Bookstore 30 10 12 15 20 6 7 100 Jewelry 15 20 3 12 19 35 6 100 Tools & 8 12 30 6 14 4 26 100 Instruments Meats & 6 42 8 8 13 11 12 100 Groceries Traction 8 16 31 9 7 3 26 100 Engine THE PHYSICALLY FRAIL These results show that the individual of the physically frail type, as described in Chapter 2 of this book, is chiefly interested in books, in beauty, ideas and ideals, elegance, and luxuries. His favorable attention is caught by that which is beautiful. If the thing offered him has in it or about it any elements of beauty, elegance, luxury, or idealism, this should first be presented, even if the true value of the article lies in its utility. In the same way, this individual will respond most quickly with his favorable attention to that which is intellectual, educational, literary, scientific, or philosophic, unless he is also of the strictly financial type which is sometimes, though not often, true of the physically frail. Then his attention may be readily secured by an apt quotation from a price list. Because the physically frail man does not like manual labor and cannot do it well, his attention may be gained by any contrivance for saving labor, making life easier physically, and substituting mental work for physical. "Let the Gold Dust Twins Do Your Work" is a headline which no doubt attracts the favorable attention of many of this class, who might utterly ignore "Let the Gold Dust Twins Save You Money." THE FAT MAN The favorable attention of the fat man is very evidently gained most readily by that which appeals to his physical senses and appetites. This is because the keynote of his nature is enjoyment. He is always on the alert for anything which may contribute to his enjoyment. He is not fond of physical or mental work, but he is interested in food products, labor-saving devices, comforts, luxuries, finances, politics, merchandizing, and, in fact, everything which contributes to his enjoyment either directly or indirectly through his ability to command the mental and physical services of others.