mind.

Second: Gain of health.

Third: Gain of money or wealth.

Thus you have a direct road to the source, a direct road to the cause, and also a road map of the advantages to attract any human being in the world. You have a psychological background. This is your foundation.

With this scientific knowledge and information about people, you can create thoughts and plans from within that will attract people, and, by getting them to believe in you, you can get anything you want. Thoughts about the things you want circumscribed by a service to others, and believed in, will make their appearance in your experience.

The Law of Attraction is very plainly expressed in the Bible. It reads: "To him that hath shall be given, and from him that hath not shall be taken away even that which he hath." As applied to attracting people, this simply means that if you have the thoughts and forces to attract, and give them out, then you attract other things to you and more things shall be given to you. On the other hand, if you do not make use of the thoughts and forces you now have, then even that which you already have shall be taken away. It merely expresses an inexorable and immutable law that you have got to give to get.

In life you have only one thing to give and that is your ability reviewed and appraised by your own intelligence, and conveyed to others through a system or plan of action. You can give this in a haphazard way, or you can give it in a scientific way. To attract and get what you want, the latter is imperative.

The perfection of a business, art or profession starts with you. How high do you register in the scale of perfection? What are you doing to improve your efficiency? Have you learned to harness all your forces and concentrate them on the job at hand? Have you acquired the knowledge and skill to do the greatest amount of work with the least possible amount of effort, in the shortest period of time? Can you get maximum results with minimum effort? Are your thoughts liquid? Can you adjust yourself quickly? Have you the power of adaptability? Can you apply common sense? Do you need a slide rule to multiply two by two? Do you assume the role of self-importance when shouldered with the responsibility of directing others? Does your expert knowledge and keen executive ability lose its charm and savor at the expense of impudence and arrogance? Do you use your head for other things, as well as for a place to hang your hat?

In analyzing and studying the chapters in this book, you realize that the whole purpose of it has been to develop the physical, mental and spiritual attributes, and to lay a foundation for personal efficiency. It is time to capitalize your personality, and turn your ability into cash. The potentialities are stored up within. How can you connect them with the task at hand? How can you render an efficient service to others?

All social and economic progress comes from individual effort. Economy and society are reflected by you. Energy, ideas and freedom of action have made America the richest nation in the world. The chief purpose of all business is to fill in with material things what ideas formulate. Economy is only a distribution of ideas and energy expressed in things to serve and make each other happy and comfortable. New ideas, or old ideas, with a new body, new knowledge and new skill, on how to do things better, are always in demand. A need today was only a visualization yesterday, and what is a need today may be only an antique tomorrow.

About seventy-five years ago an old gentleman was about to take out a patent on a certain gadget. On discovering that his proposed patent bore number one hundred thousand, he decided to proceed no further. He took the gadget home, convinced that everything was patented. Since that time two million nine hundred thousand patents have been taken out and today more than one hundred new ones are going through the Patent Office every day.

All business transacted is built around five general principles. (1) Things needed. The business of food, clothing, and shelter; and also running the Government including the Federal, State and Municipal, are examples. (2) Things wanted. New ideas create new wants, and to supply these wants man develops new enterprises. This principle includes all businesses to supply the utilities of comfort and enjoyment. Automobiles, household appliances, certain building developments, railroads, steamships, buses and all timesaving devices are examples. (3) Things to make money. Banks, investment houses, stock exchanges, mortgage companies, underwriting syndicates, investment management and all business pertaining to finance are examples. (4) Things to satisfy pride. All garments of style, cosmetics, beauty parlors, hairdressing establishments, gift shops, and all things to adorn, are examples. (5) Things to satisfy caution. Man is a cautious creature and he likes to make sure about the future comfort and enjoyment of his family and himself. To secure this he associates himself with others to form a co-operative association for the mutual protection of each other in time of need. The insurance business is an example.

All these different principles of business are conducted by and participated in by human beings. Everyone is endeavoring to serve the other, in order to be served. The better they serve, the better are they served. Therefore, for you to get your share of these good things, you must evolve a formula to share your good things with others.

The highway to the average man's interest is through one of these five principles of business. You have access to this highway and a choice to operate in any of them. You have a definite contribution to make and a definite service to render. Your ability and power as an individual must be expressed through ideas. You must be able to merchandise these ideas, either by creating something new or by improving something old. Every occupation is a merchandising proposition. The person performing that occupation is turning over what he has to get something else. In short, he is selling something.

How can you merchandise your ideas?

First: Select the idea you want to accomplish.

Second: Define and enumerate the idea in terms of service, thing or proposition and visualize its values and advantages in concrete terms.

Third: Arrange the idea and its advantage in sequence and give it a solid plan or body. Review Chapter VIII and apply its contents.

Fourth: Idealize the plan, see and feel it attracting attention and getting results. Reinforce your power to do this by the four laws, namely, the law of faith, the law of imagination, the law of repetition, and the law of persistence.

Fifth: Have plan typewritten in plain words or have a blueprint made if it is to portray a thing. This will make either of them mean something to you and to others.

In applying for a new job or position, review your ideas in the light of your own experience, setting forth in detail past performances, present engagements and what you feel capable of doing. The employer can react only on what you tell him. Leave nothing to chance. Be thorough and explicit. No one has a better idea of what you are capable of doing and no one can tell it better than you.

Applying the above principles to merchandise his ability, a young fellow presented his qualifications to his next-door neighbor. He specified his training, gave a complete review of his experience, enumerated his attributes and qualities, visualized and idealized his capabilities and graphically portrayed how the corporation could use and benefit from his services. His next-door neighbor was the president of the corporation. He was so impressed with the plan presenting the young man's work specifications that he immediately employed him at a substantial salary. Today he is vice-president of the corporation.

To try my own prowess, using this plan to merchandise my own ability, I applied to a company for a job. No one in the company knew me. I had no letter of recommendation. I addressed my communication to the president of the company. In brief, I stated my name, age, education and experience. I enumerated all the different departments of this business from the time the raw material was received until the product was in the hands of the consumer. I visualized in my application all the ins and outs of getting this product to the customer. I suggested a merchandising plan that would make every customer a salesman to obtain a wider distribution of the company's product. I presented a plan that would create and develop a better relation between the customer and the product. I made the president feel that I could increase the business of the company. A few days later I received a letter from him, suggesting an interview to make arrangements for employment at a substantial salary. Of course I did not accept. I called on him as a matter of courtesy and told him of my experiment. He insisted that I take a fee, which I refused.

I did not approach the president of that company begging for a job. I approached him with an idea that meant money to his company. I attracted his attention, incited his interest, and made him feel that I had ideas to share. This, in turn, made him feel that he had a profit to share with me.

Most people are so busy scratching in the dirt that they never stop to think of what the dirt is made. They wonder why they do not get ahead. Now and then one pauses, thinks and analyzes the dirt. He becomes a creative thinker. He uses his head, and the minute he begins to use his head, at that minute he begins to get ahead.

Three men were working on a construction force. Someone asked: "What are you doing?" Number One answered: "I am cutting stone."

Number Two answered: "I am earning $10 a day."

Number Three answered: "I am building a Cathedral."

Number Three has vision and imagination. He is thinking about that which he is doing. Eventually Number Three will be conducting his own business.

Feeling his seniority rights had been overlooked, an employee went to the president of the company to complain that a younger man had been advanced to a position to which he felt entitled. "Why has my twenty-five years of experience been ignored?" he queried. The president said: "You have had only one year's experience twenty-five times."

Merely putting in hours does not win a promotion. It is injecting your ability in the hours that wins recognition and guarantees a reward. Experience is the knowledge, wisdom and skill gained through a wise use of time.

The use you make of spare time will assist you in developing your ability. There are twenty-four hours in each day. Each week has one hundred and sixty-eight hours. Your vocation takes up forty hours. This leaves you with one hundred and twenty-eight hours each week to sleep, to eat, to entertain, to relax, and to improve yourself. By using only ten per cent of this spare time, you have almost two hours per day to read, to study, to think, to meditate, to reflect and to improve your capacity to perform. A few hours each week wisely used will enrich your knowledge, broaden your outlook, season your experience and qualify you for a promotion, or an increase in salary. Efficiency and understanding of your job bring added remuneration.

Spare time may be organized effectively. To use it constructively is both interesting and profitable. Decide now to make use of it. Work up a program to use it and adhere to it.

Spare time, either to develop a hobby, an avocation, or self-knowledge, helps to form good habits. Spare time is your property. One man has as much time as another. No one can deprive you of it. The use you make of it largely determines your progress. Fill each minute with sixty seconds. It is not the days or hours that you waste; it is the precious seconds and minutes. It is the use of these that will make or break you. Take care of the minutes, the hours will take care of themselves, and the days will take care of you.

As John D. Rockefeller once said:

I was early taught to work as well as play;

My life has been one long happy holiday.

Full of work and full of play--

I dropped worry on the way,

And God was good to me every day.

Here are six suggestions that will help you to develop your spare time:

1. Try to spend one hour each day in silent meditation. Read, reflect and review.

2. Pick out one subject, take pencil and paper and write down every thought you can think about on that subject. Spend twenty to thirty minutes each day doing this.

3. Write a letter. Try not to use the words "I," "me," "my" and "mine."

4. Try to converse at least fifteen minutes each day without using the words "I," "me," "my" and "mine."

5. Try to write a little article each day, either explaining, relating or defining something.

6. Spend at least fifteen minutes each day reviewing and analyzing your experience. Endeavor to visualize and idealize all your relationships with people in a spirit of gratitude and appreciation. It will help you to discover other people's interests. It will help you to form ideas that are wonderful to others, because others will feel wonderful with your ideas.

A piece of glass sparkles more brilliantly than a piece of magnetic iron. There is no comparison as to the quality of attraction. This principle is applicable to human relations. It is a simple matter to attract people by superficial amenities, but to draw the blood and influence them to act, you must have the power of attraction within. A smile may win attention, but it takes the conscious power of ideas to obtain results. A hyena can smile, but when an employer wants something done, he does not employ a hyena. The moral is, do not spend all your time painting the outside of the house, but spend more time on the furnishings. It is here you can make people feel at home, and inspire them to do your own bidding.

Someone has said: "Praise is like a diamond. It derives its value from its scarcity."

Praise is one of the greatest motivating forces to attract people. In the Bible is a very vivid story that illustrates the great power of praise. Paul and Silas were unjustly accused, and were cast into prison with-out trial. It did not daunt their spirits. At midnight they prayed and sang praises to God. An earthquake came. The prison doors opened. Paul and Silas were free men.

In the physical world, there are two ways to expand things:

1. By pressure.

2. By heat.

To expand things elastic, like an automobile tire, air is blown into it or water is poured into it, and the force of pressure of either of these elements expands it.

The inherent pressure from within will expand things when heat is applied. Water is converted to steam, and the steam produces power. Metals are heated to a molten state, and while in this state they can be shaped to any form. Heat applied to coal releases rich gases, coal tar products for dyes, and other useful products, even nylon hosiery.

In the world of human relations, it is not possible to apply physical pressure or heat to individuals. An-other formula must be prescribed. The one formula that will aid you more than all others to expand and grow in your relationships with people is the heat of Praise.

Jesus taught and demonstrated Praise. Five thousand hungry people stood before him. Five loaves and two fishes were the only available food. What did he do? He did not complain. He did not grumble. He blessed the five loaves and two fishes. He thanked God for them. He praised them. The whole multitude was fed, and many baskets were left over.

As the father of four children, I endeavor at all times to praise their efforts in a spirit of true appreciation. It works. It seems to tap a hidden fountain within and makes them more eager and alert to accomplish.

It seems to be an inherent law that we increase whatever we praise. Creation expands to praise. Praise a dog and he is your friend. Praise children and they will glow with joy. Praise plants, flowers and trees and they will grow better. Praise your ability with gratitude and you increase the flow of intelligence.

Children like praise. Animals like praise, plants like praise, and so do you and I. A little sincere pat on the back increases good will and in many cases contributes to the success and happiness of others. Positive praise feelingly applied is an active prayer. Practice it.

Whatever we praise multiplies. If you are in need of supply, the best way to start the flow of additional supplies is to praise that which you have. If you want a better job and more pay, start praising the work you are doing. Those around you may seem unappreciative, but keep praising your situation and soon they will be thinking your way. You will be amazed how quickly things begin to turn your way.

William Law once wrote: "If anyone could tell you the shortest, surest way to all happiness and all perfection, he must tell you to thank and praise God for everything that happens to you. For it is certain that whatever seeming calamity happens to you, if you thank and praise God for it, you turn it into a blessing. Could you, therefore, work miracles, you could not do more for yourself than by this thankful spirit; for it turns all that it touches into happiness."

Praise magnifies the good qualities, and minimizes the bad ones--if any. Praise is a positive expression of appreciation. It is being glad over the accomplishments of others. It is something you can't buy. It must be earned, and shared by those who deserve it. It is more than fame and money. It is giving hearty and warm approval to a friend. It is letting him know that you are interested in his welfare. It breaks down barriers and lets you in on situations that would not otherwise be possible. Praise may be called the Great Liberator. Therefore, when anyone deserves or earns your approbation, by all means give it. You will encourage them and have a greater appreciation of your own qualities.

I like what Berton Braley says in "Do It Now."

If with pleasure you are viewing any work a man is doing,

If you like him or you love him, tell him now;

Don't withhold your approbation till the parson makes oration

As he lies with snowy lilies o'er his brow;

for, no matter how you shout it,

he won't really care about it,

He don't know how many teardrops you have shed;

If you think some praise is due him,

now's the time to pass it to him

for he cannot read his tombstone when he's dead!

People stop learning too soon. They reach the mature age of thirty and think they can learn no longer. Learn something new, formulate new ideas, develop new interests and generate new enthusiasm. In these you will find new zest, new courage and new inspiration to perfect your job. Ordinary things done in an extraordinary way attract more attention and create more interest than extraordinary things done in an ordinary way. It is not necessary to be an economic royalist to have stars in your crown, friends among your associates and money in your pocket.

Two of my good friends are Frederick Beckhusen and Karl Kaltenhauser. They are head masseurs at Young's Health Institute. Two finer characters could not be found. These two men know the names, characteristics, idiosyncrasies, and personal attributes of over three thousand men. Every member at Young's Health Institute loves and respects these men. Why? Because these men do ordinary things in an extraordinary way. They give their best willingly and cheerfully at all times. They are able to attract and get what they want.

Speaking of being too old to learn, take a lesson from Moses. According to the Bible, Moses was eighty years old when he started his great work. He led the Children of Israel out of Egyptian bondage, and incorporated the Ten Commandments through the inspiration and guidance of God. After forty years of stewardship, leading and directing the Israelites, we find Moses at the ripe young age of one hundred and twenty, with a clear eye and a steady hand.

In attracting people it is not wise to rely too much on education. Intelligence precedes education. Man had intelligence long before he acquired education. Education comes from the Latin word "educare," which means "to draw out." The whole process of education is to draw out and develop the latent abilities and to arrange them according to the standard of convention, that others may understand and benefit by them.

The human consciousness is a product of God. It is created and formed in harmony with order. Even though it is not recognized, law and order prevail in the human consciousness, and anyone skilled in the knowledge and understanding of human relations forms ideas on this hypothesis.

To have the maximum effect, any medium to exchange or to transmit thoughts and ideas must follow this principle. Order glorifies the principle of God, and harmonizes with the cosmic consciousness which operates throughout the Universe, and in the consciousness of man.

I can make as much sound on the piano as Iturbi.Iturbi, through science, knowledge and skill, arranges those sounds with the keys of the piano to form a sound pattern. This sound pattern harmonizes with the order of the Universe to produce the concord of sweet sound, which is music. This principle applies to ideas. To attract and influence they must be formed into a pattern with the right words, and arranged in harmony with order.

In the Universe, there is nothing supernatural. All things are governed by the immutable and unchangeable Law of God. God is Truth. Why? Because Truth is an established principle with no exceptions. All natural laws are principles of God.

The law of physics, the law of mathematics and the law of chemistry are, have been, and always will be Truths. All of these laws are an established principle with no exception. Two parts of hydrogen and one of oxygen made water before man wrote the chemical formula H2O. Two parts added to two more parts made four parts before man discovered mathematics. An apple was falling to the ground the day Newton discovered the Law of Gravitation. Electricity was available to light the Egyptian Pyramids, but the Egyptians did not know how to cut the lines of force, set up a magnetic field and use a dynamo to convert physical force into electrical energy. An airplane flown over Bethlehem the day Jesus was born would have been considered a miracle. Yet the principle of aerodynamics was as applicable then as it is now.

The Law of God is not based on chance. "Chance is a word void of sense and nothing can exist without cause," said Voltaire. So-called luck is based on chance. If what Voltaire says is true, then luck can play no part in obtaining results. Achievement must have a cause. Accomplishments are not pulled out of the air. They are the results attained by the application of ideas in well-formed plans, loaded with fact, meaning and feeling centered around the needs of people conforming to the Law of God, which is the principle of Good.

Another thought that will help you to attract and get what you want is to recognize and realize that all branches of knowledge teach relationship. Everything in the Universe is related. To be conscious of this fact and demonstrate it with kindness and appreciation toward all things is to have all the forces of the Universe co-operating with you. Man can multiply two by two, or he can divide two into two from now until the end of time. This proves that man is a part of the infinite, and also is a part of the infinitesimal. I know that I am a part of everything in the Universe, and that everything in the Universe is a part of me. I work on this principle. Feeling that I am a unit in the Universe and a citizen of the world brings me in contact with harmony and unity. I am at home in the kitchen or the drawing room. Man worries because he does not know. Man dreads because he does not understand. Man fails because he does not think.

When you love God, you love Good, and this establishes order in your relationships that produces unity and that which you do is done with certainty and harmony. This is Peace of Mind.

"Know ye the Truth and the Truth shall make you free." In all your relations, endeavor to discover what is true, and practice what is good. Believe in yourself, and acquire the habits that will make you believe in yourself. Act as if it were impossible to fail. Keep active.

Genius is one per cent inspiration and ninety-nine per cent perspiration. Geniuses are only people who keep busy in the perfection of a science or an art.

The heights by great men reached and kept

Were not attained by sudden flight.

But they, while their companions slept,

Were toiling upward in the night.

Remember these few precepts.

(1) Get the attitude of success, think and feel it. A flower girl of London looked like a duchess, thought like a duchess, talked like a duchess, acted like a duchess, and soon became a duchess in the play "Pygmalion."

(2) Operate scientifically. Know all the facts. No business is good enough for a man to spend a day in, but any business is good enough for him to spend a lifetime in. The road to perfection is not crowded.

(3) An automobile performs better in high gear, so does your personality. Throw it in gear and go places and do things.

(4) Be cheerful. Smile, but do not depend upon it for an increase in salary.

(5) Keep flexible. Changes are taking place with lightning rapidity. Learn to adapt yourself quickly to conditions and adjust yourself gracefully to people.

(6) Study people, find out what they like, and make plans to supply them.

(7) Exercise tact and diplomacy. Feel your way along. It is better to get there whole than in parts.

(8) Agree with thine adversary quickly. The storm does not last very long.

(9) Be forgiving. Next time it may be on you.

(10) Speak softly. Arrogance and impudence have their reward.

(11) Be dependable. If you make an appointment or an agreement, keep it. Let your word be your bond.

(12) Think, then act, and you will not grow weary acting. The more you think, the less work you have to do.

(13) Be a friend. The only way to have a friend is to be one. Execute all your ideas with a humble and friendly spirit.

(14) If you feel the symptoms of self-importance, and a slight attack of big-headedness coming on, take this antidote. "Think of all things that have been done, all things that are being done, and all things that will be done, even without you and me."

Keep planting ideas. Some will fall upon stony hearts, some will fall upon marble domes, but some will fall upon fertile brains and will bring forth some thirty, some sixty and some even a hundred fold of good results. The Law of Averages is a very exacting law. It requires that you plant ideas, but it never fails to justly reward you. When you have earned something, nothing in the Universe will keep you from getting it.

You can attract and get what you want by simply believing in your ideas. They are the substance of things you want, and if you have faith in them, the substance of the ideas become the evidence of the things you wanted. Every successful achievement has followed this principle.

In this chapter I have revealed to you the psychological attributes and the spiritual qualities that enable you to attract people, and impel them to be conscious of your ideas. Ideas that conform to a pattern are like music to the ear, they inspire confidence and motivate action by virtue of their own power. They are the very essence of business. They are irresistible. People feel about them the way you feel. You can build and create ideas around the needs of others that will attract attention, stimulate the imagination, wake up the slumbering interest, electrify the latent desires, incite the feeling and move people to action. Your ability to attract and get what you want in your-self does lie. Use it and results will follow as the night the day.