We have suggested arbitrarily in this chapter a few of the types you will meet and the best ways to gain the favorable attention of each. Naturally, these types may overlap. For example, a man may be a fat man and also of the exceedingly practical type. He is, therefore, approachable upon either one of the two lines suggested or with something which appeals to both elements in his nature at once. Plain, simple, easily recognized facts about a sound financial proposition, for example, would combine the two factors. There are, of course, many other types and combination types. To treat each one of them exhaustively would require, not a volume, but a library. Yet there are certain fundamental principles by which all of them may be known and in accordance with which each may be successfully persuaded. A thorough scientific study of human nature will reveal them. CHAPTER III AROUSING INTEREST AND CREATING DESIRE Before the days of business psychology, form letters for the purpose of securing business from those addressed used to begin something like this: "DEAR MR. BLANK: "We beg to announce that we have on hand a very large stock of bicycles, which we desire to close out as early as possible." Consciously or unconsciously, the recipient of this letter would say to himself: "What in thunder is that to me? I have no particular interest in this fellow's stock of bicycles. I do not care whether his stock is large or small, nor do I care whether he wants to sell it or not." And the form letter would go into the waste basket. Nowadays, however, we have learned better and our form letter would begin something like this: "DEAR MR. BLANK: "What would it be worth to you to have the freedom of movement, the open air, the healthful exercise, and the enjoyment of the beauties of nature which are all placed easily within your reach by the possession of a bicycle?" The recipient of this letter immediately pictures to himself time saved in going to and from work, in running errands, in paying visits. He also has visions of increased health--perhaps freedom from the headaches that have been troubling him--pictures of long rides upon air-shod wheels over smooth boulevards and through leafy lanes. _Himself!_ Do you get it? The writer of that letter makes the reader think about _himself_. He knows that the latter is more interested in himself than in any other human being in the world and that he is more interested in human beings than he is in anything else. This is the key to the arousing of interest. Make the man think about himself in connection with what you have to offer. HOW PEOPLE THINK ABOUT THEMSELVES