d telling you. If I live till next year, I shall
be--devilish old!"

The art of story-telling is not taught specifically, hence there are
comparatively few people who can tell a story without violating some of
the rules which experience recommends. But the right use of
story-telling should be encouraged as an ornament of conversation, and a
valuable auxiliary to effective public address. Many people might excel
as story-tellers if they would devote a little time to suggestions such
as are offered here. It is not a difficult art, but like every other
subject requires study and application.

The best counsel for public speakers in the matter of story-telling may
be summed up as follows: Know your story thoroughly; test your story by
telling it to some one in advance; adapt your story to the special
circumstances; be concise, omitting non-essentials; have ready more
stories than you intend to use, because if you should speak at the end
of the list you may find that your best story has been told by a
previous speaker; and, finally, always stop when you have made a hit.

TALKING IN SALESMANSHIP

The salesman depends for his success primarily upon his talking ability.
Obviously, what he offers for sale must have intrinsic merit, and he
should possess a thorough knowledge of his wares. But in order to secure
the best results from his efforts, he must know how to talk well.

All the general requirements for good conversation apply equally to the
needs of the salesman. He should have a pleasant speaking voice and an
agreeable manner, a vocabulary of useful and appropriate words, and the
ability to put things clearly and convincingly.

It should be a golden rule of the salesman never to argue with the
customer. He may explain and reason, and use all the persuasive
phraseology at his command, but he must not permit himself for a single
instant to engage in controversy. To argue is fatal to successful
salesmanship.

There is nothing that can be substituted for a winning personality in
the salesman. What constitutes such a personality? Chiefly a good voice,
affability of manner, straightforward speech, manly bearing, the desire
to serve and please, proper attire, and cleanliness of person. These
qualifications come within the reach of anyone who aspires to success in
salesmanship.

Every salesman has unexpected problems to solve. A sensitive or touchy
customer may become unreasonably angry or offended. What is the s