ything, of course, depends on the book talk. I will now give sample
book talks which any speaker may commit to memory and use, probably with
results that will be a surprise and an encouragement.

CHAPTER XXI

EXAMPLE BOOK TALKS

We are by this time agreed that the sale of the proper books at lecture
meetings is greatly to be desired. In this article we shall consider the
chief instrument by which this is attained--the book talk.

We might treat this theme by laying down general rules as to the
elements which enter into the make-up of a successful book talk, but
while this is necessary it is not enough--so many speakers seem to find
it very difficult to apply rules. This part of the question will be
treated in a few sentences.

A book talk, to be successful, must answer the following questions:

(1) Who wrote the book? It is not, of course, simply a question as to
the author's name, but his position and his competence to write on the
subject, etc.

(2) What object had the author in view?

(3) What is the main thesis of the book?

(4) Why is it necessary that the hearer should read the book?

Above all, a book talk should be interesting. How often have we seen a
speaker begin a book talk at a meeting by destroying all interest and
making sales almost impossible! The speaker holds up a book in view of
the audience and says: "Here is a book I want you to buy and read." That
settles it. The public has been taught to regard all efforts to sell
things as attacks upon their pocketbooks, and the speaker who begins by
announcing his intention to sell, at once makes himself an object of
suspicion. In the commercial world it is held and admitted that a seller
is seeking his own benefit and the advantages to the buyer are only
incidental. In our case this is largely reversed, but that does not
justify the speaker in rousing all the prejudices lying dormant in the
hearer's mind.

A good book talk thoroughly captures the interest of the audience before
they know the book is on hand and is going to be offered for sale. About
the middle of the talk the listener should be wondering if you are going
to tell where the book can be obtained and getting ready to take down
the publisher's address when you give it.

His interest increases, and toward the close he learns to his great
delight that you have anticipated his desires and he can take the volume
with him when he leaves the meeting.

This is a good method, but wh