e also interested in
theories and willing to listen to them. They are practical and
matter-of-fact, but they also have ideals. They have clean, powerful
emotions, fairly well controlled, and yet, when their judgment has been
satisfied, they are perfectly willing to act in response to their
feelings. They are neither easy, credulous and impulsive nor suspicious,
obstinate and procrastinating. The way to persuade them is first to
present the facts and show them the reasons why. Then, by suggestion and
word-painting, to stimulate their desire and give them an opportunity to
decide and act. Such people are medium in color, with forehead, nose,
mouth and chin inclining to the straight line; medium in size; medium in
build; fine or medium fine in texture; elastic in consistency; moderately
high, wide, long, square head; a pleasant but calm and sensible expression
of face and eyes; quiet, well-timed walk and gestures; well-modulated
voice.

THE EASY MARK

When the person to be persuaded is indecisive and also has large,
wide-open, credulous eyes; a hopeful, optimistic, turned-up nose, and a
large, round dome of a head just above the temples, he is the living image
of the champion easy mark. What he needs is not so much to be persuaded as
to be protected against himself. He, and the greedy, grasping, cunning but
short-sighted individual, who is always trying to get something for
nothing, constitute that very large class of people of whom it has been
said that there is one born every minute.

ADVANTAGE OF PERSUADER'S POSITION

In closing this chapter, we cannot forego the opportunity for a word of
counsel to you in your efforts to persuade others. Remember that if you do
your work well in securing favorable attention, arousing interest, and
creating desire, the person with whom you are dealing is like a man
standing on one foot, not quite knowing which way he will go. Even if he
is more or less obstinate and should be on both his feet, he is at least
standing still and considering which direction he will take. If this is
not true, then you have failed to create a desire, or, having created it,
have not augmented it until it is strong enough. But, granting that this
is true, do you not see what an advantage it gives you? The man who is
standing on one foot, undecided, is quickly pulled or pushed in the way
you want him to go if you yourself vigorously desire it. Even the man who
stands obstinately on both feet is at a dis