Tuesday, 25 March 2025

PUBLIC SPEAKING- DALE CARNEGIE

 Courage is the chief attribute to manliness.” — Daniel 
W ebster . 

“It is never safe to look into the future with eyes of fear" 
— E. H. Harriman. 

“Never take counsel of your fears" — Motto of Stonewall 
Jackson . 

“If you persuade yourself that you can do a certain thing, 
provided this thing be possible, you will do it, however diffi- 
cult it may be. If, on the contrary, you imagine that you 
cannot do the simplest thing in the world, it is impossible 
for you to do it J and molehills become for you unscalable 
mountains " — Emile Coue. 

“This is the foundation of success nine times out of ten — 
having confidence in yourself and applying yourself with all 
your might to your work " — Thomas E . Wilson, President 
of Wilson and Company, Packers . 

“The ability to speak effectively is an acquire?nent rather 
than a gift ? — William Jennings Bryan. 

“To secure personal advancement, it is much more profit* 
able to be eloquent, than to be wise and grave in council f ' 
— London Daily Telegraph.
DEVELOPING COURAGE AND SELF- 
CONFIDENCE 

More than eighteen thousand business men, since 
1912, have been members of the various public 
speaking courses conducted by the author. Most 
of them have, at his request, written stating why 
they had enrolled for this training and what they 
hoped to obtain from it. Naturally, the phrase- 
ology varied ; but the central desire in these letters, 
the basic want in the vast majority, remained sur- 
prisingly the same: “When I am called upon to 
stand up and speak,” man after man wrote, “I be- 
come so self-conscious, so frightened, that I can’t 
think clearly, can’t concentrate, can’t remember 
what I had intended to say. I want to gain self- 
confidence, poise, and the ability to think on my 
feet. I want to get my thoughts together in logical 
order and I want to be able to say my say clearly 
and convincingly before a business group or audi- 
ence.” Thousands of their confessions sounded 
about like that. To cite a concrete case : Years ago, 
a gentleman here called Mr. D. W. Ghent, joined 
my public speaking course in Philadelphia. Shortly 
after the opening session, he invited me to lunch 
with him in the Manufacturers’ Club. He was a 


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PUBLIC SPEAKING 


man of middle age and had always led an active 
life; was head of his own manufacturing establish- 
ment, a leader in church work and civic activities. 
While we were having lunch that day, he leaned 
across the table and said: “I have been asked many 
times to talk before various gatherings, but I have 
never been able to do so. I get so fussed, my mind 
becomes an utter blank : so I have sidestepped it all 
my life. But I am chairman now of a board of col- 
lege trustees. I must preside at their meetings. I 
simply have to do some talking. . . . Do you think 
it will be possible for me to learn to speak at this 
late date in my life?” 

“Do I think, Mr. Ghent?” I replied. “It is not 
a question of my thinking. I know you can, and I 
know you will if you will only practise and follow 
the directions and instructions.” 

He w’anted to believe that, but it seemed too 
rosy, too optimistic. “I am afraid you are just be- 
ing kind,” he answered, “that you are merely trying 
to encourage me.” 

After he had completed his training, we lost touch 
with each other for a while. In 1921, we met and 
lunched together again at the Manufacturers’ Club. 
We sat in the same corner and occupied the same 
table that we had had on the first occasion. Re- 
minding him of our former conversation, I asked 
him if I had been too sanguine then. He took a 
little red-backed note book out of his pocket and 
showed me a list of talks and dates for which he 
was booked. “And the ability to make these,” he 
confessed, “the pleasure I get in doing it, the addi= 



DEVELOPING SELF-CONFIDENCE 


5 
CHAPTER I 


DEVELOPING COURAGE AND SELF- 
CONFIDENCE 

More than eighteen thousand business men, since 
1912, have been members of the various public 
speaking courses conducted by the author. Most 
of them have, at his request, written stating why 
they had enrolled for this training and what they 
hoped to obtain from it. Naturally, the phrase- 
ology varied ; but the central desire in these letters, 
the basic want in the vast majority, remained sur- 
prisingly the same: “When I am called upon to 
stand up and speak,” man after man wrote, “I be- 
come so self-conscious, so frightened, that I can’t 
think clearly, can’t concentrate, can’t remember 
what I had intended to say. I want to gain self- 
confidence, poise, and the ability to think on my 
feet. I want to get my thoughts together in logical 
order and I want to be able to say my say clearly 
and convincingly before a business group or audi- 
ence.” Thousands of their confessions sounded 
about like that. To cite a concrete case : Years ago, 
a gentleman here called Mr. D. W. Ghent, joined 
my public speaking course in Philadelphia. Shortly 
after the opening session, he invited me to lunch 
with him in the Manufacturers’ Club. He was a 


3 



4 


PUBLIC SPEAKING 


man of middle age and had always led an active 
life; was head of his own manufacturing establish- 
ment, a leader in church work and civic activities. 
While we were having lunch that day, he leaned 
across the table and said: “I have been asked many 
times to talk before various gatherings, but I have 
never been able to do so. I get so fussed, my mind 
becomes an utter blank : so I have sidestepped it all 
my life. But I am chairman now of a board of col- 
lege trustees. I must preside at their meetings. I 
simply have to do some talking. . . . Do you think 
it will be possible for me to learn to speak at this 
late date in my life?” 

“Do I think, Mr. Ghent?” I replied. “It is not 
a question of my thinking. I know you can, and I 
know you will if you will only practise and follow 
the directions and instructions.” 

He w’anted to believe that, but it seemed too 
rosy, too optimistic. “I am afraid you are just be- 
ing kind,” he answered, “that you are merely trying 
to encourage me.” 

After he had completed his training, we lost touch 
with each other for a while. In 1921, we met and 
lunched together again at the Manufacturers’ Club. 
We sat in the same corner and occupied the same 
table that we had had on the first occasion. Re- 
minding him of our former conversation, I asked 
him if I had been too sanguine then. He took a 
little red-backed note book out of his pocket and 
showed me a list of talks and dates for which he 
was booked. “And the ability to make these,” he 
confessed, “the pleasure I get in doing it, the addi= 



DEVELOPING SELF-CONFIDENCE 


5 


tional service I can render to the community — 
these are among the most gratifying things in my 
life.” 

The International Conference for the Limitation 
of Armaments had been held in Washington shortly 
before that. When it was known that Lloyd 
George was planning to attend it, the Baptists of 
Philadelphia cabled, inviting him to speak at a 
great mass meeting to be held in their city. Lloyd 
George cabled back that, if he came to Washing- 
ton, he would accept their invitation. And Mr. 
Ghent informed me that he himself had been chosen, 
from among all the Baptists of that city, to intro- 
duce England’s premier to the audience. 

And this was the man who had sat at that same 
table less than three years before and solemnly 
asked me if I thought he would ever be able to talk 
in public! 

Was the rapidity with which he forged ahead in 
his speaking ability unusual? Not at all. There have 
been hundreds of similar cases. For example — to 
quote one more specific instance — years ago, a 
Brooklyn physician, whom we will call Dr. Curtis, 
spent the winter in Florida near the training grounds 
of the Giants. Being an enthusiastic baseball fan, 
he often went to see them practise. In time, he be- 
came quite friendly with the team, and was invited 
to attend a banquet given in their honor. 

After the coffee and nuts were served, several 
prominent guests were called upon to “say a few 
words.” Suddenly, with the abruptness and unex- 
pectedness of an explosion, he heard the toastmas- 
ter remark: “We have a physician with us to-night, 



6 


PUBLIC SPEAKING 


and I am going to ask Dr. Curtis to talk on a Base- 
ball Player’s Health.” 

Was he prepared? Of course. He had had the 
best preparation in the world: he had been study- 
ing hygiene and practising medicine for almost a 
third of a century. He could have sat in his chair 
and talked about this subject all night to the man 
seated on his right or left. But to get up and say 
the same things to even a small audience — that was 
another matter. That was a paralyzing matter. 
His heart doubled its pace and skipped beats at the 
very contemplation of it. He had never made a 
public speech in his life, and every thought that he 
had had now took wings. 

What was he to do ? The audience was applaud- 
ing. Every one was looking at him. He shook his 
head. But that served only to heighten the ap- 
plause, to increase the demand. The cries of “Dr. 
Curtis ! Speech ! Speech !” grew louder and more in- 
sistent. 

He was in positive misery. He knew that if he 
got up he would fail, that he would be unable to 
utter half a dozen sentences. So he arose, and, 
without saying a word, turned his back on his friends 
and walked silently out of the room, a deeply em- 
barrassed and humiliated man. 

Small wonder that one of the first things he did 
after getting back to Brooklyn was to come to the 
Central Y. M. C. A. and enroll in the course in 
Public Speaking. He didn’t propose to be put to 
the blush and be stricken dumb a second time. 

He was the kind of student that delights an in- 
structor: he was in dead earnest. He wanted to be 



DEVELOPING SELF-CONFIDENCE 7' 

able to talk, and there was no half-heartedness about 
his desires. He prepared his talks thoroughly, he 
practised them with a will, and he never missed a 
single session of the course. 

He did precisely what such a student always does : 
he progressed at a rate that surprised him, that 
surpassed his fondest hopes. After the first few 
sessions his nervousness subsided, his confidence 
mounted higher and higher. In two months he had 
become the star speaker of the group. He was 
soon accepting invitations to speak elsewhere; he 
now loved the feel and exhilaration of it, the dis- 
tinction and the additional friends it brought him. 

A member of the New York City Republican 
Campaign Committee, hearing one of his public 
addresses, invited Dr. Curtis to stump the city for 
his party. How surprised that politician would 
have been had he realized that, only a year before, 
the speaker had gotten up and left a public banquet 
hall in shame and confusion because he was tongue- 
tied with audience-fear ! 

The gaining of self-confidence and courage, and 
the ability to think calmly and clearly while talking 
to a group is not one-tenth as difficult as most men 
imagine. It is not a gift bestowed by Providence 
on only a few rarely endowed individuals. It is like 
the ability to play golf. Any man can develop his 
own latent capacity if he has sufficient desire to do 
so. 

Is there the faintest shadow of a reason why you 
should not be able to think as well in a perpendicu- 
lar position before an audience as you can when sit- 
ting down? Surely, you know there is not. In fact, 


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PUBLIC SPEAKING 


you ought to think better when facing a group of 
men. Their presence ought to stir you and lift you. 
A great many speakers will tell you that the pres- 
ence of an audience is a stimulus, an inspiration, 
that drives their brains to function more clearly, 
more keenly. At such times, thoughts, facts, ideas, 
that they did not know they possessed, drift smok- 
ing by, as Henry Ward Beecher said; and they have 
but to reach out and lay their hands hot upon them, 
That ought to be your experience. It probably will 
be if you practise and persevere. 

Of this much, however, you may be absolutely 
sure: training and practise will wear away your 
audience-fright and give you self-confidence and an 
abiding courage. 

Do not imagine that your case is unusually diffi- 
cult. Even those who afterwards became the most 
eloquent representatives of their generation were, 
at the outset of their careers, afflicted by this blind- 
ing fear and self-consciousness. 

William Jennings Bryan, battle-marked veteran 
that he was, admitted that, in his first attempts, his 
knees fairly smote together. 

Mark Twain, the first time he stood up to lec- 
ture, felt as if his mouth were filled with cotton 
and his pulse were speeding for some prize cup. 

Grant took Vicksburg and led to victory one of 
the greatest armies the world had ever seen up to 
that time; yet, when he attempted to speak in public, 
he admitted he had something very like locomotor 
ataxia. 

The late Jean Jaures, the most powerful political 
speaker that France produced during his genera- 



DEVELOPING SELF-CONFIDENCE 


9 


tion, sat, for a year, tongue-tied in the Chamber 
of Deputies before he could summon up the cour* 
age to make his initial speech. 

“The first time I attempted to make a public 
talk,” confessed Lloyd George, “I tell you I was 
in a state of misery. It is no figure of speech, but 
literally true, that my tongue clove to the roof of 
my mouth; and, at first, I could hardly get out a 
word.” 

John Bright, the illustrious Englishman, who, dur- 
ing the civil war, defended in England the cause of 
union and emancipation, made his maiden speech be- 
fore a group of country folk gathered in a school 
building. He was so frightened on the way to the 
place, so fearful that he would fail, that he implored 
his companion to start applause to bolster him up 
whenever he showed signs of giving way to his nerv- 
ousness. 

Charles Stewart Parnell, the great Irish leader, 
at the outset of his speaking career, was so nervous, 
according to the testimony of his brother, that he 
frequently clenched his fists until his nails sank into 
his flesh and his palms bled. 

Disraeli admitted that he would rather have led 
a cavalry charge than to have faced the House of 
Commons for the first time. His opening speech 
there was a ghastly failure. So was Sheridan’s. 

In fact, so many of the famous speakers of Eng- 
land have made poor showings at first that there is 
now a feeling in Parliament that it is rather an in- 
auspicious omen for a young man’s initial talk to be 
a decided success. So take heart. 



10 


PUBLIC SPEAKING 


After watching the careers and aiding somewhat 
in the development of so many speakers, the author 
is always glad when a student has, at the outset, a 
certain amount of flutter and nervous agitation. 

There is a certain responsibility in making a talk, 
even if it is to only two dozen men in a business 
conference — a certain strain, a certain shock, a cer- 
tain excitement. The speaker ought to be keyed up 
like a thoroughbred straining at the bit. The im- 
mortal Cicero said, two thousand years ago, that all 
public speaking of real merit was characterized by 
nervousness. 

Speakers often experience this same feeling even 
when they are talking over the radio. “Microphone 
fright,” it is called. When Charlie Chaplin went 
“on the air,” he had his speech all written out. 
Surely he was used to audiences. He toured this 
country back in 1912 with a vaudeville sketch en- 
titled “A Night in a Music Hall.” Before that he 
was on the legitimate stage in England. Yet, when 
he went into the padded room and faced the micro- 
phone, he had a feeling in the stomach not unlike 
the sensation one gets when he crosses the Atlantic 
during a stormy February. 

James Kirkwood, a famous motion picture actoi 
and director, had a similar experience. He used to 
be a star on the speaking stage ; but, when he came 
out of the sending room after addressing the invisi- 
ble audience, he was mopping perspiration from his 
brow. “An opening night on Broadway,” he con- 
fessed, “is nothing in comparison to that.” 

Some men, no matter how often they speak, ah 
ways experience this self-consciousness just before 



DEVELOPING SELF-CONFIDENCE 11 

they commence but, in a few seconds after they have 
gotten on their feet, it disappears. 

Even Lincoln felt shy for the few opening mo- 
ments. “At first he was very awkward,” relates 
his law partner, Herndon, “and it seemed a real 
labor to adjust himself to his surroundings. He 
struggled for a time under a feeling of apparent 
diffidence and sensitiveness, and these only added 
to his awkwardness. I have often seen and sym- 
pathized with Mr. Lincoln during these moments. 
When he began speaking, his voice was shrill, pip- 
ing and unpleasant. His manner, his attitude, his 
dark, yellow face, wrinkled and dry, his oddity of 
pose, his diffident movements — everything seemed 
to be against him, but only for a short time.” In a 
few moments he gained composure and warmth and 
earnestness, and his real speech began. 

Your experience may be similar to his. 

In order to get the most out of this training, and 
to get it with rapidity and dispatch, four things are 
essential : 

FIRST: START WITH A STRONG AND 
PERSISTENT DESIRE 

This is of far more importance than you prob- 
ably realize. If your instructor could look into 
your mind and heart now and ascertain the depth of 
your desires, he could foretell, almost with certainty, 
the swiftness of the progress you will make. If 
your desire is pale and flabby, your achievements 
will also take on that hue and consistency. But, if 
you go after this subject with persistence, and with 


12 


PUBLIC SPEAKING 


the energy of a bulldog after a cat, nothing under- 
neath the Milky Way will defeat you. 

Therefore, arouse your enthusiasm for this study. 
Enumerate its benefits. Think of what additional 
self-confidence and the ability to talk more convinc- 
ingly in business will mean to you. Think of what 
it may mean and what it ought to mean, in dollars 
and cents. Think of what it may mean to you so- 
cially; of the friends it will bring, of the increase of 
your personal influence, of the leadership it will give 
you. And it will give you leadership more rapidly 
than almost any other activity you can think of or 
imagine. 

“There is no other accomplishment,” stated 
Chauncey M. Depew, “which any man can have 
which will so quickly make for him a career and 
secure recognition as the ability to speak accept- 
ably.” 

Philip D. Armour, after he had amassed millions 
said: “I would rather have been a great speaker 
than a great capitalist.” 

It is an attainment that almost every person of 
education longs for. After Andrew Carnegie’s 
death there was found, among his papers, a plan for 
his life drawn up when he was thirty-three years of 
age. He then felt that in two more years he could 
so arrange his business as to have an annual income 
of fifty thousand ; so he proposed to retire at thirty- 
five, go to Oxford and get a thorough education, 
and “pay special attention to speaking in public.” 

Think of the glow of satisfaction and pleasure 
that will accrue from the exercise of this new power. 
The author has traveled around over no small part 


DEVELOPING SELF-CONFIDENCE 


13 


of this terrestrial ball; and has had many and varied 
experiences; but for downright, and lasting inward 
satisfaction, he knows of few things that will com- 
pare to standing before an audience and making 
men think your thoughts after you. It will give you 
a sense of strength, a feeling of power. It will 
appeal to your pride of personal accomplishment. 
It will set you off from and raise you above your 
fellow-men. There is magic in it and a never-to-be- 
forgotten thrill. “Two minutes before I begin,” 
a speaker confessed, “I would rather be whipped 
than start; but two minutes before I finish, I would 
rather be shot than stop.” 

In every course, some men grow faint-hearted 
and fall by the wayside; so you should keep think- 
ing of what this course will mean to you until your 
desire is white hot. You should start this program 
with an enthusiasm that will carry you through 
every session, triumphant to the end. Tell your 
friends that you have joined this course. Set aside 
one certain night of the week for the reading of 
these lessons and the preparation of your talks. In 
short, make it as easy as possible to go ahead. 
Make it as difficult as possible to retreat. 

When Julius Caesar sailed over the channel from 
Gaul and landed with his legions on what is now 
England, what did he do to insure the success of his 
arms? A very clever thing: he halted his soldiers 
on the chalk cliffs of Dover, and, looking down over 
the waves two hundred feet below, they saw red 
tongues of fire consume every ship in which they 
had crossed. In the enemy’s country, with the last 
link with the Continent gone, the last means of re- 



14 


PUBLIC SPEAKING 


treating burned, there was but one thing left for 
diem to do : to advance, to conquer. That is pre- 
cisely what they did. 

Such was the spirit of the immortal Caesar. Why 
not make it yours, too, in this war to exterminate 
your foolish fear of audiences. 

SECOND: KNOW THOROUGHLY WHAT YOU 
ARE GOING TO TALK ABOUT 

Unless a man has thought out and planned his 
talk and knows what he is going to say, he can’t 
feel very comfortable when he faces his auditors. 
He is like the blind leading the blind. Under such 
circumstances, your speaker ought to be self-con- 
scious, ought to feel repentant, ought to be ashamed 
of his negligence. 

“I was elected to the Legislature in the fall of 
1881,” Teddy Roosevelt wrote in his Autobiog- 
raphy, “and found myself the youngest man in that 
body. Like all young men and inexperienced mem- 
bers, I had considerable difficulty in teaching myself 
to speak. I profited much by the advice of a hard- 
headed old countryman — who was unconsciously 
paraphrasing the Duke of Wellington, who was 
himself doubtless paraphrasing somebody else. The 
advice ran : ‘Don’t speak until you are sure you have 
something to say, and know just what it is ; then say 
it, and sit down.’ ” 

This “hard-headed old countryman” ought to 
have told Roosevelt of another aid in overcoming 
nervousness. He ought to have added: “It will 
help you to throw off your embarrassment if you 



DEVELOPING SELF-CONFIDENCE 


15 


can find something to do before an audience — if 
you can exhibit something, write a word on the 
blackboard or point out a spot on the map or move 
a table or throw open a window or shift some books 
and papers — any physical action with a purpose 
behind it may help you to feel more at home.” 

True, it is not always easy to find an excuse for 
doing such things; but there is the suggestion. Use 
it if you can; but use it the first few times only. 
A baby does not cling to chairs after it once learns 
to walk. 

THIRD: ACT CONFIDENT 

The most famous psychologist that America has 
produced, Professor William James, wrote as fol- 
lows : 

“Action seems to follow feeling, but really action and 
feeling go together; and by regulating the action, which is 
under the more direct control of the will, we can indirectly 
regulate the feeling, which is not. 

“Thus the sovereign voluntary path to cheerfulness, if our 
spontaneous cheerfulness be lost, is to sit up cheerfully and 
to act and speak as if cheerfulness were already there. If 
such conduct does not make you feel cheerful, nothing else 
on that occasion can. 

“So, to feel brave, act as if we were brave, use all of our 
will to that end, and a courage-fit will very likely replace 
the fit of fear,” 

Apply Professor James’ advice. To develop 
courage when you are facing an audience, act as if 
you already had it. Of course, unless you are pre- 
pared, all the acting in the world will avail but 


16 


PUBLIC SPEAKING 


little. But granted that you know what you are go- 
ing to talk about, step out briskly and take a deep 
breath. In fact, breathe deeply for thirty seconds 
before you ever face your audience. The increased 
supply of oxygen will buoy you up and give you 
courage. The great tenor, Jean de Reszke, used to 
say that, when you had your breath so you “could 
sit on it,” nervousness vanished. 

When a youth of the Peuhl tribe in Central Africa 
attains manhood and wishes to take unto himself 
a wife, he is compelled to undergo the ceremony of 
flagellation. The women of the tribe foregather, 
singing and clapping their hands to the rhythm of 
tom-toms. The candidate strides forth stripped 
naked to the waist. Suddenly a man armed with 
a cruel whip, sets upon the lad, beating his bare 
skin, lashing him, flogging him like a fiend. Welts 
appear; often the skin is cut, blood flows; scars are 
made that last a lifetime. During this scourging, 
a venerable judge of the tribe crouches at the feet 
of the victim to see if he moves or exhibits the slight- 
est evidence of pain. To pass the test successfully 
the tortured aspirant must not only endure the or- 
deal, but, as he endures it, he must sing a paean of 
praise. 

In every age, in every clime, men have always 
admired courage; so, no matter how your heart 
may be pounding inside, stride forth bravely, stop, 
stand still like the scourged youth of Central Africa, 
and, like him, act as if you loved it. 

Draw yourself up to your full height and look 
your audience straight in the eyes, and begin to 
talk as confidently as if every one of them owed you. 


DEVELOPING SELF-CONFIDENCE 


17 


money. Imagine that they do. Imagine that they 
have assembled there to beg you for an extension 
of credit. The psychological effect on you will be 
beneficial. 

Do not nervously button and unbutton your coat, 
and fumble with your hands. If you must make 
nervous movements, place your hands behind your 
back and twist your fingers there where no one can 
see the performance' — or wiggle your toes. 

As a general rule, it is bad for a speaker to hide 
behind furniture; but it may give you a little cour- 
age the first few times to stand behind a table or 
chair and to grip them tightly — or hold a coin firmly 
in the palm of your hand. 

How did Roosevelt develop his characteristic 
courage and self-reliance? Was he endowed by na- 
ture with a venturesome and daring spirit? Not at 
all. “Having been a rather sickly and awkward 
boy,” he confesses in his Autobiography , “I was, as 
a young man, at first both nervous and distrustful of 
my own prowess. I had to train myself painfully 
and laboriously not merely as regards my body but 
as regards my soul and spirit.” 

Fortunately, he has told us how he achieved the 
transformation: “When a boy,” he writes, “I read 
a passage in one of Marryat’s books which always 
impressed me. In this passage the captain of some 
small British man-of-war is explaining to the hero 
how to acquire the quality of fearlessness. He says 
that at the outset almost every man is frightened 
when he goes into action, but that the course to 
follow is for the man to keep such a grip on him- 
self that he can act ]mt as if he were not frightened. 


l8 PUBLIC SPEAKING 

After this is kept up long enough, it changes from 
pretense to reality, and the man does in very fact 
become fearless by sheer dint of practising fearless- 
ness when he does not feel it. (I am using my own 
language, not Marryat’s.) 

“This was the theory upon which I went. There 
were all kinds of things of which I was afraid at 
first, ranging from grizzly bears to ‘mean’ horses 
and gun-fighters; but by acting as if I was not afraid 
I gradually ceased to be afraid. Most men can have 
the same experience if they choose.” 

You can have that very experience in this course, 
if you wish. “In war,” said Marshal Foch, “the 
best defensive is an offensive.” So take the offensive 
against your fears. Go out to meet them, battle 
them, conquer them by sheer boldness at every op- 
portunity. 

Have a message, and then think of yourself as a 
Western Union boy instructed to deliver it. We 
pay slight attention to the boy. It is the telegram 
that we want. The message — that is the thing. 
Keep your mind on it. Keep your heart in it. Know 
it like the back of your hand. Believe it feelingly. 
Then talk as if you were determined to say it. Do 
that, and the chances are ten to one that you will 
soon be master of the occasion and master of your- 
self. 

FOURTH: PRACTISE! PRACTISE! PRACTISE! 

The last point we have to make here is emphat- 
ically the most important. Even though you for- 
get everything you have read so far, do remember 



DEVELOPING SELF-CONFIDENCE 19 

this: the first way, the last way, the never-failing 
way to develop self-confidence in speaking is — to 
speak. Really the whole matter finally simmers 
down to but one essential; practise, practise, prac- 
tise. That is the sine qua non of it all, “the with- 
out which not.” 

“Any beginner,” warned Roosevelt, “is apt to 
have ‘buck fever.’ ‘Buck fever’ means a state of 
intense nervous excitement which may be entirely 
divorced from timidity. It may affect a man the 
first time he has to speak to a large audience just 
as it may affect him the first time he sees a buck or 
goes into battle. What such a man needs is not 
courage, but nerve control, cool headedness. This 
he can get only hy actual practice. He must, by 
custom and repeated exercise of self-mastery, get 
his nerves thoroughly under control. This is largely 
a matter of habit; in the sense of repeated effort and 
repeated exercise of will power. If the man has the 
right stuff in him, he will grow stronger and stronger 
with each exercise of it.” 

So, persevere. Don’t remain away from any 
session of the course because the business duties of 
the week have rendered it impossible for you to pre- 
pare something. Prepared or unprepared, come. 
Let the instructor, the class, suggest a topic for you 
after you have come before them. 

You want to get rid of your audience fear? Let 
us see what causes it. 

“Fear is begotten of ignorance and uncertainty,” 
says Professor Robinson in The Mind in the Mak- 
ing. To put it another way: it is the result of a 
lack of confidence. 



20 PUBLIC SPEAKING 

And what causes that? It is the result of not 
knowing what you can really do. And not know- 
ing what you can do is caused by a lack of experh 
ence. When you get a record of successful experi- 
ence behind you, your fears will vanish; they will 
melt like night mists under the glare of a July sun. 

One thing is certain: the accepted way to learn 
to swim is to plunge into the water. You have been 
reading this book long enough. Let us toss it aside 
now, and get busy with the real work in hand. 

Choose your subject, preferably one on which 
you have some knowledge, and construct a three- 
minute talk. Practise the talk by yourself a num- 
ber of times. Then give it, if possible, to the group 
for whom it is intended, or before your class, put- 
ting into the effort all your force and power. 

SUMMARY 

1. A few thousand students of this course have 
written the author stating why they enrolled for 
this training and what they hoped to obtain from 
it. The prime reason that almost all of them gave 
was this : they wanted to conquer their nervousness, 
to be able to think on their feet, and to speak with 
self-confidence and ease before a group of any size. 

2. The ability to do this is not difficult to ac- 
quire. It is not a gift bestowed by Providence on 
only a few rarely endowed individuals. It is like 
the ability to play golf : any man — every man — can 

# develop his own latent capacity if he has sufficient 
desire to do so. 



DEVELOPING SELF-CONFIDENCE 


21 


3. Many experienced speakers can think better 
and talk better when facing a group than they can 
in conversation with an individual. The presence 
of the larger number proves to be a stimulus, an in- 
spiration. If you faithfully follow this course, the 
time may come when that will be your experience, 
too; and you will look forward with positive pleas- 
ure to making an address. 

4. Do not imagine that your case is unusual. 
Many men who afterwards became famous speakers 
were, at the outset of their careers, beset with self- 
consciousness and almost paralyzed with audience 
fright. This was the experience of Bryan, Jean 
Jaures, Lloyd George, Charles Stewart Parnell, 
John Bright, Disraeli, Sheridan and a host of others. 

5. No matter how often you speak, you may 
always experience this self-consciousness just before 
you begin; but, in a few seconds after you have got- 
ten on your feet, it will vanish completely. 

6. In order to get the most out of this course 
and to get it with rapidity and dispatch, do these 
four things : 

a. Start this course with a strong and per- 
sistent desire. Enumerate the benefits this train- 
ing will bring you. Arouse your enthusiasm for 
it. Think what it can mean to you financially, 
socially and in terms of increased influence and 
leadership. Remember that upon the depth of 
your desire will depend the swiftness of your 
progress. 

b. Prepare. You can’t feel confident unless 
you know what you are going to say. 


22 


PUBLIC SPEAKING 


c. Act confident. “To feel brave,” advises 
Professor William James, “act as if we were 
brave, use all of our will to that end, and a cour- 
age fit will very likely replace the fit of fear.” 
Roosevelt confessed that he conquered his fear 
of grizzly bears, mean horses and gun-fighters by 
that method. You can conquer your fear of au- 
diences by taking advantage of this psychological 
fact. 

d. Practise. This is the most important point 
of all. Fear is the result of a lack of confidence; 
and a lack of confidence is the result of not know- 
ing what you can do; and that is caused by a 
lack of experience. So get a record of successful 
experience behind you, and your fears will vanish. 



SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“One of the really serious things in life for him who 
would be educated in this country is the learning of English 
pronunciation .” — Public Speaking Today , by Lockwood and 
Thorpe. 

Do you accent the following words on their last 
syllables? If not, you should do so. 


aDEPT 

adDICT 

adDRESS 

aDULT 

conTEST (verb) 
deTOUR 
disCHARGE 
disCOURSE 
doMAIN 
enCORE 
exPERT (adj.) 
freQUENT (verb) 


griMACE 

improVISE 

magaZINE 

preTENSE 

proTEST (verb) 

reCOURSE 

reSEARCH 

reSOURCE 

roBUST 

roMANCE 

rouTINE 


BolsheVIK — Bol (o as in orange ) ; she (e as in 
met) ; VIK (i as in hit). 

BolsheVIki — Bol (o, as in orange) ; she (e as 
in met) ; VI (z as in police ) ; ki (i as in police). 


24 


PUBLIC SPEAKING 


ERRORS IN ENGLISH 
Shall and Will. 

Many speakers do not use shall and will with 
correctness and discrimination. Remember that 
shall and will always convey either something that 
will come to pass naturally, or something that the 
speaker is determined to bring to pass by the power 
of his own effort. If you mean to state that a thing 
will come to pass in the natural order of events, use 
shall when referring to yourself, and will when 
referring to all other subjects. 

To express determination on your part to bring 
things about, you simply reverse this rule. You 
use will when speaking of yourself and shall when 
speaking of all other subjects. To illustrate : 

The following sentences simply prophesy that the 
persons referred to will come home to-morrow. 
They are statements of simple futurity. 

I shall come home to-morrow. 

We shall come home to-morrow. 

You will come home to-morrow. 

They will come home to-morrow. 

The next ones also imply futurity, and not prom- 
ises or determination : 

We shall be glad to send a representative. 

I shall be glad to call at your office. 

The fault will not be ours. 

The following sentences mean that “I am deter- 
mined to come home to-morrow regardless of what 
happens”; that “we are determined to come home 
to-morrow in spite of circumstances”; that “I wish 


DEVELOPING SELF-CONFIDENCE 


25 


that you and they will come home to-morrow.” 
The third and fourth sentences may even mean 
that “I request or command you to do so regard- 
less of your desires.” 

I will come home to-morrow. 

We will come home to-morrow. 

You shall come home to-morrow. 

They shall come home to-morrow. 

In asking questions, always use shall in connec- 
tion with I and we. 

Shall I file the letters lying on my desk? 

Shall we come home to-morrow? 

In questions where you and they are used in con- 
nection with shall and will use shall in the question 
when shall is expected in the answer, and will in the 
question if will is expected in the answer. Examples 
are as follows : 

Shall you be glad when you finish? 

(Ans.) I shall. 

Will you work hard? 

(Ans.) I will. 

Shall they pass? 

(Ans.) They shall not. 

. Shall they have the goods? 

(Ans.) They shall. 

Leave and Let. 

To leave means to depart from some one or some 
thing; to let means to permit. Examples: 

Leave the room at once. 

Let me do it. 


26 


PUBLIC SPEAKING 


CORRECT USAGE OF WORDS 

Among — Between. Between should be used 
when referring to only two people or things ; among 
should be used when referring to more than two. 
“There is a keen rivalry between our two salesmen.” 
“There is a decided spirit of friendliness among all 
our employees.” 

As — That. Do not use as in this manner: “I 
do not know as I want to do that.” Say: “I do 
not know that I want to do that.” 

Amass — Accumulate. He spent his entire life 
amassing his wealth.” This use is wrong. Accumu- 
late expresses a gradual, amass a rapid, gathering. 

Anticipate — Expect. Anticipate means more 
than merely expect; it suggests forecasting, taking 
measures to meet. If you expect a storm you may 
anticipate it by taking your raincoat. 

VOICE EXERCISE— CORRECT BREATHING 

“In the perfection of a beautiful voice,” said 
Madame Melba, “correct breathing is the greatest 
technical essential.” Consequently, the mastering of 
correct breathing should be, must be, our first step 
in voice improvement. Breath is the very founda- 
tion of voice; it is the raw material out of which 
our words are fashioned. 

The right use of the breath will give one full, 
deep, round tones ; attractive tones, not thin, harsh 
sounds ; tones that will please ; tones that will carry. 



DEVELOPING SELF-CONFIDENCE 


27 


If correct breathing is so important as all this, 
we must find out at once what it is and how to 
practise it. 

The famous Italian masters of singing have al- 
ways taught that it is diaphragmatic breathing. 
And what is that? Something strange and new 
and arduous? Not at all. It shouldn’t be. You 
did It perfectly as a baby. You practise it now 
during a part of every twenty-four hours. When 
you lie on the flat of your back to-night in bed, 
you will breathe freely, naturally, correctly — you 
will use diaphragmatic breathing. For some 
strange reason, it Is difficult to breathe any other 
way except correctly when you are lying in that 
position. 

Your problem, therefore, is simply this: To use 
the same breathing methods when you are standing 
up as you employ when you are on the flat of your 
back. That does not sound so difficult, does it? 

Your first exercise then is this: Lie on the flat 
of your back and breathe deeply. Note that the 
main activity of the process centers in the middle 
of the body. When you breathe deeply in this 
position, you do not raise your shoulders. 

This is what is happening: your spongy, porous 
lungs are being filled and extended with air like a 
toy balloon. The balloon must expand — but how, 
where? It is encased at the top and on the sides 
by a bony box made by the ribs, spine and breast 
bone. To be sure the ribs will give somewhat, but 
the easiest way for the lungs to expand is by pushing 
downwards upon a soft muscle that forms the floor 
of the chest and the roof of the abdomen. This 


28 


PUBLIC SPEAKING 


muscle, the diaphragm, divides your body into two 
distinct compartments. The upper part, the chest, 
contains your heart and lungs ; the lower part, the 
abdomen, houses the stomach, liver, intestines and 
other vital organs. This huge muscle is arched 
like a roof, like a dome. 

Suppose you were to take one of the paper plates 
or dishes that one purchases, at the ten cent store, 
for picnics. Turn it upside down and press on the 
arched surface — and what happens? It flattens 
and spreads and pushes out on all sides as it flattens. 
That is precisely what your diaphragm does when 
the lungs, filling with air, press down against the 
top of its arch. 

Lie down on the flat of your back now, take a 
deep breath, put your fingers right below the breast 
bone. Don’t you feel the diaphragm flattening and 
pushing out? Now put your hands at your sides, 
along the lower extremities of your ribs. Breathe 
deeply. Don’t you feel the balloon-like lungs push- 
ing out the floating ribs? 

Practise this diaphragmatic breathing for five 
minutes the last thing each night in bed, and for 
five minutes the first thing in the morning. At 
night, it will tend to soothe and quiet your nerves 
and make you drowsy. In the morning, it will 
brighten and freshen you. If this is done faith- 
fully, it will not only improve your voice, but it will 
add years to your life. Opera singers and vocal 
teachers are noted for their longevity. The famous 
Manuel Garcia lived to be ioi ; and he attributed his 
long life very largely to this daily exercise of deep 
breathing. 


CHAPTER II 

SELF-CONFIDENCE THROUGH PREPARATION 



“ The best way for you to gain confidence is to prepare so 
well on something that you really want to say that there can 
be little chance to fail ." — Public Speaking Today, Lock - 
wood-Thorpe. 

“'To trust to the inspiration of the moment' ' — that is the 
fatal phrase upon which many promising careers have been 
wrecked . The surest road to inspiration is preparation. I 
have seen many men of courage and capacity fail for lack 
of industry. Mastery in speech can only be reached by 
mastery in one's subject." — Lloyd George . 

“ Before a speaker faces his audience, he should write a 
letter to a friend and say: T am to make an address on a 
subject, and I want to make these points .' He should then 
enumerate the things he is going to speak about in their 
correct order. If he finds that he has nothing to say in his 
letter, he had better write to the committee that invited him 
and say that the probable death of his grandmother will 
possibly prevent his being present on the occasion." — Dr. 
Edward Everett Hale. 

“Men give me some credit for genius. All the genius I 
have lies in this: Whe?i I have a subject in hand, I study it 
profoundly. Day and night it is before ?ne. I explore it in 
all its bearings. My mind becomes pervaded with it. Then 
the efforts that I make are what people are pleased to call 
the fruits of genius. It is the fruit of labor and thought." 

= — A lex and er Hamilton. 


CHAPTER II 


SELF-CONFIDENCE THROUGH 
PREPARATION 

It has been the author’s professional duty as well 
as his pleasure to listen to and criticize approxi- 
mately six thousand speeches a year each season 
since 1912. These were made, not by college stu- 
dents, but by mature business and professional men. 
If that experience has engraved on his mind any 
one thing more deeply than another, surely it is this : 
the urgent necessity of preparing a talk before one 
starts to make it and of having something clear and 
definite to say, something that has impressed one, 
something that won’t stay unsaid. Aren’t you un- 
consciously drawn to the speaker who, you feel, has 
a real message in his head and heart that he zeal- 
ously desires to communicate to your head and 
heart? That is half the secret of speaking. 

When a speaker is in that kind of mental and 
emotional state he will discover a significant fact: 
namely, that his talk will almost make itself. Its 
yoke will be easy, its burden will be light. A well 
prepared speech is already nine-tenths delivered. 

The primary reason why most men take this 
course, as was recorded in Chapter I, is to acquire 
confidence and courage and self-reliance. And the 
one fatal mistake many make is neglecting to pre- 


32 


PUBLIC SPEAKING 


pare their talks. How can they even hope to sub- 
due the cohorts of fear, the cavalry of nervousness, 
when they go into the battle with wet powder and 
blank shells, or with no ammunition at all ? Under 
the circumstances, small wonder that they are not 
exactly at home before an audience. “I believe,” 
said Lincoln in the White House, “that I shall 
never be old enough to speak without embarrass- 
ment when I have nothing to say.” 

If you want confidence, why not do the things 
necessary to bring it about? “Perfect love,” wrote 
the Apostle John, “casteth out fear.” So does 
perfect preparation. Webster said he would as 
soon think of appearing before an audience half- 
clothed as half-prepared. 

Why don’t those enrolled in this course prepare 
their talks more carefully? Why? Some don’t 
clearly understand what preparation is nor how to 
go about it wisely; others plead a lack of time. So 
we shall discuss these problems rather fully — and 
we trust lucidly and profitably — in this chapter. 

THE RIGHT WAY TO PREPARE 

What is preparation? Reading a book? That 
is one kind, but not the best. Reading may help; 
but if one attempts to lift a lot of “canned” 
thoughts out of a book and to give them out im- 
mediately as his own, the whole performance will 
be lacking- in something. The audience may not 
know 'precisely what is lacking, but they will not 
warm to the speaker. 


SELF-CONFIDENCE AND PREPARATION 33 

To illustrate: some time ago, the writer con- 
ducted a course in public speaking for the senior 
officers of New York City banks. Naturally, the 
members of such a group, having many demands 
upon their time, frequently found it difficult to pre- 
pare adequately, or to do what they conceived of as 
preparing. All their lives they had been thinking 
their own individual thoughts, nurturing their own 
personal convictions, seeing things from their own 
distinctive angles, living their own original experi- 
ences. So, in that fashion, they had spent forty 
years storing up material for speeches. But it was 
hard for some of them to l-ealize that. They could 
not see the foi-est for “the murmuring pines and 
the hemlocks.” 

This group met Friday evenings from five to 
seven. One Friday, a certain gentleman connected 
with an uptown bank — for our purposes here, we 
shall designate him as Mr. Jackson — found four- 
thirty had arrived, and, what was he to talk about? 
He walked out of his office, bought a copy of 
Forbes’ Magazine at a news stand and, in the sub- 
way coming down to the Federal Reserve Bank 
where the class met, he read an article entitled, 
“You Have Only Ten Years To Succeed.” He 
read it, not because he was interested in the article 
especially; but because he must speak on some- 
thing, on anything, to fill his quota of time. 

An hour later, he stood up and attempted to talk 
convincingly and interestingly on the contents of this 
article. 

What was the result, the inevitable result? 


34 


PUBLIC SPEAKING 


He had not digested, had not assimilated what he 
was trying to say. “Trying to say” — that expresses 
it precisely. He was trying. There was no real 
message in him seeking for an outlet ; and his whole 
manner and tone revealed it unmistakably. How 
could he expect the audience to be any more im- 
pressed than he himself was? He kept referring 
to the article saying the author said so and so. 
There was a surfeit of Forbes’ Magazine in it; but 
regrettably little of Mr. Jackson. 

So the writer addressed him somewhat in this 
fashion: “Mr. Jackson, we are not interested in 
this shadowy personality who wrote that article. 
He is not here. We can’t see him. But we are 
interested in you and your ideas. Tell us what you 
think, personally, not what somebody else said. 
Put more of Mr. Jackson in this. Why not take this 
same subject for next week? Why not read this 
article again, and ask yourself whether you agree 
with the author or not? If you do, think out his 
suggestions and illustrate them with observations 
from your own experience. If you don’t agree with 
him, say so and tell us why. Let this article be 
merely the starting point from which you launch 
your own speech.” 

Mr. Jackson accepted the suggestion, reread the 
article and concluded that he did not agree with 
the author at all. He did not sit down in the sub- 
way and try to prepare this next speech to order. 
He let it grow. It was a child of his own brain; . 
and it developed and expanded and took on stature 
just as his physical children had done. And like his 


SELF-CONFIDENCE AND PREPARATION 35 


daughters, this other child grew day and night when 
he was least conscious of it. One thought was sug- 
gested to him while reading some item in the news- 
paper; another illustration swam into his mind un- 
expectedly when he was discussing the subject with 
a friend. The thing deepened and heightened, 
lengthened and thickened as he thought over it 
during the odd moments of the week. 

The next time Mr. Jackson spoke on this subject, 
he had something that was his, ore that he dug out 
of his own mine, currency coined in his own mint. 
And he spoke all the better because he was dis- 
agreeing with the author of the article. There is no 
spur to rouse one like a little opposition. 

What an incredible contrast between these two 
speeches by the same man, in the same fortnight, on 
the same subject. What a colossal difference the 
right kind of preparation makes ! 

Let us cite another illustration of how to do it 
and how not to do it. A gentleman, whom we shall 
call Mr. Flynn, was a student of this course in 
Washington, D. C. One afternoon he devoted his 
talk to eulogizing the capital city of the nation. 
He had hastily and superficially gleaned his facts 
from a booster booklet issued by the Evening Star. 
They sounded like it — dry, disconnected, undigested. 
He had not thought over his subject adequately. 
It had not elicited his enthusiasm. He did not feel 
what he was saying deeply enough to make it worth 
while expressing. The whole affair was flat and 
flavorless and unprofitable. 


36 


PUBLIC SPEAKING 


A SPEECH THAT COULD NOT FAIL 

A fortnight later, something happened that 
touched Mr. Flynn to the core: a thief stole his 
Cadillac out of a public garage. He rushed to the 
police and offered rewards, but it was all in vain. 
The police admitted that it was well nigh impossible 
for them to cope with the crime situation; yet, 
only a week previously, they had found time to 
walk about the street, chalk in hand, and fine Mr. 
Flynn because he had parked his car fifteen minutes 
overtime. These “chalk cops,” who were so busy 
annoying respectable citizens that they could not 
catch criminals, aroused his ire. He was indig- 
nant. He had something now to say, not something 
that he had gotten out of a book issued by the 
Evening Star, but something that was leaping hot 
out of his own life and experience. Here was some- 
thing that was part and parcel of the real man — 
something that had aroused his feelings and convic- 
tions. In his speech eulogizing the city of Wash- 
ington, he had laboriously pulled out sentence by 
sentence; but now he had but to stand on his feet 
and open his mouth, and his condemnation of the 
police welled up and boiled forth like Vesuvius in 
action. A speech like that is almost foolproof. 
It can hardly fail. It was experience plus reflection. 

WHAT PREPARATION REALLY IS 

Does the preparation of a speech mean the get- 
ting together of some faultless phrases written down 
or memorized? No. Does it mean the assembling 


SELF-CONFIDENCE AND PREPARATION 37 

of a few casual thoughts that really convey very 
little to you personally? Not at all. It means the 
assembling of your thoughts, your ideas, your con- 
victions, your urges. And you have such thoughts, 
such urges. You have them every day of your 
waking life. They even swarm through your 
dreams. Your whole existence has been filled with 
feelings and experiences. These things are lying 
deep in your subconscious mind as thick as pebbles 
on the seashore. Preparation means thinking, 
brooding, recalling, selecting the ones that appeal 
to you most, polishing them, working them into a 
pattern, a mosaic of your own. That doesn’t sound 
like such a difficult program, does it? It isn’t. Just 
requires a little concentration and thinking to a 
purpose. 

How did Dwight L. Moody prepare those ad- 
dresses of his which made spiritual history during 
the last generation? “I have no secret,” he replied 
in answer to that question. 

“When I choose a subject, I write the name of it on the 
outside of a large envelope. I have many such envelopes. 
If, .when I am reading, I meet a good thing on any subject 
I am to speak on, I slip it into the right envelope, and let it 
lie there. I always carry a notebook, and if I hear anything 
in a sermon that will throw light on that subject, I put it 
down, and slip it into the envelope. Perhaps I let it lie 
there for a year or more. When I want a new sermon, I 
take everything that has been accumulating. Between what 
I find there and the results of my own study, I have material 
enough. Then, all the time I am going over my sermons, 
taking out a little here, adding a little there. In that way 
they never get old / 5 


38 


PUBLIC SPEAKING 


THE SAGE ADVICE OF DEAN BROWN OF YALE 

A few years ago the Yale Divinity School cele- 
brated the one hundredth anniversary of Its found- 
ing. On that occasion, the Dean, Dr. Charles Rey- 
nold Brown, delivered a series of lectures on the 
Art of Preaching. These are now published in 
book form under that name by the Macmillan 
Company, New York. Dr. Brown has been pre- 
paring addresses himself weekly for a third of a 
century, and also training others to prepare and 
deliver; so he was in a position to dispense some 
sage advice on the subject, advice that will hold 
good regardless of whether the speaker is a man of 
the cloth preparing a discourse on the Ninety-first 
Psalm, or a shoe manufacturer preparing a speech 
on Labor Unions. So I am taking the liberty of 
quoting Dr. Brown here : 

“Brood over your text and your topic. Brood over them 
until they become mellow and responsive. You will hatch 
out of them a whole flock of promising ideas as you cause 
the tiny germs of life there contained to expand and 
develop. ... 

“It will be all the better if this process can go on for a 
long time and not be postponed until Saturday forenoon 
when you are actually making your final preparation for 
next Sunday. If a minister can hold a certain truth in his 
mind for a month, for six months perhaps, for a year it may 
be, before he preaches on it he will find new ideas perpetu- 
ally sprouting out of it, until it shows an abundant growth. 
He may meditate on it as he walks the streets, or as he spends 
some hours on a train, when his eyes are too tired to read. 

“He may indeed brood upon it in the night-time. It 
is better for the minister not to take his church or his 


SELF-CONFIDENCE AND PREPARATION 39 


sermon to bed with him habitually — a pulpit is a splendid 
thing to preach from, but it is not a good bed-fellow. Yet, 
for all that, I have sometimes gotten out of bed in the middle 
of the night to put down the thoughts which came to me, 
for fear I might forget them before morning. . . . 

“When you are actually engaged in assembling the ma- 
terial for a particular sermon, write down everything that 
comes to you bearing upon that text and topic. Write down 
what you saw in the text when you first chose it. Write 
down all the associated ideas which now occur to you. . . . 

“Put all these ideas of yours down in writing, just a few 
words, enough to fix the idea, and keep your mind reaching 
for more all the time as if it were never to see another book 
as long as it lived. This is the way to train the mind in 
productiveness. You will by this method keep your own 
mental processes fresh, original, creative. . . . 

“Put down all of those ideas which you have brought to 
the birth yourself, unaided. They are more precious for 
your mental unfolding than rubies and diamonds and much 
fine gold. Put them down, preferably on scraps of paper, 
backs of old letters, fragments of envelopes, waste paper, 
anything which comes to your hand. This is much better 
every way than to use nice, long, clean sheets of foolscap. 
It is not a mere matter of economy — you will find it easier 
to arrange and organize these loose bits when you come to 
set your material in order. 

“Keep on putting down all the ideas which come to your 
mind, thinking hard all the while. You need not hurry 
this process. It is one of the most important mental trans- 
actions in which you will be privileged to engage. It is this 
method which causes the mind to grow in real productive 
power. . . .” 

“You will find that the sermons you enjoy preaching the 
most and the ones which actually accomplish the most good 
in the lives of your people will be those sermons which you 



40 


PUBLIC SPEAKING 



take most largely out of your own interiors. They are bone 
of your bone, flesh of your flesh, the children of your own 
mental labor, the output of your own creative energy. The 
sermons which are garbled and compiled will always have a 
kind of second-hand, warmed-over flavor about them. The 
sermons which live and move and enter into the temple, 
walking and leaping and praising God, the sermons which 
enter into the hearts of men causing them to mount up with 
wings like eagles and to walk in the way of duty and not 
faint — these real sermons are the ones which are actually 
bom from the vital energies of the man who utters them,” 

HOW LINCOLN PREPARED HIS SPEECHES 

How did Lincoln prepare his speeches? For- 
tunately, we know the facts ; and, as you read here of 
his method, you will observe that Dean Brown, in 
his lecture, commended several of the procedures 
that Lincoln had employed three-quarters of a cen- 
tury previously. One of Lincoln’s most famous 
addresses was that in which he declared with pro- 
phetic vision: “ ‘A house divided against itself can- 
not stand.’ I believe this government cannot en- 
dure, permanently, half slave and half free.” This 
speech was thought out as he went about his usual 
work, as he ate his meals, as he walked the street, 
as he sat in his barn milking his cow, as he made 
his daily trip to the butcher shop and grocery, an old 
gray shawl over his shoulders, his market basket 
over his arm, his little son at his side, chattering 
and questioning, growing peeved, and jerking at the 
long bony fingers in a vain effort to make his father 
talk to him. But Lincoln stalked on, absorbed in 
his own reflections, thinking of his speech, appar- 
ently unconscious of the boy’s existence. 




SELF-CONFIDENCE AND PREPARATION 41 


From time to time during this brooding and 
hatching process, he jotted down notes, fragments, 
sentences here and there on stray envelopes, scraps 
of paper, bits torn from paper sacks — anything 
that was near. These he stowed away in the top 
of his hat and carried them there until he was ready 
to sit down and arrange them in order, and to 
write and revise the whole thing, and to shape it 
up for delivery and publication. 

In the joint debates of 1858, Senator Douglas 
delivered the same speech wherever he went; but 
Lincoln kept studying and contemplating and re- 
flecting until he found it easier, he said, to make a 
new speech each day than to repeat an old one. 
The subject was forever widening and enlarging in 
his mind. 

A short time before he moved into the White 
House, he took a copy of the Constitution and 
three speeches, and with only these for reference, 
he locked himself in a dingy, dusty back room over 
a store in Springfield; and there, away from all in- 
trusion and interruption, he wrote out his inaugural 
address. 

How did Lincoln prepare his Gettysburg ad- 
dress? Unfortunately, false reports have been cir- 
culated about it. The true story, however, is fas- 
cinating. Let us have it : 

When the commission in charge of the Gettys- 
burg cemetery decided to arrange for a formal dedi- 
cation, they invited Edward Everett to deliver the 
speech. He had been a Boston minister, President 
of Harvard, governor of Massachusetts, United 
States senator, minister to England, secretary of 


S3 8S0 


42 


PUBLIC SPEAKING 


state, and was generally considered to be America’s 
most capable speaker. The date first set for the 
dedication ceremonies was October 23, 1863. Mr. 
Everett very wisely declared that it would be im- 
possible for him to prepare adequately on such 
short notice. So the dedication was postponed 
until November 19, nearly a month, to give him 
time to prepare. The last three days of that period 
he spent in Gettysburg, going over the battlefield, 
familiarizing himself with all that had taken place 
there. That period of brooding and thinking was 
most excellent preparation. It made the battle 
real to him. 

Invitations to be present were despatched to all 
the members of Congress, to the President and his 
cabinet. Most of these declined; the committee 
was surprised when Lincoln agreed to come. Should 
they ask him to speak? They had not intended to 
do so. Objections were raised. He would not 
have time to prepare. Besides, even if he did have 
time, had he the ability ? True, he could handle 
himself well in a debate on slavery or in a Cooper 
Union address; but no one had ever heard him 
deliver a dedicatory address. This was a grave 
and solemn occasion. They ought not to take any 
chances. Should they ask him to speak? They 
wondered, wondered. . . . But they would have 
wondered a thousand times more had they been able 
to look into the future and to see that this man, 
whose ability they were questioning, was to deliver 
on that occasion what is very generally accepted now 
as one of the most enduring addresses ever deliv- 
ered by the lips of mortal man. 





v 

i 


SELF-CONFIDENCE AND PREPARATION 43 


Finally, a fortnight before the event, they sent 
Lincoln a belated invitation to make “a few appro- 
priate remarks.” Yes, that is the way they worded 
it: “a few appropriate remarks.” Think of writing 
that to the President of the United States ! 

Lincoln immediately set about preparing. He 
wrote to Edward Everett, secured a copy of the 
address that that classic scholar was to deliver; and, 
a day or two later, going to a photographer’s gal- 
lery to pose for his photograph, Lincoln took 
Everett’s manuscript with him and read it during 
the spare time that he had at the studio. He 
thought over his talk for days, thought over it 
while walking back and forth between the White 
House and the war office, thought over it while 
stretched out on a leather couch in the war office 
waiting for the late telegraphic reports. He wrote 
a rough draft of it on a piece of foolscap paper, 
and carried it about in the top of his tall silk hat. 
Ceaselessly he was brooding over it, ceaselessly it 
was taking shape. The Sunday before it was deliv- 
ered he said to Noah Brooks: “It is not exactly 
written. It is not finished anyway. I have written 
it over two or three times, and I shall have to give 
it another lick before I am satisfied.” 

He arrived in Gettysburg the night before the 
dedication. The little tow r n was filled to overflow- 
ing. Its usual population of thirteen hundred had 
been suddenly swelled to fifteen thousand. The 
sidewalks became clogged, impassable, men and 
women took to the dirt streets. Half a dozen bands 
were playing; crow’ds were singing “John Brown’s 
Body.” People foregathered before the home of 


44 


PUBLIC SPEAKING 


Mr. Wills where Lincoln was being entertained. 
They serenaded him ; they demanded a speech. Lin- 
coln responded with a few words which conveyed 
with more clearness than .tact, perhaps, that he 
was unwilling to speak until the morrow. The facts 
are that he was spending the latter part of that 
evening giving his speech “another lick.” He even 
went to an adjoining house where Secretary Seward 
was staying and read the speech aloud to him for 
his criticism. After breakfast the next morning, 
he continued “to give it another lick,” working on 
it until a rap came at the door informing him that 
it was time for him to take his place in the proces- 
sion. “Colonel Carr, who rode just behind the 
President, stated that when the procession started, 
the President sat erect on his horse, and looked 
the part of the commander-in-chief of the army; but, 
as the procession moved on, his body leaned for- 
ward, his arms hung limp, and his head was bowed. 
He seemed absorbed in thought. 1 ’ 

We can only guess that even then he was going 
over his little speech of ten immortal sentences, 
giving it “another lick.” 

Some of Lincoln’s speeches, in which he had only 
a superficial interest, were unquestioned failures; 
but he was possessed of extraordinary power when 
he spoke of slavery and the union. Why? Because 
he thought ceaselessly on these problems and felt 
deeply. A companion who shared a room with 
him one night in an Illinois tavern awoke next morn- 
ing at daylight to find Lincoln sitting up in bed, 
staring at the wall, and his first words were: “This* 


SELF-CONFIDENCE AND PREPARATION 45' 


government cannot endure permanently, half slave 
and half free.” 

How did Christ prepare His addresses? He 
withdrew from the crowd. He thought. He 
brooded. Fie pondered. He went out alone into 
the wilderness and meditated and fasted for forty 
days and forty nights. “From that time on,” re- 
cords Saint Matthew, “Jesus began to preach.” 
Shortly after that, He delivered one of the world’s 
most celebrated speeches : the Sermon on the Mount. 

“That is all very interesting,” you may protest; 
“but I have no desire to become an immortal orator. 
I merely want to make a few simple talks in busi- 
ness occasionally.” 

True, and we realize your wants fully. This 
course is for the specific purpose of helping you 
and other business men like you to do just that. 
But, unpretending as the talks of yours may prove 
to be, you can profit by and utilize in some measure 
the methods of the famous speakers of the past. 

HOW TO PREPARE YOUR TALK 

What topics ought you to speak on during the 
sessions of this course? Anything that interests 
you. If possible, choose your own topics ; you will 
be more fortunate still if your topic chooses you. 
However, you will often have topics suggested for 
you by your instructor. 

Don’t make the almost universal mistake of try- 
ing to cover too much ground in a brief talk. Just 
take one or two angles of a subject and attempt 
to cover them adequately. You will be fortunate 


46 


PUBLIC SPEAKING 


if you can do that in the short speeches that are 
necessitated by the time schedule of this course. 

Determine your subject a week in advance, so 
that you will have time to think it over in odd 
moments. Think over it for seven days; dream 
over it for seven nights. Think of it the last thing 
when you retire. Think of it the next morning 
while you are shaving, while you are bathing, while 
you are riding down town, while you are waiting 
for elevators, for lunch, for appointments. Dis- 
cuss it with your friends. Make it a topic of con- 
versation. 

Ask yourself all possible questions concerning it. 
If, for example, you are to speak on divorce, ask 
yourself what causes divorce, what are the effects 
economically, socially. How can the evil be rem- 
edied? Should we have uniform divorce laws? 
Why? Or should we have any divorce laws? 
Should divorce be made impossible? More diffi- 
cult? Easier? 

Suppose you were going to talk on why you 
enrolled for this course. You ought then to ask 
yourself such questions as these: What are my 
troubles? What do I hope to get out of this in- 
struction? Have I ever made a public' talk? If so, 
when? Where? What happened? Why do I 
think this training is valuable for a business man? 
Do I know men who are forging ahead commer- 
cially largely because of their self-confidence, their 
presence, their ability to talk convincingly ? Do 
I know others who will probably never achieve a 
gratifying measure of success because they lack these 


SELF-CONFIDENCE AND PREPARATION 47 

positive assets? Be specific. Tell the stories of 
these men without mentioning their names. 

If you stand up and think clearly and keep 
going for two or three minutes, that is all that will 
be expected of you during your first few talks. A 
topic, such as why you enrolled for this course, is 
very easy; that is obvious. If you will spend a little 
time selecting and arranging your material on that 
topic, you will be almost sure to remember it, for 
you will be speaking of your own observations, your 
own desires, your own experiences. 

On the other hand, let us suppose that you have 
decided to speak on your business or profession. 
How shall you set about preparing such a talk? 
You already have a wealth of material on that sub- 
ject. Your problem, then, will be to select and 
arrange it. Do not attempt to tell us all about 
it in three minutes. It can’t be done. The attempt 
will be too sketchy, too fragmentary. Take one 
and only one phase of your topic: expand and en- 
large that. For example, why not tell us how you 
came to be in your particular business or profession? 
Was it a result of accident or choice? Relate your 
early struggles, your defeats, your hopes, your 
triumphs. Give us a human interest narrative, a 
real life picture based on first hand experiences. The 
truthful, inside story of almost any man’s life — if 
told modestly and without offending egotism — is 
most entertaining. It is almost sure-fire speech ma- 
terial. ■ 

Or take another angle of your business: what are 
its troubles? What advice would you give to a 
young man entering it? 


48 PUBLIC SPEAKING 

Or tell us about the people with whom you come 
in contact — the honest and dishonest ones. Tell us 
of your problems with labor, your problems with 
your customers. What has your business taught 
you about the most interesting topic in the world: 
human nature? If you speak about the technical 
side of your business, about things, your talk may 
very easily prove uninteresting to others. But 
people, personalities — one can hardly go w r rong with 
that kind of material. 

Above all else, don’t make your talk an abstract 
preachment. That will bore us. Make your talk 
a regular layer cake of illustrations and general 
statements. Think of concrete cases you have ob- 
served, and of the fundamental truths which you 
believe those specific instances illustrate. You will 
also discover that these concrete cases are far easier 
to remember than abstractions; are far easier to 
talk about. They will also aid and brighten your 
delivery. 

Here is the way a very interesting writer does 
it. This is an excerpt from an article by B. A. 
Forbes on the necessity of executives delegating re- 
sponsibilities to their associates. Note the illus- 
trations — the gossip about people. 

“Many of our present-day gigantic enterprises were at 
one time one-man affairs. But most of them have outgrown 
this status. The reason is that, while every great organ- 
ization is ‘the lengthened shadow of one man, 5 business and 
industry are now conducted on such a colossal scale that of 
necessity even the ablest giant must gather about him brainy 
associates to help in handling all the reins. 

“Woolworth once told me that his was essentially a one- 
man business for years. Then he ruined his health, and it 


SELF-CONFIDENCE AND PREPARATION 49 


i 

f' 

I 

f 


* 


t 


K 


jf. 




was while he lay week after week in the hospital that he 
awakened to the fact that if his business was to expand as he 
hoped, he would have to share the managerial responsibilities. 

“Bethlehem Steel for a number of years was distinctly of 
the one-man type. Charles M. Schwab was the whole 
works. By and by Eugene G. Grace grew in stature and 
developed into an abler steel man than Schwab, according to 
the repeated declarations of the latter. To-day Bethlehem 
Steel is no longer simply Schwab. 

“Eastman Kodak in its earlier stages consisted mainly of 
George Eastman, but he was wise enough to create an 
efficient organization long ago. All the greatest Chicago 
packing houses underwent a similar experience during the 
time of their founders. Standard Oil, contrary to the popu- 
lar notion, never was a one man organization after it grew 
to large dimensions. 

“J. P. Morgan, although a towering giant, was an ardent 
believer in choosing the most capable partners and sharing 
the burdens with them. 

“There are still ambitious business leaders who would 
like to run their business on the one-man principle, but, 
wilfy-nilly, they are forced by the very magnitude of modern 
operations to delegate responsibilities to others.” 

Some men, in speaking of their businesses, commit 
the unforgivable error of talking only of the fea- 
tures that interest them. Shouldn’t the speaker try 
to ascertain what will entertain not himself but his 
hearers? Shouldn’t he try to appeal to their selfish 
interests? If, for example, he sells fire insurance, 
shouldn’t he tell them how to prevent fires on their 
own property? If he is a banker, shouldn’t he give 
them advice on finance or investments? 

While preparing, study your audience. Think of 
their wants, their wishes. That is sometimes half 
the battle. 



50 


PUBLIC SPEAKING 


In preparing some topics, it is very advisable — 
if time permits — to do some reading, to discover 
what others have thought, what others have said 
on the same subject. But don’t read until you have 
first thought 1 yourself dry. That is important' — 
very. Then go to the public library and lay your 
needs before the librarian. Tell her you are pre- 
paring a speech on such and such a topic. Ask her 
frankly for help. If you are not in the habit of 
doing research work, you will probably be surprised 
at the aids she can put at your disposal; perhaps a 
special volume on your very topic, outlines and 
briefs for debate, giving the principal arguments on 
both sides of the public questions of the day; the 
Reader’s Guide to Periodical Literature listing the 
magazine articles that have appeared on various 
topics since the beginning of the century; the Cen- 
tury Book of Facts, the World Almanac, the Ency- 
clopedias, and dozens of reference books. They are 
tools in your workshop. Use them. 

THE SECRET OF RESERVE POWER 

Luther Burbank said, shortly before his death: 
“I have often produced a million plant specimens 
to find but one or two superlatively good ones, and 
have then destroyed all the inferior specimens.” 
A speech ought to be prepared somewhat in, that 
lavish and discriminating spirit. Assemble a hun- 
dred thoughts, and discard ninety. 

Collect more material, more information, than 
there is any possibility of employing. Get it for the 
additional confidence it will give you, for the sure- 


SELF-CONFIDENCE AND PREPARATION 51 


ness of touch. Get it for the effect it will have on 
your mind and heart and whole manner of speaking. 

This is a basic, important factor of preparation; yet 
it is constantly ignored by speakers, both in public 
and private. 

“I have drilled hundreds of salesmen, canvassers, 
and demonstrators,” says Arthur Dunn, “and the 
principal weakness which I have discovered in most 
of them has been their failure to realize the im- 
portance of knowing everything possible about their 
products and getting such knowledge before they 
start to sell. 

“Many salesmen have come to my office and 
after getting a description of the article and a line 
of sales talk have been eager to get right out and 
try to sell. Many of these salesmen have not lasted 
a week and a large number have not lasted forty- 
eight hours. In educating and drilling canvassers 
and salesmen in the sale of a food specialty, I have 
endeavored to make food experts of them. I have 
compelled them to study food charts issued by the 
U. S. Department of Agriculture, which show in 
food the amount of water, the amount of protein, 
the amount of carbohydrates, the amount of fat, and 
ash. I have had them study the elements which 
make up the products which they are to sell. I 
have had them go to school for several days and 
then pass examinations. I have had them sell the 
product to other salesmen. I have offered prizes 
for the best sales talks. 

“I have often found salesmen who get impatient 
at the preliminary time required for the study of ' 

their articles. They have said, T will never have J 




52 


PUBLIC SPEAKING 


time to tell all of this to a retail grocer. He is too 
busy. If I talk protein and carbohydrates, he won’t 
listen and, if he does listen, he won’t know what 
I am talking about.’ My reply has been, ‘You 
don’t get all of this knowledge for the benefit of 
your customer, but for the benefit of yourself. If 
you know your product from A to Z you will have 
a feeling about it that is difficult to describe. You 
will be so positively charged, so fortified, 
so strengthened in your own mental attitude that 
you will be both irresistible and unconquerable.’ ” 

Miss Ida M. Tarbell, the well known historian 
of the Standard Oil Company, told the writer that 
years ago, when she was in Paris, Mr. S. S. Mc- 
Clure, the founder of McClure’s Magazine, cabled 
her to write a short article about the Atlantic 
Cable. She went to London, interviewed the Euro- 
pean manager of the principal cable, and obtained 
sufficient data for her assignment. But she did not 
stop there. She wanted a reserve supply of facts; 
so she studied all manner of cables on display in 
the British Museum ; she read books on the history 
of the cable and even went to manufacturing con- 
cerns on the edge of London and saw cables in the 
process of construction. 

Why did she collect ten times as much informa- 
tion as she could possibly use? She did it because 
she felt it would give her reserve power; because 
she realized that the things she knew and did not 
express would lend force and color to the little she 
did express. 

Edwin James Cattell has spoken to approximately 
thirty million people; yet he confided to me recently 


SELF-CONFIDENCE AND PREPARATION 53 


that if he did not, on the way home, kick himself 
for the good things he had left out of his talk, he felt 
that the performance must have been a failure. 
Why? Because he knew from long experience that 
the talks of distinct merit are those in which there 
abounds a reserve of material, a plethora, a pro- 
fusion of it — far more than the speaker has time 
to use. 

“What!” you object. “Does this author imagine 
that I can find time for all this? I would like him 
to know that I have a business to conduct and a 
wife and two children and a couple of Airedale 
dogs to support. ... I can’t be running to museums 
and looking at cables and reading books and sitting 
up in bed at daylight mumbling my speeches.” 

My dear sir, we know all about your case, and 
sympathetic allowance has been made for it. The 
assigned topics will be questions on which you have 
already done considerable thinking. Sometimes you 
will not be asked to plan any kind of a speech in 
advance; but you .will be given an easy topic for 
impromptu speaking after you face your audience. 
This will afford you most useful practise in thinking 
on your feet — “the sort of thing that you may be 
forced to do in business discussions. 

Some of the men who join this course are only 
slightly interested in learning to prepare talks in 
advance. They want to be able to think on their 
feet and to join in discussions that come up at vari- 
ous business meetings. Such students sometimes 
prefer to come to the class, listen, and then take 
their cue from some of the preceding speakers. A 
limited amount of this may be advisable; but don’t 


54 


PUBLIC SPEAKING 


overdo it. Follow the suggestions given in this 
chapter. They will give you the ease and freedom 
you are seeking and also the ability to prepare talks 
effectively. 

If you procrastinate until you have leisure to 
prepare and plan your talk, the leisure will prob- 
ably never be found. How r ever, it is easy to do the 
habitual, the accustomed thing, isn’t it? So why 
not set aside one specific evening a week, from 
eight to ten o’clock, to be devoted to nothing but 
this task? That is the sure way, the systematic 
way. Why not try it? 

SUMMARY 

1. When a speaker has a real message in his head 
and heart — an inner urge to speak, he is almost sure 
to do himself credit. A well-prepared speech is 
already nine-tenths delivered. 

2. What is preparation? The setting dow T n of 
some mechanical sentences on paper? The memor- 
izing of phrases? Not at all. Real preparation 
consists in digging something out of yourself, in 
assembling and arranging your ozvn thoughts, in 
cherishing and nurturing your ozvn convictions. (Il- 
lustrations : Mr. Jackson of New York failed when 
he attempted merely to reiterate another man’s 
thoughts he had culled from an article in Forbes 9 
Magazine. He succeeded when he used that article 
merely as a starting point for his ow r n speech — 
when he thought out his own ideas, developed his 
ozvn illustrations. 


SELF-CONFIDENCE AND PREPARATION 55 

3. Do not sit down and try to manufacture a 
speech in thirty minutes. A speech can’t be cooked 
to order like a steak. A speech must grow. Select 
your topic early in the week, think over it during 
odd moments, brood over it, sleep over it, dream 
over it. Discuss it with friends. Make it a topic 
of conversation. Ask yourself all possible questions 
concerning it. Put down on pieces of paper all 
thoughts and illustrations that come to you and keep 
reaching out for more. Ideas, suggestions, illustra- 
tions will come drifting to you at sundry times — 
when you are bathing, when you are driving down 
town, when you are waiting for dinner to be served. 
That was Lincoln’s method. It has been the method 
of almost all successful speakers. 

4. After you have done a bit of independent 
thinking, go to the library and do some reading on 
your topic — if time permits. Tell the librarian your 
needs. She can render you great assistance. 

5. Collect far more material than you intend to 
use. Imitate Luther Burbank. He often produced 
a million plant specimens to find one or two superla- 
tively good ones. Assemble a hundred thoughts; 
discard ninety. 

6. The way to develop reserve power is to 
know far more than you can use, to have a full 
reservoir of information. In preparing a speech, 
use the methods Arthur Dunn employed in training 
his salesmen to sell a breakfast food specialty, the 
methods that Ida Tarbell employed in preparing 
her article on the Atlantic cable. 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“ Your most inexcusable sin is the mispronunciation of a 
word in common, every-day use. The pronunciation of the 
word ‘municipal,’ with the accent on the third syllable, is 
decidedly offensive to an audience of any intellectual stand- 
ing.” — George Rowland Collins, in Platform Speaking. 

Do you always accent the second syllables of the 
following words? 


abDOmen 
acCLImate 
alTERnately 
conDOLence 
exPOnent 
fiNANCE (noun 
and verb) 
inCOGnito 


inCOMparable 

inEXplicable 

inQUIry 

irREVocable 

lyCEum 

muNICipal 

muSEum 

SeATtle 


The first syllable of finance — both verb and noun 
— may be pronounced fin (i as in it), or ft (i as in 
ice) ; but remember that the accent must go on the 
last syllable. This word is commonly mispro- 
nounced. Watch it. 

The first syllable of predecessor may be pred 
(e as ir\ met), or pre ( e as in eel) ; but the third, 

56 


SELF-CONFIDENCE AND PREPARATION 5? 


not the first, syllable must be accented — prede- 
CESSor. 

Can you pronounce correctly the italicized words 
in the following sentences? If in doubt, see Chap- 
ter I. 

1. In his address , the expert agriculturist made no 
pretense whatever to having done any original re- 
search. 

2. Do adults read the romances appearing in the 
magazines? 

3. He protested that we would not detour . 

4. He said in a robust voice that he would con- 
test the decision as a matter of routine . 

ERRORS IN ENGLISH 

Review. For the purposes of review, a para- 
graph or so will head this section of each chapter. 
A number of mistakes previously discussed will be 
given. Finding them will be an interesting game 
and, at the same time, will increase your ability to 
detect errors and to profit by them. 

There are four errors in the following para- 
graph : 

I am determined that I shall go, even though it shall 
cause the heavens to fall and will bring unhappiness to all 
concerned. So leave me do it, whatever can come. 

New Study Material. The English language 
is burdened with a number of verbs which cause 
trouble. A thorough understanding of their defini- 
tions and of their principal parts will soon cause you 
to use them correctly. 


58 


PUBLIC SPEAKING 


Let us consider three different sets of verbs in this 
category. They are lay and lie; set and sit; raise 
and rise . 

Lay — Lie 

To lay means to put an object somewhere. So, 
you may say: 

I am laying the stamps here. 

He lays the book on the table. 

I have laid the matter before the board of 
directors. 

He laid the foundation for an immense fortune. 

To lie means to recline. Examples of use are as 
follows : 

I am lying down. 

I lie down. 

He lay on his bed yesterday. 

They have lain down on the whole proposi- 
tion. 

In addition, there is another use of lie in the 
sense of prevarication. The principal parts are 
lie, lied , lying, lied . No examples are necessary to 
show the usage of these verbs. 

Set — Sit 

To set means to put something somewhere, or to 
make some one to sit. Of course, the latter usage 
is merely a corollary of the first. Examples are as 
follows: 


SELF-CONFIDENCE AND PREPARATION 59 

I set it here as I want to use it. 

I am setting the medicine on the table. 

I set my watch by standard time last night. 

I had set the trap before he came. 

I set the baby on the bed. 

To sit means to rest, as upon a chair with the 
body bent at the hips, or to rest upon the haunches, 
it also means to take or occupy a seat. Examples 
are: 

I sit to take my meals. 

I am sitting down now. 

I sat in the ante-room. 

I have sat and waited for hourSo 
Sit here. 

Raise — Rise 

T o raise means to move upward, to cause to rise 3 
to exalt. Examples are : 

I raised the flag. 

I am raising the floor. 

He raised his price. 

He has raised a new r question. 

To rise means to ascend, as a hill; to become 
erect; to emerge; to revolt; etc. Examples are: 

I rise to a point of order. 

I am rising to ask a question. 

The river rose last night. 

The price has risen. 


60 


PUBLIC SPEAKING 


CORRECT USAGE OF WORDS 

Antipathy — Dislike. Antipathy is instinctive; 
dislike is often acquired. You have an antipathy 
for hoboes ; you may dislike your landlord. 

Authentic — Genuine. Authentic suggests 
possessing authority and being true to the facts; 
genuine means, not counterfeit. If a Sandwich 
Islander wrote a book on ice hockey and signed his 
name to it, the treatise would be genuine but prob- 
ably not authentic. 

Behavior — Conduct. Behavior refers to our 
mode of acting in the presence of others — it gener- 
ally refers to a specific instance. Conduct refers 
to the general tone of our actions in the more seri- 
ous aspects of life. 

Bound — Determine. We are bound to do 
things by outside influences. We determine to do a 
thing by our own decisions. You may be bound by 
law to send your child to school and determined 
to send him to college. 

VOICE EXERCISE— CORRECT BREATHING 

The famous singer, Jean De Reszke, advised, 
“carry the necktie high.” Let us stand up now 
and obey his admonition, not by raising the shoul- 
ders, but by lifting the chest to its proper position. 
Stand with your weight on the balls of your feet. 
Put your hand on the top of your head. Without 
lifting your heels from the floor, try now to shove 
your hand off your hair. Try to do it, not with 
your arm muscles, but by standing as tall as pos- 


SELF-CONFIDENCE AND PREPARATION 61 


sible. There. That is it. Fine! You are now 
standing straight, abdomen in, necktie and chest 
high, the back of your neck against the back of your 
collar. Have you raised your shoulders? If so, 
relax, drop them. You want to carry your chest 
high, not your shoulders. Without lowering the 
chest, exhale. Hold it high as the last bit of breath 
escapes. 

Now you are ready to breathe correctly. Close 
your eyes. Inhale deeply, slowly, easily through 
the nose. Try to feel the same sensation that you 
felt when you were practising diaphragmatic breath- 
ing in bed, as we suggested in Chapter I. Feel the 
bottom of your lungs expanding, expanding, ex- 
panding, pushing out the lower ribs to the side; 
feel the sensation under your arms; feel it at the 
back; feel the diaphragm being pushed down and 
flattening like an inverted paper dish under pres- 
sure from above; feel the diaphragm expanding as 
you place your fingers over the soft spot, “the doll 
squeak,” children call it, just underneath the breast 
bone. Exhale slowly. 

Now, once more. Inhale through your nose. 
Let me caution you again : do not raise your shoul- 
ders, and do not try to enlarge your lungs at the top. 

With your necktie high, breathe in again, feel- 
ing the expansion in the middle of your body. 

“I practise deep breathing every day of my life,” 
said Madame Schumann-Heink. 

Caruso did the same; consequently he developed 
a diaphragm of extraordinary power. When stu- 
dents came to him — as they often did — seeking ad- 
vice about this all-important matter of correct 


62 


PUBLIC SPEAKING 


breathing, he usually said to them: “Press your fist 
with all your strength against my relaxed dia- 
phragm.” Then with a quick, sharp intake of 
breath, the famous tenor forced his diaphragm down 
and his body out with such force as to fling off the 
pressure of the fist. 

However, the mere knowledge of correct breath- 
ing that you are gathering now will avail you 
naught unless you apply it. 

So practise it daily as you walk along the street. 
Practise it when you have an odd moment in the 
office. After you have been concentrating on some 
task for an hour, throw open the window and fill 
your lungs with air. This won’t be time lost. It 
will be time saved, vigor reinforced, health 
strengthened. This practise cannot be indulged in 
too often. It will, if faithfully followed, become a 
habit. You will wonder then that you ever breathed 
in any other fashion. To breathe from the top of 
the lungs is only half breathing. And “he who only 
half breathes,” says a passage from the Sanskrit, 
“only half lives.” 

If you follow daily the directions given here, you 
will not only improve your voice but you will find 
that the chances of your ever contracting tubercu- 
losis will be very slight; and the chances of your 
escaping the winter’s supply of colds that attack 
others, will be very good. 


CHAPTER III 


HOW FAMOUS SPEAKERS PREPARED THEIR 
ADDRESSES 


“There s a vast difference between having a carload of 
miscellaneous facts sloshing around loose in your head and 
getting all mixed up in transit , and carrying the same assort- 
ment properly boxed and crated for convenient handling 
and immediate delivery" — Lorimer : Letters from a Self- 
Made Merchant to His Son at College. 

“ The power to grasp the essential features of problems is 
the great differentiation between the educated and the non- 
educated man . Undoubtedly the greatest advantage to be 
gamed from a college education is the acquisition of a dis- 
ciplined mind " — John Grier Hibben, President of Princeton 
University . 

“What is it that first strikes us, arid strikes us at once , 
in a man of education and which , among educated men, so 
instantly distinguishes the man of superior mind ? . . . The 
true cause of the impression made upon us is that his mind 
is methodical — S. T. Coleridge. 

“The common error in regard to speaking is the assump- 
tion that all that is necessary is to have 'something to say / 
Utterly false! Unless that ' something to say * is said in 
accordance with the laws of the human mind which govern 
conviction, it might as well be spoken to the winds. . , . 
The modern speaker must realize that besides f something to 
say J he must learn how best to convey it. He must remem- 
ber that the Chathams and the W ebsters and the Beechers 
not only had ‘ something to say but that they realized that 
careful study had to be given to the order and manner of its 
presentation — Arthur Edward Phillips, Effective Speaking. 


CHAPTER III 


HOW FAMOUS SPEAKERS PREPARED 
THEIR ADDRESSES 

I was present once at a luncheon of the New 
York Rotary Club when the principal speaker was 
a prominent government official. The high posi- 
tion that he occupied gave him prestige, and we 
were looking forward with pleasure to hearing him. 
He had promised to tell us about the activities of 
his own department; and it was one in which almost 
every New York business man was interested. 

He knew his subject thoroughly, knew far more 
about it than he could possibly use ; but he had not 
planned his speech. He had not selected his ma- 
terial. He had not arranged it in orderly fashion. 
Nevertheless, with a courage born of inexperience, 
he plunged heedlessly, blindly, into his speech. He 
did not know where he was going, but he was on his 
way. 

His mind was, in short, a mere hodgepodge, and 
so was the mental feast he served us. He brought 
on the ice cream first, and then placed the soup 
before us. Fish and nuts came next. And, on top 
of that, there was something that seemed to be a 
mixture of soup and ice cream and good red her- 
ring. I have never, anywhere or at any time, seen 
a speaker more utterly confused. 


66 


PUBLIC SPEAKING 


He had been trying to talk impromptu; but, in 
desperation now, he drew a bundle of notes out of 
his pocket, confessing that his secretary had com- 
piled them for him — and no one questioned the 
veracity of his assertion. The notes themselves 
evidently had no more order than a flat car full of 
scrap iron. He fumbled through them nervously, 
glancing from one page to another, trying to orient 
himself, trying to find a way out of the wilderness, 
and he attempted to talk as he did so. It was im- 
possible. He apologized and, calling for water, 
took a drink with a trembling hand, uttered a few 
more scattering sentences, repeated himself, dug 
into his notes again. . . . Minute by minute he grew 
more helpless, more lost, more bewildered, more 
embarrassed. Nervous perspiration stood out on 
his forehead, and his handkerchief shook as he 
wiped it away. We in the audience sat watching 
the fiasco, our sympathies stirred, our feelings har- 
rowed. We suffered positive and vicarious embar- 
rassment. But with more doggedness than discre- 
tion, the speaker continued, floundering, studying 
his notes, apologizing and drinking. Every one 
except him felt that the spectacle was rapidly ap- 
proaching total disaster, and it was a relief to us 
all when he sat down and ceased his death struggles. 
It was one of the most uncomfortable audiences I 
have ever been in; and he was the most ashamed and 
humiliated speaker I have ever seen. He had made 
his talk as Rousseau said a love letter should be 
written: he had begun without knowing what he 
was going to say, and he had finished without 
knowing what he had uttered. 


METHODS OF FAMOUS SPEAKERS 67 

The moral of the tale is just this: “When a 
man’s knowledge is not in order,” said Herbert 
Spencer, “the more of it he has, the greater will be 
his confusion of thought.” 

No sane man would start to build a house with- 
out some sort of plan; but why will he begin to 
deliver a speech without the vaguest kind of outline 
or program? 

A speech is a voyage with a purpose, and it must 
be charted. The man who starts nowhere, gener- 
ally gets there. 

I wish that I could paint this saying of Napoleon’s 
in flaming letters of red a foot high over every 
doorway on the globe where students of public 
speaking foregather: “The art of war is a science 
in which nothing succeeds which has not been calcu- 
lated and thought out.” 

That is just as true of speaking as of shooting. 
But do speakers realize it — or, if they do — do they 
always act on it? They do not. Most emphatic- 
ally they do not. Many a talk has just a trifle more 
plan and arrangement than a bowl of Irish stew. 

What is the best and most effective arrangement 
for a given set of ideas? No one can say until he 
has studied them. It is always a new problem, an 
eternal question that every speaker must ask and 
and answer himself again and again. No infallible 
rules can be given ; but we can, at any rate, illustrate 
briefly here, with a concrete case, just what we mean 
by orderly arrangements. 


68 


PUBLIC SPEAKING 


HOW A PRIZE-WINNING SPEECH WAS 
CONSTRUCTED 

Here is a speech that was delivered by a student 
of this course before the Thirteenth Annual Con- 
vention of the National Association of Real Estate 
Boards. It won first prize in competition with 
twenty-seven other speeches on various cities. This 
speech is well constructed, full of facts stated clearly, 
vividly, interestingly. It has spirit. It marches. 
It will merit reading and study. 

Mr. Chairman and Friends: 

Back 144 years ago, this great nation, the United States 
of America, was born in my City of Philadelphia, and so it 
is quite natural that a city having such an historical record 
should have that strong American spirit that has not only 
made it the greatest industrial center in this country, but 
also one of the largest and most beautiful cities in the whole 
world. 

Philadelphia has a population close to two millions of 
people, and our city has an area that is equal to the com- 
bined size of Milwaukee and Boston, Paris and Berlin, and 
out of our 130 square miles of territory we have given up 
nearly 8,000 acres of our best land for beautiful parks, 
squares and boulevards, so that our people would have the 
proper places for recreation and pleasure, and the right kind 
of environment that belongs to every decent American. 

Philadelphia, friends, is not only a large, clean and beau- 
tiful city, but it is also known everywhere as the great work- 
shop of the world, and the reason it is called the workshop 
of the world is because we have a vast army of over 400,000 
people employed in 9,200 industrial establishments that turn 
out one hundred thousand dollars’ worth of useful commodi- 
ties every ten minutes of the working day, and, according 
to a well-known statistician, there is no city in this coun- 
try that equals Philadelphia in the production of woolen 


METHODS OF FAMOUS SPEAKERS 69 


goods, leather goods, knit goods, textiles, felt hats, hardware, 
tools, storage batteries, steel ships and a great many other 
things. We build a railroad locomotive every two hours 
day and night, and more than one-half the people in this 
great country ride in street cars made in the City of Phila- 
delphia. We manufacture a thousand cigars every minute, 
and last year, in our 115 hosiery mills, we made two pairs 
of stockings for every man, woman and child in this coun- 
try. We make more carpets and rugs than all of Great 
Britain and Ireland combined, and, in fact, our total com- 
mercial and industrial business is so stupendous that our bank 
clearings last year, amounting to thirtjr-seven billions of 
dollars, would have paid for every Liberty Bond in the 
entire country. 

But, friends, while we are very proud of our wonderful 
industrial progress, and while we are also very proud of 
being one of the largest medical, art and educational centers 
in this country, yet, we feel a still greater pride in the fact 
that we have more individual homes in the City of Phila- 
delphia than there are in any other city in the whole world. 

In Philadelphia w T e have 397,000 separate homes, and if 
these homes were placed on twenty-five-foot lots, side by 
side, in one single row, that row would reach all the way 
from Philadelphia clear through to this Convention Flail, 
at Kansas City, and then on to Denver, a distance of 1,881 
miles. 

But, what I want to call your special attention to, is the 
significance of the fact, that tens of thousands of these homes 
are owned and occupied by the working people of our city, j 

and when a man owns the ground upon which he stands and 
the roof over his head, there is no I. W. W. argument ever 
presented that would infect that man with those imported 
diseases, known as Socialism and Bolshevism. I 

Philadelphia is not a fertile soil for European anarchy, } 

because our homes, our educational institutions and our 
gigantic industry have been produced by that true American I 

spirit that was born in our city, and is a heritage from our 
forefathers. Philadelphia is the mother city of this great 
country, and the very fountain head of American liberty. I 


70 


PUBLIC SPEAKING 


It is the city where the first American flag was made; it 
is the city where the first Congress of the United States met; 
it is the city where the Declaration of Independence was 
signed; it is the city where that best loved relic in America, 
the Liberty Bell, has inspired tens of thousands of our men, 
women and children, so that we believe, we have a sacred 
mission, which is not to worship the golden calf, but to 
spread the American spirit, and to keep the fires of freedom 
burning, so that with God’s permission, the Government of 
Washington, Lincoln and Theodore Roosevelt may be an 
inspiration to all humanity., 

Let us analyze that speech. Let us see how it is 
constructed, how it gets its effects. In the first 
place, it has a beginning and an ending. That is a 
rare virtue, my dear reader, more rare than you 
may be inclined to think. It starts somewhere. 
It goes there straight as wild geese on the wing. 
It doesn’t dawdle. It loses no time. 

It has freshness, individuality. The speaker 
opens by saying something about his city that the 
other speakers could not possibly say about theirs : 
he points out that his city is the birthplace of the 
entire nation. 

He states that it is one of the largest and most 
beautiful cities in the world. But that claim is 
general, trite; standing by itself, it would not im- 
press anyone very much. The speaker knew that; 
so he helped his audience visualize the magnitude 
of Philadelphia by stating it “has an area equal 
to the combined size of Milwaukee, Boston, Paris 
and Berlin.” That is definite, concrete. It is inter- 
esting. It is surprising. It makes a mark. It 
drives home the idea better than a whole page of 
statistics would have done. 


METHODS OF FAMOUS SPEAKERS 71 


Next he declares that Philadelphia is “known 
everywhere as the great workshop of the world.” 
Sounds exaggerated, doesn’t it ? Like propaganda. 
Had he proceeded immediately to the next point no 
one would have been convinced. But he doesn’t. 
He pauses to enumerate the products in which 
Philadelphia leads the world : “woolen goods, 
leather goods, knit goods, textiles, felt hats, hard- 
ware, tools,, storage batteries, steel ships.” 

Doesn’t sound so much like propaganda now, 
does it? 

Philadelphia “builds a railroad locomotive every 
tw r o hours day and night, and more than one-half 
the people in this great country ride in street cars 
made in the city of Philadelphia.” 

“Well, I never knew that,” we muse. “Perhaps 
I rode down town yesterday in one of those street 
cars. I’ll look to-morrow and see where my town 
buys its cars.” 

“A thousand cigars every minute . . two pairs 
of stockings for every man, woman and child in 
this country.” 

We are still more impressed. . . . “Maybe my 
favorite cigar is made in Philadelphia . . . and these 
socks I have on. . . .” 

What does the speaker do next? Jump back to 
the subject of the size of Philadelphia that he cov- 
ered first and give us some fact that he forgot then? 
No, not at all. He sticks to a point until he fin- 
ishes it, has done with it, and need never return 
to it again. For that we are duly grateful, Mr. 
Speaker. For what is more confusing and muddling 
than to have a speaker darting from one thing to 




72 PUBLIC SPEAKING 

another and back again as erratic as a bat in the 
twilight? Yet many a speaker does just that. In- 
stead of covering his points in order i, 2, 3, 4, 5, he 
covers them as a football captain calls out signals 
— 27, 34, 19, 2. No, he is worse than that. He 
covers them like this — 27, 34, 27, 19, 2, 34, 19. 

But this speaker, however, steams straight ahead 
on schedule time, never idling, never turning back, 
swerving neither to the right nor left; like one 
of those locomotives he has been talking about. 

But, he makes now the weakest point of his entire 
speech: Philadelphia, he declares, is “one of the 
largest medical, art and educational centers in this 
country/’ He merely announces that; then speeds 
on to something else — only twelve words to animate 
that fact, to make it vivid, to engrave it on the 
memory. Only twelve words lost, submerged, in 
a sentence containing a total of sixty-five. It doesn’t 
work. Of course not. The human mind does not 
operate like a string of steel traps. He devotes 
so little time to this point, is so general, so vague, 
seems so unimpressed himself that the effect on the 
hearer is almost nil. What should he have done? 
He realized that he could establish this point with 
the selfsame technique that he just employed to 
establish the fact that Philadelphia is the workshop 
of the world. He knew that. He also knew that 
he would have a stop watch held on him during the 
contest, that he would have five minutes, not a sec- 
ond more; so he had to slur over this point or 
slight others. 

There are “more individual homes in the city of 
Philadelphia than there are in any other city in the 



METHODS OF FAMOUS SPEAKERS 73 


world.” How does he make this phase of his topic 
impressive and convincing? First, he gives the 
number: 397,000. Second, he visualizes the num- 
ber: “If these homes were placed on twenty-five 
foot lots, side by side, in one single row, that row 
would reach all the way from Philadelphia clear 
through this Convention Hall at Kansas City, and 
then on to Denver, a distance of 1,881 miles.” 

His audience probably forgot the number he gave 
before he had finished the sentence. But forget 
that picture? That would have been well nigh 
impossible. 

So much for cold material facts. But they are 
not the stuff out of which eloquence is fashioned. 
This speaker aspired to build up to a climax, to 
touch the heart, to stir the feelings. So now on 
the home stretch, he deals with emotional material. 
He tells what the ownership of those homes means 
to the spirit of the city. He denounced “those im- 
ported diseases, known as Socialism and Bolshe- 
vism . . . European anarchy.” He eulogizes Phila- 
delphia as “the very fountain head of American 
liberty.” Liberty! A magic word, a word full of 
feeling, a sentiment for which millions have laid 
down their lives. That phrase in itself is good, but 
it is a thousand times better when he backs it up 
with concrete references to historic events and docu- 
ments, dear, sacred, to the hearts of his hearers. 
. . . “It is the city where the first American Flag 
was made; it is the city where the first Congress 
of the United States met; it is the city where the 
Declaration of Independence was signed . . . 


74 


PUBLIC SPEAKING 


Liberty Bell ... a sacred mission . . . , to spread the 
American spirit ... to keep the fires of freedom 
burning, so that with God’s permission, the Gov- 
ernment of Washington, Lincoln and Theodore 
Roosevelt may be an inspiration to all humanity.” 
That is a real climax! 

So much for the composition of this talk. But 
admirable as it is from the standpoint of construc- 
tion, this speech could have come to grief, could 
easily have been brought to naught, had it been 
expressed in a calm manner devoid of all spirit and 
vitality. But the speaker delivered it as he com- 
posed it; with a feeling and enthusiasm born of the 
deepest sincerity. Small wonder that it won first 
prize, that it was awarded the Chicago cup. 

THE WAY DOCTOR CONWELL PLANNED 
HIS SPEECHES 

There are not, as I have already said, any infal- 
lible rules that will solve the question of the best 
arrangement. There are no designs or schemes or 
charts that will fit all or even a majority of speeches; 
yet here are a few speech plans that will prove 
usable in some instances. The late Dr. Russell H. 
Conwell, the author of the famous “Acres of Dia- 
monds” — -see Appendix — once informed me that he 
had built many of his innumerable speeches on this 
outline : 

1. State your facts. 

2. Argue from them. 

3. Appeal for action. 


METHODS OF FAMOUS SPEAKERS 75 


Many students of this course have found this 
plan very helpful and stimulating. 

1. Show something that is wrong. 

2. Show how to remedy it. 

3. Ask for cooperation. 

Or, to put it in another way : 

1. Here is a situation that ought to be rem- 
edied. 

2. We ought to do so and so about the matter. 

3. You ought to help for these reasons. 

Chapter XV of this course, entitled How To Get 
Action, outlines still another speech plan. Briefly 
it is this : 

1. Secure interested attention. 

2. Win confidence. 

3. State your facts; educate people regarding 
the merits of your proposition. 

4. Appeal to the motives that make men act. 

If interested, turn now to Chapter XV and study 
this plan in detail. 

SENATOR BEVERIDGE’S METHOD OF 
BUILDING A TALK 

Senator Albert J. Beveridge wrote a very short 
and very practical book entitled “The Art of Public 
Speaking.” “The speaker must be master of his 
subject,” says this noted political campaigner. 
“That means that all the facts must be collected, 


76 


PUBLIC SPEAKING 


arranged, studied, digested — not only data on one 
side, but material on the other side and on every 
side — all of it. And be sure that they are facts, 
not mere assumptions or unproved assertions. Take 
nothing for granted. 

“Therefore check up and reverify every item. 
This means painstaking research, to be sure, but 
what of it? — are you not proposing to inform, in- 
struct, and advise your fellow citizens? Are you 
not setting yourself up as an authority? 

“Having assembled and marshalled the facts of 
any problem, think out for yourself the solution 
those facts compel. Thus your speech will have 
originality and personal force — it will be vital and 
compelling. There will be you in it. Then write 
out your ideas as clearly and logically as you can.” 

In other words, present the facts on both sides, 
and then present the conclusion that those facts 
make clear and definite. 

WOODROW WILSON FITS THE BONES 
TOGETHER 

*T begin,” said Woodrow Wilson when asked to 
explain his methods, “with a list of the topics I 
want to cover, arranging them in my mind in their 
natural relations — that is, I fit the bones of the 
thing together; then I write it out in shorthand. 
I have always been accustomed to writing in short- 
hand, finding it a great saver of time. This done, 
I copy It on my own typewriter, changing phrases, 
correcting sentences, and adding material as I go 
along.” 


METHODS OF FAMOUS SPEAKERS 77 

Roosevelt prepared his talks in the characteristic 
Rooseveltian manner: he dug up all the facts, re- 
viewed them, appraised them, determined their find- 
ings, arrived at his conclusions, arrived with a feel- 
ing of certainty that was unshakable. 

Then, with a pad of notes before him, he started 
dictating and he dictated his speech very rapidly 
so that it would have rush and spontaneity and the 
spirit of life. Then he went over this typewritten 
copy, revised it, inserted, deleted, filled it with 
pencil marks, and then dictated it all over again. 
“I never won anything,” said he, “without hard 
labor and the exercise of my best judgment and care- 
ful planning and working long in advance.” 

Often he called in critics to listen to him as he 
dictated or read his speech to them. He refused 
to debate with them the wisdom of what he had 
said. His mind was already made up on that point, 
and made up irrevocably. He wanted to be told, 
not what to say, but how to say it. Again and 
again he went over his typewritten copies, cutting, 
correcting, improving. That was the speech that 
the newspapers printed. Of course, he did not 
memorize it. He spoke extemporaneously. So the 
talk he actually delivered often differed somewhat 
from the published and polished one. But the task 
of dictating and revising was excellent preparation. 
It made him familiar with his material, with the 
order of his points. It gave him a smoothness and 
sureness and polish that he could hardly have ob- 
tained in any other fashion. 

Sir Oliver Lodge told me that dictating his talks 
—dictating them rapidly and with substance, die- 


78 


PUBLIC SPEAKING 


fating them just as if he were actually talking to 
an audience — he had discovered to be an excellent 
means of preparation and practise. 

Many of the students of this course have found it 
illuminating to dictate their talks to the dictaphone, 
and then to listen to themselves. Illuminating? 
Yes, and sometimes disillusioning and chastening 
also, I fear. It is a most wholesome exercise. I 
recommend it. 

This practise of actually writing out what you 
are going to say, will force you to think. It will 
clarify your ideas. It will hook them in your mem- 
ory. It will reduce your mental wandering to a 
minimum. It will improve your diction. 

BENJAMIN FRANKLIN’S CLASSIC TALE 

Benjamin Franklin tells in his Autobiography 
how he improved his diction, how he developed 
readiness in using words and how he taught him- 
self method in arranging his thoughts. This story 
of his life is a literary classic, and, unlike most 
classics, it is easy to read and thoroughly enjoyable. 
It is almost a model of plain, straightforward Eng- 
lish. Every business man can peruse it with pleasure 
and profit. I think you will like the selection I 
refer to; here it is: 

“About this time I met with an odd volume of the 
Spectator. It was the third. I had never before seen any 
of them. I bought it, read it over and over and was much 
delighted with it. I thought the writing excellent, and 
wished, if possible, to imitate it. With this view I took 
some of the papers, and, making short hints of the sentiment 


METHODS OF FAMOUS SPEAKERS 79 

m each sentence laid them by a few days, and then, without 
looking at the book, try’d to compleat the papers again, by 
expressing each hinted sentiment at length, and as fully as 
it had been expressed before, in any suitable words that 
should come to hand. Then I compared my Spectator with 
the original, discovered some of my faults and corrected 
them. But I found a stock of words, and a readiness in 
recollecting and using them, which I thought I should have 
acquired before that time if I had gone on making verses; 
since the continual occasion for words of the same import, 
but of different length, to suit the measure, or of different 
sounds for the rhyme, would have laid me under a constant 
necessity of searching for variety, and also have tended to fix 
that variety in my mind, and make me master of it. There- 
fore I took some of the tales and turned them back again. 
I also sometimes jumbled my collections of hints into con- 
fusion, and after some weeks endeavored to reduce them into 
the best order, before I began to form the full sentences and 
compleat the paper. This was to teach me method in the 
arrangement of thoughts . By comparing my work after- 
wards with the original, I discovered many faults and 
amended them ; but I sometimes had the pleasure of fancying 
that, in certain particulars of small import, I had been lucky 
enough to improve the method ■ of the language, and this 
encouraged me to think I might possibly in time come to 
be a tolerable English writer, of which I was extremely 
ambitious.” 

PLAY SOLITAIRE WITH YOUR NOTES 

You were advised in the last lesson to make notes. 
Having gotten your various ideas and illustrations 
down on scraps of paper, play solitaire with them — 
toss them into series of related piles. These main 
piles ought to represent, approximately, the main 
points of your talk. Subdivide them into smaller 
lots. Throw out the chaff until there is nothing but 
number one wheat left — and even some of the wheat 


80 


PUBLIC SPEAKING 



will probably have to be put aside and not used. 
No man, if he works right, is ever able to use but a 
percentage of the material he gathers. 

One ought never to cease this process of revision 
until the speech has been made — even then he is 
very likely to think of points and improvements 
and refinements that ought to have been made. 

A good speaker usually finds when he finishes 
that there have been four versions of his speech : the 
one that he prepared, the one that he delivered, the 
one that the newspapers said that he delivered, and 
the one that he wishes, on his way home, that, he 
had delivered. 

“SHALL I USE NOTES WHILE SPEAKING?” 

Although he was an excellent impromptu speaker, 
Lincoln, after he reached the White House, never 
made any address, not even an informal talk to his 
cabinet, until he had carefully put it all down in 
writing beforehand. Of course, he was obliged to 
read his inaugural addresses. The exact phrase- 
ology of historical state papers of that character is 
too important to be left to extemporizing. But, 
back in Illinois, Lincoln never used even notes in 
his speaking. “They always tend to tire and con- 
fuse the listener,” he said. 

And who of us, pray, would contradict him? 
Don’t notes destroy about fifty per cent of your in- 
terest in a talk? Don’t they prevent, or at least 
render difficult, a very precious contact and intimacy 
that ought to exist between the speaker and the 


METHODS OF FAMOUS SPEAKERS 81 


audience? Don’t they create an air of artificiality? 
Don’t they restrain an audience from feeling that 
the speaker has the confidence and reserve power 
that he ought to have? 

Make notes, I repeat, during the preparation — 
elaborate ones, profuse ones. You may wish to 
refer to them when you are practising your talk 
alone. You may possibly feel more comfortable 
if you have them stored away in your pocket when 
you are facing an audience ; but, like the hammer and 
saw and axe in a Pullman coach, they should be 
emergency tools, only for use in the case of a 
smash-up, a total wreck, and threatening death and 
disaster. 

If you must use notes, make them extremely brief 
and write them in large letters on an ample sheet 
of paper. Then arrive early at the place where you 
are to speak and hide your notes behind some books 
on a table. Glance at them when you must, but 
endeavor to screen your weakness from the audi- 
ence. John Bright used to secrete his notes in his 
big hat lying on the table before him. 

However in spite of all that has been said there 
may be times when it is the part of wisdom to use 
notes. For example, some men during their first 
few talks, are so nervous and self-conscious that 
they are utterly unable to remember their prepared 
speeches. The result? They shoot off at a tan- 
gent; they forget the material they had so carefully 
rehearsed; they drift off the high road and flounder 
about in a morass. Why should not such men hold 
a few very condensed notes in their hands during 



82 PUBLIC SPEAKING 

their maiden efforts? A child clutches the furniture 
when it is first attempting to walk; but it does not 
continue it very long. 


DO NOT MEMORIZE VERBATIM 


Don’t read, and don’t attempt to memorize your 
talk word for word. That consumes time, and 
courts disaster. Yet, in spite of this warning, some 
of the men reading these lines will try it ; if they do, 
when they stand up to speak they will be thinking 
of what? Of their messages? No, they will be at- 
tempting to recall their exact phraseology. They 
will be thinking backwards, not forwards, reversing 
the usual processes of the human mind. The whole 
exhibition will be stiff and cold and colorless and 
inhuman. Do not, I beg of you, waste hours and 
energy in such futility. 

When you have an important business interview, 
do you sit down and memorize, verbatim, what you 
are going to say? Do you? Of course not. You 
reflect until you get your main ideas clearly in mind. 
You may make a few notes and consult some rec- 
ords. You say to yourself: “I shall bring out this 
point and that. I am going to say that a certain 
thing ought to be done for these reasons. . . 
Then you enumerate the reasons to yourself and 
illustrate them with concrete cases. Isn’t that the 
way you prepare for a business interview? Why 
not use the same common sense method in prepay 
mg a talk? 


METHODS OF FAMOUS SPEAKERS 83 


GRANT AT APPOMATTOX 

When Lee asked Grant to write down the terms 
of surrender, the leader of the Union forces turned 
to General Parker, asking for writing material. 
“When I put my pen to paper,” Grant records in 
his Memoirs, “I did not know the first word I 
should make use of in w r riting the terms. I only 
knew what was in my mind, and I wished to express 
it clearly, so there could be no mistaking it.” 

General Grant, you did not need to know the 
first word. You had ideas. You had convictions, 
You had something that you vei*y much wanted to 
say and to say clearly. The result was that your 
habitual phraseology came tumbling out without 
conscious effort. The same holds good for any 
man. If you doubt it, knock a street cleaner down; 
when he gets up, he will discover that he is hardly 
at a loss to find words to express himself. 

Two thousand years ago, Horace wrote : 

“Seek not for words, seek only fact and thought, 

And crowding in will come the words unsought.” 

After you have your ideas firmly in mind, then 
rehearse your talk from beginning to end. Do it 
silently, mentally, as you walk the street, as you 
w T ait for cars and elevators. Get off in a room by 
yourself and go over it aloud, gesturing, saying it 
with life and energy. Canon Knox Little, of 
Canterbury, used to say a preacher never got the 
real message out of a sermon until he had preached 
it half a dozen times. Can you hope, then, to get 


84 


PUBLIC SPEAKING 


the real message out of your talk unless you have 
at least rehearsed it that many times ? As you prac- 
tise, imagine there is a real audience before you. 
Imagine it so strongly that when there is one, it will 
seem like an old experience. That is the reason why 
so many criminals are able to go to the scaffold with 
such bravado; they have already done it so many 
thousand times in their imagination that they have 
lost fear of it. When the actual execution does take 
place, it seems like something that they have gone 
through very often before. 

WHY THE FARMERS THOUGHT LINCOLN 
a AWFULLY LAZY” 

If you practise your talks in this fashion, you will 
be faithfully following the examples of many fa- 
mous speakers. Lloyd George, when he was a 
member of a debating society in his home town in 
W ales, often strolled along the country lanes, talk- 
ing and gesturing to the trees and fence posts. 

Lincoln, in his younger days, often walked a 
round trip of thirty or forty miles to hear a famous 
speaker like Breckenridge. He came home from 
these scenes so stirred, so determined to be a speaker 
that he gathered the other hired workers about him 
in the fields and, mounting a stump, he made 
speeches and told them stories. His employers 
grew angry, declaring that this country Cicero was 
“awfully lazy,” that his jokes and his oratory were 
ruining the rest of the workers. 

Asquith gained his first facility by becoming an 
active worker in the Union Debating Society in Ox- 


METHODS OF FAMOUS SPEAKERS 85 


f 


ford. Later he organized one of his own. Wood- 
row Wilson learned to speak in a debating society. 
So did Henry Ward Beecher. So did the mighty 
Burke. Elihu Root practised before a literary so- 
ciety in the Twenty-Third Street Y.M.C.A. in New 
York. 

Study the careers of famous speakers and you 
will find one fact that is true of them all : they prac- 
tised. THEY PRACTISED. And the men who 
make the most rapid progress in this course are 
those who practise most. 

No time for all this? Then do what Joseph 
Choate used to do. He bought a newspaper of a 
morning and buried his head in it as he rode to 
work so no one would bother him. Then, instead 
of reading the ephemeral scandal and gossip of the 
day, he thought out and planned his talks. 

Chauncey M. Depew led a fairly active life as a 
railroad president and a United States Senator. 
Yet, during it all, he made speeches almost every 
night. “I did not let them interfere with my busi- 
ness/’ he says. “They were all prepared after I 
had arrived home from my office late in the after- 
noon.” 

We all have three hours a day that we can da 
with as we please. That was all Darwin had to 
work with, as he had poor health. Three hours out: 
of twenty-four, wisely used, made him famous. 

Roosevelt, when he was in the White House, 
often had an entire forenoon given over to a series 
of five minute interviews. Yet he kept a book by 
his side to utilize even the few spare seconds that 
came between his engagements. 


PUBLIC SPEAKING 


If you are very busy and pushed for time, read 
Arnold Bennett’s “How To Live On Twenty-Four 
Hours A Day.” Rip out a hundred pages, put 
them in your hip pocket, read them during your 
spare seconds. I got through the book in two days 
in that fashion. It will show you how to save time, 
how to get more out of the day. 

You must have relaxation and a change from your 
regular work. That is what the practising of your 
talks ought to be. If possible, arrange with the 
other men in this course to meet together an addi- 
tional night each week for rehearsal. If you can- 
not do that, play the game of extemporaneous 
speaking in your own home with your own family. 

HOW DOUGLAS FAIRBANKS AND CHARLIE 
CHAPLIN ENTERTAINED THEMSELVES 

It is common knowledge that Douglas Fairbanks 
and Charlie Chaplin have incomes permitting them 
to enjoy a little recreation; yet, with all their wealth 
and fame, they were able to find no greater en- 
tertainment, no more enjoyable way of spending 
their evenings, than by practising extemporaneous 
speaking. 

Here is their story as Douglas Fairbanks told 
it in the American Magazine a few years ago: 

“One evening we were fooling and I pretended to intro- 
duce Charlie Chaplin at a dinner. He had to rise and make 
a speech to fit the introduction. And out of that developed 
a game that we have been playing almost every night for 
two years. We three (Mary Pickford, Fairbanks, and Chap- 
lin) each write a subject on a slip of paper and fold the 


METHODS OF FAMOUS SPEAKERS 87 


slips and shake them up. Each of us draws. No matter 
what the word is, each of us has to rise and talk for sixty 
seconds on that word. We never use the same word again. 
That’s what keeps the stunt new. And we use all kinds 
of words. I remember one evening when two of the words 
were ‘Faith’ and ‘Lampshades.’ ‘Lampshades’ fell to me, 
and I had one of the hardest times I ever had, talking for 
sixty seconds on ‘Lampshades.’ Just try if you think it is 
easy. You start out bravely: ‘Lampshades have two uses. 
They modify and soften the glare of light, and they are 
decorative.’ Then you are through unless you know a lot 
more about lampshades than I do. I got through somehow. 
But the point is how all three of us have sharpened up 
since we began that game. We know a lot more about a 
variety of miscellaneous subjects. But, far better than that, 
we are learning to assembje our knowledge and thoughts on 
any topic at a moment’s notice and to give it out briefly. 
We are learning to think on our feet. I say ‘we are learn- 
ing’ because we are still at this game. We haven’t tired 
of it in almost two years, which means that it is still making 
us grow.” 

SUMMARY 

1. “The art of -war,” said Napoleon, “is a sci- 
ence in which nothing succeeds which has not been 
calculated and thought out.” That is as true of 
speaking as of shooting. A talk is a voyage. It 
must be charted. The speaker who starts nowhere, 
usually gets there. 

2. No infallible, iron-clad rules can be given for 
the arrangement of ideas and the construction of 
all talks. Each address presents its own partial- 
lar problems. 

3. The speaker should cover a point thoroughly 
while he is on it, and then not refer to it again. As 
an illustration, see the prize-winning address on 


88 


PUBLIC SPEAKING 


Philadelphia. There should be no darting from 
one thing to another and then back again as aim** 
lesslv as a bat in the twilight. 

4. The late Dr. Conwell built many of his talks 
on this plan : 

a. State your facts. 

b. Argue from them. 

c. Appeal for action. 

5. You will probably find this plan very help** 
ful: 

a. Show something that is wrong. 

b. Show how to remedy it. 

c. Appeal for action. 

6. Here is an excellent speech plan (for fur* 
ther details see Chapter XV) : 

a. Secure interested attention. 

b. Win confidence. 

c. State your facts. 

d. Appeal to the motives that make men act. 

7. ‘‘All the facts on both sides of your subject,” 
advised Senator Albert J. Beveridge, “must be col- 
lected, arranged, studied, digested. Prove them; 
be sure they are facts; then think out for yourself 
the solution those facts compel.” 

8. Before speaking, Lincoln thought out his con- 
clusions with mathematical exactness. When he was 
forty years of age, and after he had been a mem- 
ber of Congress, he studied Euclid so that he could 
detect sophistry and demonstrate his conclusions. 

9. When Roosevelt was preparing a speech, he 
dug up all the facts, appraised them, then dictated 


METHODS OF FAMOUS SPEAKERS 89 

his speech very rapidly, corrected the typewritten 
copy, and finally dictated it all over again. 

10. If possible, dictate your talk to a dictaphone 
and listen to it. 

11. Notes destroy about fifty per cent of the in- 
terest in your talk. Avoid them. Above all, do not 
read your talk. An audience can hardly be brought 
to endure listening to a read speech, 

12. After you have thought out and arranged 
your talk, then practise it silently as you walk along 
the street. Also get off somewhere by yourself and 
go over it from beginning to end, using gestures, let- 
ting yourself go. Imagine that you are addressing 
a real audience. The more of this you do, the more 
comfortable you will feel when the time comes for 
you to make your talk. 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“Correct pronunciation and enunciation are the infallible 
hallmarks of education and association with well-bred peo- 
ple .” — The Gentle Art of Good Talking' , by Beatrice 
Knollys. 

Do you always accent the following words on 
their first syllables? This is required for good Eng- 
lish. 


ADmirable 

DEFicit 

MISchievous 

ADvent 

DESpicable 

ORdeal 

ADverse 

EXquisite 

ORdinarily 

AFfluence 

FORmidable 

PACifist 

Alias 

GONdola 

PREamble 

CARton 

HARass 

PREFerable 

CHAStisement 

HOSpitable 

PRImarily 

COMbat 

IMpotent 

RESpite 

COMbatant 

INdustry 

REVocable 

COMparable 

INterested 

TEMpo'rarily 

CONcrete (noun 

INteresting 

TRAVerse 

and adjective) justifiable 

THEater 

CONtrary 

LAMentable 

VEhement 

CONversant 

MAINtenance 

VOLuntarily 

DECade 




Can you pronounce correctly the italicized words 
in these sentences? If in doubt, will you please 


METHOD'S OF FAMOUS SPEAKERS 91 


refer to the exercises in pronunciation at the end of 
Chapters I and II. 

1. An inquiry was instituted to determine why 
the adult was traveling incognito. 

2. Each of the municipal employees made a pre- 
tense of having a robust pain in his abdomen. 

3. The adult told in his address how the mu- 
seum is financed . 

4. After he becomes acclimated, he will be more 
robust physically and more adept at his duties. 

5. The order for his discharge was irrevocable. 

6. He financed the entire domain . 

7. She went to the lyceum in a gondola of in- 
comparable beauty of lines. 

ERRORS IN ENGLISH 

“There is no more revealing symbol of education than 
one’s style of speech. It will be recognized by discerning 
men more quickly than a Roman nose or a cauliflower ear.” 
•—Harry Collins Spillman. 

Review. There are five errors in the following 
paragraph. Find them, please. 

The letters had laid on his desk for several days without 
answer because he was accustomed to set there and do 
nothing. He had rose to the position of superintendent and 
did not know how to set either himself or his staff to work. 
As the sun sat in the west, he was still setting there. 

New Study Material . As one listens to the ordi- 
nary conversation of his fellows he finds that most 
of the mistakes occur in the use of verbs. Those 
that are most commonly misused are given in the ex- 
amples below. Run over these carefully. You will 


92 


PUBLIC SPEAKING 



find that a short drill every now and then with the 
first set of examples will teach you to overcome any 
irregularities which you may have had. The second 
set contains the ordinary wrong uses. Observe 
these mistakes enough so that you will see your 
errors, but do not impress the errors on your 
memory. It is one of the best rules of modern 
pedagogy that one learns far more rapidly and 
more efficiently by impressing the right than by ob- 
serving the wrong. 

Right 

He became wealthy. 

They began to complain. 

I bade him to come, (invited) 

We were bidden to the party* 

I bid $5.00. (offer) 

$5.00 was bid . 

The wind blew hard all day. 

The wind has blown hard. 

I brought my purse. 

The purse was brought . 

They broke down on the roado 
They have broken down. 

The pipes have burst . 

He came home. 

He has come home. 

She dived off the bridge. 

She had dived off the bridge. 

He did the best he could. 

He has done the best he could* 

He drank heavily for years. 

He has drunk heavily for years* 


METHODS OF FAMOUS SPEAKERS 93 


Wrong 

He become wealthy. 

They begun to complain. 

I bid him to come. 

We were bid to the party. 

The wind Mowed hard all day* 

The wind has Mowed hard. 

I brung my purse. 

The purse was brung . 

They break down on the roacL 
They have broke down. 

The pipes have busted . 

He come home. 

He has came home. 

She dove off the bridge. 

She had dove off the bridge. 

He done the best he could. 

He has did the best he could. 

He drunk heavily for years. 

He has drank heavily for years. 

CORRECT USAGE OF WORDS 

A man is fortunate when he gets things by good 
luck. If he accomplishes what he sets out to do, he 
is successful . If he gains the things that most men 
desire, he is said to be prosperous . Lincoln was for- 
tunate in having a strong, rugged constitution. 
When he tried to run a grocery store, he was neither 
successful nor prosperous. Flourishing is derived 
from a Latin word meaning to bloom and flower. 


94 


PUBLIC SPEAKING 



Thriving literally means to grasp for one’s self, and 
carries with it a sense of thriftiness. 

Try is a very general and comprehensive term. 
One may try almost anything without much concern 
about the success of the trial. We generally at- 
tempt only those things which we very much want 
to do. An endeavor is a continuous attempt. One 
should endeavor to increase each day his knowledge 
of words. Aim is more general and less specific than 
attempt. Almost every one vaguely aims to do 
many things which he really never attempts or en- 
deavors to do. Strive implies hard, earnest effort or 
a struggle; as, “He had to strive against all kinds of 
difficulties.” To struggle is to use much effort. 

VOICE EXERCISE— RELAXATION 

“Probably more voices are ruined by strain,” said 
Madame Schumann-Heink, “than through any other 
cause. The singer must relax all the time. This 
does not mean flabbiness. It does not mean that 
the singer should collapse before singing. Relaxa- 
tion, in the singer’s sense, is a delicious condition of 
buoyancy, of lightness, of freedom, of ease and an 
entire lack of tightening in any part. When I relax, 
I feel as though every atom in my body were float- 
ing in space. There is not one single little nerve on 
tension.” 

Madame Schumann-Heink is referring to sing- 
ing; but, of course, the same facts apply to speaking. 
Strain ruins voices, she says ; yet what is more com- 
mon in this hurried age than strain and nervous ten- 
sion? These things show in the voice as plainly as 


METHODS OF FAMOUS SPEAKERS 95 

they show in the face. Relaxation ! That should be 
our watchword. Relaxation ! That should be our 
shibboleth. Signor Bonci, a famous opera singer, 
used to say that relaxation was the secret of good 
voice. 

How are we to set about cultivating it? First, 
learn to relax the whole body. Your entire physical 
being acts as a sounding board for your voice. The 
least imperfection in the sounding board of a piano, 
even a screw loose in the case, will affect the tone. 
And, as your voice is affected by every part of your 
body, tension here and there will impair its perfect 
functioning. 

How can you relax? It is simple. Just relax, 
that is all. It is not a question of doing anything. 
It is a question of not doing. It is not effort that 
is wanted; it is the lack of it. Hold your arm out 
straight from your shoulder and in front of you. 
Relax it now. ... When it fell, did it swing back 
and forth a few times like a pendulum? If it did 
not swing at all, you did not relax it; you pulled it 
down. Try it once more. . . . How was that? 

Each night when you go to bed, lie on the flat 
of your back and practise the deep, diaphragmatic 
breathing that we discussed in the first two chap- 
ters. But before you begin your deep breathing, 
relax. Relax your whole body. Relax thoroughly. 
Feel as inert as a bag of wool. Try to imagine 
that all the energy that is in your arms, your legs, 
your neck, is flowing into the center of the body. 
You ought to be so relaxed that your jaw will fall 
open. Let your arms and legs and body feel heavy 
on the bed, so heavy and lifeless that it seems as if 


96 


PUBLIC SPEAKING 


you would never have the strength to lift them 
again. Feel lazy. Now, breathe deeply, slowly, 
naturally, thinking nothing but ease and relaxation. 

True, thoughts of the worries, the problems, the 
anxieties of the day just past and the day to come, 
may swarm through your brain like an army of 
mosquitoes to pester and annoy you, to keep you 
taut. If they do, smoke out such thoughts as you 
would smoke out the mosquitoes. Smoke them out 
with such soothing declarations as these: ‘Tm at 
ease. Pm thoroughly relaxed. I feel as though 
I hadn’t the strength to lift my arm. I’m thor- 
oughly relaxed.” 

That thought and the rhythm of your deep 
breathing ought to induce drowsiness very quickly; 
and you will drift away into the deep sleep that 
Shakespeare says “knits up the ravell’d sleave of 
care, the death of each day’s life, sore labor’s bath, 
balm of hurt minds, etc.” 

How refreshing, how soothing, how sustaining 
such a sleep will be. 

When you have developed the delightful feeling 
of this kind of relaxation, try to induct more of it 
into your daily life. And when you speak, try 
to feel as Madame Schumann-Heink did when she 
sang: “I feel as though every atom in my body were 
floating in space. There is not one single little nerve 
on tension.” 

When you can do that and breathe correctly and 
control your breath, you are on the high road to 
good voice production. 


CHAPTER IV 


THE IMPROVEMENT OF MEMORY 


“It is safe to say that the business man s most immediate 
need is a serviceable memory ” — E. B. Gowin, Developing 
Executive Ability. 

“One of the most irritating and costly things in business 
is forgetfulness. ... No matter what walk of life one is in 3 
a well developed memory is sure to prove of incalculable 
value ” — Saturday Evening Post. 

“The man whose acquisitions stick is the man who is 
always achieving and advancing whilst his neighbors , spend- 
ing most of their time in relearning what they once knew \ 
but have forgotten , simply hold their own." — Professor 
William James. 

“When I intend to speak on anything that seems to me 
important I consider what it is that I wish to impress upon 
my audience. I do not write my facts or my arguments , 
but make notes on two or three or four slips of note paper , 
giving the line of argument and the facts as they occur to 
my mind, and I leave the words to come at call while I am 
speaking. There are occasionally short passages which for 
accuracy , I may write down ; as sometimes , also — almost 
invariably — the concluding words or sentences may be 
written T — J ohn Bright. 


CHAPTER IV 

THE IMPROVEMENT OF MEMORY 

“The average man,” says the noted psychologist, 
Professor Carl Seashore, “does not use above ten 
per cent of his actual inherited capacity for memory. 
He wastes the ninety per cent by violating the nat- 
ural laws of remembering.” 

Are you one of these average men? If so, you 
are struggling under a handicap both socially and 
commercially; consequently, you will be interested 
in, and profit by, reading and rereading this chap- 
ter. It describes and explains these natural laws of 
remembering and shows how to use them in business 
as well as in speaking. 

These “natural laws of remembering” are very 
simple. There are only three. Every so-called 
“memory system” has been founded upon them. 
Briefly, they are impression , repetition , and associa - 
tion . 

The first mandate of memory is: get a deep, vivid 
and lasting impression of the thing you wish to re- 
tain. And to do that, you must concentrate. Theo- 
dore Roosevelt’s remarkable memory impressed 
everyone he met. And no little amount of- his ex- 
traordinary facility was due to this : his impressions 
were scratched on steel, not written in water. He 
had, by persistence and practise, trained himself to 


100 


PUBLIC SPEAKING 


concentrate under the most adverse conditions. In 
1912, during the Bull Moose Convention in Chi- 
cago, his headquarters were in the Congress Hotel. 
Crqwds surged through the street below, crying, 
waving banners, shouting “We want Teddy! We 
want Teddy!” The roar of the throng, the music 
of bands, the coming and going of politicians, the 
hurried conferences, the consultations — would have 
driven the ordinary individual to distraction; but 
Roosevelt sat in a rocking chair in his room, ob- 
livious to it all, reading Herodotus, the Greek his- 
torian. On his trip through the Brazilian wilder- 
ness, as soon as he reached the camping ground in 
the evening, he found a dry spot under some huge 
tree, got out a camp stool and his copy of Gibbon’s 
“Decline and Fall of the Roman Empire,” and, at 
once, he was so immersed in the book that he was 
oblivious to the rain, to the noise and activity of 
the camp, to the sounds of the tropical forest. 
Small wonder that the man remembered what he 
read. 

Five minutes of vivid, energetic concentration will 
produce greater results than days of mooning about 
in a mental haze. “One intense hour,” wrote Henry 
Ward Beecher, “will do more than dreamy years.” 
“If there is any one thing that I have learned which 
is more important than anything else,” says Eugene 
Grace, who makes over a million a year as president 
of the Bethlehem Steel Company, “and which I 
practise every day under any and all circumstances, 
it is concentration on the particular job I have in 
hand ” 


THE IMPROVEMENT OF MEMORY 101 


This Is one of the secrets of power, especially 
memory power, 

THEY COULDN’T SEE A CHERRY TREE 

Thomas Edison found that 27 of his assistants 
had used, every day for six months, a certain path 
which led from his lamp factory to the main woi'ks 
at Menlo Park, New Jersey. A cherry tree grew 
along that path, and yet not one of these 27 men 
had, when questioned, ever been conscious of that 
tree’s existence. 

“The average person’s brain,” observes Mr. Edi- 
son with heat and energy, “does not observe a 
thousandth part of what the eye observes. It is 
almost incredible how poor our powers of observa- 
tion — genuine observation — are.” 

Introduce the average man to two or three of 
your friends and, the chances are that two minutes 
afterwards he cannot recall the name of a single 
one of them. And why? Because he never paid 
sufficient attention to them in the first place, he never 
accurately observed them. He will likely tell you 
he has a poor memory. No, he has a poor obser- 
vation. He would not condemn a camera because 
it failed to take pictures In a fog, but he expects 
his mind to retain impressions that are hazy and 
foggy to a degree. Of course, it can’t be done. 

The late Mr. Pulitzer, who made the New York 
World, had three words placed over the desk of 
every man in his editorial offices: 


102 


PUBLIC SPEAKING 


Accuracy 

ACCURACY 

ACCURACY 

That is what we want. Hear the man’s name 
precisely. Insist on it. Ask him to repeat it. 
Inquire how it is spelled. He will be flattered by 
your interest and you will be able to remember his 
name because you have concentrated on it. You 
have got a clear accurate impression. 

WHY LINCOLN READ ALOUD 

Lincoln, in his youth, attended a country school 
where the floor was made out of split logs : greased 
pages, torn from the copybooks and pasted over 
the windows, served instead of glass to let in the 
light. Only one copy of the textbook existed, and 
the teacher read from it aloud. The pupils re- 
peated the lesson after him, all of them talking at 
once. It made a constant uproar, and the neigh- 
bors called it the “blab school.” 

At the “blab school,” Lincoln formed a habit that 
clung to him all his life : he forever after read aloud 
everything he wished to remember. Each morn- 
ing, as soon as he reached his law office in Spring- 
field, he spread himself out on the couch, hooked 
one long, ungainly leg over 'a neighboring chair, and 
read the newspaper audibly. “He annoyed me,” 
said his partner, “almost beyond endurance. I once 
asked him why he read in this fashion. This was 
his explanation: ‘When I read aloud, two senses 


THE IMPROVEMENT OF MEMORY 103 

catch the idea: first, I see what I read; second, I 
hear it, and therefore I can remember it better.’ ” 

His memory was extraordinarily retentive. “My 
mind,” he said, “is like a piece of steel — very hard 
to scratch anything on it, but almost impossible, 
after you get it there, to rub it out.” 

Appealing to two of the senses was the method 
he used to do the scratching. Go thou, and do 
likewise. . . . 

The ideal thing would be not only to see and 
hear the thing to be remembered, but to touch it, 
and smell it, and taste it. 

But, above all else, see it. We are visual minded. 
Eye impressions stick. We can often remember a 
man’s face, even though we cannot recall his name. 
The nerves that lead from the eye to the brain are 
twenty times as large as those leading from the 
ear to the brain. The Chinese have a proverb that 
says “one time seeing is worth a thousand times 
hearing.” 

Write down the name, the telephone number, the 
speech outline you want to remember. Look at it. 
Close your eyes. Visualize it in flaming letters of 
fire. 

HOW MARK TWAIN LEARNED TO SPEAK 
WITHOUT NOTES 

The discovery of how to use his visual memory 
enabled Mark Twain to discard the notes that had 
hampered his speeches for years. Here is his story 
as he told it in Harper’s Magazine: 


104 


PUBLIC SPEAKING 


“Dates are hard to- remember because they consist of 
figures: figures are monotonously unstriking in appearance, 
and they don't take hold; they form no pictures, and so 
they give the eye no chance to take hold. Pictures can 
make dates stick. They can make nearly anything stick — 
particularly if you make the picture yourself. Indeed, that 
is the great point — make the picture yourself. I know about 
this from experience. Thirty years ago I was delivering a 
memorized lecture every night, and every night I had to 
help myself with a page of notes to keep from getting myself 
mixed. The notes consisted of beginnings of sentences, and 
were eleven in number, and they ran something like this; 
In that region the weather — 

At that time it was a custom — 

But in California one never heard — 

“Eleven of them. They initialed the brief of the lecture 
and protected me against skipping. But they all looked 
about alike on the page ; they formed no picture ; I had them 
by heart, but I could never with certainty remember the 
order of their succession; therefore, I always had to keep 
those notes by me and look at them every little while. Once 
I mislaid them ; you will not be able to imagine the terrors 
of that evening. I now saw that I must invent some other 
protection. So I got ten of the initial letters by heart in 
their proper order — I, A, B, and so on — and I went on 
the platform the next night with these marked in ink on 
my ten finger nails. But it didn’t answer. I kept track of 
the fingers for awhile; then I lost it, and after that I was 
never quite sure which finger I had used last. I couldn’t 
lick off a letter after using it, for while that would have 
made success certain, it would also have provoked too much 
curiosity. There was curiosity enough without that. To 
the audience I seemed more interested in my finger nails 
than I was in my subject; one or two persons asked after- 
ward what was the matter with my hands. 

“It was then that the idea of pictures occurred to me! 
Then my troubles passed away. In two minutes I made six 
pictures with my pen, and they did the work of the eleven 
catch-sentences and did it perfectly. I threw the pictures 


THE IMPROVEMENT OF MEMORY 105 


away as soon as they were made, for I was sure I could 
shut my eyes and see them any time. That was a quarter 
of a century ago ; the lecture vanished out of my head more 
than twenty years ago, but I* could rewrite it from the pic- 
tures — for they remain.” 

I recently had occasion to deliver a talk on mem- 
ory. I wanted to use, very largely, the material in 
this chapter. I memorized the points by pictures. 
I visualized Roosevelt reading history while the 
crowds were yelling and bands playing outside his 
window. I saw Thomas Edison looking at a cherry 
tree. I pictured Lincoln reading a newspaper aloud. 
I imagined Mark Twain licking ink off his finger 
nails as he faced an audience. 

How did I remember the order of the pictures? 
By one, two, three, and four? No, that would have 
been too difficult. I turned these numbers into 
pictures, and combined the pictures of the numbers 
with the pictures of the points. To illustrate. 
Number one sounds like run, so I made a race horse 
stand for one. I pictured Roosevelt in his room, 
reading astride a race horse. For two , I chose a 
word that sounds like two — zoo . I had the cherry 
tree that Thomas Edison was looking at standing 
in the bear cage at the zoo. For three , I pictured 
an object that sounds like three — tree. I had Lin- 
coln sprawled out in the top of a tree, reading aloud 
to his partner. For four I imagined a picture that 
sounds like four — door. Mark Twain stood in an 
open door, leaning against the jamb, licking the ink 
off his fingers as he talked to the audience. 

I realize full well that many men who read this 
will think that such a method verges on the ridicu- 


106 


PUBLIC SPEAKING 


lous. It does. That is one reason why it works. 
It is comparatively easy to remember the bizarre 
and ridiculous. Had I tried to remember the order 
of my points by numbers only, I might easily have 
forgotten ; but by the system I have just described, 
it was almost impossible to forget. When I wished 
to recall my third point, I had but to ask myself 
what was in the top of the tree. Instantly I saw 
Lincoln. 

I have, very largely for my own convenience, 
turned the numbers from one to twenty into 
pictures, choosing pictures that sound like the num- 
bers. I have set them down here. If you will spend 
half an hour memorizing these picture-numerals 
you will then be able, after having a list of twenty 
objects called to you but once, to repeat them in 
their exact order and to skip about at random an- 
nouncing which object was called to you eighth, 
which fourteenth, which third, and so on. 

Here are the picture numbers. Try the test. 
Tou will find it decidedly amusing. 

x. Run — visualize a race horse. 

2. Zoo — see the bear cage in the zoo. 

3. Tree — picture the third object called to you as 

lying in the top of a tree. 

4. Door — or wild boar. Take any object or animal 

that sounds like four. 

5. Bee hive. 

6. Sick — see a Red Cross nurse. 

7 . Heaven — a street paved with gold, and angels 

playing on harps. 

8. Gate. 

9. Wine — the bottle has fallen over on the table, 

and the wine is streaming out and pouring down 


THE IMPROVEMENT OF MEMORY 107 

on something below. Put action into the pic- 
tures. It helps to make them stick. 

10. Den of wild animals in a rocky cave in the deep 
woods. 

II’. A football eleven, rushing madly across the field, 
I picture them carrying aloft the object that I 
wish to recall as number eleven. 

22 o Shelve — see some one shoving something back on 
a shelf. 

13. Hurting— see the blood spurting out of a wound 

and reddening the thirteenth object. 

14. Courting — a couple are sitting on something and 

making love. 

15. Lifting — a strong man, a regular John L. Sullivan, 

is lifting something high above his head. 

160 Licking — a fist fight. 

17. Leavening — a housewife is kneading dough, and 

into the dough she kneads the seventeenth 
object. 

18. Waiting — a woman is standing at a forked path 

in the deep woods waiting for some one. 

19. Pining — a woman is weeping. See her tears fall- 

ing on the nineteenth thing you wish to recall. 

20« Horn of Plenty — a goat’s horn overflowing with 
flowers and fruit and corn. 

If you wish to try the test, spend a few minutes 
memorizing these picture-numbers. If you prefer, 
make pictures of your own. For ten, think of wren 
or fountain pen or hen or sen-sen — anything that 
sounds like ten. Suppose that the tenth object re- 
called to you a windmill. See the hen sitting on the 
windmill or see it pumping ink to fill the fountain 
pen. Then, when you are asked what was the tenth 
object called, do not think of ten at all; but merely 
ask yourself where was the hen sitting. You may 
not think it will work, but try it. You can soon 


108 


PUBLIC SPEAKING 


astound people with what they will consider to 
be an extraordinary capacity for remembering. You 
will find it entertaining if nothing else. 

MEMORIZING A BOOK AS LONG AS THE 
NEW TESTAMENT 

One of the largest universities in the world is the 
El Hazar at Cairo. It is a Mohammedan institu- 
tion with twenty-one thousand students. The en- 
trance examination requires every applicant to re- 
peat the Koran from memory. The Koran is about 
as long as the New Testament, and three days are 
required to recite it ! 

The Chinese students, or “study boys” as they 
are called, have to memorize some of the religious 
and classical books of China. 

How are these Arab and Chinese students — 
many of them men of mediocre ability — able to per- 
form these apparently prodigious feats of memory? 

By repetition , the second “natural law of remem- 
bering.” 

You can memorize an almost endless amount of 
material if you will repeat it often enough. Go 
over the knowledge you want to remember. Use 
it. Apply it. Employ the new word in your con- 
versation. Call the stranger by his name if you 
want to remember it. Talk over in conversation 
the points you want to make in your public address. 
The knowledge that is used tends to stick. 


THE IMPROVEMENT OF MEMORY 109 


THE KIND OF REPETITION THAT COUNTS 

But the mere blind, mechanical going over a 
thing by rote is not enough. Intelligent repetition, 
repetition done in accordance with certain well-es- 
tablished traits of the mind — that is what we must 
have. For example, Professor Ebbinghaus gave 
his students a long list of nonsense syllables to 
memorize, such as “deyux,” “qoli,” and so on. He 
found that these students memorized as many of 
these syllables by thirty-eight repetitions, distrib- 
uted over a period of three days, as they did by 
sixty-eight repetitions done at a single sitting. . . . 
Other psychological tests have repeatedly shown 
similar results. 

That is a very significant discovery about the 
working of our memories. It means that we know 
now that the man who sits down and repeats a 
thing over and over until he finally fastens it in his 
memory, is using twice as much time and energy as 
is necessary to achieve the same results when the 
repeating process is done at judicious intervals. 

This peculiarity of the mind — if we can call it 
such — can be explained by two factors : 

First, during the intervals between repetitions, 
our subconscious minds are busy making the asso- 
ciations more secure. As Professor James sagely 
remarks: “We learn to swim during the winter and 
to skate during the summer.” 

Second, the mind, coming to the task at intervals, 
is not fatigued by the strain of an unbroken appli- 
cation. Sir Richard Burton, the translator of the 


110 


PUBLIC SPEAKING 


“Arabian Nights,” spoke twenty-seven languages 
like a native : yet he confessed that he never studied 
or practised any language for more than fifteen 
minutes at a time, “for, after that, the brain lost 
its freshness.” 

Surely, now, in the face of these facts, no man 
who prides himself on his common sense, will delay 
the preparation of a talk until the night before it 
is to be given. If he does, his memory will, of neces- 
sity, be working at only one-half its possible ef- 
ficiency. 

Here is a very helpful discovery about the way 
in which we forget. Psychological experiments 
have repeatedly shown that of the new material we 
have learned, we forget more during the first eight 
hours than during the next thirty days. An amaz- 
ing ratio ! So, immediately before you go into a 
business conference, immediately before you make 
a speech, look over your data, think over your 
facts, refresh your memory. 

Lincoln knew the value of such a practise, and 
employed it. The scholarly Edward Everett pre- 
ceded him on the program of speech-making at 
Gettysburg. When he saw that Everett was ap- 
proaching the close of his long, formal oration, Lin- 
coln “grew visibly nervous, as he always did when 
another man was speaking and he was to follow.” 
Hastily adjusting his spectacles, he took his manu- 
script from his pocket and read it silently to himself 
to refresh his memory. 


THE IMPROVEMENT OF MEMORY 111 


PROFESSOR WILLIAM JAMES EXPLAINS THE 
SECRET OF A GOOD MEMORY 

So much for the first two laws of remembering. 
The third one, association , however, is the indis- 
pensable element in recalling. In fact, it is the ex- 
planation of memory itself. “Our mind is,” as 
Professor James, has sagely observed, “essentially 
an associating machine. . . . Suppose I am silent 
for a moment, and then say in commanding accents : 
‘Remember! Recollect!’ Does your faculty of 
memory obey the order, and reproduce any definite 
image from your past? Certainly not. It stands 
staring into vacancy, and asking, ‘What kind of 
thing do you wish me to remember?’ It needs, in 
short, a cue. But, if I say, remember the date of your 
birth, or remember what you had for breakfast, or 
remember the succession of notes in the musical 
scale; then your faculty of memory immediately 
produces the required result : the cue determines its 
vast set of potentialities toward a particular 
point. And if you now look to see how this happens, 
you immediately perceive that the cue is something 
contiguously associated with the thing recalled. 
The words, ‘date of my birth,’ have an ingrained as- 
sociation with a particular number, month, and year; 
the words, ‘breakfast this morning,’ cut off all other 
lines of recall except those which lead to coffee and 
bacon and eggs; the words, ‘musical scale,’ are in- 
veterate mental neighbors of do, re, mi, fa, sol, la, 
etc. The laws of association govern, in fact, all 
the trains of our thinking which are not interrupted 
by sensations breaking on us from without. What- 


112 


PUBLIC SPEAKING 


ever appears in the mind must be introduced; and, 
when introduced, it is as the associate of something 
already there. This is as true of what you are recol- 
lecting as it is of everything else you think of. . . . 
An educated memory depends upon an organized 
system of associations; and its goodness depends on 
two of their peculiarities: first, on the persistency 
of the associations; and, second, on their number. 
. . . The ‘secret of a good memory’ is thus the 
secret of forming diverse and multiple associations 
with every fact we care to retain. But this forming 
of associations with a fact — what is it but thinking 
about the fact as much as possible? Briefly, then, 
of two men with the same outward experiences, the 
one who thinks over his experiences most } and 
weaves them into the most systematic relations with 
each other, will be the one with the best memory.” 

HOW TO LINK YOUR FACTS TOGETHER 

Very good, but how are we to set about weaving 
our facts into systematic relations with each other? 
The answer is : by finding their meaning, by think- 
ing them over. For example, if you will ask and 
answer these questions about any new fact, that 
process will help to weave it into a systematic rela- 
tion with other facts. 

a. Why is this so? 

b. How is this so? 

c. When is it so? 

d. Where is it so ? 

e. Who said it is so? 


THE IMPROVEMENT OF MEMORY 113 


If it is a stranger’s name, for example, and it is 
a common one, we can perhaps tie it to some busi- 
ness friend who bears the same name. On the 
other hand, if it is unusual, we can take occasion 
to say so. This often leads the stranger to talk 
about his name. For example : while writing this 
chapter, I was introduced to a Mrs. Soter. I re- 
quested her to spell the name and remarked upon 
its unusualness. “Yes,” she replied, “it is very 
uncommon. It is a Greek word meaning ‘the 
Savior’.” Then she told me about her husband’s 
people who had come from Athens and of the high 
positions they had held in the government there. 
I have found it quite easy to get people to talk 
about their names, and it always helps me to re- 
member them. 

Observe the stranger’s looks sharply. Note the 
color of his eyes and his hair, and look closely at 
his features. Note how he is dressed. Listen to 
his manner of talking. Get a clear, keen, vivid im- 
pression of his looks and personality, and associate 
these with his name. The next time these sharp 
impressions return to your mind, they will help 
bring the name with them. 

Haven’t you had the experience, when meeting a 
man for the second or third time, to discover that 
although you could remember his business or pro- 
fession, you could not recall his name? The reason 
is this : a man’s business is something definite and 
concrete. It has a meaning. It will adhere like 
a court plaster while his meaningless name will roll 
away like hail falling on a steep roof. Conse- 
quently, to make sure of your ability to recall a 


114 


PUBLIC SPEAKING 


man’s name, fashion a phrase about It that will tie 
It up to his business. There can be no doubt what- 
ever about the efficacy of this method. For example, 
twenty men, strangers to one another, recently met 
in the Penn Athletic Club of Philadelphia to study 
this course. Each man was asked to rise, announce 
his name and business. A phrase was then manu- 
factured to connect the two ; and, within a few min- 
utes, each person present could repeat the name of 
every other individual in the room. Even to the 
end of the course, neither the names nor businesses 
were forgotten, for they were linked together. 
They adhered. 

Here are the first ten names, in alphabetical 
order, from that group; and here are the crude 
phrases that were used to tie the names to the 
businesses : 

Mr. G. P. Albrecht (Sand business) — “Sand makes all 
bright.” 

Mr. George A. Ansley (Real estate) — “To sell real estate, 
advertise in Ansley V Magazine.” 

Mr. G. W. Bayless (Asphalt) — “Use asphalt and pay less.” 
Mr. H. M. Biddle (Woolen cloth)— “Mr. Biddle piddles 
about the wool business.” 

Mr. Gideon Boericke (Mining) — “Boericke bores quickly 
for mines.” 

Mr. Thomas J. Devery (Printing) — “Every man needs 
Devery’s printing.” 

Mr. O. W. Doolittle (Automobiles) — “Do little and you 
won’t succeed in selling cars.” 

Mr. Thomas Fischer (Coal)— “He fishes for coal orders.” 
Mr. Frank H. Goldey (Lumber) — “There is gold in the 
lumber business.” 

Mr. J. H. Hancock (Saturday Evening; Post) — “Sign your 
John Hancock to a subscription blank for the Saturday 
Evening Post" 


THE IMPROVEMENT OF MEMORY 115 


HOW TO REMEMBER DATES 

Dates can best be retained by connecting them 
with important dates already firmly established in 
the mind. Isn’t it far more difficult, for example, 
for an American to remember that the Suez Canal 
was opened in 1869 than to remember that the first 
ship passed through it four years after the close of 
the Civil War? If an American tried to remember 
that the first settlement in Australia was made in 
1788, the date is likely to drop out of his mind 
like a loose bolt out of a car; it is far more likely 
to stick if he thinks of it in connection with July 4, 
1776, and remembers that it occurred twelve years 
after the Declaration of Independence. That is 
like screwing a nut on the loose bolt. It holds. 

It is well to bear this principle in mind when you 
are selecting a telephone number. For example, the 
writer’s phone number, during the war, was 177 6. 
No one had difficulty in remembering it. If you can 
secure from the phone company some such number 
as 1492, x 86 1 , 1865, 1914, 1918, your friends will 
not have to consult the directory. They might 
forget that your phone number was 1492, if you 
gave them the information in a colorless fashion; 
but would it slip their minds if you said, “You can 
easily remember my phone number; 1492, the year 
Columbus discovered America.” 

The Australians, New Zealanders, and Cana- 
dians who are reading these lines would, of course, 
substitute for 1776, 1861, 1865 significant dates in 
their own histqry. 


116 PUBLIC SPEAKING 

What is the best way to memorize the following 
dates ? 

a. 1564 — Birth of Shakespeare. 

b. 1607 — The first English settlement in Amer- 

ica was made in Jamestown. 

c. 1819 — The birth of Queen Victoria. 

d. 1807' — The birth of Robert E. Lee. 

e. 1789 — The Bastile was destroyed. 

You would doubtlessly find it tiresome to mem- 
orize, by sheer mechanical repetition, the names of 
the thirteen original states in the order in which 
they entered the Union. But tie them together with 
a story and the memorizing can be done with a frac- 
tion of the time and trying. Read the following 
paragraph just once. Concentrate. When you 
have finished, see if you cannot name the thirteen 
states in their correct order: 

One Saturday afternoon a young lady from Delaware 
bought a ticket over the Pennsylvania railroad for a little 
outing. She packed a New Jersey sweater in her suitcase, 
and visited a friend, Georgia, in Connecticut. The next 
morning the hostess and her visitor attended Mass in a 
church on Mary’s land. Then they took the South car. 
line home, and dined on a new ham, which had been roasted 
by Virginia, the colored cook, from New York. After 
dinner they took the North car line and rode to the island. 

HOW TO REMEMBER THE POINTS OF 
YOUR TALK 


There are only two ways by which we can pos- 
sibly think of a thing : first, by means of an outside 
stimulus; second, by association with something 



THE IMPROVEMENT OF MEMORY 117 


already in the mind. Applied to speeches, that 
means just this : first, you can recall your points by 
the aid of some outside stimulus such as notes — 
but who likes to see a speaker use notes? Second, 
you can remember your points by associating them 
with something already in the mind. They should 
be arranged in such a logical order that the first 
one leads inevitably to the second, and the second 
to the third as naturally as the door of one room 
leads into another. 

That sounds simple, but it may not prove so for 
the beginner whose thinking powers are rendered 
hors de combat with fear. There is, however, a 
method of tying your points together that is easy, 
rapid, and all but fool-proof. I refer to the use of 
a nonsense sentence. To illustrate: suppose you 
wish to discuss a veritable jumble of ideas, unasso- 
ciated and hence hard to remember, such as, for 
example, cow , cigar , Napoleon, house, religion. 
Let us see if we cannot weld those ideas like the 
links of a chain by means of this absurd sentence : 
“The cow smoked a cigar and hooked Napoleon, 
and the house burned down with religion.” 

Now, will you please cover the above sentence 
with your hand while you answer these questions? 
What is the third point, in that talk; the fifth; 
fourth; second; first? 

Does the method work? It does! And the 
members of this course are urged to use it. 

Any group of ideas can be linked together i a 
some such fashion, and the more ridiculous the sen- 
tence used for the linking, the easier it will be to 
recall. 


118 


PUBLIC SPEAKING 


WHAT TO DO IN CASE OF A COMPLETE 
BREAKDOWN 

Let us suppose that, in spite of all his prepara- 
tion and precaution, a speaker, in the middle of his 
talk, suddenly finds his mind a blank — suddenly finds 
himself staring at his hearers completely balked, 
unable to go on — a terrifying situation. His pride 
rebels at sitting down in confusion and defeat. He 
feels that he might be able to think of his next point, 
of some point, if he had only ten, fifteen seconds of 
grace; but even fifteen seconds of frantic silence 
before an audience would be little less than dis- 
astrous. What is to be done? When a certain 
well known U. S. Senator recently found himself in 
this situation he asked his audience if he were speak- 
ing loudly enough, if he could be heard distinctly 
in the back of the room. He knew that he was. 
He was not seeking information. He was seeking 
time. And in that momentary pause, he grasped 
his thought and proceeded. 

But perhaps the best life-saver in such a mental 
hurricane is this: use the last word, or phrase, or 
idea in your last sentence for the beginning of a 
new sentence. This will make an endless chain 
that, like Tennyson’s brook and, I regret to say, 
with as little purpose as Tennyson’s brook, will run 
on forever. Let us see how it works in practise. 
Let us imagine that a speaker, talking on Business 
Success, finds himself in a blind mental alley after 
having said: “The average employe does not get 
ahead because he takes so little real interest in his 
work; displays so little initiative.” 


THE IMPROVEMENT OF MEMORY 119 


u Initiative !* Start a sentence with “initiative ” 
You will probably have no idea of what you are 
going to say or how you are going to end the sen- 
tence, but, nevertheless, begin. Even a poor show- 
ing is more to be desired than utter defeat. 

“Initiative means originality, doing a thing on your own, 
without eternally waiting to be told. 5 ’ 

That is not a scintillating observation. It won’t 
make speech history. But isn’t it better than an 
agonizing silence? Our last phrase was what? — 
“waiting to be told.” All right, let us start a new 
sentence with that idea. 

“The constant telling and guiding and driving of employees 
who refuse to do any original thinking is one of the most 
exasperating things imaginable.” 

Well, we got through that one. Let us plunge 
again. This time we must say something about 
imagination : 

“Imagination — that is what is needed. Vision. ‘Where 
there is no vision/ Solomon said, £ the people perish.’ ” 

We did two that time without a hitch. Let us 
take heart and continue: 

“The number of employees who perish each year in the 
battle of business is really lamentable. I say lamentable, 
because with just a little more loyalty, a little more ambi- 
tion, a little more enthusiasm, these same men and women 
might have lifted themselves over the line of demarcation 
between success and failure. Yet the failure in business 
never admits that this is the case.” 


120 


PUBLIC SPEAKING 


And so on. . . . While the speaker is saying 
these platitudes off the top of his mind, he should, 
at the same time, be thinking hard of the next point 
in his planned speech, of the thing he had orig- 
inally intended to say. 

This endless chain method of talking will, if con- 
tinued very long, trap the speaker into discussing 
plum pudding or the price of canary birds. How- 
ever, it is a splendid first aid to the injured mind 
broken down temporarily through forgetfulness : 
and, as such, it has been the means of resuscitating 
many a gasping and dying speech. 

WE CANNOT IMPROVE OUR MEMORIES FOR 
ALL CLASSES OF THINGS 

I have pointed out in this chapter how we may 
improve our methods of getting vivid impressions, 
of repeating and of tying our facts together. But 
memory is so essentially a matter of association 
that “there can be,” as Professor James points out, 
“no improvement of the general or elementary fac- 
ulty of memory; there can only be improvement 
of our memory for special systems of associated 
things.” 

By memorizing, for instance, a quotation a day 
from Shakespeare, we may improve our memory 
for literary quotations to a surprising degree. Each 
additional quotation will find many friends in the 
mind to tie to. But the memorizing of everything 
from Hamlet to Romeo will not necessarily aid one 
in retaining facts about the cotton market or the 
Bessemer process for desiliconizing pig iron. 


THE IMPROVEMENT OF MEMORY 121 


Let us repeat: if we apply and use the principles 
discussed in this chapter, we will improve our man- 
ner and efficiency for memorizing anything; but, if 
we do not apply these principles, then the memoriz- 
ing of ten million facts about baseball will not help 
us in the slightest in memorizing facts about the 
stock market. Such unrelated data cannot be tied 
together. “Our mind is essentially an associating 
machine.” 

SUMMARY 

1. “The average man,” says the noted psychol- 
ogist, Professor Carl Seashore, “does not use above 
ten per cent of his actual inherited capacity for 
memory. He wastes the ninety per cent by violating 
the natural laws of remembering.” 

2. These “natural laws of remembering” are 
three : impression , repetition > association . 

3. Get a deep, vivid impression of the thing you 
wish to remember. To do that you must — 

a. Concentrate. That was the secret of 
Roosevelt’s memory. 

b. Observe closely. Get an accurate impres- 
sion. A camera won’t take pictures in a fog; 
neither will your mind retain foggy impressions. 

c. Get your impressions through as many of 
the senses as possible. Lincoln read aloud what- 
ever he wished to remember so that he would get 
both a visual and an auditory impression. 

d. Above all else, be sure to get eye impres- 
sions. They stick. The nerves leading from the 
eye to the brain are twenty times as large as those 


122 


PUBLIC SPEAKING 


leading from the ear to the brain. Mark Twain 
could not remember the outline of his speech 
when he used notes; but when he threw away his 
notes and used pictures to recall his various head- 
ings, all his troubles vanished. 

4. The second law of memory is repetition. 
Thousands of Mohammedan students memorize the 
Koran — a book about as long as the New Testa- 
ment — and they do it very largely through the 
power of repetition. We can memorize anything 
within reason if we repeat it often enough. But 
bear these facts in mind as you repeat : 

a. Do not sit down and repeat a thing over 
and over until you have it engraved on your 
memory. Go over it once or twice, then drop 
it; come back later and go over it again. Re- 
peating at intervals, in that manner, will enable 
you to memorize a thing in about one-half the 
time required to do it at one sitting. 

b. After we memorize a thing, we forget as 
much during the first eight hours as we do during 
the next thirty days ; so go over your notes just 
a few minutes before you rise to make your talk. 

5. The third law of memory is association. The 
only way anything can possibly be remembered at 
all is by associating it with some other fact. “What" 
ever appears in the mind," says Professor James, 
“must be introduced; and, when introduced, it is as 
the associate of something already there. . . . 
The one who thinks over his experiences most, and 
weaves them into the most systematic relation with 
each other, will be the one with the best memory.” 


THE IMPROVEMENT OF MEMORY 123 





t 

I. 


i 


6. When you wish to associate one fact with 
others already in the mind, think over the new fact 
from all angles. Ask about it such questions as 
these: “Why is this so? How is this so? When 
is it so ? Where is it so ? Who said it is so ?” 

7. To remember a stranger’s name, ask ques- 
tions about it — how is it spelled, etc.? Observe his 
looks sharply. Try to connect the name with his 
face. Find out his business and try to invent some 
nonsense phrase that will connect his name with 
his business, such as was done in the Penn Athletic 
Club group. 

8. To remember dates, associate them with 
prominent dates already in the mind. For example, 
the three hundredth anniversary of Shakespeare’s 
birth occurred during the Civil War. 

9. To remember the points of your address, ar- 
range them in such logical order that one leads 
naturally to the next. In addition, one can make a 
nonsense sentence out of the main points — for 
example, “The cow smoked a cigar and hooked 
Napoleon, and the house burned down with re- 
ligion.” 

10. If, in spite of all precautions, you suddenly 
forget what you intended to say, you may be able 
to save yourself from complete defeat by using the 
last words of your last sentence as the first words 
in a new one. This can be continued until you are 
able to think of your next point. 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

How many of the following words do you hear 
mispronounced almost daily? One may say AD- 
dress for ad-DRESS, and A-dult for a-DULT, and 
find his errors undetected by many educated people ; 
but who can forgive such slovenly, such gross faults 
as “praps” and “presidunt” and “program”? They 
are as offensive to the cultivated ear as soiled linen 
to the eye. For them and their ilk, there can be 
no excuse, no forgiveness, no explanation except 
sheer intellectual lethargy and frowziness. Their 
use condemns one as lacking in culture, as deficient 
in mental self-respect. Yet I have heard an occa- 
sional radio announcer speak of the “program.” 
Have you ? 

Do not say : 


except 

for 

accept 

agin 

a 

again 

ailmunt 

u 

ailment 

ambassadur 

u 

ambassador 

becuz 

u 

because 

unuther 

u 

another 

barrul 

u 

barrel 

cramberry 

u 

cranberry 

crejulus 

u 

credulous 


124 


THE IMPROVEMENT OF MEMORY 


ejucation 

tt 

education 

fillum 

it 

film 

forchin 

a 

fortune 

frum 

u 

from 

fu-ul 

it 

fuel 

genl’mun 

guv’ment 

u 

gentlemen 

a 

government 

indivijual 

a 

individual 

kep ? “ 

a 

kept 

lemme 

u 

let me 

levul 

u 

level 

literachoor 

a 

literature 

marvul 

it 

marvel 

meludy 

tt 

melody 

modust 

it 

modest 

nearust 

tc 

nearest 

novus 

it 

novice 

parsnup 

it 

parsnip 

praps 

tt 

perhaps 

perul 

tt 

peril 

pitcher 

tt 

picture 

poum 

tt 

poem 

portrut 

it 

portrait 

perdicament 

ti 

predicament 

presidunt 

it 

president 

progrum 

1 1 

program 

reco’nize 

tt 

recognize 

sassy 

it 

saucy 

savij 

it 

savage 

slep 

it 

slept 

spirut 

i t 

spirit 

stiddy 

it 

steady 

supprised 

it 

surprised 


125 


126 


PUBLIC SPEAKING 


swep 


swept 

turnup 

u 

turnip 

victum 

u 

victim 

wuz 

u 

was 


Read the following sentences aloud. Are you 
sure of the pronunciations of all the italicized 
words? If not, will you kindly look them up in 
Chapters I, II and III? 

He made an admirable address in the theater on the prob- 
lem of finance in our industry f and interested us all. He 
declared that ordinarily there would have been a lamentable 
deficit; but this decade , owing to our admirable and expert 
management, we were, contrary to the expectations of those 
who were conversant with the conditions, in a state of 
affluence . He protested , however, that there were mischievous 
and despicable forces at work in Seattle , for?nidable and 
adverse influences which we, as adults and exponents of the 
new order in industry , must combat irrevocably and render 
impotent . 


ERRORS IN ENGLISH 

Review . There are nine errors in the following 
paragraphs. Show your ability by finding them 
and by noting how glaring they appear. 

The excitement become intense as the crowd begun to 
mill around; the wind blowed and brung clouds of dust. 

“The dam has busted,” shouted the rider as he come 
hurrying up to the people. “I dove off the bank and done 
the mile in two minutes flat,” said he as he drunk some water 
with deep draughts. 


THE IMPROVEMENT OF MEMORY 127 


New Study Material . 
Right 

The girl drowned in the 
bay. 

The boy was drowned as 
he tried to aid. 

I ate dinner. 

I have eaten dinner. 
They have all gone . 

The meat was hung. 

(object) 

The man was hanged . 

(person) 
I knew the man. 

The man was known by 
his hair. 

I rang the bell. 

I have rung the bell. 

He ran home. 

He has run home. 

I saw him. 

I have seen him. 

The dress shrank . 

The dress has shrunk . 
She sang a song. 

She has sung a song. 
The car sank in the mud. 
The car has sunk in the 
mud. 

The tiger sprang put. 
The tiger has sprung 
out. 


Wrong 

The girl drownded in 
the bay. 

The boy was drownded 
as he tried to aid. 

I et dinner. 

I have ate dinner. 

They have all went. 

The man was hung . 

I knowed the man. 

The man was knowed by 
his hair. 

I rung the bell. 

I have rang the bell. 

He run home. 

He has ran home. 

I seen him. 

I have saw him. 

The dress shrunk . 

The dress has shrank . 
She sung a song. 

She has sang a song. 

The car sunk in the mud. 
The car has sank in the 
mud. 

The tiger sprung out. 
The tiger has sprang 
out. 


128 


PUBLIC SPEAKING 


His face is swollen . 

He swam across the 
lake. 

He has swum across the 
lake. 


His face is swelled . 

He swum across the 
lake. 

He has swam across the 
lake. 


CORRECT USAGE OF WORDS 

“The study of synonyms has always been regarded as one 
of the most valuable of intellectual disciplines, independently 
of its great importance as a guide to the right, practical 
use of words.” — G. P. Marsh, Lectures On The English 
Language . 

But — -And. “Poor but honest,” suggests that 
the ordinary man is dishonest. What would u old 
but respectable” imply? 

Calm — Cool. If you keep yourself from be- 
coming excited at a train wreck, you are calm ; if 
you don’t have to try to control yourself, you are 
cool . If you are always composed and have poise, 
your mind is tranquil and your disposition placid . 

Capacity — Ability. (Wrong.) “He has an ex- 
traordinary capacity for hard work.” Capacity is 
the power to receive ; ability the power to do. 
Ability includes capacity. An actor may have an 
unusual capacity for memorizing lines, and not have 
the ability to act well. 

Can — May. Can denotes power and ability. 
Do not confuse can with may which refers to per- 
mission. “Can I use your knife?” literally means 
have I the power to use it. The chances are that I 
have, unless I am paralyzed. If I wish to ask for 
permission, I should say, “May I use your knife.” 



THE IMPROVEMENT OF MEMORY 129 


VOICE EXERCISE— RELAXING THE THROAT 

Strain and tension, we learned in the last chap- 
ter, impair the voice and render it disagreeable. 
Where does this tension usually get in its deadly 
work? In what part of the body? 

There can be no question about that. It raises 
its head like a viper and licks out its fiery tongue 
almost always in the same place ; the throat. The 
nervous gripping of the muscles there causes rough- 
ness of the voice, fatigue, hoarseness and even sore 
throat. There is the so-called “teacher’s sore 
throat,” the well-known “minister’s sore throat,” 
and the “speaker’s sore throat.” A man can con- 
verse in business all day, month after month, with- 
out suffering from a sore throat. Why, then, 
should he contract that affliction when he attempts 
to do considerable public speaking? The answer 
can be given in one word: tension. He does not use 
his organs of speech properly. He is nervous ; and 
he unconsciously contracts the muscles of his throat. 
He takes a deep breath, raises his chest by muscular 
effort and continues to hold it high by muscular 
effort; and the strain of these chest muscles tightens 
his throat. He wants to be emphatic, and he strains 
and tightens his throat. He wants to be heard; and 
he tries to force the words out of his throat. The 
result? Breathy tones, harsh tones, unpleasant 
tones, tones that will not carry. 

That is not the way to do it at all. “Behold, I 
show unto you a more excellent way.” Relax the 
throat entirely. It ought to be merely the chimney 
up which the column of air passes from your lungs. 


130 


PUBLIC SPEAKING 


“There must be as little consciousness of effort in 
the throat as possible,” says Galli-Curci. The old 
Italian singing masters used to boast: “l’ltaliano 
non ha gola” — “The Italian singer has no throat.” 
None of the great singers, Caruso, Melba, Patti, 
Mary Garden, none of them sang as if he or she 
had a throat. That is the way a speaker should 
speak. All the muscles above the collar bone should 
be relaxed. In reality, all the muscles from the 
waist up should be relaxed. 

How are you going to be sure of this highly- 
desired relaxed and open throat? Here is a very 
simple way to do it, one that you cannot easily 
forget. Suppose that someone has asked you, “Do 
the Italian singers have a throat?” You are going 
to reply with a “no.” Close your eyes. Think of 
a yawn. Feel yourself starting to make one. It 
begins, you know, with a deep breath — in fact, it is 
the need for more breath that causes the yawn. 
As you take the breath, and the moment before the 
yawn breaks, your throat is open and relaxed. 
Now, instead of yawning, speak. Think “no,” say 
“no.” Didn’t that tone sound well to your ears? 
Why? Because the conditions for it were right. 

We have learned some fundamental lessons now 
in tone production: deep diaphragmatic breathing, 
a relaxed body, an open throat. 

Practise this exercise twenty times a day. Start 
to yawn. Feel the lower part of your lungs fill- 
ing with air, pushing against the lower ribs, the back, 
flattening and pressing down that arched muscle 
called the diaphragm. Now, instead of yawning, 
speak. Speak a musical sentence like this : Lovely 



THE IMPROVEMENT OF MEMORY 131 

Lolita drifting along in the moonlight over the mur- 
muring lagoon . 

As you speak, feel that you are drinking in the 
words — not back into your throat — but up into the 
open chambers of your head. Feel the same open- 
ness in the headchambers that you feel when drink- 
ing in a deep breath through the nose. 

Lastly, after taking in the deep breath, relax the 
chest entirely. Feel it pivoted on, riding on, the 
cushion of air inside. Your relaxed breast ought to 
ride on the breath just as your tires and your car 
ride on the air in the blown up inner tubes. If you 
do not relax your chest in this manner, the muscular 
effort that you use in holding it high will tighten 
your throat. On the other hand, do not construe 
this to mean that you are to have a caved-in chest 
as you are breathing. No. Hold the chest, not the 
shoulders, high during inspiration and then let the 
weight of it ride on the air pressure in the middle 
of your body. 



} 




CHAPTER V 


KEEPING THE AUDIENCE AWAKE 



"Genius is intensify . The man mho gets anything worth 
having is the man who goes after his object as a bulldog 
goes after a cat — with every fiber in him tense with eagerness 
and determination T — W . C. Holman, formerly Sales Man- 
ager for the National Cash Register Company . 

“ The man or woman of enthusiastic trend always exer- 
cises a magnetic mfiue7ice over those with whom he or she 
comes in contact ” — H. Addington Bruce. 

"Be intensely in earnest . Enthusiasm invites enthusiasm . 

* — Russell H. Conwell. 

"I like the man who bubbles over with enthusiasm . Better 
be a geyser than a mud puddle ” — John G . Shedd, Former 
President of Marshall Field and Co. 

"He did it with all his heart and prospered ” — Second 
Chronicles. 

"Merit begets confidence f confidence begets enthusiasm r 
enthusiasm conquers the world F — Walter H. Cottingham v 
President of Sherwin Williams Company. 

"Honesty is one part of eloquence: we persuade others by 
being in earnest ourselves T — Hazlitt. 



CHAPTER V 


KEEPING THE AUDIENCE AWAKE 

Sherman Rogers and I once addressed the same 
meeting of the St. Louis Chamber of Commerce. 
I spoke first and, had I had a good excuse, I would 
have left immediately afterwards, for he was billed 
as “the lumberjack orator.” I frankly expected 
to be bored for, like Mr. Dooley, I class the usual 
so-called “oratory” with wax flowers. This day, 
however, I was delightfully surprised; Mr. Rogers 
made easily one of the best talks I have ever heard. 

And who is Sherman Rogers ? A genuine lumber- 
jack — he has spent most of his life in the big woods 
of the West. He knows nothing and cares less than 
nothing about the rules for public speaking that 
have been set down so elaborately in learned books 
on eloquence. His talk did not have polish; but it 
had punch. It lacked finesse ; but it had fire. He 
made grammatical errors, and did half a dozen 
things that are not according to Hoyle ; but it is not 
faults that kill a talk ; it is a lack of virtues. 

His speech was a huge, raw piece of palpitating 
experience torn right out of his own life as a la- 
borer and a boss of laborers. It didn’t smack of 
books. It was a live thing. It fairly crouched 
and sprang at you. Everything that he said leaped 

135 



136 


PUBLIC SPEAKING 


flaming hot from his heart. The effect on the 
audience was electrical. 

The secret of his success? The secret of every 
phenomenal success : “Every great movement in the 
annals of history,” said Emerson, “is the triumph 
of enthusiasm.” 

It is derived, that magic name, from two Greek 
words: en, meaning in; and theos , meaning God . 
Enthusiasm is literally God in us. The enthusiastic 
man is one who speaks as if he were possessed by 
God. 

This quality is the most effective, the most im- 
portant factor in advertising and selling goods and 
getting things done. The largest advertiser of any 
single product in the world came to Chicago thirty 
years ago with less than fifty dollars in his pocket. 
Wrigley now sells thirty million dollars worth of 
his chewing gum every year, and on the wall of his 
private office hang these framed words of Emer- 
son: “Nothing great was ever achieved without 
enthusiasm.” 

There was a time when I put considerable reli- 
ance in the rules of public speaking; but with the 
passing of the years I have come to put more and 
more faith in the spirit of speaking. 

“Eloquence, said the late Mr. Bryan, “may be 
defined as the speech of one who knows what he is 
talking about, and means what he says — it is 
thought on fire. . . . Knowledge is of little use to 
the speaker without earnestness. Persuasive speech 
is from heart to heart, not from mind to mind. It 
is difficult for a speaker to deceive his audience as 
to his own feeling. . . . Nearly tw y o thousand years 


KEEPING THE AUDIENCE AWAKE 137 


ago, one of the Latin poets expressed this thought 
when he said: Tf you would draw tears from 
others’ eyes, yourself the signs of grief must 
show.’ ” 

“If I wish to compose or write or pray or preach 
well,” said Martin Luther, “I must be angry. 
Then all the blood in my veins is stirred, and my 
understanding is sharpened.” 

Perhaps we don’t have to be exactly angry, you 
and I, but we must be aroused and sincere and in- 
tensely in earnest. 

Even a horse is affected by spirited talk. Rainey, 
the famous animal trainer, said that he had known 
an angry word to raise the pulse of a horse ten beats 
per minute. Surely, an audience is as sensitive as 
a horse. 

This is a most important fact to remember : every 
lime we speak we determine the attitude of our 
hearers. We hold them in the hollow of our hands. 
If we are lackadaisical, they will be lackadaisical. 
If we are reserved, they will be reserved. If we 
are only mildly concerned, they will be only mildly 
concerned. But if we are deadly in earnest about 
what we say, and if we say it with feeling and 
spontaneity and force and contagious conviction, 
they cannot keep from catching our spirit to a de- 
gree. 

“Much as we would like to think we are moved 
by reason,” says Martin W. Littleton, a famous 
New York after-dinner speaker, “the whole world 
is, in fact, mqved by emotion. The man who tries 
to be very serious or very witty may easily fail, 
but the speaker who appeals to you with real con- 


138 


PUBLIC SPEAKING 


victions never fails. No matter whether the great- 
est subject to him is the breeding of White Leg- 
horns, the plight of Christians in Armenia, or the 
League of Nations — if he is really deeply convinced 
so that he has a message for you , his speech will go 
like a flame. It won’t matter how his convic- 
tions are clothed, either, but only with what 
sincerity and emotional power they are launched at 
you.” 

Given heat and earnestness and enthusiasm, a 
speaker’s influence expands like steam. He can 
have five hundred faults; but he can hardly fail. 
The great Rubinstein, it is said, played myriads of 
false notes; but nobody cared, for he could get the 
poetry of Chopin into souls that had never seen 
anything in a sunset before except a big red disk 
sinking behind a barn on the horizon. 

History records that before Pericles, the mighty 
Athenian leader, spoke, he prayed to the gods that 
not a single unworthy word might escape his lips. 
He had his heart in his messages; and they went 
straight to the heart of a nation. 

Willa Gather, one of America’s most distin- 
guished woman novelists, says: “Every artist’s se- 
cret” — and every public speaker ought to be an 
artist — “is passion. It is an open secret and per- 
fectly safe. Like heroism, it is inimitable in cheap 
materials.” 

Passion. . . . Feeling. . . . Spirit. . . . Emotional 
sincerity — get these qualities in your talk and your 
auditors will condone — yes, will hardly be con- 
scious of — minor shortcomings. History bears 
this out: Lincoln spoke in an unpleasantly high 


KEEPING THE AUDIENCE AWAKE 139 



tone. Demosthenes stammered. Hooker’s voice 
was weak. Curran stuttered notoriously. Sheil 
almost squealed. The younger Pitt’s voice was 
neither clear nor pleasant. Yet all these men had 
an earnestness that triumphed over all handicaps — 
an emotional urge that blasted all handicaps to 
nothingness. 

HAVE SOMETHING THAT YOU VERY MUCH 
WANT TO SAY 

“The essence of a good speech,” said Professor 
Brander Matthews in an interesting article in the 
New York Times, “is that the speaker really has 
something which he really wants to say.” 

“This was brought home to me a few years ago 
when I was one of three judges called on to award 
the Curtis medal at Columbia University. There 
were half a dozen undergraduates, all of them elab- 
orately trained, all of them anxious to acquit them- 
selves well. But — with only a single exception — 
what they were striving for was to win the medal. 
They had little or no desire to persuade. They 
had chosen their topics because these topics per- 
mitted oratorical development. They had no deep 
personal interest in the arguments they were mak- 
ing. And their successive speeches were merely 
exercises in the art of delivery. The exception was 
a Zulu Prince. He had selected as his theme ‘The 
Contribution of Africa to Modern Civilization.’ 
He put intense feeling into every word he uttered. 
His speech was no mere exercise; it was a living 
thing, born of conviction and enthusiasm. He 




140 


PUBLIC SPEAKING 


spoke as the representative of his people, of his 
continent; he had something to say that he wanted 
to say; and he said it with sympathetic sincerity. 
So we gave him the medal, although he was pos- 
sibly no more accomplished in the art than two or 
three of his competitors. What we judges recog- 
nized was that his address had the true fire of the 
orator. In comparison with his fervid appeal, the 
other speeches were only gas-logs.” 

Right here is where many a speaker fails. His 
expression is motivated by no conviction; no desire, 
no impetus is stirring in his talk; there is no powder 
behind his shot. 

“Ah, very good,” you say, “but how am I to 
develop this earnestness and spirit and enthusiasm 
that you praise so highly?” This much is sure: 
you will never develop it by talking from the sur- 
face. Any discerning listener can detect whether a 
speaker is talking from skin-deep impressions or 
whether his expression is welling up from deep 
within him. So shake yourself out of your inertia. 
Put your heart in your work. Dig. Seek for the 
hidden resources that lie buried away inside you. 
Get the facts and the causes behind the facts. Con- 
centrate. Dwell on them, brood over them until 
they matter to you. In the last analysis, you see it is 
all conditioned back upon thorough preparation and 
the right kind of preparation. Heart preparation 
is as essential as head preparation. To illustrate: 

I trained a number of men in the New York City 
Chapter of the American Institute of Banking to 
speak during a thrift campaign. One of the men 


KEEPING THE AUDIENCE AWAKE 141 


in particular lacked force. He was talking merely 
because he wanted to speak, not because he was 
fired with zeal for thrift. The first step in train- 
ing that man was to warm his mind and heart. I 
told him to go off by himself and to think over 
his subject until he became enthusiastic about it. 
I asked him to remember that the Probate Court 
Records in New York show that more than 85% 
of the people leave nothing at all at death; that 
only 3.3% leave $10,000 or over. He was to keep 
constantly in mind that he was not asking people 
to do him a favor or something that they could not 
afford to do. He was to say to himself: “I am 
preparing these people to have meat and bread and 
clothes and comfort in their old age, and to leave 
their wives and children protected.” He must re- 
member he was going out to perform a great social 
service. He must be inspired by the crusader’s 
faith that he was preaching the practical, applied 
gospel of Jesus Christ. 

He thought over these facts. He burned them 
into his mind. He got a realizing sense of their 
importance. He aroused his own interest, stirred 
his own enthusiasm, and came to feel that his mis- 
sion was almost holy. Then, when he went out to 
talk, there was a ring to his words that carried 
conviction. In fact, his talks on thrift attracted so 
much attention that he was invited to join the organ- 
ization of the largest bank in America, and was 
later sent to one of its South American branches. 


142 PUBLIC SPEAKING 

THE SECRET OF A TRIUMPH 

“I must live,” cried a young man to Voltaire; and 
the philosopher replied: “I do not perceive the 
necessity.” 

That, in many instances, will be the attitude 
of the world towards what you have to say: it 
won’t perceive the necessity of its being said. But 
you, if you would succeed, must feel the necessity — ■ 
if there is one. The thing ought to grip you. It 
ought, for the time being, to seem to you like the 
most important thing on terra firma. 

Dwight L. Moody became so stirred in the prep- 
aration of his sermon on Grace, so wrought up in 
his search for truth, that he seized his hat, left his 
study, strode out into the street and accosted the 
first man he met with the abrupt inquiry: “Do you 
know what Grace is?” Is it any wonder that a 
man, fired with such emotional earnestness and in- 
tensity, exerted a magic power over audiences? 

Some time ago a member of a course I was con- 
ducting in Paris spoke evening after evening in 
a colorless fashion. He was something of a stu- 
dent, and he had his facts all right, piles of them. 
But he had not welded them together with the heat 
of his own interest. He lacked spirit. He didn’t 
talk as if what he had to say was very vital, so 
naturally the audience paid little heed. They took 
his speech at his own appraisement. Time and 
again, stopping him, I endeavored to drill force 
into him, to wake him up; but I often felt as if I 
were trying to coax steam out of a cold radiator. 
Finally, I did succeed in persuading him that his 


KEEPING THE AUDIENCE AWAKE 143 


method of preparation was at fault. I convinced 
him that he ought to establish some kind of tele- 
graphic communication between his head and his 
heart. I told him that he must give us not only the 
facts, but that he ought to reveal his attitude 
towards those facts. 

The next week he appeared with ideas about 
which he felt strongly enough to make the expres- 
sion of them worth while. At last, he was passion- 
ately concerned about something. He had a mes- 
sage that he loved as Thackeray loved Becky Sharp. 
He was willing to sweat blood for it, and his talk 
won long and hearty applause. It was an abrupt 
triumph. He had generated a little heart-felt earn- 
estness. That is a fundamental part of preparation. 
As we learned in Chapter II, the preparation of a 
speech, a real speech, does not consist in merely 
getting some mechanical words down on paper, nor 
of memorizing phrases. Neither does it consist 
in lifting a few thoughts second hand from some 
book or newspaper article. No, no. But it does 
consist in digging away down deep into your own 
mind and heart and life, and bringing forth some 
convictions and enthusiasms that are essentially 
yours. Yours! YOURS! Dig. Dig. Dig. It 
is there. Never doubt it. Mines of it, quantities 
of it, of whose existence you have never even 
dreamed. Do you, yourself, realize the strength of 
your own potentialities? I doubt it. The late 
Professor James said that the average man does 
not develop more than ten per cent of his possible 
mental powers. Worse than an eight-cylinder ma- 
chine with only one cylinder sparking! 



144 


PUBLIC SPEAKING 


Yes, the great thing in a speech is not the cold 
phraseology, but the man, the spirit, the convic- 
tions' behind that phraseology. Sheridan’s re- 
nowned attack on Warren Hastings in the House 
of Commons was declared by the famous speakers, 
who heard it — by Burke and Pitt, by Wilberforce 
and Fox — to be the most eloquent oration ever de- 
livered on England’s soil. Yet Sheridan felt that 
the superlative merit of it was too spiritual and 
evanescent a thing to be caught and enmeshed in 
cold type; so he refused an offer of five thousand 
dollars for its publication. No copy of it exists 
to-day. If we could read the address, no doubt it 
would be disappointing. The quality that made it 
great would be gone. Only the empty skin would 
remain, like some stuffed eagle with outspread wings 
in a taxidermist’s shop. 

Always remember that you are the most import- 
ant factor in your talk. Hear these golden words 
from Emerson! They contain a world of wisdom: 
“Use what language you will , you can never say 
anything but what you are! } That is one of the 
most significant statements I ever heard about the 
art of self-expression; and, for the sake of em- 
phasis, I am going to repeat it: “Use what lan- 
guage you will , you can never say anything but what 
you are! } 

A LINCOLN SPEECH THAT WON A LAWSUIT 

Lincoln may never have read that, but one thing 
is certain: he knew the truth of it. One day the 
widow of a Revolutionary War soldier, an old 


KEEPING THE AUDIENCE AWAKE 145 


woman bent with age, hobbled into his office, tell- 
ing him of a pension agent who had taken from 
her the exorbitant fee of two hundred dollars for 
collecting a sum of twice that amount that was due 
her. Lincoln was indignant, and he brought suit 
immediately. 

How did he prepare for this case? He prepared 
by reading a biography of Washington and a his- 
tory of the Revolutionary War, by quickening his 
enthusiasm, by kindling his feelings and emotions. 
When he spoke, he recounted the oppressions that 
had stirred the patriots to turn and fight for lib- 
erty. He pictured the untold hardships they had 
gone through, the suffering they had endured at 
Valley Forge, hungry, barefooted and with bleed- 
ing feet creeping over the ice and snow. Then, in 
wrath, he turned to the rascal who had fleeced a 
widow of one of those heroes out of half her pen- 
sion. His eyes flashed as he poured out his bit- 
terest denunciation, “skinning” the defendant, as 
he declared he would do. 

“Time rolls by,” he said in conclusion. “The 
heroes of ’76 have passed away, and are encamped 
on the other shore. The soldier has gone to rest 
and now, crippled, blinded, and broken, his widow 
comes to you and to me, gentlemen of the jury, to 
right her wrongs. She was not always thus. She 
w r as once a beautiful young woman. Her step was 
as elastic, her face as fair, and her voice as sweet 
as any that rang in the mountains of old, Virginia. 
But now she is poor and defenseless. Out here on 
the prairies of Illinois, many hundreds of miles 
away from the scenes of her childhood, she appeals 


146 


PUBLIC SPEAKING 


to us who enjoy the privileges achieved for us by 
the patriots of the Revolution, for our sympathetic 
aid and manly protection. All I ask is, shall we 
befriend her?” 

As he finished, some of the jury were in tears, 
and they returned a verdict for every cent the old 
woman asked. Lincoln became her surety for costs, 
paid her hotel bill and her fare home, and charged 
■ her nothing for his legal services. 

A few days later, Lincoln’s partner picked up a 
little scrap of paper in the office, read Lincoln’s 
outline for his speech, and burst into laughter: 

“No contract. — Not professional services — Unreasonable 
charge. — Money retained by Deft not given to Pl’ff. — 
Revolutionary war. — Describe Valley Forge privations. — • 
Pl’ffs husband. — Soldier leaving for army. — Skin Deft. 
— Close. ,, 

I hope that I have made plain that the first requi- 
site in generating your warmth and enthusiasm 
is to prepare until you have a real message you 
want to get across. The next step is — 

ACT IN EARNEST 

As we noted in Chapter I, Professor James has 
pointed out “action and feeling go together; and, by 
regulating the action which is under the most direct 
control of the will, we can indirectly regulate the 
feeling which is not.” 

So, to feel earnest and enthusiastic, stand up and 
act in earnest and be enthusiastic. Stop leaning 
against the table. Stand tall. Stand still. Don’t 
rock back and forth. Don’t bob up and down. 


KEEPING THE AUDIENCE AWAKE 14? 


Don’t shift your weight from one foot to the 
other and back again like a tired horse. In short, 
don’t make a lot of nervous movements which will 
proclaim your lack of ease and self-possession to the 
housetops. Control yourself physically. It will 
convey a sense of poise and power. Stand up and 
stand out “like a strong man rejoicing to run a 
race.” I repeat: fill your lungs with oxygen. Fill 
them to the full. Look straight at your audience. 
Look at them as if you had something urgent to 
say and as if you knew it was urgent. Look at them 
with the confidence and courage of a teacher view- 
ing his pupils, for you are a teacher, and they are 
there to hear you and to be taught. So speak out 
confidently and with energy. “Lift up your voice,” 
said the Prophet Isaiah, “lift it up. Be not afraid.” 

And use emphatic gestures. Never mind, just 
now, whether they are beautiful or graceful. Think 
only of making them forceful and spontaneous. 
Make them now, not for the sense they will convey 
to others, but for what they will do for you. And 
they will do wonders. Even if you are speaking to 
a radio audience, gesture, gesture. Your gestures 
won’t, of course, be visible to the unseen hearers, 
but the result of your gestures will be audible to 
them. They will give increased aliveness and en- 
ergy to your tones and to your whole manner. 

How often have I stopped a lifeless speaker in 
the midst of his talk and drilled him and com- 
pelled him to use emphatic gestures which he did 
not at the time feel like using. But the physical 
action of the forced gestures finally awakened and 
stimulated him until he gestured spontaneously. 


148 


PUBLIC SPEAKING 



Even his face brightened and his whole bearing and 
attitude became more earnest, more emphatic. 

Acting in earnest makes one feel in earnest. 
“Assume a virtue,” Shakespeare advised, “if you 
have it not.” 

Above all else, open your mouth, and speak out. 
Attorney General Wickersham once remarked to 
me: “The average man who attempts to speak in 
public cannot be heard even thirty feet away.” 

Does that sound exaggerated? I recently lis- 
tened to a public address by the head of a great 
university. I sat in the fourth row and could hardly 
hear more than half he said. The ambassador of 
an important European nation recently delivered 
the commencement address before Union College; 
his delivery was so flabby that his words were almost 
inaudible twenty feet from the platform. 

If experienced speakers commit such errors, what 
is to be expected of the beginner? He is not used 
to having his voice enlarged so that it will carry 
over an audience ; so, when he speaks with sufficient 
vitality, he will imagine that he is fairly shouting, 
and that people are ready to laugh at him. 

Use conversational tones; but enlarge them. In- 
tensify them. We can read fine print a foot from 
the eye; but it takes bold headlines to be seen across 
a hall 


THE FIRST THING TO DO WHEN THE 
AUDIENCE GOES TO SLEEP 

A country preacher once asked Henry Ward 
Beecher how to keep an audience awake on a hot 


KEEPING THE AUDIENCE AWAKE 149 


Sunday afternoon, and Beecher told him to have 
an usher take a sharp stick and prod the preacher. 

I like that. It is superb. It is glorified common 
sense. It would do more for the average speaker 
than nine-tenths of all the erudite tomes that have 
ever been written on the art of eloquence. 

One of the surest ways to get a student to limber 
up and abandon and really let himself go, would be 
to knock him down before he started. It would put 
fire and spirit and aliveness into his speech. Actors 
know the value of shaking themselves awake before 
they make their stage entrance. Houdini did it 
by leaping about the back stage, striking the air 
vigorously with his fists, sparring with an imagin- 
ary antagonist. Mansfield sometimes deliberately 
planned to work himself into a perfect rage over 
any pretext — perhaps it was because some stage 
hand was breathing too audibly — any excuse that 
would serve to give him the heightened energy, the 
surging of spirit that he courted. I have seen actors 
standing in the wings, waiting for their cues and 
beating their breasts savagely. I have sent stu 
dents, just before they spoke, into an adjoining 
room to pummel their bodies until their blood 
leaped and their faces and eyes glowed with life. I 
frequently force a student to preface his practise 
talks in this course, repeating the A.B.Cds with vio- 
lent gestures and all the vigor and anger that he 
can possibly command. Isn’t it highly desirable to 
go before your hearers like a thoroughbred strain- 
ing at the bit? 

Immediately before you speak, get, if possible, a 
thorough rest. The ideal thing is to undress and go 


150 


PUBLIC SPEAKING 


to bed for a few hours. If possible, follow that 
with a cold plunge and a vigorous rubdown. Better 
still, far better, take a swim. 

Charles Frohman used to say that he hired actors 
because of their vitality. The kind of acting or 
speaking that counts consumes a lot of nerve force 
and physical energy; and Frohman knew it. I have 
chopped down hickory trees and split logs; and I 
have talked to audiences for two hours at a time. 
I have found one of these tasks about as exhaust- 
ing as the other. During the War, Dudley Field 
Malone made a passionate appeal to a large audi- 
ence assembled in the Century Theatre, New York. 
At the climax of it, after speaking for an hour and 
a half, he fainted from sheer exhaustion and was 
carried unconscious from the stage. 

Sydney Smith described Daniel Webster as “a 
steam engine in trousers.” 

“The most successful speakers,” declared 
Beecher, “are men of great vitality and recupera- 
tive force, men who have preeminently the explosive 
power by which they can thrust their materials out. 
They are catapults and men go down before them.” 

“WEASEL WORDS” AND ONIONS 

Put energy behind what you say, and say it posi- 
tively. But don’t be too positive. Only an ignora- 
mus is positive about everything; but only a weak- 
ling prefaces every remark with an it seems to me, 
or perhaps , or in my opinion. 

The almost universal trouble with beginning 
speakers is not that they are too positive, but that 


KEEPING THE AUDIENCE AWAKE 151 


they vitiate their talks with these timid phrases. I 
remember listening to a New York business man 
describe a motor trip through Connecticut. “Gn 
the left side of the road,” he said, “there seemed 
to be a field of onions.” Now, there is no seeming 
about onions. They either are or are not. And it 
does not require extraordinary powers to recognize 
an onion field when one sees it. Yet this shows to 
what absurd lengths a speaker will sometimes go. 

“Weasel words” is what Roosevelt called such 
expressions, for a weasel sucks the heart out of an 
egg, and leaves nothing but the empty shell. That 
is what these phrases do to your talk. 

Shrinking, apologetic tones and egg-shell phrases 
will not beget much confidence and conviction. 
Imagine business houses using such slogans as these : 
“It seems to us the Underwood is the machine you 
will eventually buy.” “In our opinion, the Pruden- 
tial has the strength of Gibraltar.” “We think you 
will use our flour eventually — why not now?” 

In 1896, when Bryan first ran for the presidency, 
I, as a boy, wondered why he so emphatically and 
so often declared that he would be elected, that 
McKinley would go down in defeat. The explana- 
tion is simple, Bryan knew that people in the mass 
cannot differentiate between emphasis and proof. 
He knew that if he said a thing often enough and 
vigorously enough, most of his hearers would end by 
believing it. 

The world’s great leaders have always thun- 
dered forth as if there were no possibility on top 
of the Seven Seas of anyone invalidating their as- 
sertions. When Buddha was dying he did not rea- 


152 


PUBLIC SPEAKING 


son or whine or argue; he spoke as one having 
authority: “Walk as I have commanded you.” 

The Koran, which has been the dominant factor 
in millions of lives, immediately following the pre- 
liminary prayer, opens with these words: “There 
is no doubt in this book; it is a direction.” 

When the jailer at Philippi asked Paul, “What 
must I do to be saved?” the answer was not an argu- 
ment, an equivocation, an it-seems-to-me or an I- 
should-think assertion. It came, a superior com- 
mand: “Believe on the Lord Jesus Christ, and thou 
shalt be saved.” 

But do not, as I have said, be too positive on all 
occasions. There are times, there are places, there 
are subjects, there are audiences, where too much 
positiveness will hinder rather than help. In 
general, the higher the level of intelligence of one’s 
hearers, the less successful mere forceful assertions 
will be. Thinking people want to be led, not driven. 
They want to have the facts presented and to draw 
their own conclusions. They like to be asked ques- 
tions, not to have a ceaseless stream of direct state- 
ments poured at them. 

LOVE YOUR AUDIENCE 

A few years ago I had to employ and train a 
number of public lecturers in England. After pain- 
ful and costly trials, three of them had to be dis- 
missed, and one had to be sent back three thousand 
miles to America. Their main trouble was that 
they were not genuinely interested in serving their 
audiences. They were chiefly concerned, not about 


KEEPING THE AUDIENCE AWAKE 153 


others, but about themselves and their pay envel- 
opes. Everyone could feel it. They were cold to 
their audiences; and their audiences, in return, were 
cold to them. Consequently, these speakers re- 
mained sounding brasses and tinkling cymbals. 

The well known human race is very quick to 
detect whether a talk is coming from above the 
eyebrows or back of the breast bone. Even a dog 
can sense that. 

I have made a special study of Lincoln as a public 
speaker. He is undoubtedly the most loved man 
America has ever produced; and unquestionably he 
has delivered some of America’s best speeches. Al- 
though he was a genius in some ways, I am inclined 
to believe that his power with audiences was due, in 
no small measure, to his sympathy and honesty and 
goodness. He loved people. “His heart,” said 
his wife, “is as large as his arms are long.” He 
was Christlike. And two thousand years ago, one 
of the first books ever written on this art described 
the eloquent talker as “a good man skilled in 
speaking.” 

“The secret of my success,” said Madam Schu- 
mann-Heink, the famous prima donna, “is abso- 
lute devotion to the audience. I love my audiences. 
They are all my friends. I feel a bond with them 
the moment I step before them.” So that was the 
secret of her world-wide triumph. . . . Let us try 
to cultivate the same spirit. 

The finest thing in speaking is neither physical 
nor mental. It is spiritual. The Book that Daniel 
Webster had on his pillow while dying is a book that 
every speaker should have on his desk while living. 


154 


PUBLIC SPEAKING 


Jesus loved men and their hearts burned within 
them as He talked with them by the way. If you 
want a splendid text on public speaking, why not 
read your New Testament? 

SUMMARY 

1. Every time you speak, you determine the atti- 
tude of your hearers toward what you say. If you 
are lackadaisical, they will be lackadaisical. If you 
are only mildly concerned, they will be only mildly 
concerned. If you are enthusiastic, they will be 
sure to catch something of your spirit. Enthusiasm 
is one of the biggest — if not the biggest — factors in 
delivery. 

2. “The man who tries to be very serious or very 
witty,” says Martin W. Littleton, “may easily fail, 
but the speaker who appeals to you with real con- 
viction never fails. ... If he is really deeply con- 
vinced so that he has a message for you, his speech 
will go like a flame.” 

3. In spite of the tremendous importance of this 
quality of contagious conviction and enthusiasm, 
most men lack it. 

4. “The essence of a good speech,” says Pro- 
fessor Brander Matthews, “is that the speaker 
really has something which he really wants to say.” 

5. Think over your facts, burn their real import- 
ance into your mind. Try your own enthusiasm 
before you attempt to convince others. 

6. Establish a telegraphic communication be- 
tween your head and heart. We want you not only 


KEEPING THE AUDIENCE AWAKE 155 

to give us the facts but to reveal your attitude 
towards those facts. 

7. “Use what language you will, you can never 
say anything but what you are.” The big thing 
in a speech is not his words but the spirit of the 
man behind the words. 

8. To develop earnestness, to feel enthusiastic,, 
act enthusiastic. Stand tall, look straight at your 
audience. Use emphatic gestures. 

9. Above all else, open your mouth and speak 
so you can be heard. Many speakers cannot be 
heard thirty feet away. 

10. When a country minister asked Henry Ward 
Beecher what to do when an audience went to sleep 
on a hot Sunday afternoon, Beecher replied, 
“Have an usher get a sharp stick and prod the 
preacher.” This is one of the best bits of advice 
ever given on the art of public speaking. 

xi. Don’t weaken your speech with “weasel” 
words, such as “it seems to me,” “in my humble 
opinion.” 

12 . Love your audience. 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“In spoken language, pronunciation is the most striking 
element, and thus it happens that it is, more than any other 
one thing, the most obvious test of general culture.” — From 
the preface to “18,000 Words Often Mispronounced ” by 
W. H. P. Phyfe. 

Do you sound the Vs capitalized in the follow- 
ing, as the “i” in ice? Do it. 

biography finis 

clientele tribunal 

digest (noun) viand (not veand) 


Do you sound the Vs and the Y 7 s capitalized in 
the following like the I in it! This is the correct 
sound. 


admirable 

anti 

antidote 

civilization 

conspiracy 

cowardice 

digestion 

diploma 

diplomacy 

divorce 

Fasclstl — ( f a-shis-ti ) 

financial 

fragile 


genuine 

heml- 

hYpocrisy 

indigestion 

Italian 

Italic 

lubricate 

nitro-glycerlne 

semi- 

since (not sens) 
mischievous (chiv-us» 
not she-vus ) 


ni 


KEEPING THE AUDIENCE AWAKE 157 


The I in mercantile should be sounded, not as the 
e in eel, but as either i in it or i in ice. 

The E>s capitalized in the following should be 
Sounded as e in eel. 


abstEmious 
amEnable 
cafEteria ( e not a) 
crEdence 
hystEria 


pEnalize 

pEriod 

pEriodic 

sacrilEgious 

sEnile 


Do not say “crik” for “creek”; “ldik” for 
“clique” (klek) : “slik” for “sleek”; nor “soot” for 
“suite” (swet). 

The E’s capitalized in the following should be 
sounded as e in ebb. 

carburEtor eugEnics 

dEaf tEpid 

ephEmeral 


ERRORS IN ENGLISH 

“The language of the individual is one of the qualities by 
which he is judged.” Management of Men , E. L. Munson. 

Review. There are seven mistakes in the first 
paragraph of the following selection. The second 
paragraph contains six, and the third has seven. 
You will note that all the errors contained in these 
paragraphs have been considered in the course so 
far. 

He continued his story. “ 'I will be drownded/ thinks I, 
but I shall do the best I can and leave the rest to God/ 


158 


PUBLIC SPEAKING 


I laid down on a log but it wouldn’t leave me ride it. I set 
up as the end raised and run straight upon the top of a rock. 

“I shrunk from being hit by some piece of timber and et 
my heart from fear as I seen men sunk in the whirlpools. 
I would have went under surely or would have been hung 
by something catching around my neck, if I had stayed with 
the log. 

“But I looked around and seen the bank near at hand 
with a clear passage to it. I sprung from my perch and 
swum for all I knowed. When I reached shore, I sung 
out and rung the alarm bell. Then I hopped a horse and 
run him hard to reach you people in time.” 

New Study Material Like sometimes means 
similar to, as “His hat is like mine.” Occasionally, 
like means in the same manner as . As an example 
of this latter use, “He laughs like me.” Be very 
sure that you never use like to introduce a subject 
with a verb. You will find below two examples 
where it is used improperly. Observe them. 

Right Wrong 

It looks as if it might It looks like it might 

rain. rain. 

Talk as I do. Talk like I do. 

As — as is used in positive statements; so — as is 
used in negative statements. 

Right : She is as well as may be expected. 

Right : It is not so good as it was last time. 

Wrong: It is not as good as it was last time. 

Rule: Either and neither should be used only 
when referring to two things ; when designating one 
of three or more, use any one or none. 


KEEPING THE AUDIENCE AWAKE 159 


Right: He had all three of his saddle horses in 
the show ring, but none of them got a ribbon. 

Wrong: He had all three of his saddle horses in 
the show ring, but neither of them got a ribbon. 

Right : He had two sons in the school but 
neither of them got honors. 

Wrong: He had two sons in the school but none 
of them got honors. 

Right : Either war or peace must be decided upon. 

Wrong: Either of three things must be passed 
upon by the commission. 

Rule: You , even though it refers to one person 
only, is never followed by was . 

Right: You were the only man there. 

Wrong: You was the only man there. 

Rule: Do not use except to join two clauses or 
sentences. 

For example: 

Right: You will not get the order unless you cut 
your price. 

Wrong: You will not get the order except you cut 
your price. 

Rule : The expression, had ought f is always in- 
correct. Examples are : 

Right: He ought to have taken the offer. 

Wrong: He had ought to have taken the offer. 

CORRECT USAGE OF WORDS 

Care — Caution. Care suggests watchful at- 
tention; caution is a stronger word and implies that 
strict observation must be exercised to avoid harm. 


160 


PUBLIC SPEAKING 



A department store marks a package of dishes, 
“Handle with care We exercise caution in cross- 
ing a condemned bridge, or caution may keep us 
from attempting it. Watchfulness looks for a pos- 
sible danger, zvariness for a probable one. You 
must be watchful when driving a machine in city 
traffic ; you must be wary in fording a swollen river. 
Concern implies a serious but more mild interest 
than is denoted by anxiety . One may be concerned 
about the outcome of an election, one feels anxious 
and distressed about a mother hurt in an accident. 
Solicitude is a stronger word than concern ; but sug- 
gests less mental disturbance than anxiety. Solici- 
tude often implies tender care; we speak of a 
parent’s solicitude for a child. 

Got — Secure — Receive. The correct mean- 
ing of got is to secure through your own de- 
sire and effort. In these sentences, for example, got 
is used incorrectly: “What has that got to do with 
it?” “Have you got time to listen?” “We have 
got to hurry.” In each of these sentences the word 
got should be dropped. It is not needed. It is 
incorrect. Say: “Have you time to listen?” It is 
all right to say: “I have got his prices,” if I have 
secured them. “I got the position I applied for,” 
is correct for it implies action on my part. But we 
violate the laws of good usage when we say, “We 
got your letter this morning,” unless, of# course, we 
made a special trip or effort to get it. If the post- 
man brought it, we received it. 


KEEPING THE AUDIENCE AWAKE 161 


VOICE EXERCISE— BREATH CONTROL 

“If I were to teach a young girl right at this 
moment,” declared Madame Julia Claussen, a well- 
known concert singer, during the course of an inter- 
view, “I would simply ask her to take a deep 
breath, and note the expansion at the waist just 
above the diaphragm. Then I would ask her to 
say as many words as possible upon that breath, 
at the same time having the muscles adjacent to 
the diaphragm to support the breath; that is, to 
sustain it and not collapse or try to push it up. 
The trick is to get the most tone, not with the most 
breath, but with the least breath and especially the 
very least possible strain at the throat which must 
be kept in a floating, gossamer-like condition all the 
time. . . . For me the most difficult vowel is “ah.” 
The throat then is most open and the breath stream 
most difficult to control properly. Therefore I 
make it a habit to begin my practice with oo, oh, ah, 
ay, ee in succession.” 

Very good, Madame Julia Claussen. We are not 
young girls, and neither are we interested in sing- 
ing; but we are going to accept your suggestions and 
use them to improve our speaking voices. 

First, let us take a deep breath, as she suggests. 
Start to yawn as you drink it in, deep, now, deep; 
feel your pqrous lungs expanding like a toy balloon; 
feel them pushing out the lower ribs at both 
sides and in the back. Feel them shoving down and 
flattening out that arched muscle called the dia- 
phragm. Give your principal attention to the dia- 


162 PUBLIC SPEAKING 

phragm. It is a soft muscle. It needs strength- 
ening. 

Now, before the yawn breaks, with your throat 
open, begin to sing “ah.” Sing it for as long a time 
as your supply of breath will permit. How long 
will that be ? That depends upon how good your 
breath control is. The natural tendency will be for 
your deep breath to rush out suddenly like air from 
a punctured balloon. Why? Because the lungs 
are elastic, they are expanded now, and they want 
to contract. The floating ribs have been pushed 
outward by the extending lungs ; and they are tend- 
ing now to press the air out of the lungs. The 
diaphragm, too, unless you control it, will quickly 
resume its arched position, pushing the breath out 
of the inflated porous lungs. 

However, if you permit the air to escape with 
a rush, your tones will be breathy. They will not 
be clear. They will not be pleasant. They will 
not have carrying power. How, then, are we to 
control this escape of carrying power? “It is im- 
possible,” said Caruso, “to sing artistically without 
a thorough mastery of breath control.” It is also 
impossible to have the ideal speaking voice without 
it. 

How, then, are we to set about controlling the 
escape of the breath? Unless we are careful, our 
first tendency may be to control it by tightening 
the throat. Than that, what could be more ill 
advised? In the words of Madame Julia Claussen, 
the throat “must be kept in a floating, gossamer- 
like condition all the time.” 



KEEPING THE AUDIENCE AWAKE 163 

The throat should have nothing to do with the 
escape of the breath. The throat Isn’t pressing 
against our expanded lungs. So we should direct 
our control to the things that are: the diaphragm 
and the ribs. Control them. Let them press easily, 
gently, as you sing “ah.” See how long a time you 
can hold that tone firm, without wavering. 

Now let us try the other notes that Madame Julia 
Claussen suggests: “ oo , oh, ah, ay, ee ” 




CHAPTER VI 


ESSENTIAL ELEMENTS IN SUCCESSFUL 
SPEAKING 



“I never allow myself to become discouraged under any 
circumstances. . . . The three great essentials to achieve 
anything worth while are , first , hard work ; second , stick - 
to-itiveness, third, common sense .” — Thomas A. Edison . 

“Much good work is lost for the lack of a little more ?’ — 
E. H. Harriman. 

“Never despair, but, if you do, work on in despair .” — 
Edmund Burke . 

“Patience is the best remedy for every trouble .” — Plautus, 

22 5 B.C. 

“Let patience have her perfect work .” — Favorite motto of 
Dr. Russell H. Conwell. 

“They can conquer who believe they can . . . . He has 
not learned the first lesson of life who does not every day 
surmount a fear.” — Emerson. 

“Victory is will.” - — Napoleon. 

“I believe that the intense purpose, the moral integrity, 
the self -loyalty that makes a man carry through whatever 
he undertakes, is the biggest single factor in fitting his mind 
for great accomplishments.”— ^Frederick B. Robinson, Presi- 
dent of the College of the City of New York . 

“When once a decision is reached and execution is the 
order of the day, disiniss absolutely all responsibility and 
care about the outcome — Professor William James. 


CHAPTER VI 


ESSENTIAL ELEMENTS IN SUCCESS- 
FUL SPEAKING 

The day these lines are written, January 5th, is 
the anniversary of the death of Sir Ernest Shackle- 
ton. He died while steaming southward on the 
good ship “Quest- to explore the Antarctic. The 
first thing that attracted one’s eyes on going aboard 
the “Quest” were these lines engraved on a brass 
plate : 

“If you can dream and not make dreams your master; 

If you can think and not make thoughts your aim; 

If you can meet with triumph and disaster ; 

And treat those two imposters just the same, 

“If you can force your heart, and nerve, and sinew 
To serve your turn long after they are gone; 

And so hold on when there is nothing in you 
Except the will which says to them, ‘Hold on,' 

“If you can fill the unforgiving minute 
With sixty seconds’ worth of distance run, 

Yours is the earth and everything that’s in it, 

And, what is more, you’ll be a man, my son.” 

“The spirit of the Quest,” Shackleton called 
those verses; and, truly, they are the proper spirit 
with which a man should start out to reach the South. 
Pole or to gain confidence in public speaking. 


168 


PUBLIC SPEAKING 


But that is not the spirit, I regret to add, in which 
all men begin the study of public speaking. Years 
ago, when I first engaged in educational work, I 
was astounded to learn how large a percentage of 
students who enrolled in night schools of all sorts 
grew weary and fainted by the wayside before their 
goals were attained. The number is both lament- 
able and amazing. It is a sad commentary on 
human nature. 

This is the sixth lesson of this course, and I 
know from experience that some of the men who 
are reading these lines are already growing dis- 
heartened because they have not, in six short weeks, 
conquered their fear of audiences and gained self- 
confidence. What a pity, for u how poor are they 
that have not patience. What wound did ever heal 
but by degrees?” 

THE NECESSITY OF PERSISTENCE 

When we start to learn any new thing, like 
French, or golf, or public speaking, we never ad- 
vance steadily. We do not improve gradually. We 
do it by sudden jerks, by abrupt starts. Then we 
remain stationary a time, or we may even slip 
back and lose some of the ground we have previ- 
ously gained. These periods of stagnation, or retro- 
gression, are well known by all psychologists; and 
they have been named “plateaus in the curve of 
learning.” Students of public speaking will some- 
times be stalled for weeks on one of these plateaus. 
Work as hard as they may, they cannot get off it. 
The weak ones give up in despair. Those with grit 


ESSENTIAL ELEMENTS 


169 


persist, and they find that suddenly, overnight, with- 
out their knowing how T or why it has happened, they 
have made great progress. They have lifted from 
the plateau like an aeroplane. Abruptly they have 
gotten the knack of the thing. Abruptly they have 
acquired naturalness and force and confidence in 
their speaking. 

You may always, as we have noted elsewhere in 
these pages, experience some fleeting fear, some 
shock, some nervous anxiety the first few moments 
you face an audience. John Bright felt it to the 
end of his busy career; so did Gladstone; so did 
Bishop Wilberforce; so did a score of other eminent 
speakers. Even the greatest of the musicians have 
felt it in spite of their innumerable public appear- 
ances. Paderewski always fidgeted nervously with 
his cuffs immediately before he sat down at the 
piano. Nordica felt her heart racing. So did Sem- 
brich. So did Emma Eames. But it vanished 
quickly, all of this audience fear, like a mist in the 
August sunshine. 

Their experience will be yours. If you will but 
persevere, you will soon eradicate everything but 
this initial fear; and that will be initial fear, and 
nothing more. After the first few sentences, you 
will have control of yourself. You will be speaking 
with positive pleasure. 

KEEPING EVERLASTINGLY AT IT 

One time a young man who aspired to study law, 
wrote to Lincoln for advice, and Lincoln replied: 
“If you are resolutely determined to make a lawyer 


170 


PUBLIC SPEAKING 


of yourself, the thing is more than half done al- 
ready. ... Always bear in mind that your own 
resolution to succeed is more important than any 
other one thing.” 

Lincoln knew. He had gone through it all. He 
had never, in his entire life, had more than a total 
of one year’s schooling. And books? Lincoln once 
said he had walked and borrowed every book within 
fifty miles of his home. A log fire was usually kept 
going all night in the cabin. Sometimes he read by 
the light of that fire. There were cracks between 
the logs, and Lincoln often kept a book sticking 
in a crack. As soon as it was light enough to read 
in the morning, he rolled over on his bed of leaves, 
rubbed his eyes, pulled out the book and began de 
vouring it. 

He walked twenty and thirty miles to hear a 
speaker and, returning home, he practised his talks 
everywhere — in the fields, in the woods, before the 
crowds gathered at Jones’ grocery at Gentryville. 
He joined literary and debating societies in New 
Salem and Springfield, and practised speaking on the 
topics of the day much as you are doing now as a 
member of this course. 

A sense of inferiority always troubled him. In 
the presence of women he was shy and dumb. When 
he courted Mary Todd he used to sit in the parlor, 
bashful and silent, unable to find words, listening 
while she did the talking. Yet that was the man 
who, by practise and home study, made himself 
into the speaker who debated with the accomplished 
orator, Senator Douglas. That was the man who, 
at Gettysburg, and again in his second inaugural 


ESSENTIAL ELEMENTS 


171 


address, rose to heights of eloquence that have 
rarely been attained in all the annals of mankind. 

Small wonder that, in view of his own terrific 
handicaps and pitiful struggle, he wrote: “If you 
are resolutely determined to make a lawyer out of 
yourself, the thing is more than half done already.” 

There is an excellent picture of Abraham Lincoln 
in the President’s office. “Often when I had some 
matter to decide,” said Theodore Roosevelt, “some- 
thing involved and difficult to dispose of, some- 
thing where there were conflicting rights and inter- 
ests, I would look up at Lincoln, try to imagine 
him in my place, try to figure out what he would 
do in the same circumstances. It may sound odd to 
you, but, frankly, it seemed to make my troubles 
easier of solution.” 

Why not try Roosevelt’s plan? Why not, if you 
are discouraged and feeling like giving up the fight 
to make a speaker of yourself, why not pull out of 
your pocket one of the five dollar bills that bear a 
likeness of Lincoln, and ask yourself what he would 
do under the circumstances. You know what he 
would do. You know what he did do. After he 
had been beaten by Stephen A. Douglas in the race 
for the U. S. Senate, he admonished his followers 
not to “give up after one nor one hundred defeats.” 

THE CERTAINTY OF REWARD 

How I wish I could get you to prop this book 
Dpen on your breakfast table every morning for a 
week until you had memorized these words from 


172 PUBLIC SPEAKING 

Professor William James, the famous Harvard 
psychologist : 

“Let no youth have any anxiety about the upshot of his 
education, whatever the line of it may be. If he keeps faith- 
fully busy each hour of the working day, he may safely 
leave the final result to itself. He can, with perfect cer- 
tainty, count on waking up some fine morning to find him- 
self one of the competent ones of his generation, in whatever 
pursuit he may have singled out.” 

And now, with the renowned Professor James to 
fall back upon, I shall go so far as to say that if 
you pursue this course faithfully and with enthusi- 
asm, and keep right on practising intelligently, you 
may confidently hope to wake up one fine morning 
and find yourself one of the competent speakers of 
your city or community. 

Regardless of how fantastic that may sound to 
you now, it is true as a general principle . Excep- 
tions, of course, there are. A man with an inferior 
mentality and personality, and with nothing to talk 
about, is not going to develop into a local Daniel 
Webster; but, within reason t the assertion is correct. 

Let me illustrate by a concrete example : 

Former Governor Stokes of New Jersey attended 
the closing banquet of a public speaking class at 
Trenton. He remarked that the talks that he 
had heard the students make that evening were as 
good as the speeches that he had heard in the House 
of Representatives and Senate at Washington. 
Those Trenton speeches were made by business men 
who had been tongue-tied with audience-fear a few 
months previously. They were not incipient 


ESSENTIAL ELEMENTS 


173 


Ciceros, those New Jersey business men; they were 
typical of the business men one finds in any Ameri- 
can city. Yet they woke up one fine morning to 
find themselves among the competent speakers of 
their city. 

The entire question of your success as a speaker 
hinges upon only two things — your native ability, 
and the depth and strength of your desires. 

“In almost any subject,” said Professor James, “your 
passion for the subject will save you. If you only care 
enough for a result, you will most certainly attain it. If 
you wish to be rich, you will be rich; if you wish to be 
learned, you will be learned; if you wish to be good, you 
will be good. Only you must, then, really wish these things 
and wish them with exclusiveness, and not wish at the same 
time a hundred other incompatible things just as strongly.” 

And Professor James might have added, with 
equal truth, “If you want to be a confident public 
speaker, you will be a confident public speaker. But 
you must really wish it.” 

I have known and carefully watched literally 
thousands of men trying to gain self-confidence and 
the ability to talk in public. Those that succeeded 
were, in only a few instances, men of unusual bril- 
liancy. For the most part, they were the ordinary 
run of business men that you will find in your own 
home town. But they kept on. Smarter men some- 
times got discouraged or too deeply immersed in 
money making, and they did not get very far; but 
the ordinary individual with grit and singleness of 
purpose — at the end of the chapter, he was at the 
top. 


174 


PUBLIC SPEAKING 


That is only human and natural. Don’t you see 
the same thing occurring all the time in commerce 
and the professions? Rockefeller said some time 
ago that the first essential for success in business was 
patience. It is likewise one of the first essentials 
for success in this course. 

Marshal Foch led to victory by far the greatest 
army the world has ever seen, and he declared that 
he had only one virtue : never despairing. 

When the French had retreated to the Marne in 
1914, General Joffre instructed the generals under 
him in charge of two million men to stop retreating 
and begin an offensive. This new battle, one of the 
most decisive in the world’s history, had raged for 
two days when General Foch, in command of 
Joffre’s center, sent him one of the most impres- 
sive messages in military records : “My center gives 
way. My right recedes. The situation is excellent. 
I shall attack.” 

That attack saved Paris. 

So, my dear speaker, when the fight seems hardest 
and most hopeless, when your center gives way and 
your right recedes, “the situation is excellent.” 
Attack! Attack! Attack, and you will save the 
best part of your manhood — your courage and faith. 

CLIMBING THE “WILD KAISER” 

A few summers ago, I started out to scale a peak 
in the Austrian Alps called the Wilder Kaiser. 
Baedeker said that the ascent was difficult, and a 
guide was essential for amateur climbers. We, a 


ESSENTIAL ELEMENTS 


175 


friend and 1, had none, and we were certainly ama- 
teurs; so a third party asked us if we thought we 
were going to succeed. “Of course,” we replied, 

“What makes you think so?” he inquired. 

“Others have done it without guides,” I said, “so 
I know it is within reason, and I never undertake 
anything thinking defeat ” 

As an Alpinist, I am the merest, bungling novice ; 
but that is the proper psychology for anything from 
essaying public speaking to an assault on Mount 
Everest. 

Think success in this course. See yourself in 
your imagination talking in public with perfect self- 
control. 

It is easily in your power to do this . Believe that 
you will succeed . Believe it firmly and you will 
then do what is necessary to bring success about . 

Admiral Dupont gave half a dozen excellent rea- 
sons why he had not taken his gunboats into 
Charleston harbor. Admiral Farragut listened in- 
tently to the recital. “But there was another rea- 
son that you have not mentioned,” he replied. 

“What is that?” questioned Admiral Dupont. 

The answer came : “You did not believe you could 
doit.” 

The most valuable thing that most members ac- 
quire from a course in public speaking is an 
increased confidence in themselves, an additional 
faith in their ability to achieve. And than that, 
what is more important for one’s success in almost 
any undertaking? 


176 


PUBLIC SPEAKING 


THE WILL TO WIN 

Here is a bit of sage advice from Elbert Hub- 
bard that I cannot refrain from quoting. If the 
average man would only apply and live the wisdom 
contained in it, he would be happier, more pros- 
perous : 

“Whenever you go out of doors, draw the chin in, carry 
the crown of the head high and fill the lungs to the utmost ; 
drink in the sunshine; greet your friends with a smile 
and put soul into every handclasp. Do not fear being mis- 
understood and do not waste a minute thinking about your 
enemies. Try to fix firmly in your mind what you would 
like to do, and then, without veering of direction, you will 
move straight to the goal. Keep your mind on the great 
and splendid things you would like to do, and then, as 
the days go gliding by, you will find yourself unconsciously 
seizing upon the opportunities that are required for the 
fulfilment of your desire, just as the coral insect takes 
from the running tide the elements it needs. Picture in 
your mind the able, earnest, useful person you desire to 
be, and the thought you hold is hourly transforming you 
into that particular individual. ... Thought is supreme. 
Preserve a right mental attitude — the attitude of courage, 
frankness and good cheer. To think rightly is to create. 
All things come through desire and every sincere prayer 
is answered. We become like that on which our hearts 
are fixed. Carry your chin in and the crown of your 
head high. We are gods in the chrysalis.” 

Napoleon, Wellington, Lee, Grant, Foch — all 
great military leaders have recognized that an 
army’s will to win and its confidence in its ability to 
win, do more than any other one thing to deter- 
mine its success. 


ESSENTIAL ELEMENTS 


177 


“Ninety thousand conquered men / 5 says Marshall 
Foch, “retire before ninety thousand conquering 
men only because they have had enough, because 
they no longer believe in victory, because they are 
demoralized — at the end of their moral resistance.” 

In other words, the ninety thousand retiring men 
are not really whipped physically ; but they are con- 
quered because they are whipped mentally, because 
they have lost their courage and confidence. There 
is no hope for an army like that. There is no hope 
for a man like that. 

Chaplain Frazier, the ranking chaplain of the 
U.S. Navy, interviewed those who wished to enlist 
for the chaplaincy service during the World War. 
When asked what qualities were essential for the 
success of a navy chaplain, he replied with four G’s : 
“Grace, gumption, grit, and guts ” 

Those are also the requisites for success in speak- 
ing. Take them as your motto. Take this Robert 
Service poem as your battle song : 

“When you’re lost in the wild, and you’re scared as a child. 
And death looks you bang in the eye. 

And you’re sore as a boil, it’s according to Hoyle 
To cock your revolver and . , . die. 

But the code of a man, says : Tight all you can,’ 

And self-dissolution is barred. 

In hunger and woe, oh, it’s easy to blow 
It’s the heil-served-for-breakfast that’s hard. 

“You’re sick of the game! ‘Well, now, that’s a shame/ 
You’re young and you’re brave and you’re bright. 

‘You’ve had a raw deal !’ I know — but don’t squeak 
Buck up, do your damnedest, and fight. 

It’s the plugging away that will win you the day, 


178 


PUBLIC SPEAKING 


So don't be a piker, old pard ! 

Just draw on your grit; it's so easy to quit: 

It's the keeping-your-chin-up that's hard. 

“It's easy to cry that you're beaten — and die. 

It’s easy to crawfish and crawl ; 

But to fight and to fight when hope's out of sight. 

Why, that’s the best game of them all! 

And though you come out of each gruelling bout 
All broken and beaten and scarred, 

Just have one more try — it's dead easy to die, 

It's the keeping-on-living that’s hard. 

SUMMARY 

1. We never learn anything — be it golf, French, 
or public speaking — by means of gradual improve- 
ment. We advance by sudden jerks and abrupt 
starts. Then we may remain stationary for a few 
weeks, or even lose some of the proficiency we have 
gained. Psychologists call these periods of stagna- 
tion “plateaus in the curve of learning.” We may 
strive hard for a long time and not be able to get 
off one of these “plateaus” and onto an upward 
ascent again. Some men, not realizing this curious 
fact about the way we progress, get discouraged on 
these plateaus and abandon all effort. That is ex- 
tremely regrettable, for if they were to persist, if 
they were to keep on practising, they would suddenly 
find that they had lifted like an aeroplane and made 
tremendous progress again overnight. 

2. You may never be able to speak without some 
nervous anxiety just before you begin. Bright, 
Gladstone, Bishop Wilber force, to the end of their 
careers, experienced some initial nervousness. But, 


ESSENTIAL ELEMENTS 


179 


if you will persevere, you will soon eradicate every- 
thing but this initial fear; and, after you have 
spoken for a few seconds, that too will disappear. 

3. Professor James has pointed out that one 
need have no anxiety about the upshot of his edu- 
cation, that if he keeps faithfully busy, “he can, 
with perfect certainty, count on waking up some 
fine morning to find himself one of the competent 
ones of his generation, in whatever pursuit he may 
have singled out.” This psychological truth that 
the famous sage of Harvard has enunciated, applies 
to you and your efforts in learning to speak. There 
can be no question about that. The men who have 
succeeded in this course have not been, as a general 
rule, men of extraordinary ability. But they were 
endowed with persistence and dogged determina- 
tion. They kept on. They arrived. 

4. Think success in your public speaking work. 
You will then do the things necessary to bring suc- 
cess about. 

5. If you get discouraged, try Roosevelt’s plan 
of looking at Lincoln’s picture and asking yourself 
what he would have done under similar circum- 
stances. 

6. The ranking chaplain of the U. S. Navy 
during the world war said that the qualities essen- 
tial for the success of a chaplain in the service could 
be enumerated with four words commencing with 
G. What are they? 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

Many persons have the careless habit of dropping 
the g in words ending in ing. To correct this ten- 
dency the following passage from Southey’s “The 
Cataract of Lodore” should be read aloud daily 
with distinctness and precision until the student’s 
own ears become sensitive to his sins of omission* 

The cataract strong 
Then plunges along, 

Striking and raging 
As if a war waging 
Its caverns and rocks among; 

Rising and leaping, 

Sinking and creeping, 

Swelling and sweeping, 

Showering and springing, 

Flying and flinging, 

Writhing and wringing, 

Eddying and whisking, 

Spouting and frisking, 

Turning and twisting, 

Around and around 
With endless rebound : 

Smiting and fighting, 

A sight to delight in; 

Confounding, astounding, 

Dizzying and deafening the ear with its sound 0 

Collecting, projecting, 

Receding and speeding, 

180 


ESSENTIAL ELEMENTS 


181 


And shocking and rocking, 

And darting and parting, 

And threading and spreading, 

And whizzing and hissing, 

And dropping and skipping, 

And hitting and splitting, 

And shining and twining, 

And rattling and battling, 

And shaking and quaking, 

And pouring and roaring, 

And waving and raving, 

And tossing and crossing, 

And flowing and going, 

And running and stunning, 

And foaming and roaming, 

And dinning and spinning, 

And dropping and hopping, 

And working and jerking, 

And guggling and struggling, 

And heaving and cleaving, 

And moaning and groaning, 

And glittering and frittering, 

And gathering and feathering, 

And whitening and brightening, 

And quivering and shivering, 

And hurrying and skurrying, 

And thundering and floundering; 
Dividing and gliding and sliding, 

And falling and brawling and sprawling, 
And driving and riving and striving, 

And sprinkling and twinkling and wrinkling, 
And sounding and bounding and rounding, 
And bubbling and troubling and doubling, 
And grumbling and rumbling and tumbling, 
And clattering and battering and shattering; 
Retreating and beating and meeting and sheeting 

Delaying and straying and playing and spraying, 
Advancing and prancing and glancing and dancing, 
Recoiling, turmoiling and toiling and boiling, 


182 


PUBLIC SPEAKING 


And gleaming and streaming and steaming and beaming, 
And rushing and flushing and brushing and gushing, 

And flapping and rapping and clapping and slapping, 

And curling and whirling and purling and twirling, 

And thumping and plumping and bumping and jumping, 

And dashing and flashing and splashing and clashing ; 

And so never ending, but always descending, 

Sounds and motions forever and ever are blending, 

All at once and all o’er, with a mighty uproar, 

And this way the water comes down at Lodore. 

ERRORS IN ENGLISH 

“There is no need to tell an experienced man of the world 
what books you have read, with whom you have been in the 
habit of associating, or what your degree of culture is. He 
can learn all these things from your speech. ‘Thy conver- 
sation betrayeth thee.’ Every sentence you utter betrays its 
source. He can tell whether your speech is pauperized or 
vulgarized by association with the ignorant and the vulgar, 
or enriched and refined by companionship with the well-bred 
and educated.” — Orison S. Marden. 

Review . There are five errors in the following 
paragraph : 

As you was the only man there, you had ought to have 
offered to help. Neither of the three ladies could do it like 
you could. They did not know you as intimately as we do 
and may think you boorish. 

New Study Material . Rule: A singular sub- 

ject demands a singular verb. 

Right: If coffee doesn't agree, use Postum. 

Wrong: “If coffee don't agree, use Postum.” — « 
Advertisement. 

Right: The landlord, as near as I can find out, 
doesn't intend to make any repairs. 




ESSENTIAL ELEMENTS 


183 


Wrong: John Adams, a short time before his 
death, in speaking of his ill health, said to Daniel 
Webster: “I am a poor tenant occupying a house 
much shattered by time. It sways and trembles with 
every wind, and has in fact almost gone to decay; 
and, what is worse, sir, the landlord, as near as I 
can find out, don’t intend to make any repairs.” 

Right: A sack of potatoes was sitting by the 
stove. 

Wrong: A sack of potatoes were sitting by the 
stove. 

Rule: Neither and either, as pronouns, always 
require a singular verb. For example: 

Right: Neither of the offers was accepted. 

Wrong: Neither of the offers were accepted. 

Right: Either of the houses is suitable. 

Wrong: Either of the houses are suitable. 

Rule: If a first personal pronoun is used with 
some other word or words in a compound subject, 
it should stand second in accordance with courtesy. 
The verb must agree with this pronoun in number 
if or is used as the connecting word. For example: 

Right : He or I am going. 

Wrong: He or I are going. 

Right : The school in a body, or I as a representa- 
tive, am going. 

Wrong: The school in a body, or / as a repre- 
sentative, are going. 

For the sake of euphony, it is better to avoid such 
awkward construction even though it may be cor- 
rect. It is much easier to say “Either the school 
in a body will attend, or I shall go as its representa- 


184 


PUBLIC SPEAKING 


Rule: There is always some difficulty in the use 
of verbs after what are known as collective nouns. 
A collective noun is one that stands for a group or 
a class considered as a unit. The singular verb is 
always used when the group is considered as a unit. 
For example: “The jury is ready to bring in its 
verdict.” 

Occasionally, the component parts of the group 
are considered as acting each for himself or as 
having diverse opinions. In this case the verb must 
be plural. For example : “The jury were divided in 
their opinions.” 

Rule : Certain words denoting quantity are usu- 
ally followed by the word of. Such words are 
plenty , abundance f residence f rest , variety f etc. In 
this class would be included fractions/ In all such 
cases, if of is followed by a noun denoting a plural 
number, a plural verb must be used. If there is a 
singular subject, of course a singular verb is the 
one that is correct. 

Right: Nine-tenths of the land is under water. 

Right: One-quarter of the men were without in- 
telligence. 

Right: Plenty of people are without means of 
support. 

Right : A variety of silks were on the counter. 

Rule: Occasionally we speak about something 
that is plural in form but which still represents 
a singular thing. In this case it takes the singular 
vtrb. Example ; 

Right : Six dollars is too dear. 

Right: Two years is a long sentence,, 


ESSENTIAL ELEMENTS 


185 


CORRECT USAGE OF WORDS 

Clear — Translucent. Water may be dear; 
but ground glass, which allows light, but not form 
or color, to pass through it, is translucent . 

Compare — Contrast. To compare things is 
to seek qualities they possess in common; to con- 
trast is to search for differences. You might com- 
pare a Ford to a cheap car , but you would contrast 
it with a Pierce-Arrow. 

Compulsion — Obligation. Compulsion means 
forced by physical powers; obligation refers to a 
moral necessity. During the war some who felt no 
obligation to join the army were compelled to put 
on khaki. 

Concise — Brief. A concise address is con- 
densed; a brief address is merely short. 

Trite suggests a loss of novelty and interest by 
constant use. The hackneyed thing is worn and 
commonplace. The word comes from the hackney 
carriage or hacks that were used and knocked about 
by everyone. Banal , meaning commonplace, was 
originally a feudal word. A ban or proclamation 
was issued decreeing that every tenant should bake 
his bread in the common oven and use the common 
mill. This came to be called the banal mill, so the 
word banal means much used and common to all. 
Stale suggests something that is tasteless with age. 
Insipid means without taste or flavor. Vapid sug- 
gests the loss of life and flavor. 


186 


PUBLIC SPEAKING 


VOICE EXERCISE— USING THE TIP OF 
THE TONGUE 

Caruso attributed much of his success as a sLiger 
to his extraordinary command of his tongue. So 
does Madame Galli-Curci. So do a host of other 
singers. Caruso trained until the tip of his tongue 
was extremely strong and agile. He made the tip 
do all the work while the back of the tongue lay 
inert and relaxed. That is extremely important, 
for the muscles at the back of the tongue are con- 
nected with the larynx. So using that part of the 
tongue causes unnecessary tension and constriction 
in the throat. 

One of the very best ways to develop strength 
and activity in the end of the tongue is by trilling 
the sound of R. Sound it incessantly like a tattoo. 
Imitate a machine gun in the distance. It is not 
merely a succession of R sounds that is wanted; it 
is a trill. Did you ever see the rattles on a rattle- 
snake vibrating rapidly in anger just before he 
strikes? If so, you will have some idea of the way 
the tip of your tongue ought to trill against the roof 
of your mouth just back of your front teeth. 
Haven’t you heard a woodpecker on a rotten limb 
in early spring? The trill you make ought to be 
as rapid as his staccato. This trilling is something 
like the roll of a kettle drum. 

Start to say burr ; when you come to the R sound, 
break into a trill. Brrrrrrrrrrrr. Try the same 
exercise with cur and slur. 

Now start to yawn, breathing deeply, feeling the 
activity in the middle of the body. . . . Before you 


ESSENTIAL ELEMENTS 


187 


break into the yawn, start to trill the sound of j R. 
Trill it as long as your breath will permit. Use 
the methods of breath control described in Chap- 
ter V. 

Trilling the R is an important exercise; but do 
not imagine that doing it and the other voice ex- 
ercises in class once a week for sixty seconds and 
ignoring them the rest of the time, will produce the 
desired results. “The gods,” said Emerson, “sell 
everything at a fair price.” The fair price that 
you must pay for voice improvement is practise, 
practise, practise. These exercises, however, do not 
need to consume any of the time usually devoted to 
other things; you can do them mornings in your 
bathtub. 

Read the following poem aloud often. Feel the 
tip of the tongue touching quickly, decisively, 
against the back of the teeth. Feel the tip of it 
striking off the emphatic ideas with a neat, elastic 
touch. 

SONG OF THE BROOK 

I come from haunts of coot and hern, 

I make a sudden sally, 

And sparkle out among the fern, 

To bicker down a valley. 

By thirty hills I hurry down, 

Or slip between the ridges, 

By twenty thorps, a little town, 

And half a hundred bridges. 

Till at last by Philip’s farm I flow 
To join the brimming river, 

For men may come and men may go, 

But I go on forever. 



188 


PUBLIC SPEAKING 



I chatter over stony ways, 

In little sharps and trebles, 

I bubble into eddying bays, 

I babble on the pebbles. 

With many a curve my banks I fret 
By many a field and fallow, 

And many a fairy foreland set 
With willow-weed and mallow. 

I chatter, chatter, as I flow 
To join the brimming river, 

For men may come and men may go ? 
But I go on forever. 

I wind about, and in and out, 

With here a blossom sailing, 

And here and there a lusty trout, 
And here and there a grayling, 

And here and there a foamy flake 
Upon me, as I travel 

With many a silvery water-break 
Above the golden gravel, 

And draw them all along, and flow 
To join the brimming river, 

For men may come and men may go* 
But I go on forever. 

I steal by lawns and grassy plots, 

I slide by hazel covers; 

I move the sweet forget-me-nots 
That grow for happy lovers. 

I slip, I slide, I gloom, I glance, 
Among my skimming swallows; 

I make the netted sunbeam dance 
Against my sandy shallows. 


ESSENTIAL ELEMENTS 


189 


I murmur under moon and stars 
In brambly wildernesses; 

I linger by my shingly bars, 

I loiter round my cresses; 

And out again I curve and flow 
To join the brimming river, 

For men may come and men may go, 

But I go on forever. 

— Tennyson. 

After you have read this poem through once in 
the manner we have just indicated, read it a second 
time, employing the principles that Madame Julia 
Claussen discussed in the voice exercises given in 
Chapter V. Breathe from the diaphragm. Prepare 
to yawn. Speak. Think of drinking in the sound 
up into the head chambers — not into the throat. 
Control your diaphragm. Keep the air from rush- 
ing out. See if you can read the entire poem dis- 
tinctly with four breathso 




CHAPTER VII 


THE SECRET OF GOOD DELIVERY 



“Know the fact — huff the fact. For the essential thing 
is heat , and heat comes from sincerity — Emerson. 

“It is necessary to have somethinff more than knowledge 
of the subject. You must have earnestness in its presentation . 
You must feel that you have something to say that people 
ought to hear V — Bryan. 

Let the counsel of thine own heart stand, for no man is 
more faithful unto thee than it. It is sometimes wont to 
shoiv thee more than seven watchmen who sit above in a 
high tower ” — Kipling. 

“Do one thing at a time , and do that one thing as if your 
life depended upon itr- — Motto of Eugene Grace , President 
Bethlehem Steel Company . 

“ A good sermon or a good address is most effective when 
it is sustained conversation in order of thought , tone, 
spontaneous gesture , and the force which the interest in 
the subject naturally and necessarily inspires. Let men 
team in every-day conversation to speak with accuracy , 
naturalness, and earnestness, and when they rise to speak 
on the rostrum, in the pulpit , at the bar, they will express 
themselves spontaneously and naturally and people will 
forget all about f oratory / as they ought to do. JJ — Bishop 
lohn H. Vincent. 



CHAPTER VII 


THE SECRET OF GOOD DELIVERY 

Shortly after the close of the war, I met two 
brothers in London, Sir Ross and Sir Keith Smith, 
They had just made the first aeroplane flight from 
London to Australia, had won the fifty thousand 
dollar prize offered by the Australian government, 
had created a sensation throughout the British Em- 
pire, and had been knighted by the King. 

Captain Hurley, a well-known scenic photogra- 
pher, had flown with them over a part of their 
trip, taking motion pictures; so I helped them pre- 
pare an illustrated travel talk of their flight and 
trained them in the delivery of it. They gave it 
twice daily for four months in Philharmonic Hall, 
London, one speaking in the afternoon and the 
other at night. 

They had had identically the same experience, 
had sat side by side as they flew half way around 
the world; and they delivered the same talk, almost 
word for word. Yet, somehow it didn’t sound like 
the same talk at all. 

There is something besides the mere words in 
a talk which counts. It is the flavor with which 
they are delivered. “It is not so much what you 
say as how you say it.” 


194 


PUBLIC SPEAKING 


I once sat beside a young woman at a public 
concert who was reading, as Paderewski played 
them, the notes of a Mazurka by Chopin. She 
was mystified. She couldn’t understand. His 
fingers were touching precisely the same notes that 
hers had touched when she had played it; yet her 
rendition had been commonplace, and his was in- 
spired, a thing of surpassing beauty, a perform- 
ance that held the audience enthralled. It was not 
the mere notes that he touched; it was the way he 
touched them, a feeling, an artistry, a personality 
that he put into the touching that made all the 
difference between mediocrity and genius. 

Brullof, the great Russian painter, once cor- 
rected a pupil’s study. The pupil looked in amaze- 
ment at the altered drawing, exclaiming: “Why, 
you have touched it only a tiny bit, but it is quite 
another thing.” Brullof replied: “Art begins 
where the tiny bit begins.” That is as true of 
speaking as it is of painting and of Paderewski’s 
playing. 

The same thing holds true when one is touching 
words. There is an old saying in the English Par- 
liament that everything depends upon the manner 
in which one speaks and not upon the matter, 
Quintilian said that long ago when England was 
one of the outlying colonies of Rome. 

Like most old sayings, it needs to be taken cum 
grano salts; but good delivery will make very thin 
matter go a very long way. I have often noticed 
in college contests that it is not always the speaker 
with the best material who wins. Rather, it is the 


THE SECRET OF GOOD DELIVERY 195 


speaker who can talk so well that his material 
sounds best. 

“Three things matter in a speech,” Lord Morley 
once observed with gay cynicism, “who says it, how 
he says it, and what he says — and, of the three, the 
last matters the least.” An exaggeration? Yes, 
but scratch the surface of it and you will find the 
truth shining through. 

Edmund Burke wrote speeches so excellent in 
logic and reasoning and composition that they are 
to-day studied as classic models of oration in half 
the colleges of the land; yet Burke, as a speaker, 
was a notorious failure. He didn’t have the ability 
to deliver his gems, to make them interesting and 
forceful; so he was called “the dinner bell” of the 
House of Commons. When he arose to talk, the 
other members coughed and shuffled and went out 
in droves. 

You can throw a steel-jacketed bullet at a man 
with all your might, and you cannot make even a 
dent in his clothing. But put powder behind a tal- 
low candle and you can shoot it through a pine 
board. Many a tallow-candle speech with powder 
makes, I regret to say, more of an impression than 
a steel-jacketed talk with no force behind it. 

Look well, therefore, to your delivery. 

WHAT IS DELIVERY? 

What does a department store do when it “de- 
livers” the article you have bought? ■ Does the 
driver just toss the package into the backyard and 
let it go at that? Is merely getting a thing out of 


196 


PUBLIC SPEAKING 


one’s own hands the same as getting it delivered? 
The messenger boy with a telegram delivers the 
“wire” into the direct possession of the person for 
whom it is intended. But do all speakers? 

Let me give you an illustration that is typical of 
the fashion in which thousands of men talk. I 
happened on one occasion to be stopping in Miir- 
ren, a summer resort in the Swiss Alps. I was 
living at a hotel operated by a London company; 
and they usually sent out from England a couple of 
lecturers each week to talk to the guests. One 
of them was a well-known English novelist. Her 
topic was “The Future of the Novel.” She ad- 
mitted that she had not selected the subject her- 
self; and, the long and short of it was that she 
had nothing to say about it that she really cared 
enough about saying to make it worth while ex- 
pressing. She had hurriedly made some rambling 
notes; and she stood before the audience, ignoring 
her hearers, not even looking at them, staring 
sometimes over their heads, sometimes at her notes, 
sometimes at the floor. She called off her words 
into the primeval void with a far-away look in her 
eyes and a far-away ring in her voice. 

That kind of performance isn’t delivering a talk 
at all. It is a soliloquy. It has no sense of com- 
munication. And that is the first essential of good 
talking: a sense of communication. The audi- 
ence must feel that there is a message being de- 
livered straight from the mind and heart of the 
speaker to their minds and their hearts. The kind 
of talk I have just described might just as well 
have been spoken out in the sandy, waterless wastes 


THE SECRET OF GOOD DELIVERY 19? 


of the Gobi desert. In fact, it sounded as if it were 
being delivered in some such spot rather than to 
a group of living human beings. 

This matter of delivering a talk is, at the same 
t time, a very simple and a very intricate process. It 

is also a very much misunderstood and abused one. 

THE SECRET OF GOOD DELIVERY 

An enormous amount of nonsense and twaddle 
has been written about delivery. It has been 
shrouded in rules and rites and made mysterious. 
Old-fashioned “elocution,” that abomination in the 
sight of God and man, has often made it ridiculous, 
t- The business man, going to the library or book shop, 

has found volumes on “oratory” that were utterly 
useless. In spite of progress in other directions, 
> in almost every state in the Union to-day, school- 

boys are still being forced to recite the ornate 
“oratory” of Webster and Ingersoll — a thing that 
is as much out of style and as far removed from the 
spirit of this age as the hats worn by Mrs. Ingersoll 
and Mrs. Webster would be if they were resurrected 
to-day. 

* An entirely new school of speaking has sprung up 

since the Civil War. In keeping with the spirit of 
the times, it is as modern as the Saturday Evening 
Post, direct as a telegram, businesslike as an auto- 
mobile advertisement. The verbal fireworks that 
were once the vogue would no longer be tolerated 
by an audience in this year of grace. 

A modern audience, regardless of whether it is 
fifteen people at a business conference or a thtiusand 


198 


PUBLIC SPEAKING 


people under a tent, wants the speaker to talk just 
as directly as he would in a chat, and in the same 
general manner that he would employ in speaking 
to one of them in conversation. 

In the same manner, but not with the same 
amount of force. If he tries that, he will hardly be 
heard. In order to appear natural he has to use 
much more energy in talking to forty people than 
he does in talking to one; just as a statue on top 
of a building has to be of heroic size in order to 
make it appear of lifelike proportions to an ob- 
server on the ground. 

At the close of Mark Twain’s lecture in a Nevada 
mining camp, an old prospector approached him 
and inquired: “Be them your natural tones of 
eloquence?” 

That is what the audience wants : “your natural 
tones of eloquence,” enlarged a bit. 

Speak to the Chamber of Commerce just as you 
would to John Henry Smith. What is a meeting 
of the Chamber of Commerce, after all, but a mere 
collection of John Henry Smiths? Won’t the same 
methods that are successful with those men individ- 
ually be successful with them collectively? 

I have just described the delivery of a certain 
novelist. In the same ballroom in which she had 
spoken, I had the pleasure, a few nights later, of 
hearing Sir Oliver Lodge. His subject was “Atoms 
and Worlds.” He had devoted to it more than half 
a century of thought and study and experiment and 
investigation. He had something that was essen- 
tially a part of his heart and mind and life, some- 
thing that he wanted very much to say. He forgot 


THE SECRET OF GOOD DELIVERY 199 


‘-'—and I, for one, thanked God that he did forget 
— that he was trying to make a speech* That was 
the least of his worries. He was concerned only 
with telling the audience about atoms, telling us 
accurately and lucidly and feelingly. He was earn- 
estly trying to get us to see what he saw and to 
feel what he felt. 

And what was the result? He delivered a re- 
markable talk. It had both charm and power. It 
made a deep impression. He is a speaker of un- 
usual ability. Yet I am sure he doesn’t regard him- 
self in that light. I am sure that few people who 
hear him ever think of him as a public speaker at 
all. 

If you, my dear reader, speak in public so that 
people hearing you will suspect that you have had 
training in public speaking, you will not be a credit 
to your instructor. He desires you to speak with 
such intensified and exalted naturalness that your 
auditors will never dream that you have been 
trained. A good window does not call attention to 
itself. It merely lets in the light. A good speaker 
is like that He is so natural that his hearers never 
notice his manner of speaking; they are conscious 
only of his matter. 

HENRY FORD’S ADVICE 

“All Fords are exactly alike,” their maker used 
to say, '“but no two men are just alike. Every new 
life is a new thing under the sun; there has never 
been anything just like it before, and never will be 
again, A young man ought to get that idea about 


200 


PUBLIC SPEAKING 


himself; he should look for the single spark of 
individuality that makes him different from other 
folks, and develop that for all he is worth. Society 
and schools may try to iron it out of him; their 
tendency is to put us all in the same mould, but I 
say don’t let that spark be lost; it’s your only real 
claim to importance.” 

All that is doubly true of public speaking. There 
is no other human being in the world like you. 
Hundreds of millions of people have two eyes and 
a nose and a mouth; but none of them look precisely 
like you ; and none of them have exactly your traits 
and methods and cast of mind. Few of them will 
talk and express themselves just as you do when 
you are speaking naturally. In other words, you 
have an individuality. As a speaker, it is your most 
precious possession. Cling to it. Cherish it. De- 
velop it. It is the spark that will put force and sin- 
cerity into your speaking. “It is your only real 
claim to importance.” 

Sir Oliver Lodge speaks differently from other 
men, because he himself is different. The man’s 
manner of speaking is as essentially a part of his 
own individuality as are his beard and bald head. 
If he had tried to imitate Lloyd George, he would 
have been false, he would have failed. 

The most famous debates ever held in America 
took place in 1858 in the prairie towns of Illinois 
between Senator Stephen A. Douglas and Abraham 
Lincoln. Lincoln was tall and awkward. Douglas 
was short and graceful. These men were as unlike 
in their characters and mentality and personalities 
and dispositions as they were in their physiques. 


THE SECRET OF GOOD DELIVERY 201 


Douglas was the cultured man of the world. 
Lincoln was the rail splitter who went to the front 
door in his sock feet to receive company. Douglas’ 
gestures were graceful. Lincoln’s were ungainly. 
Douglas was utterly destitute of humor. Lincoln 
was one of the greatest story tellers who ever 
lived. Douglas seldom used a simile. Lincoln con- 
stantly argued by analogy and illustration. Douglas 
was haughty and overbearing. Lincoln was humble 
and forgiving. Douglas thought in quick flashes, 
Lincoln’s mental processes were much slower. 
Douglas spoke with the impetuous rush of a whirl- 
wind. Lincoln was quieter and deeper and more 
deliberate. 

Both of these men, unlike as they were, were able 
speakers because they had the courage and good 
sense to be themselves. If either had tried to 
imitate the other, he would have failed miserably. 
But each one, by using to the utmost his own pecu- 
liar talents, made himself individual and powerful. 
Go thou and do likewise . 

That is an easy direction to give. But is it an 
easy one to follow? Most emphatically it is not. 
As Marshal Foch said of the art of war: “It is 
simple enough in its conception, but unfortunately 
complicated in its execution.” 

It takes practise to be natural before an audience. 
Actors know that. When you were a little boy, 
four years old, you probably could, had you but 
tried, have mounted a platform and “recited” nat- 
urally to an audience. But when you are twenty- 
and-four, or forty-and-four, what will happen if you 
mount a platform and start to speak? Will you 



202 PUBLIC SPEAKING 

retain that unconscious naturalness that you pos- 
sessed at four? You may, but it is dollars to 
doughnuts that you will become stiff and stilted and 
mechanical, and draw back into your shell like a 
snapping turtle. 

The problem of teaching or of training men in 
delivery is not one of superimposing additional 
characteristics; it is largely one of removing im- 
pediments, of freeing men, of getting them to speak 
with the same naturalness that they would display 
if some one were to knock them down. 

Hundreds of times I have stopped speakers in 
the midst of their talks and implored them to “talk 
like a human being.” Hundreds of nights I have 
come home mentally fatigued and nervously ex- 
hausted from trying to drill and force men to talk 
naturally. No, believe me, it is not so easy as it 
sounds. 

And the only way under high Heaven by which 
you can get the knack of this enlarged naturalness 
is by practise. And, as you practise, if you find 
yourself talking in a stilted manner, pause and say 
sharply to yourself mentally : “Here ! What is 
wrong? Wake up. Be human.” Then pick out 
some man in the audience, some man in the back, 
the dullest looking chap you can find, and talk to 
him. Forget there is anyone else present at all. 
Converse with him. Imagine that he has asked 
you a question and that you are answering it. If 
he were to stand up and talk to you, and you were 
to talk back to him, that process would immedi- 
ately and inevitably make your talking more con- 


THE SECRET' OF GOOD DELIVERY 203 


versational, more natural, more direct. So, imagine 
that that is precisely what is taking place. 

You may go so far as actually to ask questions 
and answer them. For example, in the midst of 
your talk, you may say, “and you ask what proof 
have I for this assertion? I have adequate proof 
and here it is . . Then proceed to answer the 
imaginary question. That sort of thing can be 
done very naturally. It will break up the monotony 
of one’s delivery; it will make it direct and pleasant 
and conversational 

Sincerity and enthusiasm and high earnestness 
will help you, too. When a man is under the influ- 
ence of his feelings, his real self comes to the sur- 
face. The bars are down. The heat of his emo- 
tions has burned all barriers away. He acts spon- 
taneously. He talks spontaneously. He is natural 

So, in the end, even this matter of delivery comes 
back to the thing which has already been empha- 
sized repeatedly in these pages : namely, put your 
heart in your talks. 

“I shall never forget,” said Dean Brown in his 
lectures on Preaching before the Tale Divinity 
School, “the description given by a friend of mine 
of a service which he once attended in the city of 
London. The preacher was George MacDonald. 
He read for the Scripture lesson that morning the 
eleventh Chapter of Hebrews. When the time came 
for the sermon, he said: ‘You have all heard about 
these men of faith. I shall not try to tell you what 
faith is. There are theological professors who 
could do that much better than I could do it. I am 
here to help you believe.’ Then followed such a 


204 


PUBLIC SPEAKING 


simple, heartfelt and majestic manifestation of the 
man’s own faith in those unseen realities which are 
eternal, as to beget faith in the minds and hearts of 
all his hearers. His heart was in his work, and 
his delivery was effective because it rested back upon 
the genuine beauty of his own inner life.” 

“His heart was in his work.” That is the secret. 
Yet I know that advice like this is not popular. It 
seems vague. It sounds indefinite. The average 
student wants foolproof rules. Something definite. 
Something he can put his hands on. Rules as 
precise as the directions for operating a Ford. 

That is what he wants. That is what I would 
like to give him. It would be easy for him. It 
would be easy for me. There are such rules, and 
there is only one little thing wrong with them : 
they don’t work. They take all the naturalness and 
spontaneity and life and juice out of a man’s speak- 
ing. I know. In my younger days I wasted a great 
deal of energy trying them. They won’t appear 
in these pages for, as Josh Billings observed in one 
of his lighter moments: “There ain’t no use in 
knowin’ so many things that ain’t so.” 

DO YOU DO THESE THINGS WHEN YOU 
TALK IN PUBLIC? 

We are going to discuss here some of the features 
of natural speaking in order to make them more 
clear, more vivid. I have hesitated about doing it, 
for someone is almost sure to say: “Ah, I see, just 
force myself to do these things and I’ll be all right.” 


THE SECRET OF GOOD DELIVERY 205 


No, you won’t. Force yourself to do them and 
you will be all wooden and all mechanical. 

You used most of these principles yesterday in 
your conversation, used them as unconsciously as you 
digested your dinner last night. That is the way 
to use them. It is the only way. And it will come, 
as far as public speaking is concerned, as we have 
already said, only by practise. 

FIRST: STRESS IMPORTANT WORDS, SUB- 
ORDINATE UNIMPORTANT ONES 

In conversation, we hit one syllable in a word, 
and hit it hard, and hurry over the others like a 
pay car passing a string of hoboes; e.g., Massa- 
CHUsetts, afFLICtion, atTRACtiveness, enVIR- 
onment. We do almost the same thing with a 
sentence. We make one or two important words 
tower up like the Woolworth skyscraper on lower 
Broadway. 

This is not a strange or unusual process I am 
describing. Listen. You can hear it going on 
about you all the time. You yourself did it a hun- 
dred, maybe a thousand, times yesterday. You will 
doubtless do it a hundred times to-morrow. 

Here is an example. Read the following quota- 
tion, striking the words in big type hard. Run over 
the others quickly. What is the effect? 

“I have SUCCEEDED in whatever I have undertaken, 
because I have WILLED it. I have NEVER HESI- 
TATED which has given me an ADVANTAGE over the 
rest of mankind.” — Napoleon. 


206 


PUBLIC SPEAKING 


This is not the only way to read these lines. 
Another speaker would do it differently perhaps. 
There are no ironclad rules for emphasis. It all 
depends. 

Read these selections aloud in an earnest manner, 
trying to make the ideas clear and convincing. 
Don’t you find yourself stressing the big, important 
words and hurrying over the others? 

“If you think you are beaten, you are. 

If you think you dare not, you don’t. 

If you’d like to win, but think you can’t, 

It’s almost a cinch you won’t. 

Life’s battles don’t always go 
To the stronger or faster man; 

But soon or late the man who wins 
Is the one who thinks he can.” 

— Anon. 

“Perhaps there is no more important component of char- 
acter than steadfast resolution. The boy who is going to 
make a great man, or is going to count in any way in after* 
life, must make up his mind not merely to overcome a thou- 
sand obstacles, but to win in spite of a thousand repulses 
and defeats.’ —Theodore Roosevelt. 

SECOND: CHANGE YOUR PITCH 

The pitch of our voices in conversation flows up 
and down the scale from high to low and back 
again, never resting, but always shifting like the 
face of the sea. Why? No one knows, and no 
one cares. The effect is pleasing, and it is the 
way of nature. We never had to learn to do this: 
it came to us as children, unsought and unaware, 
but let us stand up and face an audience, and the 


THE SECRET OF GOOD DELIVERY 207 


chances are our voices will become as dull and fiat 
and monotonous as the alkali deserts of Nevada. 

When you find yourself talking in a monotonous 
pitch — and usually it will be a high one- — just pause 
for a second and say to yourself: “I am speaking 
like a wooden Indian. Talk to these people. Be 
human. Be natural.” 

Will that kind of lecture to yourself help you 
any? A little, perhaps. The pause itself will help 
you. You have to work out your own salvation by 
practice. 

You can make any phrase or word that you choose 
stand out like a green bay tree in the front yard 
by either suddenly lowering or raising your pitch 
on it. Dr. Cadman, the famous Congregational 
minister of Brooklyn, often did it. So does Sir 
Oliver Lodge. So did Bryan. So did Roosevelt. 
So does almost every speaker of note. 

In the following quotations, try saying the ital- 
icized words in a much lower pitch than you use 
for the rest of the sentence. What is the effect? 

“I have but one merit, that of never despairing?* — Mar- 
shal Foch. 

“The great aim of education is not knowledge, but action?* 
— Herbert Spencer. 

“I have lived eighty-six years. I have watched men 
climb up to success, hundreds of them, and of all the ele- 
ments that are important for success, the most important is 
faith ” — Cardinal Gibbons. 

THIRD: VARY YOUR RATE OF SPEAKING 

When a little child talks, or when we talk in 
ordinary conversation, we constantly change our 



208 


PUBLIC SPEAKING 


rate of speaking. It is pleasing. It is natural. It 
is unconscious. It is emphatic. It is, in fact, one 
of the very best of all possible ways to make an 
idea stand out prominently. 

Walter B. Stevens, in his Reporter’s Lincoln , 
issued by the Missouri Historical Society, tells us 
that this was one of Lincoln’s favorite methods of 
driving a point home : 

“He would speak several words with great rapidity, 
come to the word or phrase he wished to emphasize, and 
let his voice linger and bear hard on that, and then he 
would rush to the end of his sentence like lightning. . . . 
He would devote as much time to the word or two he wished 
to emphasize as he did to half a dozen less important words 
following it.” 

Such a method invariably arrests attention. To 
illustrate: I have often quoted in a public talk the 
following statement by Cardinal Gibbons. I wanted 
to emphasize the idea of courage; so I lingered on 
these italicized words, drew them out and spoke 
as if I, myself, were impressed with them' — and I 
was. Will you please read the selection aloud, try- 
ing the same method and note the results. 

“A short time before his death, Cardinal Gibbons said: 
*1 have lived eighty-six years . I have watched men climb 
up to success j hundreds of them, and of all the elements 
that are important for success, the most important is faith . 
No great thing comes to any man unless he has courage?” 

Try this: say “thirty million dollars” quickly and 
with an air of triviality so that it sounds like a very 
small sum. Now, say “thirty thousand dollars” : say 


THE SECRET OF GOOD DELIVERY 209 


It slowly; say It feelingly; say it as if you were 
tremendously impressed with the hugeness of the 
amount. Haven’t you now made the thirty thou- 
sand sound larger than the thirty million? 

FOURTH: PAUSE BEFORE AND AFTER 
IMPORTANT IDEAS 

Lincoln often paused in his speaking. When he 
had come to a big idea that he wished to impress 
deeply on the minds of his hearers, he bent forward, 
looked directly into their eyes for a moment and 
said nothing at all. This sudden silence had the 
same effect as a sudden noise : it attracted notice. 
It made everyone attentive, alert, awake to what 
was coming next. For example, when his famous 
debates with Douglas were drawing to a close, w r hen 
all the indications pointed to his defeat, he became 
depressed, his old habitual melancholy stealing over 
him at times, and imparting to his words a touching 
pathos. In one of his concluding speeches, he sud- 
denly u stopped and stood silent for a moment , look- 
ing around upon the throng of half-indifferent, half- 
friendly faces before him, with those deep-sunken 
weary eyes that always seemed full of unshed tears. 
Folding his hands, as if they too were tired of the 
helpless fight, he said, in his peculiar monotone: 
‘My friends, it makes little difference, very little 
difference, whether Judge Douglas or myself is 
elected to the United States Senate; but the great 
issue which we have submitted to you to-day is far 
above and beyond any personal interests or the 
political fortunes of any man. And my friends/ 


210 


PUBLIC SPEAKING 


here he paused again, and the audience were intent 
on every word, ‘that issue will live and breathe and 
burn when the poor, feeble, stammering tongues of 
Judge Douglas and myself are silent in the grave . 5 55 

“These simple words , 55 relates one of his bi- 
ographers, “and the manner in which they were 
spoken, touched every heart to the core . 55 

Lincoln also paused after the phrase he wanted 
to emphasize. He added to their force by keeping 
silent while the meaning sank in and effected its 
mission. 

Sir Oliver Lodge pauses frequently in his speak- 
ing, both before and after important ideas; pauses 
as often as three or four times in one sentence, but 
he does it naturally and unconsciously. No man, 
unless he were analyzing Sir Oliver’s methods, 
would notice it. 

“By your silence , 55 says Kipling, “ye shall speak.” 
Nowhere is silence more golden than when it is 
judiciously used in talking. It is a powerful tool, 
too important to be ignored, yet it is usually neg- 
lected by the beginning speaker. 

In the following excerpt from Holman’s Ginger 
Talks, I have marked the places where a speaker 
might profitably pause. I do not say that these are 
the only places where one ought to pause, or even 
the best places. I say only that it is one way of 
doing it. Where to pause is not a matter of hard 
and fast rules. It is a matter of meaning and 
temperament and feeling. You might pause one 
place in a speech to-day, and in another place in the 
same speech to-morrow. 




THE SECRET OF GOOD DELIVERY 211 



Read this selection aloud without pausing; then 
read it again, making the pauses 1 have indicated. 
What is the effect of the pauses? 

“Selling goods is a battle” (pause and let the idea of 
battle soak in) “and only fighters can win in it.” (Pause 
and let that point soak in.) “We may not like these con- 
ditions, but we didn’t have the making of them and we 
can’t alter them.” (Pause.) “Take your courage with you 
when you enter the selling game.” (Pause.) “If you don’t,” 
(pause and lengthen out suspense for a second) “you’ll 
strike out every time you come to bat, and score nothing 
higher than a string of goose eggs.” (Pause.) “No man 
ever made a three-base hit who was afraid of the pitcher” 
(pause and let your point soak in) — “remember that.” 
(Pause and let it soak in some more.) “The fellow who 
knocks the cover off the ball or lifts it over the fence for 
a home run is always the chap who steps up to the plate” 
(pause and increase the suspense as to what you are going 
to say about this extraordinary player) “with grim deter- 
mination in his heart.” 

Read the following quotations aloud and with 
force and meaning. Observe where you naturally 
pause. 

“The great American desert is not located in Idaho, New 
Mexico or Arizona. It is located under the hat of the 
average man. The great American desert is a mental desert 
rather than a physical desert.” — J. S. Knox. 

“There is no panacea for human ills ; the nearest approach 
to it is publicity.” — Professor FoxwelL 

“There are two people I must please — God and Gar- 
field. I must live with Garfield here, with God hereafter / 5 
• — James A. Garfield. 





212 


PUBLIC SPEAKING 


A speaker may follow the directions I have set 
down in this lesson and still have a hundred faults. 
He may talk in public just as he does in conversa- 
tion and consequently, he may speak with an un- 
pleasant voice and make grammatical errors and 
be awkward and offensive and do a score of un- 
pleasant things. A man’s natural method of every 
day talking may need a vast number of improve- 
ments. Perfect your natural method of talking in 
conversation, and then carry that method to the 
platform. 

SUMMARY 

1. There is something besides the mere words 
in a talk which counts. It is the flavor with which 
they are delivered. “It is not so much what you 
say as how you say it.” 

2. Many speakers ignore their hearers, stare over 
their heads or at the floor. They seem to be de- 
livering a soliloquy. There is no sense of com- 
munication, no give and take between the audience 
and the speaker. That kind of attitude would kill 
a conversation ; it also kills a speech. 

3 Good delivery is conversational tone and di- 
rectness enlarged. Talk to the Chamber of Com- 
merce just as you would to John Smith. What is 
the Chamber of Commerce, after all, but a collec- 
tion of John Smiths? 

4. Every man has the ability to deliver a talk. 
If you question this statement, try it out for your- 
self ; knock down the most ignorant man you know; 
when he gets on his feet, he will probably say some 
things, and his manner of saying them v/ill be almost 


THE SECRET OF GOOD DELIVERY 213 


flawless. We want you to take that same natural- 
ness with you when you speak in public. To de- 
velop it, you must practise. Don’t imitate others* 
If you speak spontaneously you will speak differ- 
ently from anyone else in the world. Put your own 
individuality, your own characteristic manner into 
your delivery. 

5. Talk to your hearers just as if you expected 
them to stand up in a moment and talk back to you. 
If they were to rise and ask you questions, your de- 
livery would almost be sure to improve emphatically 
and at once. So imagine that someone has asked 
you a question, and that you are repeating it. Say 
aloud, “You ask how do I know this? I’ll tell you.” 
. . . That sort of thing will seem perfectly 
natural; it will break up the formality of your 
phraseology; it will warm and humanize your man- 
ner of talking. 

6. Put your heart into your talking. Real emo- 
tional sincerity will help more than all the rules in 
Christendom. 

7. Here are four things that all of us do un- 
consciously in earnest conversation. But do you do 
them when you are talking in public ? Most people 
do not. 

a. Do you stress the important words in a 
sentence and subordinate the unimportant ones? 
Do you give almost every word including the? 
mid , but / approximately the same amount of at - 
tention, or do you speak a sentence in much the 
same way that you say MassaCHUsetts? 

b. Does the pitch of your voice flow up and 
down the scale from high to low and back again 



224 PUBLIC SPEAKING 

— as the pitch of a little child does when speak- 
ing? 

c. Do you vary your rate of speaking, run- 
ning rapidly over the unimportant words, spend- 
ing more time on the ones you wish to make 
stand out? 

d. Do you pause before and after your im- 
portant ideas? 



SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“In order to deserve a place among the best speakers, It 
Is not enough that one should have what is commonly termed 
a good education and good sense: he must have paid par- 
ticular attention to the subject of pronunciation — unless he 
has been surrounded during the whole period of his educa- 
tion with none but correct speakers, which is seldom or never 
the case, at least in this county.” — -Joseph Thomas, M.D., 
LL.D. 


Do you sound the capitalized O f s in the follow- 
ing, as o In gof You should. 

HOnOlulu ZOology 

Orient ZOologicai 

Do you ever hear anyone say putatuh and tu~ 
baccuhf Do you always sound the OT in such 
words as 

mosquito tomato widow 

piano Toledo window 

pillow Toronto swallow 


Do you sound the capitalized OT in the following 
as o in odd? You should. 


catalOg 

cOllect 

cOlloquial 


dOlorous 

dOmicile 

hOrrid 


prOduce (noun) 
stOlid 


215 


216 


PUBLIC SPEAKING 


The O’s capitalized in the following should be 
sounded, not as oo in book , but as the oo in ooze. 


brOOm hOOp rOOm 

cOOp nOOn rOOt 

fOOd pOOr sOOn 

hOOf rOOf spOOn 


The cou in coupon is pronounced coo — the oo 
sounded as in ooze. Do not say cuepon. 

Can you pronounce, with sureness and ease, the 
italicized words in the following? The correct pro- 
nunciation of these words has been given in the pre- 
ceding chapters. 

He played an Italian melody of incomparable beauty with 
admirable and exquisite tenderness. Ordinarily the old 
Lyceum theater would have been swept with applause, and 
the President would have demanded an encore. But, this 
time, lamentable to record, some of the adults in the audi- 
ence, troubled with indigestion , were suffering from genuine 
pains in the abdomen; others were deaf; and there was a 
clique, interested primarily in eugenics, who declared it 
was sacrilegious to play on Sunday and contrary to the ideals 
of civilization . They were not amenable to reason; they 
were bereft of every fragile shred of hospitable diplomacy; 
so, in a fit of hysteria, they burst into the Italians suite 
at the hotel, harassed the artist, hurled turnips and cran- 
berries and nitro- glycerine at him and protested that he must 
be penalized for playing on Sunday. It was a lamentable 
display of cowardice and hypocrisy, for their genuine 
grievance was not with the day but with the financial ar- 
rangements irrevocably made by their finance committee. 



THE SECRET OF GOOD DELIVERY 217 


ERRORS IN ENGLISH 

Review . There are three errors in the follow- 
ing paragraph: 

Neither of the ears were the type he wanted. As he often 
said, “It don’t need to be a Rolls-Royce, but either of these 
automobiles are too cheap for a man like me.” 

New Study Material This is to be a lesson on 
the number of pronouns used with certain ordinary 
words. 

Rule: Each , one } anyone f anybody , everyone } 
and everybody are singular, and singular pronouns 
must be used in referring to them. For example: 

Right: He never let anyone feel that he had 
made a mistake. 

Right : He never let anyone feel that one had 
made a mistake. 

Wrong: He never let anyone feel that they 
had made a mistake. 

Right : Everybody said he had a good time. 

Right: (If women are referred to exclu- 
sively) Everybody said she had a good time. 

Wrong: Everybody said they had a good 
time. 

Right: Anybody else would at least have 
said good-bye when he went away. 

Wrong: Anybody else would at least have 
said good-bye when they went away. 

Right: Everyone ought to mind his own busi- 
ness. 


218 


PUBLIC SPEAKING 


Wrong: Everyone ought to mind their own 
business. 

Right: Each of us is free to follow his own 
impulses. 

Wrong: Each of us is free to follow our 
own impulses. 

Right: Sometimes one just feels as if one had 
to rest awhile. 

Wrong: Sometimes one just feels as if they 
had to rest awhile. 

Rule : If you are talking about several subjects 
connected by and , and these subjects are preceded 
by each, every , or no, you must use the singular 
pronoun. 

Right: Each movement and each gesture has 
its meaning. 

Wrong: Each movement and each gesture 
has their meaning. 

If the antecedent is female, feminine pronouns 
are used. Otherwise, masculine pronouns are used. 

Rule: If you have the pronoun one as a sub- 
ject, you may use one' s or his in connection with it, 
as, “ One should do one's (or his ) best before an 
audience. 

CORRECT USAGE OF WORDS 

Egoism is an excessive love of oneself, selfishness. 
It is the very opposite of altruism. Self-conceit is 
a flattering opinion of one’s own abilities. Egotism 
shows self-conceit by words and acts. It reveals 



THE SECRET OF GOOD DELIVERY 219 


egoism. One may be self-conceited and have the 
good taste to hide it; the egotistical man parades 
his importance. Pride is high — and sometimes ex- 
cessive — self-respect. It may be justified, or it may 
be unreasonable, conceit. A proud man may or may 
not reveal his pride. Vanity is a show of pride. 
The vain person longs to be noticed, and admired, 
and appraised. Vanity literally means empty. It 
is often applied to pride in such shallow things as 
dress and personal appearance. 

Imprudent literally means not seen before — hence 
not taking results into account. Rash originally 
meant quick, and has now come to mean overhasty. 
A rash man does things on a momentary impulse, 
without deliberation. Foolhardy literally means a 
brave fool. The adventurous man gets a pleasure 
out of incurring risks. The adventurous man would 
rather conduct concert tours than to have an estab- 
lished hardware business. Precipitate , like the word 
precipice , is derived from two Latin words and lit- 
erally means head before or headlong. A precipi- 
tate action is like plunging headlong over a cliff. 
Other words with somewhat similar meanings are: 
Hasty , foolish , ill-advised, unwise, indiscreet , heed- 
less, thoughtless t incautious , injudicious, impulsive , 
hazardous , venturesome . 

VOICE EXERCISE— BRIGHT AND ATTRACTIVE 
TONES 

Here are three exercises which, if faithfully fol- 
lowed, will help to brighten your voice, to make it 
more attractive. 



220 


PUBLIC SPEAKING 


1. Develop nasal resonance. Take a deep 
breath, and note the free, open, expansive sensation 
in your nose as the air is rushing in. Repeat the 
following syllables. Pitch them in the nose. Dwell 
on the ng sounds at the end of each word, for two 
or three seconds. Let them ring in the nasal cavi- 
ties like the sound of a bell. 

Singing . . . Wringing 

Bringing. . Clinging 

Flinging Winging 

Hanging Banging 

Longing. Wronging . . . . 

2. For some strange reason, practising the fal- 
setto voice develops a bright quality in our ordinary 
speaking tones. Do you know what we mean by 
the falsetto? I think you can get it by following 
these directions : pitch your voice in the highest 
tones of which you are capable — almost a shriek. 
It is a funny tone, very effeminate. It will soon 
tire you. Don’t practise it after you begin to feel a 
strain. Try this verse in a falsetto voice: 

“A song, oh, a song for the merry May! 

The cows in the meadow, the lambs at play, 

A chorus of birds in the maple tree, 

And a world in blossom for you and me.” 

The poet Longfellow advised the famous 
Shakespearean actress, Mary Anderson, to read 
aloud each day some joyous, lyric poetry to de- 
velop voice charm. The happiness tones, the tones 
of cheerfulness and sunshine, are always welcome, 
always attractive. If you read aloud hopeful, glad 


THE SECRET OF GOOD DELIVERY 221 


poems, and read them with feeling, you will soon 
develop in yourself and in your tones, the emotions 
you are imitating. There can be no doubt whatever 
about the psychological rightness of that statement 
(See Professor James’ statement, Chapter I.) 

3. Madame Galli-Curci says that one of her guid- 
ing principles has always been that there must be 
in her practise and her performances, “the joy of 
singing.” Your hearers ought to feel that you are 
experiencing the joy of talking. 

Read the following poem aloud several times. 
Try to feel what the author felt when he wrote it. 
Try to make his spirit your own. Let it ring and 
sing through your tones. Turn to this poem often 
and read it. Better still, memorize it, and dispense 
with the book: 

“It isn’t raining rain to me. 

It’s raining daffodils; 

In every dimpled drop I see 
Wild flowers on distant hills. 

“The clouds of grey engulf the day 
And overwhelm the town; 

It isn’t raining rain to me, 

It s raining roses down. 

“It isn’t raining rain to me, 

But fields of clover bloom, 

Where every buccaneering bee 
May find a bed and room. 

“A health unto the happy, 

A fig for him who frets; 

It isn’t raining rain to me, 

It’s raining violets.” 

Robert Loveman. 




CHAPTER VIII 


PLATFORM P-RESENCE AND PERSONALITY 



“Action is eloquence , and the eyes of the ignorant are 
more learned than their ears T — Shakespeare. 

“Never allow yourself to go physically asleep if you expect 
to keep yourself mentally awake” — Nathan Sheppard, 
Before An Audience, 

“Too little gesture is as unnatural as too much. It is 
strange that the happy medium is so rarely observed , con- 
sidering that every child is an illustration of its proper use, 
and that we may see examples of it in almost every man 
that talks to his neighbor on the street — Matthews, 
Oratory and Orators. 

“ There is often as much eloquence in the tone of the voice, 
in the eyes, and in the air of a speaker as in his choice of 
words — La R o ch efo ucauld . 

“When you speak, forget action entirely . Concentrate 
your attention on tv hat you have to say and why you want 
to say it. Put all the fire and spirit of your being into the 
expression of your thought. Be enthusiastic , sincere, deadly 
earnest. Some action is bound to result. Your restraints 
will be broken down if you make the inner thought-urge 
strong enough. Your body will respond with some kind of 
expressive action. In all your actual speaking, think only of 
what you want to say. Do not plan your gestures in ad- 
vance. Let the natural urge determine the action .” — ' 
George Rowland Collins, Platform Speaking. 

“ How truly language must be regarded as a hindrance to 
thought , though the necessary instrument of it, we shall 
clearly perceive on remembering the comparative force with 
which simple ideas are communicated by signs. To say 
' Leave the room is less expressive than to point to the door . 
Placing the finger on the lips is more forcible than whis- 
pering ‘Do not speak / A beck of the hand is better than 
‘Come here I No phrase can convey the idea of surprise so 
vividly as opening the eyes and raising the eyebrows. A 
shrug of the shoulders would lose much by translation into 
words.” — Herbert Spencer. 


CHAPTER VIII 


PLATFORM PRESENCE AND 
PERSONALITY 

The Carnegie Institute of Technology at one time 
gave intelligence tests to one hundred prominent 
business men. The tests were similar to those 
used in the army during the war; and the results 
led the Institute to declare that personality con- 
tributes more to business success than does superior 
intelligence. 

That is a very significant pronouncement : very 
significant for the business man, very significant for 
the educator, very significant for the professional 
man, very significant for the speaker. 

Personality — with the exception of preparation 
— is probably the most important factor in public 
address. “In eloquent speaking,” declared Elbert 
Hubbard, “it is manner that wins, not words.” 
Rather it is manner plus ideas. But personality is 
a vague and elusive thing, defying analysis like the 
perfume of the violet. It is the whole combination 
of the man, the physical, the spiritual, the mental; 
his traits, his predilections, his tendencies, his tem- 
perament, his cast of mind, his vigor, his experience, 
his training, his life. It is as complex as Einstein’s 
theory of relativity, almost as little understood. 



226 PUBLIC SPEAKING 

A man’s personality is very largely the result of 
his inheritances. It is largely determined before 
birth. True, his later environment has something 
to do with it. But, all in all, it is an extremely diffi- 
cult factor to alter or improve. Yet we can, by 
taking thought, strengthen it to some extent and 
make it more forceful, more attractive. At any 
rate, we can strive to get the utmost possible out 
of this strange thing that nature has given us. The 
subject is of vast importance to every one of us. 
The possibilities for improvement, limited as they 
are, are still large enough to warrant a discussion 
and investigation. 

If you wish to make the most of your individu- 
ality, go before vour audience rested. A tired man 
is not magnetic nor attractive. Don’t make the all- 
too-common error of putting off your preparation 
and your planning until the very last moment, and 
then working at a furious pace, trying to make up 
for lost time. If you do, you are bound to store 
up bodily poisons and brain fatigues that will prove 
terrific drags, holding you down, sapping your 
vitality, weakening both your brain and your nerves. 

If you must make an important talk to a com- 
mittee meeting at four, do not, if you can well 
avoid it, come back to the office after lunch. Go 
home, if possible, have a light lunch and the refresh- 
ment of a siesta. Rest — that is what you need, 
physical and mental and nervous. 

Geraldine Farrar used to shock her newly made 
friends by saying good night and retiring early, 
leaving them to talk the remainder of the evening 





PLATFORM PRESENCE 227 

with her husband. She knew the demands of her 
art. 

Madame Nordica said that being a prima donna 
meant giving up everything one liked: social affairs, 
friends, tempting meals. 

When you have to make an important talk, be- 
ware of your hunger. Eat as sparingly as a saint. 
On Sunday afternoons, Henry Ward Beecher used 
to have crackers and milk at five, and nothing after 
that. 

“When I am singing in the evening,” said Mad- 
' ame Melba, “I do not dine but have a very light 

repast at five o block, consisting of either fish, 
chicken, or sweetbread, with a baked apple and a 
glass of water. I always find myself very hungry 
for supper when I get home from the opera or 
concert.” 

How wisely Melba and Beecher acted, I never 
realized until after I became a professional speaker 
myself and tried to deliver a two-hour talk each 
evening after having consumed a hearty meal. Ex- 
perience taught me that I couldn’t enjoy a filet de 
sole aux pommes nature and follow that by a beef- 
steak and French fried potatoes and salad and 
vegetables and a dessert, and then stand up an hour 
afterwards and do either myself or my subject or 
my body justice. The blood that ought to have 
been in my brain was down in my stomach wrest- 
ling with that steak and potatoes. Paderewski was 
right: he said when he ate what he wanted to eat 
before a concert, the animal in him got uppermost, 
that it even got into his finger tips and clogged and 
dulled his playing. 


2 28 


PUBLIC SPEAKING 


WHY ONE SPEAKER DRAWS BETTER 
THAN ANOTHER 

Do nothing to dull your energy. It is magnetic. 
Vitality, aliveness, enthusiasm : they are among the 
first qualities I have always sought for in employ- 
ing speakers and instructors of speaking. People 
cluster around the energetic speaker, the human 
dynamo of energy, like wild geese around a field 
of autumn wheat. 

I have often seen this illustrated by the open air 
speakers in Hyde Park, London. A spot near 
Marble Arch entrance is a rendezvous for speakers 
of every creed and color On a Sunday afternoon, 
one can take his choice and listen to a Catholic ex- 
plaining the doctrine of the infallibility of the Pope, 
to a Socialist propounding the economic gospel of 
Karl Marx, to an Indian explaining why it is right 
and proper for a Mohammedan to have four wives, 
and so on. Hundreds crowd about one speaker, 
while his neighbor has only a handful. Why? Is 
the topic always an adequate explanation of the 
disparity between the drawing powers of different 
speakers? No. More often the explanation is to 
be found in the speaker himself: he is more inter- 
ested and, consequently, interesting. He talks with 
more life and spirit. He radiates vitality and ani- 
mation; they always challenge attention. 

HOW ARE YOU AFFECTED BY CLOTHES? 

An inquiry was sent to a large group of people 
by a psychologist and university president, asking 


229 


PLATFORM PRESENCE 

them the impression clothes made on them. All but 
unanimously, they testified that when they were well 
groomed and faultlessly and immaculately attired, 
the knowledge of it, the feeling of it, had an effect 
which, while it was difficult to explain, was still very 
definite, very real. It gave them more confidence; 
brought them increased faith in themselves ; height- 
ened their self-respect. They declared that when 
they had the look of success they found it easier to 
think success, to achieve success. Such is the effect 
of clothes on the wearer himself. 

What effect do they have on an audience? I 
have noticed time and again that if a speaker has 
baggy trousers, shapeless coat and footwear, foun- 
tain pen and pencils peeping out of his breast pocket, 
a newspaper or a pipe and can of tobacco bulging 
out the sides of his garment — I have noticed that 
an audience has as little respect for that man as he 
has for his own appearance. Aren’t they very likely 
to assume that his mind is as sloppy as his unkempt 
hair and unpolished shoes? 

ONE OF THE REGRETS OF GRANT’S LIFE 

When General Lee came to Appomattox Court 
House to surrender his army, he was immaculately 
attired in a new uniform and, at his side, hung a 
sword of extraordinary value. Grant was coatless, 
swordless, and was wearing the shirt and trousers 
of a private. U 1 must have contrasted very 
strangely,” he wrote in his Memoirs, *Svith a man 
so handsomely dressed, six feet high, and of fault- 
less form.” The fact that he had not been appro- 


230 


PUBLIC SPEAKING 


priately attired for this historic occasion came to 
be one of the real regrets of Grant’s life. 

The Department of Agriculture in Washington 
has several hundred stands of bees on its experi- 
mental farm. Each hive has a large magnifying 
glass built into it, and the interior can be flooded 
with electric light by pressing a button; so, any 
moment, night or day, these bees are liable to be sub- 
ject to the minutest scrutiny. A speaker is like that : 
he is under the magnifying glass, he is in the spot- 
light, all eyes are upon him. The smallest dis- 
harmony in his personal appearance now looms up 
like Pike’s Peak from the plains. 

“EVEN BEFORE WE SPEAK, WE ARE 
CONDEMNED OR APPROVED” 

A number of years ago I was writing for the 
American Magazine the life story of a certain New 
York banker. I asked one of his friends to explain 
the reason for his success. No small amount of it, 
he said, was due to the man’s winning smile. At first 
thought, that may sound like exaggeration but I be- 
lieve it is really true. Other men, scores of them, 
hundreds of them, may have had more experience 
and as good financial judgment, but he had an addi- 
tional asset they didn’t possess — he had a most 
agreeable personality. And a warm, welcoming 
smile was one of the striking features of it. It 
gained one’s confidence immediately. It secured 
one’s good will instantly. We all want to see a 
man like that succeed; and it is a real pleasure to 
give him our patronage. 


PLATFORM PRESENCE 


231 


“He who cannot smile,' ” says a Chinese proverb, 
“ought not to keep a shop.” And isn’t a smile just 
as welcome before an audience as behind a counter? 
I am thinking now of a particular student who at- 
tended a course in public speaking conducted by 
the Brooklyn Chamber of Commerce. He always 
came out before the audience with an air that said 
he liked to be there, that he loved the job that w r as 
before him. He always smiled and acted as if he 
were glad to see us; and so immediately and in- 
evitably his hearers warmed towards him and wel- 
comed him. 

But I have seen speakers— students of this course, 
I regret to admit — who walked out before the other 
members in a cold, perfunctory manner as if they 
had a disagreeable task to perform, and that, when 
it was over, they would thank God. We in the 
audience were soon feeling the same way. These 
attitudes are contagious. 

“Like begets like,” observes Professor Over- 
street in Influencing Human Behavior . “If we are 
interested in our audience, there is a likelihood that 
our audience will be interested in us. If we scowl 
at our audience, there is every likelihood that in- 
wardly or outwardly they will scowl at us. If we 
are timid and rather flustered, they likewise will 
lack confidence in us. If we are brazen and boast- 
ful, they will react with their own self-protective 
egotism. Even before we speak, very often, we are 
condemned or approved. There is every reason, 
therefore, that we should make certain that our 
attitude is such as to elicit warm response.” 


232 


PUBLIC SPEAKING 


CROWD YOUR AUDIENCE TOGETHER 

As a public lecturer, I have frequently spoken to 
a small audience scattered through a large hall in 
the afternoon, and to a large audience packed into 
the same hall at night. The evening audience has 
laughed heartily at the same things that brought 
only a smile to the faces of the afternoon group; 
the evening crowd has applauded generously at the 
very places where the afternoon gathering was ut- 
terly unresponsive. Why ? 

For one thing, the elderly women and the children 
that are likely to come in the afternoon cannot be 
expected to be as demonstrative as the more vigor- 
ous and discriminating evening crowd; but that is 
only a partial explanation. 

The fact is that no audience will be easily moved 
when it is scattered. Nothing so dampens enthusi- 
asm as wide, open spaces and empty chairs between 
the listeners. 

Henry Ward Beecher said in his Yale Lectures 
on Preaching: 

“People often say, ‘Do you not think it is much more 
inspiring to speak to a large audience than a small one?’ 
No, I say; I can speak just as well to twelve persons as to a 
thousand, provided those twelve are crowded around me and 
close together, so that they can touch each other. But even 
a thousand people with four feet of space between every two 
of them, would be just the same as an empty room. . . . 
Crowd your audience together and you will set them off with 
half the effort.” 

A man in a large audience tends to lose his indi- 
viduality. He becomes a member of the crowd and 


PLATFORM PRESENCE 


233 


is swayed far more easily than he would be as a 
single individual. He will laugh at and applaud 
things that would leave him unmoved if he were 
only one of half a dozen people listening to you. 

It is far easier to get people to act as a body than 
to act singly. Men going into battle, for example, 
invariably want to do the most dangerous and reck- 
less thing in the world — they want to huddle to- 
gether. During the late war, German soldiers were 
known to go into battle at times with their arms 
locked about one another. 

Crowds ! Crowds ! Crowds ! They are a curi- 
ous phenomenon. All great popular movements 
and reforms have been carried forward by the aid 
of the crowd mentality. An interesting book on this 
subject is Everett Dean Martin’s The Behavior of 
Crowds. 

If we are going to talk to a small group, we 
should choose a small room. Better to pack the 
aisles of a small place than to have people scattered 
through the lonely, deadening spaces of a large hall. 

If your hearers are scattered, ask them to move 
down front and be seated near you. Insist on this, 
before you start speaking. 

Unless the audience is a fairly large one, and 
there is a real reason, a necessity, for the speaker 
standing on a platform, don’t do so. Get down 
on the same level with them. Stand near them. 
Break up all formality. Get an intimate contact. 
Make the thing conversational. 


234 


PUBLIC SPEAKING 


MAJOR POND SMASHED THE WINDOWS 

Keep the air fresh. In the well known process of 
public speaking, oxygen is just as essential as the 
larynx, pharynx and human epiglottis. All the elo- 
quence of Cicero, and all the feminine pulchritude 
in Ziegfeld’s Follies, could hardly keep an audi- 
ence awake in a room poisoned with bad air. So, 
when I am one of a number of speakers, before be- 
ginning, I almost always ask the audience to stand 
up and rest for two minutes while the windows are 
thrown open. 

For fourteen years Major James B. Pond trav- 
eled all over the United States and Canada as man- 
ager for Henry Ward Beecher when that famous 
Brooklyn preacher was at his flood tide as a popular 
lecturer. Before the audience assembled, Pond 
always visited the hall or church or theater where 
Beecher was to appear, and rigorously inspected 
the lighting, seating, temperature and ventilation. 
Pond had been a blustering, roaring old army 
officer; he loved to exercise authority; so if the 
place was too warm or the air was dead and he 
could not get the windows open, he hurled books 
through them, smashing and shattering the glass. 
He believed with Spurgeon that “the next best 
thing to the Grace of God for a preacher is oxygen.” 

LET THERE BE LIGHT— ON YOUR FACE 

Unless you are demonstrating Spiritualism before 
a group of people, flood the room, if possible, with 
lights. It is as easy to domesticate a quail as’to develop 


PLATFORM PRESENCE 235 

enthusiasm In a half-lighted room gloomy as the 
inside of a thermos bottle. 

Read David Belasco’s articles on stage produc- 
tion, and you will discover that the average speaker 
does not have the foggiest shadow of the ghost of 
an Idea of the tremendous importance of proper 
lighting. 

Let the light strike your face. People want to 
see you. The subtle changes that ought to play 
across your features are a part, and a very real 
part, of the process of self-expression. Sometimes 
they mean more than your words. If you stand di- 
rectly under a light, your face may be dimmed by a 
shadow; if you stand directly in front of a light, it is 
sure to be. Would It not, then, be the part of wi% 
dom to select, before you arise to speak, the spot 
that will give you the most advantageous illumina- 
tion? 

NO TRUMPERY ON THE PLATFORM 

And do not hide behind a table. People want 
to look at the whole man. They will even lean out 
in the aisles to see all of him. 

Some well meaning soul is pretty sure to give you 
a table and a water pitcher and a glass ; but if your 
throat becomes dry, a pinch of salt or a taste of 
lemon will start the saliva again better than 
Niagara. 

You do not want the water nor the pitcher. 
Neither do you want all the other useless and ugly 
impedimenta that clutter up the average platform. 

The Broadway sales rooms of the various auto- 


236 PUBLIC SPEAKING 

mobile makers are beautiful, orderly, pleasing to 
the eye. The Paris offices of the large perfumers 
and jewelers are artistically and luxuriously ap- 
pointed. Why? It is good business. One has 
more respect, more confidence, more admiration for 
a concern housed like that. 

For the same reason, a speaker ought to have 
a pleasing background. The ideal arrangement, to 
my way of thinking, would be no furniture at all. 
Nothing behind the speaker to attract attention or 
at either side of him — nothing but a curtain of dark 
blue velvet. 

But what does he usually have behind him? 
Maps and signs and tables, perhaps a lot of dusty 
ghairs, some piled on top of the others. And what 
is the result? A cheap, slovenly, disorderly atmos- 
phere. So clear all the trumpery away. 

“The most important thing in public speaking,” 
said Henry Ward Beecher, “is the man.” 

So let the man stand out like the snow clad top 
of the Jungfrau towering against the blue skies of 
Switzerland. 

NO GUESTS ON THE PLATFORM 

I was once in London, Ontario, when the Prime 
Minister of Canada was speaking. Presently the 
janitor, armed with a long pole, started to ventilate 
the room, moving about from window to window. 
What happened? The audience, almost to a man, 
ignored the speaker for a little while and stared 
at the janitor as intently as if he had been perform- 
ing some miracle. 


PLATFORM PRESENCE 


237 


An audience cannot resist — -or, what comes to the 
same thing, it will not resist — the temptation to look 
at moving objects. If a speaker will only remem- 
ber that truth, he can save himself some trouble and 
needless annoyance. 

First, he can refrain from twiddling his thumbs, 
playing with his clothes and making little nervous 
movements that detract from him. I remember 
seeing a New York audience watch a well-known 
speaker’s hands for half an hour while he spoke 
and played with the covering of a pulpit at the same 
time. 

Second, the speaker should arrange, if possible, to 
have the audience seated so they won’t have their 
attention distracted by seeing the late comers enter. 

Third, he should have no guests on the platform. 
A few years ago Raymond Robins delivered a 
series of talks in Brooklyn. I, along with a num- 
ber of others, was invited to sit on the platform 
with him. I declined on the ground that it was 
unfair to the speaker. I noted the first night how 
many of these guests shifted about and put one 
leg over th*e other and back again, and so on; and 
every time one of them moved, the audience looked 
away from the speaker to the guest. I called Mr. 
Robins’ attention to this the next day; and during 
the remainder of his evenings with us, he very 
wisely occupied the platform alone. 

David Belasco did not permit the use of red 
flowers on the stage because they attract too much 
attention. Then why should a speaker permit a 
restless human being to sit facing the audience 


238 PUBLIC SPEAKING 

while he talks ? He shouldn’t. And, if he is wise, 
he won’t. 

THE ART OF SITTING DOWN 

Isn’t it well for the speaker himself not to sit 
facing the audience before he begins? Isn’t it bet- 
ter to arrive as a fresh exhibit than an old one ? 

But, if we must sit, let us be careful of how we 
sit. You have seen men look around to find a chair 
with the modified movements of a foxhound lying 
down for the night. They turned around and when 
they did locate a chair, they doubled up and flopped 
down into it with all the self-control of a sack of 
sand. 

A man who knows how to sit feels the chaii 
strike the back of his legs, and, with his body 
easily erect from head to hips, he sinks into it with 
his body under perfect control. 

POISE 

We just said, a few pages previously, not to play 
with your clothes because it attracted attention. 
There is another reason also. It gives an impres- 
sion of weakness, a lack of self-control. Every 
movement that does not add to your presence de- 
tracts from it. There are no neutral movements. 
None. So stand still and control yourself physic- 
ally and that will give you an impression of mental 
control, of poise. 

After you have risen to address your audience, 
do not be in a hurry to begin. That is the hallmark 


PLATFORM PRESENCE 


239 


of the amateur. Take a deep breath. Look over 
your audience for a moment; and, if there is a noise 
or disturbance, pause until it quiets down. 

Hold your chest high. But why wait until you 
get before an audience to do this? Why not do it 
daily in private ? Then you will do it unconsciously 
in public, 

“Not one man in ten,” says Luther H. Gulick 
in his book, The Efficient Life , “carries himself so 
as to look his best. . . . Keep the neck pressed 
against the collar.” Here is a daily exercise he 
recommends: “Inhale slowly and as strongly as 
possible. At the same time press the neck back 
firmly against the collar. Now hold it there hard. 
There is no harm in doing this in an exaggerated 
way. The object is to straighten out that part of 
the back which is directly between the shoulders. 
This deepens the chest.” 

And what shall you do with your hands? For- 
get them. If they fall naturally to your sides, that 
is ideal. If they feel like a bunch of bananas to 
you, do not be deluded into imagining that anyone 
else is paying the slightest attention to them or 
has the slightest interest in them. 

They will look best hanging relaxed at your sides* 
They will attract the minimum of attention there. 
Not even the hypercritical can criticize that posi- 
tion, Besides, they will be unhampered and free 
to flow naturally into gestures when the urge makes 
itself felt. 

But suppose that you are very nervous and that 
you find putting them behind your back or shoving 
them into your pockets helps to relieve your self- 


240 


PUBLIC SPEAKING 



consciousness — what should you do? Use your 
common sense. I have heard a number of the 
celebrated speakers of this generation. Many, if 
not most, put their hands into their pockets occa- 
sionally while speaking. Bryan did it. Chauncey 
M. Depew did it. Teddy Roosevelt did it. Even so 
fastidious a dandy as Disraeli sometimes succumbed 
to this temptation. But the sky did not fall and, 
according to the weather reports, if my memory 
serves me right, the sun came up on time as usual 
the next morning. If a man has something to say 
worth while, and says it with contagious convic- 
tion, surely it will matter little what he does with 
his hands and feet. If his head is full and heart 
stirred, these secondary details will very largely take 
care of themselves. After all, the stupendously 
important thing in making a talk is the psycholog- 
ical aspect of it, not the position of the hands and 
feet. 

ABSURD ANTICS TAUGHT IN THE NAME 
OF GESTURE 

And this brings us very naturally to the much- 
abused question of gesture. My first lesson in 
public speaking was given by the president of a 
college in the middle west. This lesson, as I re- 
member it, was chiefly concerned with gesturing; 
it was not only useless but misleading and positively 
harmful. I v r as taught to let my arm hang loosely 
at my side palm facing the rear, fingers half closed 
and thumb touching my leg. I was drilled to bring 
the arm up in a graceful curve, to make a classical 


PLATFORM PRESENCE 


241 


swing with the wrist and then to unfold the fore- 
finger first, the second finger next, and the little 
finger last. When the whole aesthetic and orna- 
mental movement had been executed, the arm was 
then to retrace the same graceful and unnatural 
curve and rest again by the side of the leg. The 
whole performance was wooden and affected. 
There was nothing sensible or honest about it. I 
was drilled to act as no man, in his right mind, ever 
acted anywhere. 

There was no attempt whatever to get me to put 
my own individuality into my movements; no at- 
tempt to spur me on to feeling like gesturing; no 
endeavor to get the flow and blood of life in the 
process, and make it natural and unconscious and 
inevitable; no urging me to let go, to be spontane- 
ous, to break through my shell of reserve, to talk 
and act like a human being. No, the whole regret- 
table performance was as mechanical as a type- 
writer, as lifeless as a last year’s bird nest, as ridicu- 
lous as a Punch and Judy show. 

That was in 1902. It seems incredible that such 
absurd antics could have been taught in the twem 
tieth century; but they are still going on. Only 
a few years ago a whole book about gesturing was 
published by a professor teaching in one of the large 
colleges of the East — a whole book trying to make 
automatons out of men, telling them which gesture 
to make on this sentence, which to make on that, 
which to make with one hand, which with both, 
which to make high, which to make medium, which 
to make low, how to hold this finger and how to 
hold that. I have seen twenty men at a time stand- 


242 


PUBLIC SPEAKING 


ing before a class, all reading the same ornate ora- 
torical selections from such a book, all making pre- 
cisely the same gestures on precisely the same words, 
and all making themselves precisely ridiculous. 
Artificial, time-killing, mechanical, injurious — it has 
brought this whole subject into disrepute with many 
men. The dean of a large college in Massachusetts 
recently said that his institution had no course in 
public speaking because he had never seen one that 
was practical, one that taught men to speak sensibly. 
My sympathy was all with the dean. 

Nine-tenths of the stuff that has been written on 
gestures has been a waste and worse than a waste 
of good white paper and good black ink. Any ges- 
ture that is gotten out of a book is very likely to 
look like it. The place to get it is out of your- 
self, out of your heart, out of your mind, out of 
your own interest in the subject, out of your own 
desire to make some one else see as you see, out of 
your own impulses. The only gestures that are 
worth one, two, three, are those that are born on 
the spur of the instant. An ounce of spontaneity 
is worth a ton of rules. 

Gesture is not a thing to be put on at will like 
a dinner jacket. It is merely an outward expression 
of inward condition just as are kisses and colic and 
laughter and sea sickness. 

And a man’s gestures, like his tooth brush, should 
be very personal things. And, as all men are dif- 
ferent, their gestures will be individual if they will 
only act natural. 

No two men should be drilled to gesture in pre- 
cisely the same fashion. In the last chapter, I dis- 


PLATFORM PRESENCE 


243 


cussed the difference between Lincoln and Douglas 
as speakers* Imagine trying to make the long, awk- 
ward, slow-thinking Lincoln gesture in the same 
fashion as did the rapidly-talking, impetuous and 
polished Douglas, It would be ridiculous. 

“Lincoln,” according to his biographer and law 
partner, Herndon, “did not gesticulate as much 
with his hands as with his head. He used the latter 
frequently, throwing it with vim this way and that. 
This movement was a significant one when he sought 
to enforce his statement. It sometimes came with 
a quick jerk, as if throwing off electric sparks into 
combustible material. He never sawed the air or 
rent space into tatters and rags as some orators do* 
He never acted for stage effect. . . , As he moved 
along in his speech he became freer and less uneasy 
in his movements; to that extent he was graceful. 
He had a perfect naturalness, a strong individu- 
ality; and to that extent he was dignified. He de- 
spised glitter, show, set forms and shams. * . . 
There was a world of meaning and emphasis in the 
long, bony finger of his right hand as he dotted the 
ideas on the, minds of his hearers. Sometimes, to 
express joy or pleasure, he would raise both hands 
at an angle of about fifty degrees, the palms up- 
ward, as if desirous of embracing the spirit of that 
which he loved. If the sentiment was one of detes- 
tation — denunciation of slavery, for example — both 
arms, thrown upward and fists clenched, swept 
through the air, and he expressed an execration that 
was truly sublime. This was one of his most effec- 
tive gestures, and signified most vividly a fixed de- 
termination to drag down the object of his hatred 



244 


PUBLIC SPEAKING 


and trample it in the dust. He always stood 
squarely on his feet, toe even with toe; that is, he 
never put one foot before the other. He neither 
touched nor leaned on anything for support. He 
made but few changes in his positions and attitudes. 
He never ranted, never walked backward and for- 
ward on the platform. To ease his arms, he fre- 
quently caught hold, with his left hand, of the 
lapel of his coat, keeping his thumb upright and 
leaving his right hand free to gesticulate.” St. 
Gaudens caught him in just that attitude in the 
statue which stands in Lincoln Park, Chicago. 

Such was Lincoln’s method. Theodore Roosevelt 
was more vigorous, fiery, active, his whole face alive 
with feeling, his fist clenched, his entire body an 
instrument of expression. Bryan often used the 
outstretched hand with open palm. Gladstone often 
struck a table or his open palm with his fist, or 
stamped his foot with a resounding thud on the 
floor. Lord Rosebery used to raise his right arm 
and bring it down with a bold sweep that had tre- 
mendous force. Ah, but there was force first in the 
speaker’s thoughts and convictions; th,at was what 
made the gesture strong and spontaneous. 

Spontaneity . . . life . . . they are the summum 
bonum of action. Burke was angular and exceed- 
ingly awkward in his gestures. Pitt sawed the air 
with his arms “like a clumsy clown.” Sir Henry 
Irving was handicapped by a lame leg and decidedly 
odd movements. Lord Macaulay’s actions on the 
platform were ungainly. So were Grattan’s. So 
were Parnell’s. “The answer then appears to be,” 
said the late Lord Curzon at Cambridge University, 


PLATFORM PRESENCE 


245 


m an address on Parliamentary Eloquence, “that 
great public speakers make their own gestures ; and 
that while a great orator is doubtless aided by a 
handsome exterior and graceful action, it does not 
matter very much if he happens to be ugly and 
awkward.” 

Some years ago, I heard the famous Gypsy Smith 
preach. I was enthralled by the eloquence of this 
man who has led so many thousands to Christ. He 
used gestures- — lots of them — and was no more con- 
scious of them than of the air he breathed. Such 
is the ideal way. 

And such is the way you, my dear reader, will 
find yourself making gestures if you will but prac- 
tise and apply the principles already enunciated in 
this course. I can’t give you any rules for gestur- 
ing, for everything depends upon the temperament 
of the speaker, upon his preparation, his enthusi- 
asm, his personality, the subject, the audience, the 
occasion. 

SUGGESTIONS THAT MAY PROVE HELPFUL 

Here are, however, a few limited suggestions 
that may prove useful. Do not repeat one gesture 
until it becomes monotonous. Do not make short, 
jerky movements from the elbow. The movements 
from the shoulder look better on the platform. Do 
not end your gestures too quickly. If you are using 
the index finger to drive home your thought, do 
not be afraid to hold that gesture through an entire 
sentence, The failure to do this is a very common 


246 


PUBLIC SPEAKING 


error and a serious one. It distorts your emphasis, 
making small things unimportant, and truly import- 
ant points seem trivial by comparison. 

When you are doing real speaking before a real 
audience, make only the gestures that come natural. 
But while you are practising before the members of 
this course, force yourself, if necessary, to use ges- 
tures. Force yourself to do it and, as I pointed 
out in Chapter V, the doing of it will so awaken 
and stimulate you that your gestures will soon be 
coming unsought. 

Shut your book. You can’t learn gestures from 
a printed page. Your own impulses, as you are 
speaking, are more to be trusted, more valuable 
than anything any instructor can possibly tell you. 

If you forget all else we have said about gesture 
and delivery, remember this : if a man is so wrapped 
up in what he has to say, if he is so eager to get 
his message across that he forgets himself and talks 
and acts spontaneously, then his gestures and his 
delivery, unstudied though they may be, are very 
likely to be almost above criticism. If you doubt 
this, walk up to a man and knock him down. You 
will probably discover that, when he„ regains his 
feet, the talk he delivers will be well nigh flawless 
as a gem of eloquence. 

Here are the best eleven words I have ever read 
on the subject of delivery: 

Fill up the barrel. 

Knock out the bung. 

Let nature caper. 


PLATFORM PRESENCE 247 

SUMMARY 

1. According to experiments conducted by the 
Carnegie Institute of Technology, personality has 
more to do with business success than has superior 
knowledge. This pronouncement is as true of 
speaking as of business. Personality, however, is 
such an intangible, elusive, mysterious thing that 
it is almost impossible to give directions for devel- 
oping it, but some of the suggestions given in this 
chapter will help a speaker to appear at his best. 

2. Don’t speak when you are tired. Rest, re- 
cuperate, store up a reserve of energy. 

3. Eat sparingly before you speak. 

4. Do nothing to dull your energy. It is mag- 
netic. People cluster around the energetic speaker 
like wild geese around a field of autumn wheat. 

5. Dress neatly, attractively. The conscious- 
ness of being well dressed heightens one’s self-re- 
spect, increases his self-confidence. If a speaker has 
baggy trousers, unkempt shoes, ungroomed hair, 
fountain pen and pencils peeping out of his coat 
pocket, the audience is liable to feel as little respect 
for him as he seems to feel for himself. 

6. Smile. Come before your hearers with an at- 
titude that seems to say you are glad to be there. 
“Like begets like,” says Professor Overstreet. “If 
we are interested in our audience there is every 
likelihood that our audience will be interested in us. 
Even before we speak, very often, we are con- 
demned or approved. There is every reason, 
therefore, that we should make certain that our 
attitude is such as to elicit warm response.” 


248 


PUBLIC SPEAKING 


7. Crowd your audience together. No group is 
easily influenced when it is scattered. An indi- 
vidual, as a member of a compact audience, will 
laugh at, applaud and approve things that he might 
question and oppose if he were addressed singly or 
if he were one of a group scattered through a large 
room. 

8 . If you are speaking to a small group, pack 
them in a small room. Don’t stand on a platform. 
Get down on the same level with them. Make your 
talk intimate, informal, conversational. 

9. Keep the air fresh. 

10. Flood the place with lights. Stand so that 
the light will fall directly in your face, so all your 
features can be seen. 

11. Don’t stand behind furniture. Push the 
tables and chairs to one side. Clear away all the 
unsightly signs and trumpery that often clutter up 
a platform. 

12. If you have guests on the platform, they are 
sure to move occasionally; and, each time they make 
the slightest movement, they are certain to seize 
the attention of your hearers. An audience cannot 
resist the temptation to look at any moving object 
or animal or person; so why store up trouble and 
create competition for yourself? 

13. Do not flop down in your chair. Feel it 
strike the back of your legs, and, with your body 
easily erect, sink into it. 

14. Stand still. Do not make a lot of nervous 
movements. They give an impression of weakness. 
Every movement that does not add to your pres* 
ence. detracts from it. 


PLATFORM PRESENCE 


249 


15. Let your hands fall easily at your sides. That 
is the ideal position. However, if it makes you 
feel more comfortable to hold them behind your 
back, or even to put them in your pockets — it won’t 
matter much. If your head and your heart are full 
of what you are saying, these secondary details will 
largely take care of themselves. 

1 6. Don’t try to get your gestures out of a book. 
Get them out of your impulses. Let yourself go. 
Spontaneity and life and abandon are the indispen- 
sable requisites of gesture, not studied grace and an 
obedience to rules. 

17. In gesturing, do not repeat one movement 
until it becomes monotonous, do not make short 
jerky movements from the elbow. Above all else, 
hold your gestures, continue them until the climax 
of your movements coincides with the climax of 
your thought. 



SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“Pronounce not imperfectly, nor bring out your words too 
hastily, but orderly and distinctly.” — George Washington. 

Accent the final 5 sound in the following words : 


ships 

nests 

mists 

casks 

guests 

fists 

tasks 

masts 

posts 

masks 

casts 

roads 


How do you pronounce gasoline and Jerusalem? 
Utter the following words in pairs. Make the 
distinction very plain between the s and z sounds. 


bows — booze 
bust — buzz 
cost — because 
cease — seize 
face — phase 
fest — fez 
gasoline — gaze 
gust — guzzle 
haste — hazed 


hiss — his 
lace — glaze 
mace — maize 
mess — mezzanine 
most — mosey 
muscle — muzzle 
post — pose 
puss — puzzle 
race — raise 


Can you pronounce correctly all the italicized 
words in the following paragraph? If in doubt, 
consult the exercises in pronunciation given in the 
previous lessons. 


2S0 


PLATFORM PRESENCE 


251 


A seed house in Honolulu sent its catalog to the address 
of a certain adult whose domicile was on the banks of a 
creek near the Zoological gardens in Toledo . This poor 
fellow was a drug addict . When he was under the in- 
fluence of opium, he marveled at the surprisingly beautiful 
pictures of tomatoes and parsnips and melons in the sales 
literature , He dreamed dreams, * . . In spite of the fact 
that he was a poor man, and, at times, found it difficult to 
keep a roof over his head, nevertheless, he now ordered sur- 
prisingly large quantities of seeds, far larger quantities than 
were justifiable , considering his finances . For some in- 
explicable reason, the credulous chap felt that he could 
make a fortune raising produce ; so, in order to collect cash, 
he voluntarily sold his piano , his spoons , his cigar store 
coupons, the carburetor of his Ford, the broom that swept 
his rooms and even the very food in his domicile . He wrote 
the Honolulu concern, saying: "Gentlemen, I am very much 
interested in your admirable catalog showing the exquisite 
profits to be made in the truck raising industry , I am an 
Italian and belong to the Fascist i. I knife the Bolsheviki. 
I have a diploma. At times, I also have a pain in the 
abdomen due to indigestion, but as soon as I put a flower 
on my coat, the mischievous hurt becomes impotent. I can 
sell to a cafeteria here all the produce I raise, so please send 
me at once a barrel of tomato and turnip and parsnip seeds, 
and the roots of a cranberry bush.” . . . Thus ends the 
rocking and shocking romance . Finis . 

ERRORS IN ENGLISH 

As this chapter marks the completion of the first 
half of the course, it is felt that you should be 
given an opportunity to show how completely you 
have made the past seven parts of the chapters 
dealing with English a part of your regular equip- 
ment. 

Some of the following sentences are correct, and 
others are incorrect, Read them over and in- 


252 


PUBLIC SPEAKING 


stantly decide what changes need to be made in any 
of them. It may be a good thing for you to write 
them out. 

1. Nobody shall help me, I will drown. 

(Futurity.) 

2. I shall fight it to the bitter end. 

3. He -was laying down when I came. 

4. He laid down to rest every half hour. 

5. Set down and take it easy. 

6. I set down facing the clock and sat my watch. 

7. I shall be setting right here when you want 
me. 

8. The w 7 ater raised three inches in no time. 

9. He begun to complain just like he always did. 

10. He drunk heavily but not as much as he used 
to. 

11. He rang the bell and ran home. 

12. You was there when he sung. 

13. One had ought to pay as he goes along. 

14. I seen him, and he swims just like she does. 

15. It looks as if he were not going to come. 

1 6. Neither of the men were so honest as she. 

17. Either of the horses is all right. * 

18. I see him, and he said he don’t want to come. 

19. Everybody ought to mind their own business. 

20. Everybody wants his own way. 

21. He bid me go, but can I if my superior officer 
will not leave me depart on such a mission? 

22. The shells break around me as I came down 
the road. The air seemed swelled with the 
concussions. 

23. Each and every person in the audience should 
have their physical examination once a year. 


PLATFORM PRESENCE 


253 


One does not know when their system will 
succumb to disease. It may have some weak- 
ness which could be righted in time. 

24. “If you want to invent anything, do not try 
to find it in the wheels in your head or in the 
wheels in your machine, but first find out 
what the people need.” R. H. ConwelL 

25. “The world will little note, nor long remem- 
ber what we say here, but it can never for- 
get what they did here.” A Lincoln. 

CORRECT USAGE OF WORDS 

“The habit of thorough investigation into the meaning of 
words, and of exact discrimination in the use of them, is 
indispensable to precision and accuracy of thought, and it 
is surprising how soon the process becomes spontaneous, and 
almost mechanical and unconscious, so that one finds him- 
self making nice and yet sound distinctions between par- 
ticular words which he is not aware that he has ever made 
the subject of critical analysis.” — G. P. March, Lectures On 
the English Language . 

Deceiving. “You are deceiving me.” This use 
is wrong. He may be trying to deceive you, but 
your statement shows that he has failed. 

Decisive — Decided. Decided means unmistak- 
able, certain. Decisive means putting an end to the 
question, final, conclusive. A decided victory is not 
always a decisive victory. 

Decry — Underestimate — Undervalue. To 
decry is to talk down in a conspicuous or public 
manner. A man may, in his own mind, underesti- 
mate the achievements of friends; underrate and 


254 PUBLIC SPEAKING 

undervalue their achievements when conversing 
with others. 

Delightful — Delicious. Chiclets are adver- 
tised to be “really delightful.” They may be deli- 
cious, but delightful refers to the gratification of 
our mental and spiritual desires, as a delightful 
book. Those things are delicious which please the 
sense of taste and smell; as a delicious perfume, a 
delicious pudding. 

Differ From or With. You differ from a man 
if you are unlike him; you differ with him if you 
disagree with him. 

Difficult — Hard — Arduous. A thing that 
requires skill and dexterity is difficult; driving an 
aeroplane is difficult. That which requires much 
physical exertion is hard; carrying bricks is hard 
work. An arduous task demands continuous exer- 
tion ; arduous is usually applied to higher endeavors. 
Acquiring skill in writing is an arduous task. Pitch- 
ing hay is laborious and toilsome. 

VOICE EXERCISE— REVIEW 

i. Here is an exercise that Lamperti, the famous 
Italian voice teacher, insisted that his students prac- 
tise daily. It is the foundation exercise of breath 
technique. Relax the jaw, let it fall open. Feel an 
incipient yawn in the throat. Now begin by taking 
in and letting out very short breaths through the 
mouth. Increase their rapidity until they sound 
like the panting of a dog that has been running. 
This panting sound should be the result of the ex- 
pelled breath striking against the hard palate of the 


PLATFORM PRESENCE 


255 


mouth. It should not come from a narrow, con- 
stricted throat. Where should the motive power 
for this pant come from? From the diaphragm. 
It is acting like a bellows to force the air out in 
quick spurts. It is fairly pumping it out. You can- 
not help but feel its action in the middle of your 
body. Put your hand directly underneath your 
breast bone and feel its motion there. 

2. Relax; feel in the throat the cool, delightful 
sensation of an oncoming yawn; drink in a deep 
breath of air ; fee 1 your lungs pushing out the lower 
ribs at your sides, pushing and flattening the arched 
diaphragm. Now let us try controlling, by means of 
the diaphragm, the release of this air. Hold a 
lighted candle close to your mouth. See if you can 
empty your lungs now so slowly, so evenly, that the 
flame of the candle will not flicker in the slightest 
even though it is held quite close to the mouth. 
You should practise this until you can exhale stead- 
ily for thirty or forty seconds without disturbing 
the flame of the candle. 

But this exercise will be worse than useless if 
you constrict your throat. The release of the air 
must be controlled from the center of body. Never 
forget that. It must be controlled dowm there 
where you felt that pumping exercise when you 
were panting. 

Try this exercise three or four times. Then blow 
out the candle by one gust of air forced up by a 
violent contraction of the diaphragm. 

3. We have set down here at the end of this 
paragraph, Hamlet’s immortal advice to the play- 
ers. It is excellent advice also to students of public 


256 


PUBLIC SPEAKING 


speaking. Read it aloud, putting into practise all 
we have learned so far about diaphragmatic breath- 
ing and breath control Think of the tone as com- 
ing in and up as in a yawning, crying feeling. Keep 
the throat open. Keep always an ample reserve of 
breath in the lungs. Strike off the emphatic ideas 
with the tip of your tongue. Feel it hitting neatly, 
quickly, against the back of your front teeth and 
the front part of the roof of the mouth. Do these 
things ; and you will undoubtedly be highly gratified 
with the tones you produce. How round and clear 
they will be. How they will carry. 

“Speak the speech, I pray you, as I pronounced it to you, — • 
trippingly on the tongue; but if you mouth it, as many 
of our players do, I had as lief the town-crier spoke mj ! 
lines. Nor do not saw the air too much with your hand, 
thus; but use all gently: for in the very torrent, tempest, 
and, as I may say, whirlwind of your passion, you must 
acquire and beget a temperance that may give it smooth- 
ness. Oh, it offends me to the soul to hear a robustious 
periwig-pated fellow tear a passion to tatters, to very rags, 
to split the ear of the groundlings, who, for the most part, 
are capable of nothing but inexplicable dumb -shows' and 
noise; I would have such a fellow whipped for o’erdoing 
Termagant; it out-herods Herod: pray you, avoid it. 

“Be not too tame neither, but let your own discretion 
be your tutor: suit the action to the word, the word to the 
action; with this special observance, that you o’erstep not 
the modesty of nature: for anything so overdone is from 
the purpose of playing, whose end, both at the first and 
now, was and is, to hold, as ’twere, the mirror up to nature; 
to show virtue her own feature, scorn her own image, and 
the very age and body of the time his form and pressure. 
Now this overdone or come tardy off, though it makes the 
unskillful laugh, cannot but make the judicious grieve; the 


PLATFORM PRESENCE 


257 


censure of the which one must in your allowance o’erweigh 
a whole theater of others. Oh, there be players that I 
have seen play, and heard others praise, and that highly, 
not to speak it profanely, that neither having the accent 
of Christians nor the gait of Christian, pagan, nor man, 
have so strutted and bellowed, that I thought some of 
nature’s journeymen had made men, and not made them well, 
they imitated humanity so abominably.” 



CHAPTER IX 


HOW TO OPEN A TALK 


“If you happen to be one of a circle of public speakers 
mho are relating their experiences, you mill often hear some 
one remark apropos of the proper construction of an ad- 
dress: * Get a good beginning and a good ending ; stuff it 
with whatever you please S” Victor Murdock. 

“In public address, it is all-important to make a good 
start. In the whole hard process of speech-making , there is 
nothing quite so hard as to make easy and skilful contact 
with an audience . . . . Much depends upon first impres- 
sions and opening words. Often an audience is either won 
or lost by the first half dozen sentences of a speech V Public 
Speaking Today, by Lockwood-Thoipe. 

“ The golden rule is clearly: Drive into the heart of your 
subject as soon as may be. Obey this rule to the point of 
austerity. Resist the temptation to say ornamental and 
pretty things. Never , never J never apologize for anything 
at all. In simple, clear spoken words, get to the point. . . . 
In ivriting a speech, as in wilting an article, we can usually 
go back and delete the first paragraph. . . . Begin where 
you thought your introduction would end V Public Speak- 
ing for Business Men, by Sidney F. Wicks. 

“Compared with what we ought to be, we are only half 
awake . We are making use of only a small part of our 
physical and mental resources. Stating the thing broadly, 
the human individual thus lives far within his limits . He 
possesses* powers of various sorts which he habitually fails 
to use/' Professor William James . 


CHAPTER IX 


HOW TO OPEN A TALK 

1 once asked Dr. Lynn Harold Hough, formerly 
president of Northwestern University, what was the 
most important fact that his long experience as a 
speaker had taught him. After pondering for a 
minute, he replied “To get an arresting opening, 
something that will seize the attention immedi- 
ately.” He plans in advance almost the precise 
words of both his opening and closing. John Bright 
did the same thing. Gladstone did it. Webster 
did it. Lincoln did it. Practically every speaker 
with common sense and experience does it. 

But does the beginner? Seldom. Planning takes 
time, requires thought, demands will-power. Cere- 
bration is a painful process. Thomas Edison has 
this quotation from Sir Joshua Reynolds nailed on 
the walls of his plants : 

“There is no expedient to which a man will not resort to 
avoid the real labor of thinking.” 

The tyro usually trusts to the inspiration of the 
moment with the consequence that he finds : 

“Beset with pitfall and with gin r 
The road he is to wander in.” 

261 


262 


PUBLIC SPEAKING 


The late Lord Northcliffe, who fought his way 
up from a meager weekly salary to being the richest 
and most influential newspaper owner in the British 
Empire, said that these five words from Pascal had 
done more to help him succeed than anything else 
he had ever read: 

“To foresee is to rule.” 

That is also a most excellent motto to have on 
your desk when you are planning your talk. Foresee 
how you are going to begin when the mind is fresh 
to grasp every word you utter. Foresee what im- 
pression you are going to leave last — when nothing 
else follows to obliterate it. 

Ever since the days of Aristotle, books on this 
subject have divided the speech into three sections : 
the introduction, the body, the conclusion. Until 
comparatively recently, the introduction often was, 
and could really afford to be, as leisurely as a buggy 
ride. The speaker then was both a bringer of news 
and an entertainer. A hundred years ago he often 
filled the niche in the community that is^ usurped to- 
day by the newspaper, the radio, the telephone, the 
movie theater. 

But conditions have altered amazingly. The 
world has been made over. Inventions have 
speeded up life more in the kst hundred years than 
they had formerly in all the ages since Belshazzar 
and Nebuchadnezzar. Automobiles, aeroplanes, 
radio; we are moving with increasing speed. And 
the speaker must fall in line with the impatient 
tempo of the times. If you are going to use an 


HOW TO OPEN A TALK 


263 


Introduction, believe me, it ought to be short as a 
billboard advertisement* This is about the temper 
of the average modern audience : “Got anything to 
say? All right, let’s have it quickly and with very 
little trimmings. No oratory! Give us the facts 
quickly and sit down.” 

When Woodrow Wilson addressed Congress on 
such a momentous question as an ultimatum on sub- 
marine warfare, he announced his topic and cen- 
tered the audience’s attention on the subject with 
just twenty-three words : 

“A situation has arisen in the foreign relations of the 
country of which it is my plain duty to inform you very 
frankly.” 

When Charles Schwab addressed the Pennsyl- 
vania. Society of New York, he strode right into the 
heart of his talk with his second sentence : 

“Uppermost in the minds of American citizens to-day is 
the question : What is the meaning of the existing slump 
in business and what of the future? Personally, I am an 
optimist. ...” 

' *v ; , ■ ■ 7 ■ 

The salesmanager for the National Cash Reg- 
ister Company opened one of his talks to his men 
in this fashion. Only three sentences in this intro- 
duction; and they are all easy to listen to, they all 
have vigor and drive; 

“You men- who get the orders are the chaps who are 
supposed to keep the smoke coming out of the factory chim- 
ney. The volume of smoke emitted from our chimney dur- 
ing the past two summer months hasn’t been large enough 
to darken the landscape to any great extent. Now that 


264 


PUBLIC SPEAKING 


the dog days are over and the business-revival season has 
begun, we are addressing to you a short, sharp request on 
this subject: We want more smoke.” 

But do inexperienced speakers usually achieve 
such commendable swiftness and succinctness in 
their openings? Strict veracity compels us to re- 
cord that they do not. The majority of untrained 
and unskilled speakers will begin in one of two 
ways- -both of which are bad. Let us discuss them 
forthwith. 

BEWARE OF OPENING WITH A SO-CALLED 
HUMOROUS STORY 

For some lamentable reason, the novice often 
feels that he ought to be funny as a speaker. He 
may, by nature, mind you, be as solemn as the 
encyclopedia, utterly devoid of the lighter touch ; yet 
the moment he stands up to talk he imagines he 
feels, or ought to feel, the spirit of Mark Twain 
descending upon him. So he is inclined to open 
with a humorous story, especially if the. occasion is 
an after-dinner affair. What happens? The 
chances are twenty to one that the narration, the 
manner of this hardware merchant newly-turned 
raconteur, is as heavy as the dictionary. The 
chances are his stories don’t “click.” In the im- 
mortal language of the immortal Hamlet, they 
prove “weary, stale, flat and unprofitable.” 

If an entertainer were to misfire a few times like 
that before a vaudeville audience that had paid for 
their seats, they would “boo” and shout “give him 


HOW TO OPEN A TALK 


265 


the hook.” But the average group listening to a 
speaker is very sympathetic; so, out of sheer char- 
ity, they will do their best to manufacture a few 
chuckles; while, deep in their hearts, they pity the 
would-be humorous speaker for his failure ! They 
themselves feel uncomfortable. Haven’t you, my 
dear reader, witnessed this kind of fiasco time after 
time? The writer has. 

In all the difficult realm of speech-making, what 
is more difficult, more rare, than the ability to make 
an audience laugh? Humor is a hair trigger affair; 
it is so much a matter of individuality, of personal- 
ity. You are either born with the predilection for 
being humorous or you are not — much as you are 
born with or without brown eyes. Not much can 
be done about either. 

Remember, it is seldom the story that is funny 
of, by, and in itself. It is the way it is told that 
makes it a success. Ninety-nine men out of a hun- 
dred will fail woefully with the identical stories that 
made Mark Twain famous. Read the stories that 
Lincoln repeated in the taverns of the Eighth Judi- 
cial District* of Illinois, stories that men drove miles 
to hear, stories that men sat up all night to hear, 
stories that, according to an eye witness, sometimes 
caused the natives to “whoop and roll off their 
chairs.” Read those stories aloud to your family 
and see if you conjure up a smile. Here is one 
Lincoln used to tell with roaring success. Why not 
try it? Privately, please — not before an audience. 
A late traveler, trying to reach home over the 
muddy roads of the Illinois prairies, was overtaken 
by a storm. The night was black as ink; the rain 


266 


PUBLIC SPEAKING 


descended as if some dam in the heavens had 
broken; thunder rent the angry clouds like the ex- 
plosion of dynamite. Chain lightning showed trees 
falling around. The roar of it was very nearly deaf- 
ening. Finally, a crash more terrific, more terrible, 
than any the helpless man had ever heard in his 
life, brought him to his knees. He was not given 
to praying, usually, but “Oh, Lord,” he gasped, “if 
it is all the same to you, please give us a little more 
light and a little less noise.” 

You may be one of those fortunately endowed in- 
dividuals who has the rare gift of humor. If so, 
by all means, cultivate it. You will be thrice wel- 
come wherever you speak. But if your talent lies in 
other directions, it is folly — and it ought to be high 
treason — for you to attempt to wear the mantle of 
Chauncey M. Depew. 

Were you to study his speeches, and Lincoln’s, 
and Job Hedges’, you would probably be surprised 
at the few stories they told, especially in their open- 
ings. Edwin James Cattell confided to me that he 
had never told a funny story for the mere sake of 
humor. It had to be relevant, had to illustrate a 
point. Humor ought to be merely the frosting on 
the cake, merely the chocolate between the layers, 
not the cake itself. Strickland Gillilan, the best 
humorous lecturer in these United States makes it 
a rule never to tell a story during the first three 
minutes of his talk. If he finds that practise ad- 
visable, I wonder if you and I would not also. 

Must the opening, then, be heavy-footed, ele- 
phantine and excessively solemn? Not at all. 
Tickle our risibilities, if you can, by some local ref- 


HOW TO OPEN A TALK 


267 


erence, something anent the occasion or the remarks 
of some other speaker. Observe some incongruity. 
Exaggerate it. That brand of humor is forty times 
more likely to succeed than stale jokes about Pat and 
Mike, or a mother-in-law, or a goat. 

Perhaps the easiest way to create merriment is 
to tell a joke on yourself. Depict yourself in some 
ridiculous and embarrassing situation. That gets 
down to the very essence of much humor. The 
Eskimos laugh even at a chap who has broken his 
leg. The Chinese chuckle over the dog that has 
fallen out of a second story window and killed him- 
self. We are a bit more sympathetic than that, but 
don’t we smile at the fellow chasing his hat, or slip- 
ping on a banana skin? 

Most any one can make an audience laugh by 
grouping incongruous ideas or qualities as, for ex- 
ample, the statement of a newspaper writer that he 
“hated children, tripe, and Democrats.” 

Note how cleverly Rudyard Kipling raised laughs 
in this opening to one of his political talks in Eng- 
land. He is retailing here, not manufactured 
anecdotes, ,but some of his own experiences and 
playfully stressing their incongruities : 

“My Lords, Ladies and Gentlemen : When I was a young 
man in India I used to report criminal cases for the news- 
paper that employed me. It was interesting work because 
it introduced me to forgers and embezzlers and murderers 
and enterprising sportsmen of that kind. ( Laughter. ) 
Sometimes, after I had reported their trials, I used to visit 
my friends in jail when they were doing their sentences. 
(Laughter.) I remember one man who got off with a life 
sentence for murder. He was a clever, smooth-speaking 
chap, and he told me what he called the story of his life. 


268 


PUBLIC SPEAKING 


I He said: ‘Take it from me that when a man gets crooked, 

one thing leads to another until he finds himself in such a 
position that he has to put somebody out of the way to get 
| straight again.’ (Laughter.) Well, that exactly describes 

the present position of the cabinet. (Laughter and cheers.)” 

f/T : . 

■ This is the way William Howard Taft managed 

j. a bit of humor at the annual banquet of the Super- 

j intendents of the Metropolitan Life Insurance 

i Company. The beautiful part of it is this: he is 

| humorous and pays his audience a gracious compli- 

ment at the same time: 

J; : 

I "Mr. President and Gentlemen of the Metropolitan Life 

j In sura n ce C o m party : 

I was out in my old home about nine months ago, and I 
heard an after-dinner speech there by a gentleman who 
had some trepidation in making it; and he said he had con- 
sulted a friend of his, who had had a great deal of experi- 
ence in making after-dinner speeches, which friend advised 
him that the best kind of audience to address, as an after- 
dinner speaker, was an audience intelligent and well-edu- 
cated but half-tight. (Laughter and applause.) Now, all 
I can say is that this audience is one of the best audi- 
ences I ever saw for an after-dinner speaker. Something 
has made up for the absence of that element that the re- 
mark implied (applause), and I must think it is the spirit 
of the Metropolitan Life Insurance Company. (Prolonged 
applause. ) ” 

DO NOT BEGIN WITH AN APOLOGY 

The second egregious blunder that the beginner 
is wont to make in his opening, is this: He apolo- 
gizes. “I am no speaker. ... I am not prepared 
to talk. ... I have nothing to say. . . 


HOW TO OPEN A TALK 


269 


\ Don’t ! Don’t ! The opening words of a poem 

| by Kipling are : “There’s no use in going further.” 

j That is precisely the way an audience feels when 

J a speaker opens in that fashion, 

i Anyway, if you are not prepared, some of us will 

discover it without your assistance. Others will not. 
Why call their attention to it? Why insult your 
; audience by suggesting that you did not think them 

j worth preparing for, that just any old thing you 

( happened to have on the fire would be good enough 

; to serve them? No. No. We don’t want to hear 

your apologies. We are there to be informed and 
interested, to be interested, remember that. 

The moment you come before the audience, you 
have our attention naturally, inevitably. It is not 
| difficult to get it for the first five seconds, but it is 

difficult to hold it for the next five minutes. If you 
once lose it, it will be doubly difficult to win it 
back. So begin with something interesting in your 
j; very first sentence. Not the second. Not the 

| third. The first! F-I-R-S-T. First! 

j “How?” you ask. Rather a large order, I ad- 

mit. And in attempting to harvest the material to 
fill it, we must tread our way down devious and 
dubious paths, for so much depends upon you, upon 
your audience, your subject, your material, the occa- 
: sion, and so on. However, we hope that the tenta- 

j tive suggestions discussed and illustrated in the re- 

: mainder of this chapter will yield something usable 

and of value. 


270 


PUBLIC SPEAKING 


AROUSE CURIOSITY 

Here is an opening used by Mr. Howell Healy 
in a talk given before a session of this course in 
the Penn Athletic Club, Philadelphia. Do you like 
it? Does it get your interest immediately? 

“Eighty-two years ago, and just about this time of year, 
there was published in London a little volume, a story, 
which was destined to become immortal. Many people have 
called it ‘the greatest little book in the world/ When 
it first appeared, friends meeting one another on the Strand 
or Pall Mali, asked the question, ‘Have you read it?’ 
The answer invariably w r as: ‘Yes, God bless him, I have/ 

“The day it was published a thousand copies were sold. 
Within a fortnight, the demand had consumed fifteen thou- 
sand. Since then it has run into countless editions, and has 
been translated into every language under heaven. A few 
years ago, J. P. Morgan purchased the original manuscript 
for a fabulous sum; it now reposes among his other price- 
less treasures in that magnificent art gallery in New York 
City which he calls his library. 

“What is this world-famous book? Dickens’ ‘Christmas 
Carol/ . . ” 

Do you consider that a successful opening? Did 
It hold your attention, heighten your interest as it 
progressed? Why? Was it not because it aroused 
your curiosity, held you in suspense? 

Curiosity! Who is not susceptible to it? 

I have seen birds In the woods fly about by the 
hour watching me out of sheer curiosity. I know a 
hunter in the high Alps who lures chamois by throw- 
ing a bed sheet around him and crawling about and 
arousing their curiosity* Dogs have curiosity, and 


HOW TO OPEN A TALK 271 

so have kittens, and all manner of animals including 
the well-known genus homo . 

So arouse your audience’s curiosity with your first 
sentence, and you have their interested attention. 

The writer used to begin his lecture on Colonel 
Thomas Lawrence’s adventures in Arabia in this 
fashion : 

“Lloyd George says that he regards Colonel Lawrence as 
one of the most romantic and picturesque characters of 
modern times.” 

That opening had two advantages. In the first 
place, a quotation from an eminent man always has 
a lot of attention value. Second, it aroused curi- 
osity: “Why romantic?” was the natural question, 
and “why picturesque?” “I never heard about him 
before. . . . What did he do?” 

Lowell Thomas began his lecture on Colonel 
Thomas Lawrence with this statement: 

“I was going down Christian Street in Jerusalem one 
day when I met a man clad in the gorgeous robes of an 
oriental potentate; and, at his side, hung the curved gold 
sword worn only by the descendants of the prophet Moham- 
med. But this man had none of the appearances of an 
Arab. He had blue eyes; and the Arabs’ eyes are always 
black or brown.” 

That piques your curiosity, doesn’t it? You want 
to hear more. Who was he? Why was he posing 
as an Arab? What did he do? What became of 
him? 

The student who opened his talk with this ques- 


272 


PUBLIC SPEAKING 


“Do you know that slavery exists in seventeen nations 
of the world to-day ?” 

not only aroused curiosity, but in addition, he 
shocked his auditors. “Slavery? To-day? Seven- 
teen countries? Seems incredible. What nations? 
Where are they?” 

One can often arouse curiosity by beginning with 
an effect, and making people anxious to hear the 
cause. For example, one student began with this 
striking statement: 

“A member of one of our legislatures recently stood up 
in his legislative assembly and proposed the passage of a 
law prohibiting tadpoles from becoming frogs within two 
miles of any school house.” 

You smile. Is the speaker joking? How absurd. 
Was that actually done? ... Yes. The speaker 
went on to explain. 

An article in The Saturday Evening Post, entitled 
“With The Gangsters,” began : 

“Are gangsters really organized? As a rule they are. 
How? ...” . 

With ten words, you see, the writer of that 
article announced his subject, told you something 
about it, and aroused your curiosity as to how gang- 
sters are organized. Very creditable. Every man 
who aspires to speak in public ought to study the 
technique that magazine writers employ to hook the 
reader’s interest immediately. You can learn far 
more from them about how to open a speech than 
you can by studying collections of printed speeches. 


HOW TO OPEN A TALK 


273 


WHY NOT BEGIN WITH A STORY? 

Harold Bell Wright has admitted In an Interview 
that his novels have brought him more than a hun- 
dred thousand dollars a year. Booth Tarkington 
and Robert W. Chambers have earned similar 
amounts. For seventeen years Doubleday Page and 
Company had one large press which did nothing 
in all that time but turn out a ceaseless flood of the 
novels by the late Gene Stratton Porter. Over 
seventeen million copies of her books were sold; 
and they brought her more than three million dol- 
lars in royalties. Do people like to hear stories? 
Those figures sound like it, don’t they? 

We especially like to hear a man relate narra- 
tives from his own experience. The late Russell E. 
Conweli delivered his lecture, “Acres of Dia- 
monds,” over six thousand times, and received mil- 
lions for it. 

And how does this marvelously popular lecture 
begin? Read it yourself. It is printed in the 
Appendix to this course. Here is the way it opens : 

“In 1870 we went down the Tigris River. We hired 
a guide at Bagdad to show us Persepolis, Nineveh, and 
Babylon. . . 

And he is off — with a story . That is what hooks 
the attention. That kind of opening is almost fool- 
proof. It can hardly fail. It moves. It marches. 
We follow. We want to know what is going to 
happen. 

The story-opening was used to launch Chapter 
III of this book. 


274 


PUBLIC SPEAKING 


Here are opening sentences taken from two 
stories that appeared in a single issue of The Satur- 
day Evening Post: 

1. “The sharp crack of a revolver punctuated the 
silence.” 

2. “An incident, trivial in itself but not at all trivial 
in its possible consequences, occurred at the Montview Hotel, 
Denver, during the first week of July. It so aroused the 
curiosity of Goebel, the resident manager, that he referred 
it to Steve Faraday, owner of the Montview and half a 
dozen other Faraday hotels, when Steve made his regular 
visit a few days later on his midsummer swing of inspection/' 

Note that those openings have action. They 
start something. They arouse your curiosity. You 
want to read on ; you want to know more ; you want 
to find out what it is all about. 

Even the unpractised beginner can usually man- 
age a successful opening if he employs the story 
technique and arouses our curiosity. 

BEGIN WITH A SPECIFIC ILLUSTRATION 

It is difficult, it is arduous, for the average audi- 
ence to follow abstract statements very long. 
Illustrations are easier to listen to, far easier. 
Then, why not start with one? It is hard to get 
men to do that. I know. I have tried. They feel 
somehow that they must first make a few general 
statements. Not at all. Open with your illustra- 
tion, arouse the interest; then follow with your 
general remarks. If you wish an example of this 
technique, please turn to the opening of Chapter V 
of this book, or Chapter VII. 


HOW TO OPEN A TALK 


275 


What technique was employed to open this chap- 
ter you are now reading? 

USE AN EXHIBIT 

Perhaps the easiest way in the world to gain 
attention is to hold up something for people to 
look at. Even savages and half-wits, and babes in 
the cradle and monkeys in a store window and dogs 
on the street will give heed to that kind of stim- 
ulus. It can be used sometimes with effectiveness 
before the most dignified audience. For example, 
Mr. S. S. Ellis, of Philadelphia, opened one of his 
talks by holding a coin between his thumb and fore- 
finger, and high above his shoulder. Naturally 
every one looked. Then he inquired: “Has any one 
here ever found a coin like this on the sidewalk? 
It announces that the fortunate finder will be given 
a lot free in such and such a real estate development. 
He has but to call and present this coin. . . Mr. 
Ellis then proceeded to reveal the colored man in 
the cordwood and to condemn the misleading and 
unethical practises involved. 

ASK A QUESTION 

Mr. Ellis’ opening has another commendable fea- 
ture. It begins by asking a question, by getting the 
audience thinking with the speaker, cooperating with 
him. Note that the Saturday Evening Post article 
on Gangsters opens with two questions in the first 
three sentences: “Are gangsters really organized? 

. . How?” The use of this question-key is really 


276 


PUBLIC SPEAKING 


one of the simplest, surest ways to unlock the minds 
of your audience and let yourself in. When other 
tools prove useless, you can always fall back on it. 

WHY NOT OPEN WITH A QUESTION FROM 
SOME FAMOUS MAN? 

The words of a prominent man always have 
attention power; so a suitable quotation is one of 
the very best ways of launching a harangue. Do you 
like the following opening of a discussion on Busi- 
ness Success? 

“The world bestows its big prizes both in money and 
honors for but one thing,” says Elbert Hubbard. “And 
that is initiative. And what is initiative? I’ll tell you: 
it is doing the right thing without being told.” 

As a starter, that has several commendable fea- 
tures. The initial sentence arouses curiosity; it 
carries us forward, we w’ant to hear more. If the 
speaker pauses skillfully after the words, “Elbert 
Hubbard,” it arouses suspense. “What does the 
world bestow its big prizes for?” we ask. Quick. 
Tell us. We may not agree with you^ but give us 
your opinion anyway. . . . The second sentence 
leads us right into the heart of the subject. The 
third sentence, a question, invites the audience to get 
in on the discussion, to think, to do a little some- 
thing. And how audiences like to do things. They 
love it ! The fourth sentence defines initiative. . . . 
After this opening the speaker led off with a human 
interest story illustrating that quality. As far as 
construction is concerned, Moody might have rated 
the stock of that talk Aaa. 


HOW TO OPEN A TALK 


277 


TIE YOUR TOPIC UP TO THE VITAL 
INTERESTS OF YOUR HEARERS 

Begin on some note that goes straight to the 
selfish interests of the audience. That is one of the 
best of all possible ways to start. It is sure to get 
attention. We are mightily interested in the things 
that touch us significantly, momentously. 

That is only common sense, isn’t it? Yet the use 
of it is very uncommon. For example, recently I 
heard a speaker begin a talk on the necessity or 
periodic health examinations. How did he open? 
By telling the history of the Life Extension Insti- 
tute, how it was organized and the service it was 
rendering. Absurd! Our hearers have not the 
foggiest, not the remotest, interest in how some 
company somewhere was formed; but they are stu- 
pendously and eternally interested in themselves* 

Why not recognize that fundamental fact? Why 
not show how that company is of vital concern to 
them? Why not begin something like this? u Do 
you know how long you are expected to live accord- 
ing to life insurance tables? Your expectancy of 
life, as insurance statisticians phrase it, is two-thirds 
of the time between your present age and eighty. 
For example, if you are thirty-five now, the differ- 
ence between your present age and eighty is forty- 
five; you can expect to live two-thirds of that 
amount, or another thirty years. ... Is that 
enough? No, no, we are all passionately eager for 
more. Yet those tables are based upon millions of 
records. May you and I, then, hope to beat them? 
Yes, with proper precaution, we may; but the very 


278 PUBLIC SPEAKING 

first step is to have a thorough physical examina- 
tion ...” 

Then, if we explain in detail why the periodic 
health examination is necessary, the hearer might 
be interested in some company formed to render 
that service. But to begin talking about the com- 
pany in an impersonal way. It is disastrous ! 
Deadly! 

Take another example: During the last season, 
I heard a student begin a talk on the prime urgency 
of conserving our forests. He opened like this: 
“We, as Americans, ought to be proud of our na- 
tional resources. . . .” From that sentence, he went 
on to show that we were wasting our timber at a 
shameless and indefensible pace. But the open- 
ing was bad, too general, too vague. He did not 
make his subject seem vital to us. There was a 
printer in that audience. The destruction of our 
forests will mean something very real to his busi- 
ness. There was a banker; it is going to affect him 
for it will affect our general prosperity. . . .and 
so on. Why not begin, then, by saying: “The sub- 
ject I am going to speak about affects your business, 
Mr. Appleby: and yours, Mr. Saul. In fact, it will, 
in some measure, affect the price of the food we 
eat and the rent that we pay. It touches the wel- 
fare and prosperity of us all.” 

Is that exaggerating the importance of conserv- 
ing our forests? No, I think not. It is only obey- 
ing Elbert Hubbard’s injunction to “paint the pic- 
ture large and put the matter in a way that compels 
attention.” 


HOW TO OPEN A TALK 


279 


THE ATTENTION POWER OF SHOCKING 
FACTS 

“A good magazine article,” said S. S. McClure, 
the founder of the periodical bearing his name, “is 
a series of shocks.” 

They jar us out of our day dreams; they seize, 
they demand attention. Here are some illustra- 
tions: Mr. N. D. Ballantine, of Baltimore, began 
his address on The Marvels of Radio with this state- 
ment : 

“Do you realize that the sound of a fly walking across a 
pane of glass in New York can he broadcasted by radio 
and made to roar away off in Central Africa like the falls 
of Niagara?” 

Mr. Harry G. Jones, president of Harry G. 
Jones Company, of New York City, began his talk 
on the Criminal Situation with these words : 

“The administration of our criminal law,” declared 
William Howard Taft, then chief justice of the supreme 
court of the United States, “is a disgrace to civilization.” 

That has the double advantage of being not only 
a shocking opening, but the shocking statement is 
quoted from an authority on jurisprudence. 

Mr. Paul Gibbons, former President of the Opti- 
mist Club of Philadelphia, opened an address on 
Crime with these arresting statements : 

“The American people are the worst criminals in the 
world. Astounding as that assertion is, it is true. Cieve- 


280 


PUBLIC SPEAKING 


land* Ohio, has six times as many murders as all London. 
It has one hundred and seventy times as many robberies, 
according to its population, as has London. More peo- 
ple are robbed every year, or assaulted with intent to rob, 
in Cleveland than in all England, Scotland and Wales 
combined. More people are murdered every year in St. 
Louis than in all England and Wales. There are more 
murders in New York City than in all France or Germany 
or Italy or the British Isles. The sad truth of the matter 
is that the criminal is not punished. If you commit a mur- 
der, there is less than one chance in a hundred that you 
will ever be executed for it. You, as a peaceful citizen, 
are ten times as liable to die from cancer as you would be 
to be hanged if you shot a man.” 

That opening was successful, for Mr. Gibbons 
put the requisite power and earnestness behind his 
words. They lived. They breathed. However, I 
have heard other students begin their talks on the 
crime situation with somewhat similar illustrations ; 
yet their openings were mediocre. Why? Words. 
Words. Words. Their technique of construction 
was flawless, but their spirit was nil. Their man- 
ner vitiated and emaciated all they said. 

THE VALUE OF THE SEEMINGLY CASUAL 
OPENING 

How do you like the following opening, and why? 
Mary E. Richmond is addressing the annual meet- 
ing of the New York League of Women Voters in 
the days before legislation against child marriages : 

“Yesterday, as the train passed through a city not far 
away from here, I was reminded of a marriage that took 
place there a few years ago. Because many other marriages 


1 


HOW TO OPEN A TALK 


281 




in this state have been just as hasty and disastrous as this 
one, I am going to begin what I have to say to-day with some 
of the details of this individual instance. 

“It was on December 12th that a high school girl of 
fifteen in that city met for the first time a junior in a 
nearby college who had just attained his majority. On 
December 15th, only three days later, they procured a 
marriage license by swearing that the girl was eighteen 
and was therefore free from the necessity of procuring 
parental consent. Leaving the city clerk’s office with their 
license, they applied at once to a priest (the girl was a 
Catholic), but very properly he refused to marry them. 
In some way, perhaps through this priest, the child’s mother 
received news of the attempted marriage. Before she could 
find her daughter, however, a justice of the peace had 
united the pair. The bridegroom then took his bride to 
a hotel where they spent two days and two nights, at the 
end of which time he abandoned her and never lived with 
her again.” 

Personally, I like that opening very much. The 
very first sentence is good. It forecasts an inter- 
esting reminiscence. We want to hear the details. 
We settle down to listen to a human interest story. 
In addition to that, it seems very natural. It does 
not smack ofi the study, it is not formal, it does not 
smell of the lamp. , . . “Yesterday, as the train 
passed through a city not far from here, I was re- 
minded of a marriage that took place there a few 
years ago.” Sounds natural, spontaneous, human. 
Sounds like one person relating an interesting story 
to another. An audience likes that. But it is very 
liable to shy at something too elaborate, something 
that reeks of preparation with malice aforethought. 
We want the art that conceals art. 


282 


PUBLIC SPEAKING 


SUMMARY 

1. The opening of a talk is difficult. It is also 
highly important, for the minds of our hearers are 
fresh then and comparatively easy to impress. It 
is of too much consequence to be left to chance; it 
ought to be carefully worked out in advance. 

2. The introduction ought to be short, only a 
sentence or two. Often it can be dispensed with 
altogether. Wade right into the heart of your 
subject with the smallest possible number of words; 
No one objects to that. 

3. Novices are prone to begin either with at- 
tempting to tell a humorous story or by making an 
apology. Both of these are usually bad. Very few 
men — very, very, very few' — can relate a humorous 
anecdote successfully. The attempt usually em- 
barrasses the audience instead of entertaining them. 
Stories should be relevant, not dragged in just for 
the sake of the story. Humor should be the icing 
on the cake, not the cake itself. . . . Never apolo- 
gize. It is usually an insult to your audience; it 
bores them. Drive right into what you have to say, 
say it quickly and sit down. 

4. A speaker may be able to win the immediate 
attention of his audience by: 

a. Arousing curiosity. (Illustration : Story of 

Dicken’s “Christmas Carol.”) 

b. Relating a human interest story. (Illus- 
tration: “Acres of Diamonds” lecture.) 


HOW TO OPEN A TALK 


283 


c. Beginning with a specific illustration. (See 
the openings of Chapters V and VII of this 
book.) 

d. Using an exhibit. (Illustration: The coin 
that entitled the finder to a free lot.) 

e. Asking a question. (Illustration : “Has 
any one here ever found a coin like this on the 
sidewalk?”) 

f. Opening with a striking quotation. (Illus- 
tration: Elbert Hubbard on the Value of Initia- 
tive.) 

g. Showing how the topic affects the vital in- 
terest of the audience. (Illustration: “Your ex- 
pectancy of life is two-thirds of amount of time 
between your present age and eighty. You may 
be able to increase that by having periodic health 
examinations,” etc.) 

h. Starting with shocking facts. (Illustra- 
tion : “The American people are the worst crim- 
inals in the civilized world.”) 

5. Don’t make your opening too formal. Don’t 
let the bones show. Make it appear free, casual, 
Inevitable. This can be done by referring to some- 
thing that has just happened, or something that has 
just been said. (Illustration : “Yesterday, as the 
train passed through a city not far from here, I was 
reminded . . .”) 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

“The habitual mispronunciation of such common words 
as data , status , and apparatus by speakers is almost unfor- 
givable.” — George Rowland Collins, in Platform Speaking* 

The A* s which are capitalized in the following 
should be sounded as “a” in day : 


alma mAter 

Apex 

apparAtus 

Aviation 

Aviator 

blAtant 

cadAver 

dAta 


grAtis 

ignorAmus 

implAcable 

LusitAnia 

prefAce 

prorAta 

quAsi 

rAdiator 


sAlient 

stAtus 

strAta 

tornAdo 

ultimAtum 

verbAtim 

utilitArian 

(sound all Vs as in it.) 


Can you pronounce correctly all the italicized 
words in the following story? 


Once upon a time, a stolid and senile Prince in the Orient 
read a poem about love. With the advent of spring, a 
hunger for romance stole over him, and he was unable to 
combat it. It was so exquisite, so formidable , so inexplicable > 
so delicious, so dolorous , so shaking and quaking , that he 
did not even desire to combat it. He felt that no one in 
the wide domains of his native land could understand the 
marvelous melody that swept through his heart Conse- 

284 


285 


HOW TO OPEN A TALK 

quently, he began to freque?it the harbor, watching the 
stately ships sail in with high masts through the mists . 
His finances hardly permitted travel; so he went about in- 
cognito, using an alias, while he sold alternately brooms and 
cigar store coupons until he was able to stand the financial 
strain of a trip to Seattle. There he met a fragile widow, 
who had also recently divorced a drug addict. Although 
he was not conversant with her language, he was an expert 
flatterer. However, she was tepid to his advances. She 
counted the cost because she did not want to marry in haste 
when her own mind was hazy. She hissed in his face that 
she was not interested in his proposal, that marriage with 
him would be horrid , despicable, contrary to her ideals. 
He received his chastisement in silence, tore up the trousseau 
that he had depleted his finances to purchase, and, moaning 
and groaning, he sailed back to Honolulu. 

ERRORS IN ENGLISH 

In this, the first chapter in the second half of the 
course, there will be no specific review. Chapter 
VIII and the reviews in the preceding chapters ex- 
amined the use of every word to which attention had 
been called. We shall now start on the study of 
various other ordinary mistakes which are made in 
the English language. 

Rule: Every pronoun which is the subject of a 
verb must be in the nominative case, regardless of 
whether the verb is expressed or understood. In 
other words, when a pronoun is the subject of a 
verb, its form used should be : 

I not me we not us 

he not him they not them 

she not her who not whom 


286 


PUBLIC SPEAKING 


Right : He can do it as well as /. 

Wrong: He can do it as well as me. 

(The last word in this sentence is the sub- 
ject of the understood verb can ; so this is 
equivalent to saying, “He can do it as well 
as me can do it.”) 

Right: He and I were the first ones here. 

Wrong: Him and me were the first ones here. 

Right : PFe Americans will have to take a more 
active part in world affairs. 

Wrong: Us Americans will have to take a 
more active part in world affairs. 

(Leave out the word Americans and the 
mistake shocks the ears of even the most 
undiscerning.) 

Right: Lincoln was only about twelve years 
older than I. 

Wrong: “Lincoln was only about twelve 
years older than me.” An ex-senator in an 
interview in the New York Times, June 
25, 1922. 

( Than is a conjunction and takes the same 
case after it as before. The me in'the sen- 
tence just quoted is really the subject of an 
understood verb. If the entire sentence 
were written, it would read, “Lincoln was 
only about twelve years older than me 
am old.” This lamentable error is very 
common. ) 

Rule: Do not use a noun and its pronoun when 
the pronoun immediately follows the noun. Ex- 
amples are : 


HOW TO OPEN A TALK 


28 ? 


Right: Thy rod and Thy staff comfort me. 

Wrong: u Thy rod and Thy staff they com- 
fort me.” 

Rule : Such compound pronouns, as myself , 
itself, ourselves, etc., are never to be used as sub- 
jects or objects. This usage often happens because 
the speaker or writer is not sure whether to use a 
nominative or objective pronoun. 

Right: Mr. Jones and you wall handle the 
w r ork. 

Wrong: Mr. Jones and yourself will 
handle the work. 

Right: He handed the money to Jim and 
me . 

Wrong: He handed the money to Jim and 
myself . 

Right: It was they who concealed their 
assets. 

Wrong: It was themselves who concealed 
their assets. 

Rule: They may be used, however, to refer to 
the subject or to express emphasis. 

Right : Idle man hurt himself . 

Right: The girl herself told me so. 

Rule : Never use hisself, their self , ourself, and 
theirselves. These are not in the language. 

CORRECT USAGE OF WORDS 

The fair man attempts to be honest and just and 
impartial. The open man speaks freely and exactly 
what is in his mind. The frank man does it from 
a natural dislike of restraint. The ingenuous man 


288 


PUBLIC SPEAKING 


has a natural simplicity and regard for truth that 
prompt him to confess his faults and to speak with- 
out any reserve. ( Ingenuous must not be confused 
with ingenious , meaning clever at contriving, 
cleverly contrived.) The sincere man never pre- 
tends to be anything that he is not; he is genuine, 
real A man who speaks openly on occasions may 
not naturally be frank and fair . A frank man may 
not go so far in his outspokenness and confessions 
as the ingenuous person. The sincere man may not 
speak freely, but he never falsely assumes to be 
what he is not. 

Candid , candle and chandelier all come from the 
same Latin word candere , “to be of glowing white.” 
A candid opinion is a glowing white, shining opinion 
giving light on both sides without any attempt at 
concealment. The unsophisticated person is sound 
and genuine, artless, innocent. He does not deal 
in sophistry . Unreserved implies freedom and 
frankness in words and action. The undesigning 
individual has no schemes or plots or selfish ends to 
serve. The unvarnished statement has no gloss; 
it does not attempt to smooth over anything with 
fair words. Other words related in meaning to 
these are : artless , free-spoken , guileless , honest , im- 
partial, open , plain-spoken , equitable, unaffected, 
undisguised, unfeigned, straightforward . 

VOICE EXERCISE— RELAXING THE JAW 

In the voice exercises for Chapters III and IV we 
pointed out the necessity for relaxation, especially 
of the throat. The jaw also should be relaxed. 


HOW TO OPEN A TALK 


289 


Most of us are inclined to hold it rigidly. And 
what is the result? The tone is forced to squeeze 
itself out; so it becomes thin and hard. Such a tone, 
made under such conditions, does not carry well. 
Our breath is molded into words in our mouth very 
largely by means of our lips and tongue — the tongue 
playing the principal part. The set jaw distorts 
this mouth-mold, and interferes with the beauty 
and precision of the sounds which should flow 
from it. 

Besides, stiff jaws are very liable to result in 
clumsy tongues ; but it is tongue speed and firmness 
and elasticity that we prize. 

Try these exercises for surrendering the jaw. 

1. Drop the head on the breast, until your chin 
is touching your shirt. Raise all of the head now 
except the lower jaw. If you relax it thoroughly, 
gravity will hold it down just as gravity pulls your 
hands down to your sides when you relax them. 

2. Sit with your jaw relaxed in the mouth-open, 
dull-eyed attitude of an idiot until the jaw feels like 
a dead weight hanging from the rest of the head. 

3. Put ytmr fingers about half an inch in front 
of your ears where the lower jawbone hinges. 
Open the jaw deliberately. Chew as if you were 
masticating your food. Note the action underneath 
your finger tips. Now close the mouth, surrender 
the jaw this time and let it fall of its own dead 
weight. If you have done it correctly, if you have 
not used force, you will not feel the action under 
your finger tips this time that you felt before. 

4. When you are trying to overhear a conversa- 
tion in the distance, and you can hardly understand 


290 


PUBLIC SPEAKING 

It s what do you do? You unconsciously take a deep 
breath, let your mouth fall open and listen intently, 
don't you? Imagine you are now listening under 
such circumstances. Imagine that you have sud< 
denly heard in that distant conversation, something 
that has surprised you exceedingly. What do you 
do? You expand and lift your body, take a deeper 
breath and your throat opens unconsciously. Now, 
say “Oh, do you know what he said?” Doesn’t the 
tone flow out easily and freely? 

Remember that the only way you can obtain 
command of the jaw is by relaxing it, so practise 
these exercises until your jaw is your docile servant, 
not a stiff, set and obstreperous one. 

Review Exercise: i. Read the following Saluta- 
tion to the Dawn. It is a beautiful passage from 
the Sanskrit Read it aloud in a falsetto voice to 
develop brightness. (See Voice Exercise, Chapter 
VII.) 

“Look to this day, for it is life — the very life of life. 
In its brief course lie all the verities and realities of your 
existence: the bliss of growth, the glory of action, the 
splendor of beauty. Yesterday is already a dream, and 
to-morrow is only a vision ; but to-day, well lived, makes 
every yesterday a dream of happiness and every to-morrow 
a vision of hope. Look, well, therefore to this day. Such 
is the salutation of the dawn.” 

2. Read this aloud now in your natural voice, 
using the tip of the tongue to strike off the em- 
phatic ideas with a light elastic touch. (See Voice 
Exercise, Chapter VI.) 



HOW TO OPEN A TALK 291 

3. Take a deep breath from the diaphragm, and 
with an open and relaxed throat, say “ah.” Say 
it without any effort. Say it with perfect ease. 

4. Turn to the Voice Exercise, Chapter VII, and 
read aloud with bright and happy tones, the four 
verses beginning : 

“It isn’t raining rain tt me. 

It’s raining daffodils.” 




CHAPTER X 


CAPTURING YOUR AUDIENCE AT ONCE 



“You must please the audience . You must lull their 
fears ; dissipate their suspicions ; get them to lay down their 
arms and say, ' Come let us reason together / This you will 
do by finding some common grounds and mutual interest . 
There are things which bind us that are stronger than the 
forces that sever . What are they f On your discovery of 
that will depend the success of your speech . If you really 
cannot please the audience, then show a splendid courage and 
extort their admiration and respect . As an illustration of 
the first s if I were addressing an audience of Orangemen 
in Belfast 1 should pay a tribute to loyalty to conscience . 
I should speak of our common admiration for our great 
ancestors , that is, of the things which we had in common . 
If I were addressing employees I should not start with 
raging rebukes, but seek to remind them of happier occasions , 
of loyal cooperation in the past, of the worries and troubles 
that press upon all engaged in industry . I should let them 
see that I was sincerely and without bitterness seeking a 
way out * In every case appeal to the best instincts in the 
audience; it is amazing how a group of people will respond 
to such an appeal ” — Sidney F. Wicks, “Public Speaking for 
Business Men.” 

“The way we generally strive for rights is by getting 
our fighting blood up; and I venture to say that that is the 
long way and not the short way. If you come at me with 
your fists doubled, I think I can promise you that mine will 
double as fast as yours; but if you come to me and say, e . Let 
us sit down and take counsel together, and, if we differ from 
one another, understand why it is that we differ from one 
another J just what the points at issue are / we will presently 
find that we are not so far apart after all, that the points 
on which we differ are few and the points on which we agree 
are many, and that if we o?ily have the patience and the 
candor and the desire to get together, we will get together T 

— W oodrow Wilson. 



CHAPTER X 


CAPTURING YOUR AUDIENCE 
AT ONCE 

Several years ago the Colorado Fuel and Iron 
Company was suffering from labor troubles. Shoot- 
ing had taken place; there had been bloodshed. The 
air was electric with bitter hatreds. The very name 
of Rockefeller was anathema. Yet John D. Rocke- 
feller, Jr., wanted to talk to the employes of that 
concern. He wanted to explain, to persuade them 
to his way of thinking, to get them to accept his 
beliefs. He realized that, in the very opening of 
his speech, he must eradicate all ill feeling, all 
antagonism. At the very outset, he did it beauti- 
fully and sincerely. Most public speakers can study 
his method with profit: 

.#"■ ' 

“This is a red-letter day in my life. It is the first time 
I have ever had the good fortune to meet the representatives 
of the employees of this great company, its officers and 
superintendents, together, and I can assure you that I am 
proud to be here, and that I shall remember this gathering 
as long as I live. Had this meeting been held two weeks 
ago, I should have stood here a stranger to most of you, 
recognizing few faces. Having had the opportunity last 
week of visiting all the camps in the southern coal fields and 
of talking individually with practically all of the representa- 
tives, except those who were away; having visited in your 
homes, met many of your wives and children, we meet here 

295 



296 


PUBLIC SPEAKING 


not as strangers but as friends, and it is in that spirit of 
mutual friendship that I am glad to have this opportunity 
to discuss with you our common interests. 

“Since this is a meeting of the officers of the company 
and the representatives of the employees, it is only by your 
courtesy that I am here, for I am not so fortunate as to be 
either one or the other; and yet I feel that I am intimately 
associated with you men, for, in a sense, I represent both 
the stockholders and the directors.” 

That is tact — supreme tact. And the speech, in 
spite of the bitter hatred that had existed, was 
successful. The men who had been striking and 
fighting for higher wages never said anything more 
about it after Rockefeller had explained all the facts 
in the situation. 

A DROP OF HONEY AND TWO-GUN MEN 

“It is an old and true maxim ‘That a drop of honey 
catches more flies than a gallon of gall.’ So with men. 
If you would win a man to your cause, first convince him 
that you are his sincere friend. Therein is a drop of honey 
that catches his heart ; which, say what he will, is the great 
high road to his reason, and when once gained, you will 
find but little trouble in convincing his judgment of the 
justice of your cause, if, indeed, that cause really be a just 

jt ■ 

one. 

That was Lincoln’s plan. In 1858, during his 
campaign for the United States Senate, he was 
announced to speak in what was, at that time, the 
semi-barbarous part of Southern Illinois called 
‘‘Egypt.” They were a rough lot, the men in that 
section, and they carried ugly looking knives and 
pistols strapped to their belts even on public oc- 
casions- Their hatred of all anti-slavery men was 



CAPTURING YOUR AUDIENCE 


297 


equalled only by their love of fighting and corn 
whiskey. Southern men, some of them slave owners 
from Kentucky and Missouri, had crossed over the 
Mississippi and the Ohio to be on hand for the ex- 
citement and trouble. Plenty of it was in prospect, 
for the rougher elements had sworn that, if Lincoln 
tried to talk, they would “run the damned Aboli- 
tionist out of town,” and “shoot him to fiddle 
strings.” 

Lincoln had heard these threats, and he knew the 
intense feeling that existed, the positive danger. 
“But If only they will give me a fair chance to 
say a few opening words,” he declared, “I’ll fix 
them all right.” So, before beginning to talk, he 
had himself introduced to the ringleaders, and shook 
their hands cordially. Pie made one of the most 
tactful openings I have ever read: 

“Fellow citizens of Southern Illinois, fellow citizens of 
the State of Kentucky, fellow citizens of Missouri — I am 
told there are some of you here present who would like to 
make trouble for me. I don’t understand why they should. 
I am a plain, common man, like the rest of you ; and why 
should I not have as good a right to speak my sentiments 
as the rest of you? Why, good friends, I am one of you. 
I am not an interloper here. I was born in Kentucky, and 
raised in Illinois, just like the most of you, and worked 
my way along by hard scratching. I know the people of 
Kentucky, and I know the people of Southern Illinois, and 
I think I know the Missourians. I am one of them, and 
therefore ought to know them ; and they ought to know me 
better, and, if they did know" me better, they would know 
that I am not disposed to make them trouble. Then, why 
should they, or any one of them, want to make trouble for 
me? Don’t do any such foolish thing, fellow citizens. Let 
us be friends, and treat each other like friends. I am one of 



298 


PUBLIC SPEAKING 


the humblest and most peaceful men in the world — would 
wrong no man, would interfere with no man’s rights. And 
all I ask is that, having something to say, you give me a 
decent hearing. And, being Illinoisans, Kentuckians, and 
Missourians — brave and gallant people — I feel sure that j r ou 
will do that. And now let us reason together, like the 
honest fellows we are.” 

As he spoke these words, his face was the very 
picture of good nature, and his voice vibrated with 
sympathetic earnestness. That tactful opening 
calmed the on-coming storm, silenced his enemies. 
In fact, it transformed many of them into friends. 
They cheered his speech, and, later, those rough 
and rude “Egyptians” were among his most ardent 
supporters for the Presidency. 

“Interesting,” you remark, “but what has all this 
got to do with me? I am no Rockefeller; I am 
not going to address hungry strikers longing to 
strangle and batter the life out of me. I am no 
Lincoln; I am not going to talk to two-gun des- 
peradoes full of corn whiskey and hatred.” 

True, true, but aren’t you, almost every day of 
your life, talking to people who differ from you 
on some subject under discussion? Aren’t you con- 
stantly trying to win people to your way of think- 
ing — at home, in the office, in the market place? 
Is there room for improvement in your methods? 
How do you begin? By showing Lincoln’s tact? 
And Rockefeller’s? If so, you are a person of 
rare finesse and extraordinary discretion. Most 
men begin, not by thinking about the other fellow’s 
views and desires, not by trying to find a common 


CAPTURING YOUR AUDIENCE 299 

ground of agreement, but by unloading their own 
opinions. 

For example, I have heard hundreds of speeches 
on the hotly contested subject of prohibition. In 
almost every instance, the speaker, with all the 
tact of a bull in a china shop, opened with some 
positive and perhaps belligerent statement. He 
showed once and for all which direction he faced 
and under which flag he fought. He showed that 
his mind was made up so firmly that there was 
not the slightest chance of it being changed; yet 
he was 'expecting others to abandon their cherished 
beliefs and to accept his. The effect? About the 
same that results from all arguments: no one was 
convinced. Instantly, he lost by his blunt, aggres- 
sive opening the sympathetic attention of all who 
differed with him; instantly, they discounted all he 
said and would say; instantly, they challenged his 
statements; instantly, they held his opinions in con- 
tempt. His talk served but to entrench them more 
strongly behind the bulwark of their own beliefs. 

You see, he made, at the very outset, the fatal 
mistake of prodding his listeners, of getting them 
bending backwards and saying through their shut 
teeth: “No! No! No!” 

Is not that a very serious situation if one wishes 
to win converts to his w T ay of thinking? A most 
illuminating statement on this point is the following 
quotation from Professor Overstreet’s lectures be- 
fore the New School for Social Research in New 
York City. 

“A ‘No* response is a most difficult handicap to overcome. 
When a person has said ‘No,’ all his pride of personality 


300 


PUBLIC SPEAKING 



demands that he remain consistent with himself. He may 
later feel that the ‘No’ was ill advised ; nevertheless, there 
is his precious pride to consider ! Once having said a thing, 
he must stick to it. Hence it is of the very greatest im- 
portance that we start a person in the affirmative direc- 
tion. . * .” The skillful speaker gets “at the outset a num- 
ber of ‘yes-responses.’ He has thereby set the psychological 
processes of his listeners moving in the affirmative direction. 
It is like the movement of a billiard ball. Propel it in one 
direction, and it takes some force to deflect it; far more 
force to send it back in the opposite direction, 

“The p$} r chological patterns here are quite clear. When 
a person says ‘No’ and really means it, he is doing far 
more than saying a word of two letters. His entire organ- 
ism — glandular, nervous, muscular — gathers itself together 
into a condition of rejection. There is, usually in minute 
but sometimes in observable degree, a physical withdrawal, 
or readiness for withdrawal. The whole neuro-muscular 
system, in short, sets itself on guard against acceptance. 
Where, on the contrary, a person says ‘Yes,’ none of the 
withdrawing activities take place. The organism is in a 
forward-moving, accepting, open attitude. Hence the more 
‘Yesses’ we can, at the very outset, induce, the more likely 
we are to succeed in capturing the attention for our ultimate 
proposal. 

“It is a very simple technique — this Yes-Response. And 
yet how much neglected ! It often seems as' if people get 
a sense of their own importance by antagonizing at the 
outset. The radical comes into a conference with his con- 
servative brethren; and immediately he must make them 
furious! What, as a matter of fact, is the good of it? If 
he simply does it in order to get some pleasure out of it for 
himself, he may be pardoned. But if he expects to achieve 
something, he is only psychologically stupid. 

“Get a student to say ‘No’ at the beginning, or a cus- 
tomer, child, husband, or wife, and it takes the wisdom 
and the patience of angels to transform that bristling nega- 
tive into an affirmative.” 


CAPTURING YOUR AUDIENCE 301 

How is one going to get these desirable “yes- 
responses” at the very outset? Fairly simple. “My 
way of opening and winning an argument,” con- 
fided Lincoln, “is to first find a common ground of 
agreement.” Lincoln found it even when he was 
discussing the highly inflammable subject of slavery. 
“For the first half hour,” declared The Mirror, 
a neutral paper reporting one of his talks, “his 
opponents would agree with every word he uttered. 
From that point he began to lead them off, little by 
little, until it seemed as if he had got them all 
into his fold.” 

SENATOR LODGE’S WAY OF DOING IT 

Shortly after the close of the World War, the 
late Senator Lodge and President Lowell of Har- 
vard were scheduled to debate the League of Na- 
tions question before a Boston audience. Senator 
Lodge felt that most of the audience were hostile 
to his view; yet he must win them to his way of 
thinking. How? By a direct, frontal, aggressive 
attack on t,heir convictions? Ah, no. The Sen- 
ator was far too shrewd a psychologist to bungle 
his plea with such crude tactics. He began with 
supreme tact, with admirable finesse. The open- 
ing of his speech is quoted in a following para- 
graph. Note that even his most bitter opponents 
could not have differed w r ith the sentiments exr- 
pressed in his first dozen sentences. Note how he 
appeals to their emotion of patriotism in his saluta- 
tion: “My Fellow Americans.” Observe how he 
minimizes the differences in the views they are to 


302 PUBLIC SPEAKING 

defend, how he deftly stresses the things they cherish 
in common. 

See how he praises his opponent, how he insists 
upon the fact that they differ only on minor de- 
tails of method, and not at all upon the vital ques- 
tion of the welfare of America and the peace of 
the world. He even goes further and admits that 
he is in favor of a League of Nations of some 
kind. So, in the last analysis, he differed from his 
opponent only in this : he felt that we ought to 
have a more ideal and efficacious League. 

“Your Excellenc}', Ladies and Gentlemen, My Fellow 
Americans: 

“I am largely indebted to President Lowell for this 
opportunity to address this great audience. He and I are 
friends of many years, both Republicans. He is the presi- 
dent of our great university, one of the most important 
and influential places in the United States. He is also 
an eminent student and historian of politics and government. 
He and I may differ as to methods in this great question 
now before the people, but I am sure that in regard to the 
security of the peace of the world and the welfare of the 
United States we do not differ in purposes. 

“I am going to say a single word, if you will permit me, 
as to my own position. I have tried to state it over and over 
again. I thought I had stated it in plain English. But 
there are those who find in misrepresentation a convenient 
weapon for controversy, and there are others, most excellent 
people, who perhaps have not seen what I have said and 
who possihly have misunderstood me. It has been said that 
I am against any League of Nations. I am not ; far from it. 

I am anxious to have the nations, the free nations of the 
world, united in a league, as we call it, a society, as the 
French call it, but united, to do all that can be done to 
secure the future peace of the world and to bring about a 
general disarmament.” 


CAPTURING YOUR AUDIENCE 


303 


No matter how determined you were beforehand 
to differ with a speaker, an opening like that would 
make you soften and relent a bit, wouldn’t it? 
Wouldn’t it make you willing to listen to more? 
Wouldn’t it tend to convince you of the speaker’s 
fairmindedness? 

What would have been the result had Senator 
Lodge set out immediately to show those who be- 
lieved in the League of Nations that they were 
hopelessly in error, cherishing a delusion? The re- 
sult w r ould have been futile; the following quota- 
tion from Professor James Harvey Robinson’s en- 
lightening and popular book, The Mind in the 
Making f shows the psychological reason why such 
an attack would have been futile : 

“We sometimes find ourselves changing our minds with- 
out any resistance or heavy emotion, but if we are told we 
are wrong we resent the imputation and harden our hearts, 
We are incredibly heedless in the formation of our beliefs, 
but find ourselves filled with an illicit passion for them 
when anyone proposes to rob us of their companionship. 
It is obviously not the ideas themselves that are dear to 
us, but our self-esteem which is threatened. . , . The little 
word my is ttje most important one in human affairs, and 
properly to reckon with it is the beginning of wisdom. 
It has the same force whether it is my dinner, my dog and 
my house, or my faith, my country and my God. We not 
only resent the imputation that our watch is wrong, or our 
car shabby, but that our conception of the canals of Mars, 
of the pronunciation of ‘Epictetus/ of the medicinal value 
of salicine, or of the date of S argon I, are subject to revi- 
sion, ... We like to continue to believe what we have 
been accustomed to accept as true, and the resentment 
aroused when doubt is cast upon any of our assumptions 
leads us to seek every manner of excuse for clinging to it , 
The result is that most of our so-called reasoning consists 


30+ PUBLIC SPEAKING 

in finding arguments for going on believing as we already 
do.” 

THE BEST ARGUMENT IS AN EXPLANATION 

Is it not quite evident that the speaker who argues 
with his audience is merely arousing their stubborn- 
ness, putting them on the defensive, making it well 
nigh impossible for them to change their minds? 
Is it wise to start by saying, “I am going to prove 
so and so?” Aren’t your hearers liable to accept 
that as a challenge and remark silently, “Let’s see 
you do it.” 

Is it not much more advantageous to begin by 
stressing something that you and all of your hear- 
ers believe, and then to raise some pertinent ques- 
tion that everyone would like to have answered? 
Then take your audience with you in an earnest 
search for the answer. While on that search, present 
the facts as you see them so clearly that they will 
unconsciously be led to accept your conclusions as 
their own. They will have much more faith in some 
truth that they believe they have discovered for 
themselves. “The best argument is that which 
seems merely an explanation.” 

In every controversy, no matter how wide and 
bitter the differences, there is always some common 
ground of agreement on which the speaker can in- 
vite everyone to assemble for the search after facts 
that he is going to conduct. To illustrate: even 
if the head of the Communist Party were addressing 
a convention of the American Bankers’ Association, 
he could find some mutual beliefs, some analogous 


CAPTURING YOUR AUDIENCE 305 

desires to share with his hearers* Couldn’t he? 
Let us see: 

“Poverty has always been one of the cruel problems of 
human society. As Americans we have always felt it our 
duty to alleviate, whenever and wherever possible, the suf- 
ferings of the poor. We are a generous nation. No other 
people in all history have poured out their wealth so 
prodigally, so unselfishly to help the unfortunate. Now, 
with this same mental generosity and spiritual unselfishness 
that has characterized our givings in the past, let us examine 
together the facts of our industrial life and see if we can 
find some means, fair and just and acceptable to all, that 
will tend to prevent as well as to mitigate, the evils of 
poverty.” 

Who could object to that? Could Father Cough- 
lin, or Norman Thomas, or Doctor Townsend, or 
J. Pierpont Morgan? Hardly. 

Do we seem to be contradicting here the gospel 
of force and energy and enthusiasm so fervently 
praised in Chapter V? Hardly. There is a time for 
everything. But the time for force is seldom in 
the beginning of a talk. Tact is more likely to be 
needed then. 

HOW PATRICK HENRY LAUNCHED HIS 
STORMY ADDRESS 

Every school boy in the land is familiar with 
the fiery close of Patrick Henry’s famous speech be- 
fore the Virginia Convention of 1775: “Give me 
liberty or give me death.” But few of them realize 
the comparative calm, the tactful manner in which 
Henry launched that stormy and emotional and 
history-making address. Should the American col- 


306 


PUBLIC SPEAKING 


onies separate from and go to war with England ? 
The question was being debated with intense pas- 
sion, Feelings flamed at white heat; yet Patrick 
Henry began by complimenting the abilities and 
praising the patriotism of those who opposed him. 
Note, in the second paragraph, how he gets his audi- 
ence thinking with him by asking questions, by 
letting them draw their own conclusions: 

“Mr. President: No man thinks more highly than I do 
of the patriotism, as well as abilities, of the very worthy 
gentlemen who have just addressed the house. But differ- 
ent men often see the same subject in different lights ; and, 
therefore, I hope it will not be thought disrespectful to 
those gentlemen, if, entertaining as I do opinions of a 
character very opposite to theirs, I shall speak forth my 
sentiments freely, and without reserve. This is no time 
for ceremony. The question before the house is one of 
awful moment to the country. For my own part, I consider 
it as nothing less than a question of freedom or slavery. 
And in proportion to the magnitude of the subject ought 
to be the freedom of the debate. It is only in this way 
that we can hope to arrive at truth, and fulfill the great 
responsibility which we hold to God and our country. 
Should I keep back my opinions at such a time, through 
fear of giving offense, I should consider myself as guilty 
of treason towards my country, and of an act of disloyalty 
toward the Majesty of Heaven, which I revere above ap 
earthly things. 

“Mr. President, it is natural to man to indulge in the 
illusions of hope. We are apt to shut our eyes against 
a painful truth, and listen to the song of that Siren till she 
transforms us into beasts. Is this the part of wise men, 
engaged in a great and arduous struggle for liberty? Are 
we disposed to be of the number of those who, having 
eyes see not, and having ears hear not, the things which 
so nearly concern their temporal salvation? For my part, 
whatever anguish of spirit it may cost, I am willing to 


CAPTURING YOUR AUDIENCE 307 

know the whole truth; to know the worst and to provide 
for it.” 

THE BEST SPEECH SHAKESPEARE WROTE 

The most famous speech that Shakespeare put 
into the mouth of any of his characters — Mark 
Antony’s funeral oration over the body of Julius 
Caesar — is a classic example of supreme tact. 

This was the situation. Caesar had become 
dictator. Naturally, inevitably, a score of his po- 
litical enemies were envious, were eager to tear him 
down, to destroy him, to make his power their 
own. Twenty-three of them banded together under 
the leadership of Brutus and Cassius and thrust 
their daggers into his body. . . . Mark Antony had 
been Caesar's Secretary of State. He was a hand* 
some chap, this Antony, a ready writer, a power* 
ful speaker. He could represent the government 
well at public affairs. Small wonder Caesar had 
chosen him as his right hand man. Now, with 
Caesar out of the way, what should the conspirators 
do with Antony ? Remove him? Kill him? There 
had been enough blood shed already; there was 
enough to justify as it was. Why not win this 
Antony to their side, why not use his undeniable 
influence, his moving eloquence, to shield them and 
further their own ends? Sounded safe and reason- 
able; so they tried it. They saw him and went so 
far as to permit him to “say a few words” over the 
corpse of the man who had all but ruled the 
world. ... ' 

Antony mounts the rostrum in the Roman Forum. 
Before him lies the murdered Caesar. A mob surges 


308 


PUBLIC SPEAKING 


noisily and threateningly about Antony, a rabble 
friendly to Brutus, Cassius and the other assassins. 
Antony’s purpose is to turn this popular enthusiasm 
into intense hatred, to stir the plebeians to rise in 
mutiny and slay those that had struck Caesar down. 
He raises his hands, the tumult ceases, he starts 
to speak. Note how ingeniously, how adroitly he 
begins, praising Brutus and the other conspirators : 

“For Brutus is an honorable man; 

So are they all, all honorable men.” 

Observe that he does not argue. Gradually, un- 
obtrusively, he presents certain facts about Caesar; 
tells how the ransom from his captives filled the 
general coffers, how he wept when the poor cried, 
how he refused a crown, how he willed his estates 
to the public. He presents the facts ; asks the mob 
questions; lets them draw their own conclusions. 
The evidence is presented, not as something new, 
but as something they had for the moment for- 
gotten : 

“I tell you that which you yourselves .do know.” 

And with a magic tongue through it all, he 
whipped up their feelings, stirred their emotions, 
aroused their pity, heated their anger. Antony’s 
masterpiece of tact and eloquence is given here in 
its entirety. Search where you will, range through 
all the broad fields of literature and oratory, and 
I doubt if you will find half a dozen speeches to 
equal this. It merits the serious study of every man 
who aspires to excel in the fine art of influencing 


CAPTURING YOUR AUDIENCE 


309 


human nature. But there is another reason, entirely 
aside from the one we are considering now, why 
Shakespeare ought to be read and reread by busi- 
ness men; he possessed a larger vocabulary than did 
any other writer who ever lived; he used words more 
magically, more beautifully. No one can study 
Macbeth and Hamlet and Julius Caesar without un- 
consciously brightening and widening and refining 
his own diction. 

Ant. Friends, Romans, countrymen, lend me your ears: 
I come to bury Caesar, not to praise him. 

The evil that men do lives after them; 

The good is oft interred with their bones: 

So let it be with Caesar. The noble Brutus 
Hath told you Caesar was ambitious: 

If it were so, it was a grievous fault ; 

And grievously hath Caesar answer’d it. 

Here, under leave of Brutus and the rest, — 

For Brutus is an honorable man ; 

So are they all, all honorable men, — 

Come I to speak in Caesar’s funeral. 

He was my friend, faithful and just to me: 

But Brutus says he was ambitious; 

And Brutus is an honorable man. 

He hath brought many captives home to Rome, 

Whose ransoms did the general coffers fill: 

Did this in Caesar seem ambitious? 

When that the poor have cried, Caesar hath wept: 
Ambition should be made of sterner stuff: 

Yet Brutus says he was ambitious; 

And Brutus is an honorable man. 

You all did see that on the Lupercal 
I thrice presented him a kingly crown, 

Which he did thrice refuse. Was this ambition? 

Yet Brutus says he was ambitious ; 

And, sure, he is an honorable man. 

I speak not to disprove what Brutus spoke. 


310 


PUBLIC SPEAKING 


But here I am, to speak what I do know. 

You all did love him once, — not without cause; 

What cause withholds you, then, to mourn for him? 

0 judgment, thou art fled to brutish beasts, 

And men have lost their reason! Bear with me; 

My heart is in the coffin there with Caesar, 

And I must pause till It come back to me. 

1 Cit. Methinks there is much reason in his sayings. 

2 Cit. If thou consider rightly of the matter, 

Caesar has had great wrong. 

3 Cit. Has he not, masters? 

1 fear there will a worse come in his place. 

4 dt. Mark’d ye his words? He would not take the 

crown ; 

Therefore ’tis certain he was not ambitious. 

1 Cit. If it be found so, some will dear abide it. 

2 Cit. Poor soul ! his eyes are red as fire with weeping. 

3 Cit. There’s not a nobler man in Rome than Antony. 

4 Cit. Now mark him; he begins again to speak. 

Ant. But yesterday the* word of Caesar might 

Have stood against the w r orld : now lies he there, 

And none so poor to do him reverence. 

0 masters, if I were dispos’d to stir 
Your hearts and minds to mutiny and rage, 

1 should do Brutus wrong, and Cassius wrong, 

Who, you all know, are honorable men. 

I will not do them wrong: I rather choose 
To wrong the dead, to wrong myself, and you, 

Than I will wrong such honorable men. 

But here’s a parchment with the seal of Caesar, — 

I found it in his closet, — ’tis his will: 

Let but the commons hear this testament 
(Which, pardon me, I do not mean to read), 

And they would go and kiss dead Caesar’s wounds, 

And dip their napkins in his sacred blood; 

Yea, beg a hair of him for memory, 

And, dying, mention it within their wills, 

Bequeathing it as a rich legacy 
Unto their issue. 


CAPTURING YOUR AUDIENCE 


311 


4 Cit. Well hear the will; read it, Mark Antony, 
Citizens , The will, the will ! We will hear Caesar’s will. 
Ant , Have patience, gentle friends; I must not read it; 
It is not meet you know how Caesar lov’d you. 

You are not wood, you are not stones, but men; 

And, being men, hearing the will of Caesar, 

It will inflame you, it will make you mad. 

’Tis good you know not that you are his heirs ; 

For, if you should, O what would come of it! 

4 Ciu Read the will! well hear it, Antony; 

You shall read us the will — Caesar’s will ! 

Ant . Will you be patient? will you stay awhile? 

I have o’ershot myself, to tell you of it. 

I fear I wrong the honorable men 
Whose daggers have stabb’d Csesar; I do fear it 
4 Ciu They were traitors: honorable men! 

Citizens . The will! the testament! 

2 Git . They were villains, murderers. The will! read 
the will! 

Ant . You will compel me, then, to read the will? 

Then make a ring about the corpse of Caesar, 

And let me show you him that made the will. 

Shall I descend? and will you give me leave? 

Citizens . Come down, 

2 Ciu Descend. [He comes down , 

3 CiU You shall have leave. 

4 Ciu A ring! stand round. 

1 Cit. Stand from the hearse; stand from the body, 

2 CiU Room for Antony! — most noble Antony! 

Ant . Nay, press not so upon me; stand far off. 

Citizens. Stand back; room! bear back. 

Ant . If you have tears, prepare to shed them now* 
You all do know this mantle: I remember 
The first time ever Caesar put it on; 

’Twas on a summer’s evening, in his tent, 

That day he overcame the NerviL 

Look, in this place ran Cassius’ dagger through : 

See what a rent the envious Casca made: 

Through this the well-beloved Brutus stabb’d; 



312 


PUBLIC SPEAKING 


And, as he pluck'd his cursed steel away, 

Mark how the blood of Caesar follow'd it, — 

As rushing out of doors, to be resolv’d 
If Brutus so upkindly knock’d, or no; 

For Brutus, as you know, was Caesar’s angel: 

Judge, O you gods, how dearly Caesar lov’d him! 

This was the most unkindest cut of all; 

For, when the noble Caesar saw him stab, 

Ingratitude, more strong than traitors’ arms, 

Quite vanquish’d him: then burst his mighty heart; 

And, in his mantle muffling up his face, 

Even at the base of Pompey’s status, 

Which all the while ran blood, great Caesar fell. 

O, what a fall was there, my countrymen! 

Then I, and you, and all of us fell down, 

Whilst bloody treason flourish’d over us. 

Q, now you weep ; and, I perceive, you feel 
The dint of pity : these are gracious drops. 

Kind souls, what, weep you, when you but behold 
Our Caesar’s vesture wounded ? Look you here, 

Here is himself, marr’d, as you see, with traitors. 

1 Cit. O piteous spectacle! 

2 Cit . O noble Caesar! 

3 Cit. O woful day ! 

4 Cit. O traitors, villains! 

1 Cit . O most bloody sight! 

2 Cit . We will be reveng’d. 

Citizens . Revenge, — about, — seek, — burnj — fire, — kill, — — 
slay, — let not a traitor live! 

A nt. Stay, countrymen. 

1 Cit . Peace there! hear the noble Antony. 

2 Cit. We’ll hear him, we’ll follow him, we’ll die with 

him. 

Ant. Good friends, sweet friends, let me not stir you up 
To such a sudden flood of mutiny. 

They that have done this deed are honorable: 

What private griefs they have, alas, I know not, 

That made them do ’t; they’re wise and honorable, 

And will, no doubt, with reasons answer you. 


CAPTURING YOUR AUDIENCE 


313 


I come not, friends, to steal, away your hearts: 

I am no orator, as Brutus is; 

But, as you know me all, a plain blunt man, 

That love my friend; and that they know full well 
That gave me public leave to speak of him. 

For I have neither wit, nor words, nor worth, 

Action, nor utterance, nor the power of speech, 

To stir men's blood : I only speak right on ; 

I tell you that which you yourselves do know ; 

Show you sweet Caesar’s wounds, poor, poor dumb mouths, 
And bid them speak for me: but were I Brutus, 

And Brutus Antony, there were an Antony 
Would ruffle up your spirit, and put a tongue 
In every wound of Caesar, that should move 
The stones of Rome to rise and mutiny. 

Citizens . We’ll mutiny. 

1 Cit. We’ll burn the house of Brutus. 

3 Cit. Away, then! come, seek the conspirators. 

Ant . Yet hear me, countrymen ; yet hear me speak. 
Citizens . Peace, ho! hear Antony ; most noble Antony. 
Ant . Why, friends, you go to do you know not what. 
Wherein hath Caesar thus deserv’d your loves? 

Alas, you know not; I must tell you, then: 

You have forgot the will I told you of. 

Citizens. Most true ; the will ! — let’s stay, and hear the 
will. 

Ant. Here is the will, and under Caesar’s seal. 

To every Romdn citizen he gives. 

To every several man, seventy-five drachmas. 

2 Cit . Most noble Caesar! — well revenge his death 

3 Cit. O, royal Caesar! 

Ant . Hear me with patience. 

Citizens . Peace, ho! 

Ant. Moreover, he hath left you all his walks, 

His private arbors, and new-planted orchards, 

On this side Tiber; he hath left them you, 

And to your heirs for ever ; common pleasures, 

To walk abroad, and recreate yourselves. 

Here was a Caesar! when comes such another? 


314 


PUBLIC SPEAKING 


1 Git. Never, never. — Come, away, away! 

We’ll burn his body in the holy place, 

And with the brands fire the traitors’ houses. 

Take up the body. 

2 Cit. Go, fetch fire. 

3 Cit. Pluck down benches. 

4 Cit . Pluck down forms, windows, any thing. 

[Exeunt Citizens with the body 
Ant . Now let it work: — Mischief, thou art afoot, 

Take thou what course thou wilt! 

SUMMARY 

1. Begin on common ground. Get everyone 
agreeing with you at the outset. 

2. Don’t state your case so that people will be 
saying “no, no” at the start. When a person once 
says “no” his pride demands that he stick to it. 
“The more ‘yesses’ we can, at the very outset, in- 
duce, the more likely we are to succeed in capturing 
the attention for the ultimate proposal.” 

3. Do not begin by saying that you are going to 
prove so and so. That is liable to arouse opposition. 
Your hearers may say “let’s see you do it.” Raise 
some pertinent question, and let therq go with you 
in a hunt for the answer. . . . “The best argument 
is that which seems merely an explanation.” 

4. The most famous speech that Shakespeare ever 
wrote is Mark Antony’s funeral oration over Caesar. 
It is a classic example of supreme tact. The Roman 
populace is friendly to the conspirators. Note how 
adroitly Antony turns this friendliness into a fury 
of hate. Note that he does it without arguing. 
He presents the facts, and lets them form their own 
opinions. 



SPEECH BUILDING 

WORDS OFTEN MISPRONOUNCED 

"Even in a speaker of recognized ability, his mispronun* 
nations fall harshly upon the ear and cause the hearers to 
suspect that his early, if not his later, education, has been 
wanting in polish; or (what is, perhaps, more to his detri- 
ment) that he has not betfi accustomed to the society of 
refined and cultivated people.” — W. H. P. Phyfe. 

Do you sound the A’s capitalized in the following 
as the a in arm? 

Aunt drAma heArth 

Do you sound all the A’s capitalized in the fol- 
lowing words as you sound the a in soda and sofa, 
and as you should sound the a in ask? Few do. 
This first shade-vowel sound of a is difficult to 
describe on paper. It is not the a in hat; neither is 
it the a in arpi. It is between them. However, if 
one must err, it had better be in under-doing rather 
than in over-doing it. At all hazards, avoid any- 
thing that smacks of affectation. Isn’t it far better, 
at least in the United States, to mispronounce the a 
in bath and half, giving it the sound of a in cat, 
rather than to go to the other extreme and use the, 
sound of a as in arm? 

advAnce Afternoon Ask 

advAntage Answer bAsket 

Ms 



316 PUBLIC SPEAKING 


bAss (fish) 

demAnd 

lAss 

bAth 

drAft 

lAst 

behAlf 

fAst 

lAugh 

blAst 

flAsk 

mAster 

brAnch 

gAsp 

pAss 

brAss 

ghAstly 

pAst 

cAIf 

girAffe 

pAstor 

cAn’t 

glAnce 

pAth 

cAsh 

glAss 

plAnt 

cAsket 

grAft 

repAst 

cAst 

grAnt 

shAft 

ciAsp 

grAsp 

shA’n’t (slang) 

contrAst 

grAss 

si An t 

dAnce 

hAlf 

tAsk 


ERRORS IN ENGLISH 

Review . There are four mistakes in the follow* 
lug paragraph. Can you find them ? 

The president and myself, as officers, sign all checks. 
He and me were the ones who organized it and know all 
about the company , As the president often said, “It is our 
company and no one understands its affairs as well as us. 
We should reap the benefits of it.” 

New Study Material . Rule: The various 
forms of the verb to be — am, is , are, was , were, 
has been , can be, could be, will be, shall be, would 
be, should be, may be — are followed by the nomina- 
tive case. For example: 

Right: If you were I, what would you say? 

Wrong: If you were me, what would you say? 

Right : It was I that telephoned. 


CAPTURING YOUR AUDIENCE 


317 


Wrong : It was me that telephoned. 

Right: If I was (or were) he, I would study at 
light. 

Wrong: If I was him, I would study at night. 

Right : I thought it was she. 

Wrong: I thought it was her. 

Right : It is we who are to blame. 

Wrong: It is us who are to blame. 

Rule: There are seemingly two exceptions to 
the first rule given above. When it precedes to be 
or to have been, the verb form is followed by the 
objective case of the pronoun. Other subjects may 
be used like the word it in such construction. Ex- 
amples : 

Right : I know it to be her. 

Wrong: I know it to be she. 

Right : I know Mary to be her. 

Wrong : I know Mary to be she. 

Right : She supposed it to have been them. 

Wrong: She supposed it to have been they. 

Right: She supposed the robbers to have been 
them. 

Wrong: $he supposed the robbers to have been 
they. 

Rule: If to be or to have been do not have it 
immediately in front of them, the verb form is fol- 
lowed by the nominative case of the pronoun just 
the same as in the first rule in this lesson. 

Right: It was believed to be she. 

Wrong: It was believed to be her. 

Right: It was supposed to have been they. 

Wrong: It was supposed to have been them. 

Rule: Sometimes the subject of the principal 


318 


PUBLIC SPEAKING 


verb of the sentence is the same as the one used 
wich to be or to have been. In this instance, the 
infinitive form is followed by the nominative case. 
Examples are: 

Right : Mary was believed to be she. 

Wrong: Mary was believed to be her. 

Right: Mary was supposed to have been she. 

Wrong: Mary was supposed to have been her. 

Rule: Who is used to refer to persons only. 
Which is used to refer to animals and objects. That 
may be used to refer to persons, animals, or objects. 
For example: 

Right: The only three who discussed the matter 
with me were very angry. 

Wrong: The only three which discussed the 
matter with me were very angry. 

Right: Every customer with whom I talked. 

Wrong: Every customer with which I talked. 

Right: The dog which (or that) won first prize 
was sold. 

Wrong: The dog who won first prize was sold. 

CORRECT USAGE OF WORDS 

Affected — Effected. Affect mean to influ- 
ence; as, “The market was affected by the news.” 
Effect means to accomplish or bring to pass ; as, “He 
effected a satisfactory settlement of the dispute.” 

Emigrant — Immigrant. When a red-whiskered 
and clay-piped hostler from Dublin lands at Ellis 
Island, he is an emigrant from Ireland and an im- 
migrant to the United States. 

Empty — Vacant. That which contains nothing 


CAPTURING YOUR AUDIENCE 


319 


is empty; that which is without its regular occupant is 
vacant. An empty pew may not be vacant , and a 
vacant pew may not be empty . 

Enthuse. This word Is not in good use. 
(Wrong) u His talk enthused the sales force.” Say: 
“His talk made the sales force enthusiastic.” 

Even— Exact. Do not use even when you mean 
exact. Say “An exact (not an even) dozen.” 

Eager — Earnest — Anxious. Eager is more su- 
perficial and impatient and less permanent than 
earnest . Anxious suggests mental distress and pos- 
sibility of disappointment. One may be eager to 
send his mother a bouquet of flowers, earnestly hope 
that the investments she has made will provide for 
her comfort and be anxious about her health. 

VOICE EXERCISE— FLEXIBILITY OF THE LIPS 

Nervous tension — and the beginning speaker is 
almost always troubled with it, especially at the out 
set of his talk — is very liable to manifest itself by 
tightening the muscles of the throat, and stiffening 
the jaws and bps. We have dealt in previous chap- 
ters with directions for the relaxation of the throat 
and jaw. Let us turn our attention now to stiff, 
inflexible lips. They are a handicap, a liability. 
The lips ought to be free and flexible to aid in the 
molding of clear and beautiful tones. You can 
possess this additional attractiveness and carrying 
power In your tones, if you are willing to pay for 
it with attention and practise. All we can do is 
to write the prescription here; you must take the 
medicine. 


: 



320 


PUBLIC SPEAKING 


Take the phrase “no man.” As you say no, 
round and protrude your lips. As you say man, 
draw them back as far as possible. Exaggerate 
the action. Draw them into something like a broad 
grin. Imagine that you are posing for one of those 
smiles you see in the advertisements for tooth paste.. 
Now say it rapidly over and over : No man, no man, 
no man, no man. 

Add another phrase and try it again : No man, 
no mind, no man, no mind, no man, no mind , no 
man, no mind, no man, no mind. . . . 

Repeat the following sentences many times, ex- 
aggerating the motion of your lips, using them as 
much as you can : 

So — we — do — see — across — the — lea. 

Make a note of it and say I met the ice man 
drinking oil and selling booze. 

I say turn loose the nice cats and let them eat 
the fat and saucy rats. 

Ah, get nice ice and bathe his foot in boiling oil. 

The open sea lures the gulls and calls to me. 

Review Exercise. I. Surrender your jaw, let it 
fall like a dead weight from your headr Take in a 
deep breath, feel as if you were sucking the air 
down into your stomach, and chant “ah” with ease, 
without one tiny trace of effort. 

2. Take a deep breath again and say with a 
sweeping gesture of the hand, “I am at ease. My 
jaw is relaxed. My throat is open and there is no 
strain anywhere.” 

3. Take in a deep breath, and, using all the 
principles we have learned so far about diaphrag- 
matic breathing, relaxation, breath control, count as 


CAPTURING YOUR AUDIENCE 


32! 


far as you can on one breath. Be sure to control 
the flow of the breath at the only place where It 
can be controlled without interfering with the voice, 
at the diaphragm. 

4. Repeat in a falsetto voice (see Chapter VII) 
the following quotation from Elizabeth Barrett 
Browning. Even though you are using the ridicu- 
lous falsetto, try to put into the reading of this the 
spirit that must have moved the famous poetess to 
write it. Read it over until you yourself feel the 
meaning of it. 

“Nothing is small! no lily-muffled hum of summer- 
bee but finds some coupling with the shining stars; no 
pebble at your feet but proves a sphere; no chaffinch but 
implies the cherubim. Earth is crammed with Heaven, 
and every common bush afire with God, but only he who 
sees takes off his shoes.” 



CHAPTER XI 
HOW TO CLOSE A TALK 


“The conclusion , too, has definite work to perform . It 
rounds out the talk ; it holds the audience's earnest attention 
for a brief moment on the speech as a whole. It draws the 
thread of thought together ; it binds and finishes the fabric 
of the speech. . . . Definitely plan and word your conclu- 
sion. Never break off your speech awkwardly and hurriedly 
with a mumbled: T guess that's all I have to say.' Com- 
plete your task and let the audience know it is complete T 
— Platform Speaking by George Rowland Collins. 

“The clock has nothing to do with the length of a 
sermon. Nothing whatever ! . . . A long sermon is a $ej~- 
mon that seems long. . . . And the short sermon is the 
one that ends while people are still wishing for more . It may 
have lasted only twenty minutes or it may have lasted for 
an hour and a half. If it leaves the people wishing for 
more, they do not know nor care what the clock said 
about the length of it. You cannot tell, therefore, how 
tong a sermon is by watching the hands of a clock — watch 
the people. See where their hands are. If the hands of 
the men are for the most part in their vest pockets, pulling 
out their watches to note again how long you have been 
at it, this is ominous. See where their eyes aye! See where 
their minds are, then you will know exactly what time 
of day it is for that particular sermon. It may be high 
time for it to come to an end." — The Art of Preaching, 
by Charles R. Brown, Dean of the Divinity School, Yale 
U niversity. 


CHAPTER XI 

HOW TO CLOSE A TALK 

Would you like to know in what parts of your 
speech you are most likely to reveal your inexperi* 
ence or your expertness, your inaptitude or your 
finesse? HI tell you : in the opening and the closing. 
There is an old saying in the theater, referring, of 
course, to actors, that goes like this: “By- their 
entrances and their exits shall ye know them.” 

The beginning and the ending! They are the 
hardest things in almost any activity to manage 
adroitly. For example, at a social function aren’t 
the most trying feats the graceful entrance and 
the graceful leave-taking? In a business interview, 
aren’t the most difficult tasks the wanning approach 
and the successful close? 

The close* is really the most strategic point in a 
speech; what one says last, the final w r ords left 
ringing in the ears when one ceases — these are likely 
to be remembered longest. Beginners, however, sel- 
dom appreciate the importance of this coign of 
vantage. Their endings often leave much to be 
desired. 

What are their most common errors? Let us 
discuss a few and search for remedies. 

First, there is the man who finishes with: “That 
is about all I have to say on the matter; so I guess 

325 


326 


PUBLIC SPEAKING 


I shall stop.” That is not an ending. That is a 
mistake. That reeks of the amateur. That is 
almost unpardonable. If that is all you have to say, 
why not round off your talk, and promptly take your 
seat and stop without talking about stopping. Do 
that, and the inference that that is all you have 
to say may, with safety and good taste, be left to 
the discernment of the audience. 

Then there is the speaker -who says all he has to 
say, but he does not know how to stop. I believe 
it was Josh Billings who advised people to take the 
bull by the tail instead of the horns, since it would 
be easier to let go. This speaker has the bull by 
the frontal extremities, and wants to part company 
with him, but try as hard as he will, he can’t get 
near a friendly fence or tree. So he finally thrashes 
about in a circle, covering the same ground, repeat- 
ing himself, leaving a bad impression. . . , 

The remedy? An ending has to be planned some 
time, doesn’t it? Is it the part of wisdom to try 
to do it after you are facing an audience, while 
you are under the strain and stress of talking, while 
your mind must be intent on what you r are saying? 
Or does common sense suggest the advisability of 
doing it quietly, calmly, beforehand? 

Even such accomplished speakers as Webster, 
Bright, Gladstone, with their admirable command 
of the English language, felt it necessary to write 
down and all but memorize the exact words of their 
closings. 

The beginner, if he follows in their footsteps, 
will seldom have cause to regret it. He ought to 
know very definitely with what ideas he is going 


HOW TO CLOSE A TALK 


327 


to close. He ought to rehearse the ending several 
times, using not necessarily the same phraseology 
during each repetition, but putting the thoughts 
definitely into words. 

An extemporaneous talk, during the process of 
delivery, sometimes has to be altered very mate- 
rially, has to be cut and slashed to meet unfore- 
seen developments, to harmonize with the reactions 
of one’s hearers; so it is really wise to have two or 
three closings planned. If one does not fit, another 
may. 

Some speakers never get to the end at all. Along 
in the middle of their journey, they begin to sputter 
and misfire like an engine when the gasoline supply 
is about exhausted; after a few desperate lunges, 
they come to a complete standstill, a breakdown. 
They need, of course, better preparation, more prac- 
tise — more gasoline in the tank. 

Many novices stop too abruptly. Their method 
of closing lacks smoothness, lacks finish. Properly 
speaking, they have no close ; they merely cease sud- 
denly, jerkily. The effect is unpleasant, amateurish. 
It is as if a friend in a social conversation were to 
break off brusquely and dart out of the room with- 
out a graceful leave-taking. 

No less a speaker than Lincoln made that mistake 
in the original draft of his First Inaugural. That 
speech was delivered at a tense time. The black 
storm clouds of dissension and hatred were already 
milling overhead. A few weeks later, the cyclone 
of blood and destruction burst upon the nation. 
Lincoln, addressing his closing words to the people 
of the South, had intended to end in this fashion : 


328 


PUBLIC SPEAKING 


“In your hands, my dissatisfied fellow-countrymen, and 
not in mine, is the momentous issue of the civil war. The 
government will not assail you. You can have no conflict 
without being yourselves the aggressors. You have no oath 
registered in heaven to destroy the government, while I have 
a most solemn one to preserve, protect and defend it. You 
can forbear the assault upon it. I cannot shrink from the 
defense of it. With you and not with me is the solemn 
question of “Shall it be peace or a sword ?” 

He submitted his speech to Secretary Seward. 
Seward quite appropriately pointed out that the end- 
ing was too blunt, too abrupt, too provocative. So 
Seward himself tried his hand at a closing; in fact, 
he wrote two. Lincoln accepted one of them and 
used it, with slight modifications, in place of the 
last three sentences of the close he had originally 
prepared. The result was that his First Inaugural 
Address now lost its provocative abruptness and 
rose to a climax of friendliness, of sheer beauty and 
poetical eloquence : 

“I am loth to close. We are not enemies but friends. 
We must not be enemies. Though passion may have 
strained, it must not break our bonds of affection. The 
mystic chords of memory, stretching from every battlefield 
and patriot’s grave to every living heart and hearthstone 
all over this broad land, will swell the chorus of the Union 
when again touched, as surely they will be, by the better 
angel of our natur:.” 

How can a beginner develop the proper feeling 
for the close of an address? By mechanical rules? 

No. Like culture, it is too delicate for that. It 
must be a matter of sensing, almost of intuition. 
Unless a speaker can feel when it is done har- 



HOW TO CLOSE A TALK 329 

moniously, adroitly, how can he himself hope to 
do it? 

However, this feeling can be cultivated; this ex- 
pertness can be developed somewhat, by studying 
the ways in which accomplished speakers have 
achieved it. Here is an illustration, the close of 
an address by the then Prince of Wales before the 
Empire Club of Toronto: 

“I am afraid, gentlemen, that I have departed from my 
reserve, and talked about myself a good deal too much. 
But I wanted to tell you, as the largest audience that I 
have been privileged to address in Canada, what I feel 
about my position and the responsibility which it entails. 
I can only assure you that I shall always endeavor to live 
up to that great responsibility and to be worthy of your 
trust.” 

A blind man listening to that talk would feel that 
it was ended. It isn’t left dangling in the air like 
a loose rope, It isn’t left ragged and jagged. It is 
rounded off, it is finished. 

The famous Dr. Harry Emerson Fosdick spoke 
in the Geneva Cathedral of St Pierre the Sunday 
after the opening of the sixth assembly of the 
League of Nations. He chose for his text: “All 
they that take the sword shall perish with thfe 
sword.” Note the beautiful and lofty and powerful 
way in which, he brought his sermon to a close : 

"We cannot reconcile Jesus Christ and war — that is the 
essence of the matter. That is the challenge which to-day 
should stir the conscience of Christendom, War is the 
most colossal and ruinous social sin that afflicts mankind; 
it is utterly and irremediably unchristian; in its total 
method and effect it means everything that Jesus did not 



330 


PUBLIC SPEAKING 


mean and it means nothing that he did mean ; it is a more 
blatant denial of ever}? Christian doctrine about God and 
man than all the theoretical atheists on earth ever could 
devise. It would be worth while, would it not, to see the 
Christian Church claim as her own this greatest moral issue 
of our time, to see her lift once more as in our fathers’ 
days, a clear standard against the paganism of this present 
world and, refusing to hold her conscience at the beck and 
call of belligerent states, put the kingdom of God above na- 
tionalism and call the world to peace? That would not 
be the denial of patriotism but its apotheosis. 

“Here to-day, as an American, under this high and hos- 
pitable roof, I cannot speak for my government, but both 
as an American and as a Christian I do speak for millions 
of my fellow citizens in wishing your great work, in which 
we believe, for which we pray, our absence from which we 
painfully regret, the eminent success which it deserves. We 
work in many ways for the same end — a world organized 
for peace. Never was an end better worth working for. 
The alternative is the most appalling catastrophe mankind 
has ever faced. Like gravitation in the physical realm, the 
law of the Lord in the moral realm bends for no man and 
no nation: ‘All they that take the sword shall perish with 
the sword.’ ” 

But this collection of speech endings would not 
be complete without the majestic tones, the organ- 
like melody of the close of Lincoln’s Second In- 
augural. The late Earl Curzon, of Keddleston, 
Chancellor of Oxford University, declared that this 
selection was “among the glories and treasures of 
mankind . . . the purest gold of human eloquence, 
nay, of eloquence almost divine”: 

“Fondly do we hope, fervently do we pray, that this 
mighty scourge of war may speedily pass away. Yet if God 
Wills that it continue until all the wealth piled by the 
bondsman’s two hundred and fifty years of unrequited toil 



HOW TO CLOSE A TALK 


331 


shall be sunk, and until every drop of blood drawn with 
the lash shall be paid by another drawn with the sword, 
as was said three thousand years ago, so still it must be 
said that ‘the judgments of the Lord are true and righteous 
altogether/ 

“With malice toward none; with charity for all; with 
firmness in the right, as God gives us to see the right, let 
us strive on to finish the work we are in; to bind up the 
nation’s wounds; to care for him who shall have borne the 
battle, and for his widow and his orphan — to do all which 
may achieve and cherish a just and lasting peace among 
ourselves, and with all nations.” 

You have just read, my dear reader, what is, in 
my opinion, the most beautiful speech ending ever 
delivered by the lips of mortal man, . . . Do you 
agree with my estimate? Where, in all the range 
of speech literature, will you find more humanity, 
more sheer loveliness, more sympathy? 

“Noble as was the Gettysburg Address, ” says 
William E. Barton in Life of Abraham Lincoln , 
“this rises to a still higher level of nobility. . . . 
It is the greatest of the addresses of Abraham 
Lincoln and registers his intellectual and spiritual 
power at their highest altitude.” 

“This was like a sacred poem,” wrote Carl 
Schurz. “No American President had ever spoken 
words like these to the American people. America 
had never had a president who had found such 
words in the depths of his heart.” 

But you are not going to deliver immortal pro- 
nouncements as President in Washington or as 
Prime Minister in Ottawa or Melbourne. Your 
problem, perhaps, will be how to close a simple 
talk before a group of business men, How r shall 



332 


PUBLIC SPEAKING 


you set about it? Let us search a bit. Let us 
see if we cannot uncover some fertile suggestions. 

SUMMARIZE YOUR POINTS 

Even in a short talk of three to five minutes a 
speaker is very apt to cover so much ground that at 
the close the listeners are a little hazy about all his 
main points. However, few speakers realize that. 
They are misled into assuming that because these 
points are crystal clear in their own minds, they must 
be equally lucid to their hearers. Not at all. The 
speaker has been pondering over his ideas for some 
time. But his points are all new to the audience; 
they are flung at the audience like a handful of 
shot. Some may stick, but the most are liable to roll 
off in confusion. The hearers are liable, like lago, 
to “remember a mass of things but nothing dis- 
tinctly.” 

Some anonymous Irish politician is reported to 
have given this recipe for making a speech : “First, 
tell them that you are going to tell them; then tell 
them; then tell them that you have told them.” 
Not bad, you know. In fact, it is often highly ad- 
visable to “tell them that you have told them.” 
Briefly, of course, speedily — a mere outline, a sum- 
mary. 

Here is a good example. The speaker is a stu- 
dent of Mr. Bills’ class in Public Speaking at the 
Chicago Central Y. M. C. A. He is also a traffic 
manager for one of Chicago’s railways : 

“In short, gentlemen, our own back door yard experience 
with this block device, the experience in its use in the East, 


HOW TO CLOSE A TALK 


333 


in the West, in the North — the sound operating principles 
underlying its operation, the actual demonstration in the 
money saved in one year in wreck prevention, move me most 
earnestly and unequivocally to recommend its immediate 
installation on our Southern branch.” 

You see what he has done? You can see it and 
feel it without haying heard the rest of the talk. 
He has summed up in a few sentences, in sixty-two 
words, practically all the points he has made in the 
entire talk. 

Don’t you feel that a summary like that helps? 
If so, make that technique your own. 

APPEAL FOR ACTION 

The closing just quoted is an excellent illustra- 
tion of the appeal-for-action ending. The speaker 
wanted something done: a block device installed on 
the Southern branch of his road. He based his 
appeal for it on the money it would save, on the 
wrecks it would prevent. The speaker wanted 
action, and he got it. This was not a mere practise 
talk. It was delivered before the board of directors 
of a certain Tailway, and it secured the installation 
of the block device for which it asked. 

Chapter XV will discuss, in detail, the problems 
that confront the speaker when he attempts to 
get action, and how to solve them. 

A TERSE, SINCERE COMPLIMENT 

“The great state of Pennsylvania should lead the way in 
hastening the coming of the new day. Pennsylvania, the 
great producer of iron and steel, mother of the greatest 


334 


PUBLIC SPEAKING 


railroad company in the world, third among oui agricul- 
tural states — Pennsylvania is the keystone of our business 
arch. Never was the prospect before her greater, never 
was her opportunity for leadership more brilliant.” 

With these words, Charles Schwab closed his ad- 
dress before the Pennsylvania Society of New York. 
He left his hearers pleased, happy, optimistic. That 
is an admirable way to finish; but, in order to be 
effective, it must be sincere. No gross flattery. No 
extravagances. This kind of closing, if it does not 
ring true, will ring false, very false. And like a 
false coin, people will have none of it. 

A HUMOROUS CLOSE 

“Always leave them laughing,” said George 
Cohan, “when you say good-by.” If you have the 
ability to do it, and the material, fine! But how? 
That, as Hamlet said, is the question. Each man 
must do it in his own individual way. 

One would hardly expect Lloyd George to leave 
a gathering of Methodists laughing when he was 
talking to them on the ultra-solemn subject of John 
Wesley’s Tomb; but note how cleverly'he managed 
it. Note, also, how smoothly and beautifully the 
talk is rounded off : 

“I am glad you have taken in hand the repair of his 
tomb. It should be honored. He was a man who had a 
special abhorrence of any absence of neatness or cleanliness. 
He it was, I think, who said, 'let no one ever see a ragged 
Methodist/ It is due to him that you never can see one. 
(Laughter.) It is a double unkindness to leave his tomb 
ragged. You remember what he said to a Derbyshire girl 
who ran to the door as he was passing and cried, 'God 



HOW TO CLOSE A TALK 


335 


bless you, Mr. Wesley. 5 'Young woman/ he answered, 
'your blessing would be of more value if your face and 
apron were cleaner.’ (Laughter.) That was his feeling 
about untidiness. Do not leave his grave untidy. If he 
passed along, that would hurt him more than anything-. 
Do look after that. It is a memorable and sacred shrine 
It is your trust.” (Cheers.) 


CLOSING WITH A POETICAL QUOTATION 

Of all methods of ending, none are more accept- 
able, when well done, than humor or poetry. In 
fact, if you can get the proper verse of poetry for 
your closing, it is almost ideal. It will give the 
desired flavor. It will give dignity. It will give 
individuality. It will give beauty. 

Rotarian Sir Harry Lauder closed his address to 
the American Rotarian delegates at the Edinburgh 
convention in this fashion: 

“And when you get back home, some of you send me 
a postcard. I will send you one if you do not send me 
one. You will easily know it is from me because there will 
be no stamp on it. (Laughter.) But I will have some 
writing on it, $nd the writing will be this : 

'Seasons may come and seasons may go, 

Everything withers in due course, you know, 

But there is one thing still blooms as fresh as the dew, 
That is the love and affection I still have for you.’ ” 

That little verse fits Harry Lauder’s personality, 
and no doubt it fitted the whole tenor of his talk. 
Therefore, it was excellent for him. Had some 
formal and restrained Rotarian used it at the end 
of a solemn talk, it might have been so out of key 



336 


PUBLIC SPEAKING 


as to be almost ridiculous. The longer I teach pub- 
lic speaking, the more clearly I see, the more vividly 
I feel, that it is impossible to give general rules 
that will serve on all occasions. So much depends 
upon the subject, the time, the place, and the man. 
Everyone must, as Saint Paul said, “work out his 
own salvation.” 

I was a guest recently at a farewell dinner given 
in honor of the departure of a certain professional 
man from New York City. A dozen speakers stood 
up in turn, eulogizing their departing friend, wish- 
ing him success in his new field of activity. A dozen 
talks, and only one ended in an unforgettable man- 
ner. That was one that closed with a poetical quota* 
tion. The speaker, with emotion in his voice, turned 
directly to the departing guest, crying: “And now, 
good-by. Good luck. I wish you every good wish 
that you can wish yourself! 

‘I touch my heart as the Easterns do: 

May the peace of Allah abide with you. 

Wherever you come, wherever you go, 

May the beautiful palms of Allah grow. 

Through days of labor and nights of rest, 

May the love of Allah make you blest. r 
I touch my heart as the Easterns do: 

May the peace of Allah abide with you/ 

Mr. J. A. Abbott, Vice President of the L. A. D. 
Motors Corporation of Brooklyn, spoke to the em- 
ployes of his organization on the subject of Loyalty 
and Cooperation. He closed his address with this 
ringing verse from Kipling’s Second Jungle Book: 

“Now this is the Law of the Jungle — as old and as true 
as the sky; 



HOW TO CLOSE A TALK 337 

And the Wolf that shall keep it may prosper, but the 
Wolf that shall break it must die. 

As the creeper that girdles the tree-trunk, the Law run- 
neth forward and back — 

For the strength of the Pack is the Wolf, and the strength 
of the Wolf is the Pack.” 

If you will go to the public library in your town 
and tell the librarian that you are preparing a talk 
on a certain subject and that you wish a poetical 
quotation to express this idea or that, she may be 
able to help you find something suitable in some 
reference volume such as Bartlett’s book of quota- 
tions. 

THE POWER OF A BIBLICAL QUOTATION 

If you can quote a passage from Holy Writ to 
back up your speech, you are fortunate. A choice 
Biblical quotation often has a profound effect. The 
well known financier, Frank Vanderlip, used this 
method in ending his address on the Allied Debts 
to the United States : 

“If we insist to the letter upon our claim, our claim 
will in all probability never be met. If we insist upon it 
selfishly, we realize in hatreds but not in cash. If we are 
generous, and wisely generous, those claims can all be paid, 
and the good we do with them will mean more to us mate- 
rially than anything we would conceivably be parting with. 
Tor whosoever will save his life shall lose it; but whosoever 
shall lose his life for My sake and the Gospel’s, the same 
shall save it.’ ” 

THE CLIMAX 

The climax is a popular way of ending. It Is 
often difficult to manage and is not an ending for 



338 


PUBLIC SPEAKING 


all speakers nor for all subjects. But, when well 
done, it is excellent. It works up to a crest, a 
peak, getting stronger sentence by sentence. A good 
illustration of the climax will be found in the close 
of the prize winning speech on Philadelphia in Chap- 
ter III. 

Lincoln used the climax in preparing his notes 
for a lecture on Niagara Falls. Note how each 
comparison is stronger than the preceding, how he 
gets a cumulative effect by comparing its age to 
Columbus, Christ, Moses, Adam, and so on: 

“It calls up the indefinite past. When Columbus first 
sought this continent — when Christ suffered on the cross — 
when Moses led Israel through the Red Sea — nay, even 
when Adam first came from the hands of his Maker; then, 

now, Niagara was roaring here. The eyes of that species 
of extinct giants whose bones fill the mounds of America 
have gazed on Niagara, as ours do now. Contemporary 
with the first race of men, and older than the first man, 
Niagara is as strong and fresh to-day as ten thousand years 
ago. The Mammoth and Mastodon, so long dead that 
fragments of their monstrous bones alone testify that they 
ever lived, have gazed on Niagara — in that long, long time 
never still for a moment, never dried, never frozen, never 
slept, never rested.” 

Wendell Phillips employed this selfsame tech- 
nique in his address on Toussaint l’Ouverture. The 
close of it is quoted below. This selection is often 
cited in books on public speaking. It has vigor, 
vitality. It is interesting even though it is a bit 
too ornate for this practical age. This speech was 
written more than half a century ago. Amusing, 
isn’t it, to note how woefully wrong were Wendell 
Phillips’ prognostications concerning the historical 



HOW TO CLOSE A TALK 


339 


significance of John Brown and Toussaint l’Ouver- 
ture “fifty years hence when truth gets a hearing”? 
It is as hard evidently to guess history as it is to 
foretell next year’s stock market or the price of lard. 

“I would call him Napoleon, but Napoleon made his way 
to empire over broken oaths and through a sea of blood. 
This man never broke his word. ‘No Retaliation’ was his 
great motto and the rule of his life; and the last words 
uttered to his son in France were these: ‘My boy, you will 
one day go back to Santo Domingo; forget that France 
murdered your father.’ I would call him Cromwell, but 
Cromwell was only a soldier, and the state he founded 
went down with him into his grave. I would call him 
Washington, but the great Virginian held slaves. This 
man risked his empire rather than permit the slave-trade 
in the humblest village of his dominions. 

“You think me a fanatic to-night, for you read history, 
not with your eyes, but with your prejudices. But fifty 
years hence, when Truth gets a hearing, the Muse of His- 
tory will put Phocion for the Greek, and Brutus for the 
Roman, Hampden for England, Lafayette for France, choose 
Washington as the bright, consummate flower of our earlier 
civilization, and John Browm the ripe fruit of our noonday, 
then, dipping her pen in the sunlight, will write in the clear 
blue, above them all, the name of the soldier, the statesman, 
the martyr, Toussaint L’Ouverture.” 

WHEN THE TOE TOUCHES 

Hunt, search, experiment until you get a good 
ending and a good beginning. Then get them close 
together. 

The speaker who does not cut his talk to fit in 
with the prevailing mood of this hurried, rapid age 
will be unwelcome and, sometimes, positively dis< 
liked. 



340 


PUBLIC SPEAKING 


No less a saint than Saul of Tarsus sinned in 
this respect. He preached until a chap in the audi- 
ence, “a young man named Eutychus,” went to 
sleep and fell out of a window and all but broke 
his neck. Even then he may not have stopped talk- 
ing. Who knows ? I remember a speaker, a doctor, 
standing up one night at the University Club, 
Brooklyn. It had been a long banquet. Many 
speakers had already talked. It was two o’clock 
in the morning when his turn came. Had he been 
endowed with tact and fine feeling and discretion, 
he w'ould have said half a dozen sentences and let 
us go home. But did he? No, not he. He launched 
into a forty-five minute tirade against vivisection. 
Long before he was half way through his audience 
vcere wishing that he, like Eutychus, would fall out 
of a window and break something, anything, to 
silence him. 

Mr. Lorimer, the editor of the Saturday Evening 
post, told me that he always stopped a series of 
articles in the Post when they were at the height 
of their popularity, and people were clamoring for 
more. Why stop then? Why then of all times? 
“Because,” said Mr. Lorimer — and he ought to 
know — “the point of satiation is reached very soon 
after that peak of popularity.” 

The same wisdom will apply, and ought to be ap- 
plied, to speaking. Stop while the audience is still 
eager to have you go on. 

The greatest speech Christ ever delivered, the 
Sermon on the Mount, can be repeated in five min- 
utes. Lincoln’s Gettysburg address has only ten 
sentences. One can read the whole story of crea- 



HOW TO CLOSE A TALK 


341 


tion in Genesis in less time than it takes to peruse 
a murder story in the morning paper. . . . Be brief! 
Be brief ! 

Doctor Johnson, Archdeacon of Nyasa, has writ- 
ten a book about the primitive peoples of Africa. 
He has lived among them, observed them, for 
forty-nine years. He relates that when a speaker 
talks too long at a village gathering or the Gwang- 
wara, the audience silences him with shouts of 
“Imetosha!” “Imetosha!” — “Enough!” “Enough!” 

Another tribe is said to permit a speaker to 
hold forth only so long as he can stand on one foot. 
When the toe of the lifted member touches the 
ground, finito. He has come to an end. 

And the average white audience, even though 
they are more polite, more restrained, dislike long 
speeches as much as do those African negroes. 

So be warned by their lot, 

Which I know you will not, 

And learn about speaking from them. 


SUMMARY 

x. The close of a speech is really its most strategic 
element. What is said last is likely to be remem- 
bered longest. 

2. Do not end with: “That is about all I have 
to say on the matter; so I guess I shall stop.” Stop, 
but don’t talk about stopping. 

3. Plan your ending carefully in advance as Web- 
ster, Bright, and Gladstone did. Rehearse. Know 
almost word for word how you are going to close. 




342 PUBLIC SPEAKING 

Round off your talk. Don’t leave it rough and 
broken like a jagged rock. 

4. Seven suggested ways of closing: 

a. Summarizing, restating, outlining briefly 
the main points you have covered. 

b. Appealing for action. 

c. Paying the audience a sincere compliment. 

d. Raising a laugh. 

e. Quoting a fitting verse of poetry. 

f. Using a Biblical quotation. 

g. Building up a climax. 

5. Get a good ending and a good beginning; and 
get them close together. Always stop before your 
audience wants you to. “The point of satiation is 
reached very soon after the peak of popularity.” 


SPEECH BUILDING 


■ WORDS OFTEN MISPRONOUNCED 

The o in comely , and the capitalized U ? s in 
sUpple, sUburban and lUscious are sounded as u in 
up. 

The letters capitalized in the following should be 
sounded, not as the oo in ooze, but as the u in futility 
and music . This, the long U sound, consists of a 
close union of the sound of % in it, and the oo in 
ooze. The precise sounding of the long u is rare 
and is an infallible sign of cultured pronunciation* 
In a few words, it is always enunciated correctly. 
For example, we never say moo sic for music , foo for 
few, food for feud, footure for future, boogie for 
bugle , or coopid for cupid; but how many of us 
say noo for new, dooty for duty, and Toosday for 
Tuesday! 


absolute 

delUde 

dUty 

assUme 

delUsion 

furnitUre 

attitUde 

deW 

gratitUde 

avenUe 

dilUte 

illUsion 

carbUretor 

dUbious 

institute 

constitution 

dUe . 

institution 

consUme 

dUet 

lUbricate 

credUlity 

dUke 

LUcy 

cUlinary 

dUly 

lUre 


343 


344 


PUBLIC SPEAKING 


lUte 

nUtrition 

subdUe 

measUre 

obtUse 

sUit 

multitude 

opportunity 

sUpine 

neUtral 

pictUre 

tUbe 

nEW 

prodUce 

tUbercUlosis 

nEWs 

renEW 

TUesday 

nEWspaper 

resolution 

tUmor 

nUcleus 

seclUde 

tUmult 

nUde 

solution 

tUne 

nUisance 

stUdent 

tUtor 

nUmerous 

stUpid 



ERRORS IN ENGLISH 

Review . There are four mistakes in the follow- 
ing paragraph. See if you can discover them. 

Which was the man who did the deed? The evidence 
all pointed to Mr. Watson. I thought it to be he but it was 
supposed by the others to have been them who escaped 
in the night. In the long run, it was us who were wrong 
in both cases. 

New Study Material . Rule : When a pronoun* 
is the direct object of a verb, it is always in the 
objective case. In other words, if the verb in the 
sentence denotes an action that passes over to or 
affects the pronoun, then the pronoun must be in 
the objective case. For example: 

Right: He asked you and me to lunch. 

Wrong: He asked you and / to lunch. 

Right: The manager asked her and me to 
do it. 

Wrong: The manager asked she and I to do it. 


HOW TO CLOSE A TALK 


345 


Right: I cannot say whom we will hire. 

(In the above sentence, whom is the object of 
the transitive verb will hire, and consequently the 
pronoun must be in the objective case.) 

Wrong: I cannot say who we will hire. 

Right: A landslide hit their home, demolishing 
their house and killing both him and his wife in- 
stantly. 

Wrong: “A landslide hit their home, demolishing 
their house and killing both he and his wife in- 
stantly.” (From an advertisement issued by the 
Illinois Commercial Men’s Association.) (There 
should be another change in this sentence, making 
it read, in part, “both his wife and him.” This is, 
perhaps, a rather fine point, but careful speakers 
usually mention the lady first.) 

Right: The school graduated us and our class- 
mates. 

Wrong: The school graduated we and our class- 
mates. 

Here, again, attention should be called to the im- 
proper use of the compounds. We are prone to 
use myself, 'yourself, herself, when we do not in- 
tend to express reflected action or emphasis. You 
recall that this was discussed in Chapter IX. As 
stated before, this generally happens because we are 
not sure whether to use the nominative or objec- 
tive form of the pronoun. 

Right: The wrecking car brought the automobile 
and them back home. 

Wrong: The wrecking car brought the automo- 
bile and themselves back home. 


346 


PUBLIC SPEAKING 


CORRECT USAGE OF WORDS 

“We think by words, and therefore thought and words 
cannot but set and reset on each other. As a man speaks, 
so he thinks, and, ‘as a man thinketh in his heart, so he is.’ ” 
G. P. Marsh, Lectures On The English Language. 

Friendly — Amicable. Friendly is stronger and 
less formal than amicable. A man who is com- 
panionable and sociable may not be cordial and 
genial. The first two words denote manner and be- 
havior and may be applied where no genuine feeling 
exists; the last two qualities imply a sincere and 
warm friendliness. 

Generous — Liberal — Magnanimous. Gener- 
ous means giving freely and at a sacrifice. Liberal 
refers to the amount of the gift. If your washer- 
woman gave twenty dollars to the Y. M. C. A., it 
would be generous. If the United States Steel Cor- 
poration contributed ten millions it would be liberal. 
Magnanimous means lofty, noble, raised above what 
is low and mean. It is magnanimous of you to for- 
give those who have wronged you. , 

Healthful — Healthy. Healthful means pro- 
moting or preserving health ; as, a healthful climate. 
Healthy means enjoying health; as, a healthy man. 
Do not speak of “healthy food” or “healthy exer- 
cise.” 

Honest — Honorable. The honest man does 
not lie, or steal, or defraud; the honorable man 
takes no unfair advantage, and he may even will- 
ingly sacrifice for the cause of right. The honest 
man does not lie in a horse trade. An honorable 


HOW TO CLOSE A TALK 


347 


man deliberately tells you that his nag is balky on 
cold mornings. 

VOICE EXERCISE-DEVELOPING RESONANCE 

The three fundamental principles of good tone 
production are correct breath control, relaxation and 
resonance. We have already dealt with the first 
two principles ; now for the third : resonance. What 
is it that strengthens and beautifies the tone of 
your radio or victrola? The horn or loud speaker. 

Your body acts as a sounding board for your 
voice much in the same way that the body of a 
violin or piano amplifies and beautifies the tones 
produced by the musician. The initial tone is made 
by the vocal chords, but this rises and reverberates 
against the hard bony structures of the chest, the 
teeth, the roof of the mouth, the nasal cavities and 
other parts of the face. This reverberation gives 
to the voice its most important quality. Think of 
the voice as a sky rocket rising from the diaphragm 
up through the darkness of your relaxed throat and 
breaking into a shower of sound against the nostrils 
and other bony parts of the head. 

Our problem is not to speak with resonance. 
You have been speaking with it all your life. You 
could not be heard ten feet without it. Our task is 
to speak with increased resonance. How shall we 
set about it? Let me quote an interesting para- 
graph from a volume by Fucito and Beyer, entitled 
Caruso and the Art of Singing. 

“A great deal has been said about the value of humming 
as a vocal exercise. . . . Humming, if correctly practised. 


348 


PUBLIC SPEAKING 


will develop the resonance of the voice. The humming oi 
most people sounds like a caterwaul because the jaw, the 
lips, the tongue and the vocal membranes are all painfully 
rigid. Of course, the vocal organs should be in the same 
position for humming as for good tone production: there 
should be complete relaxation of the facial muscles, the 
jaw, and the tongue, just as they are kept when in a state 
of repose or while sleeping; the lips are to be lightly united. 
Thus the tone vibrations will neither be deadened by 
obstructing muscles nor forced through the nose by the 
strain; instead they will resonate within the nasal cavities 
and make the notes round and beautiful,” 

Now with relaxed tongue, throat, lips and jaw, 
let us hum the music of My Old Kentucky Home: 

The sun shines bright in my old Kentucky home, 

Tis summer, the darkies are gay; 

The corntop’s ripe, and the meadow’s all in bloom, 
While the birds make music all the day. 

The young folks roll on the little cabin floor, 

All merry, all happy and bright; 

By’n’by hard times comes a-knocking at the door, 

Then my old Kentucky home, good-night! 

CHORUS 

Weep no more, my lady, 

Oh! weep no more to-day! 

We will sing one song for the old Kentucky home, 

For the old Kentucky home, far away. 

The first time you hum this, put the palm of 
your hand on top of your head and feel the vibra- 
tion there. 

This is most important: in practising all these 
exercises for resonance, let your first step be the 
taking of a deep breath at the diaphragm and re- 
laxing the chest and feeling it riding on the breath. 


HOW TO CLOSE A TALK 


349 


Note the open feeling that you have in your face 
and nose and head as you drink the air in. As you 
begin to hum and exhale, do not think of exhaling 
at all. Imagine that you are still inhaling, still 
feeling that open sensation in the head. That 
means open cavities to reenforce and amplify your 
resonance. Cultivate this inhaling sensation in all 
your speaking. 

Now hum this song once more. Place your hand 
this time on the back of your head and feel the 
vibration there. 

A third time, think the tone in your nose. Feel 
as if it were flowing up and into the nose — the same 
sensation as in inhaling. Hold the bony part of 
your nose, just a little below the eyes, with a thumb 
and a forefinger. Feel the vibration there this time 
as you hum. 

For the sake of variety, let us hum now the tune 
of The Old Folks at Hojne: 

Way down upon the Swanee River v 
Far, far away, 

There’s where my heart is turning ever 
There’s where the old folks stay. 

All up and down the whole creation, 

Sadly I roam, 

Still longing for the old plantation, 

And for the old folks at home. 

CHORUS 

All the world is sad and dreary, 

Everywhere I roam, 

Oh ! darkies, how r my heart grows weary, 

Far from the old folks at home- 


350 


PUBLIC SPEAKING 


As you hum it this time, think it forward on 
the lips. Place your forefinger on your lips and 
feel them vibrate. They ought to vibrate until they 
tickle. 

Now hum it again in as low a tone as possible; 
and, placing your open palm on your chest, feel the 
vibration there. 

Hum it once more, keeping the palm of your 
right hand on your chest and moving the palm of 
the left over various parts of the head and face. 
Feel your whole body vibrating, causing resonance. 
I have known singers who, when they hummed, felt 
the vibrations even in their fingers and toes. 

Singing is a splendid voice exercise in itself; so, 
using all the principles of voice production discussed 
in these lessons, let us sing now these two old fa- 
miliar songs that we have been humming. 


CHAPTER XII 


HOW TO MAKE YOUR MEANING CLEAS 


" Nine readers out of ten take a lucid statement for a true 
one !' — Encyclopedia Britannica. 

“Study carefully what you have to say , and put it into 
words by writing or by speaking aloud to an imaginary 
person . Arrange your points in order . Stick to your order . 
Divide your time among your points according to their 
importance . Stop when you are through !' — Dr. Edward 
Everett Hale . 

“If speaking on Solomon to a group of business men , refer 
to him as the J . P. Morgan of his day. If talking to base- 
ball fans about Samson call him the Babe Ruth of his time . 
When Frank Simonds undertook to describe Foctis strategy 
in battering down the Hindenhurg line he used the figure 
of pounding at the two hinges of a gate . In a similar manner 
Hugo used the letter A to illustrate the battlefield of Water - 
looj and Elson the horseshoe in describing the battle of 
Gettysburg . Everyone is acquainted with gates , horseshoes 
and the alphabet, although not everyone has seen battles !' — ■ 
Glenn Clark , Self-Cultivation in Extemporaneous Speaking. 

“One picture is worth ten thousand words !' — Chinese 
Proverb. 

“My father was a man of great intellectual energy. My 
best training came from him . He was intolerant of vague - 
ness, and from the time I began to write until his death in 
1QOJ, when he was eighty-one years old, I carried everything 
I wrote to him . He would make me read it aloud, which 
was always painful to me. Every now and then he zvould 
stop me. ' What do you mean by that?' I would tell him, 
and, of course, in doing so zvould express znyself more simply 
than I had on paper. f Why didn't you say so?' he zvould 
go on. 'Don't shoot at your meaning with birdshot and hit 
the whole countryside; shoot with a rifle at the thing you 
have to say! " — W oodrow Wilson . 


CHAPTER XII 


HOW TO MAKE YOUR MEANING 
CLEAR 

A famous English bishop, during the war, spoke 
to some unlettered negro troops at Camp Upton, 
Long Island. They were on their way to the 
trenches; but a very small percentage of them had 
any adequate idea why they were being sent. I 
know: I questioned them. Yet the Lord Bishop 
talked to these negroes about “International amity,” 
and “Servia’s right to a place in the sun.” Why, the 
half of those negroes did not know whether Servia 
was a town or a disease. He might as well, as far 
as results were concerned, have delivered a sonorous 
eulogy on the Nebular Hypothesis. However, not 
a single trooper left the hall while he was speaking: 
the military police with revolvers were stationed 
at every exit to prevent that consummation. 

I do not wish to belittle the bishop. He is every 
inch a scholar; and before a body of collegiate men 
he w r ould probably have been powerful ; but he failed 
with these negroes, and he failed utterly: he did not 
know his audience, and he evidently knew neither 
the precise purpose of his talk nor how to accom- 
plish it. 

What do we mean by the purpose of an address? 


354 


PUBLIC SPEAKING 


Just this: every talk, regardless of whether the 
speaker realizes it or not, has one of four major 
goals. What are they? 

1. To make something clear. 

2. To impress and convince. 

3. To get action. 

4: To entertain. 

Let us illustrate these by a series of concrete 
examples. 

Lincoln, who was always more or less interested 
in mechanics, once invented and patented a device 
for lifting stranded boats off sand bars and other 
obstructions. He worked in a mechanic’s shop near 
his law office, making a model of his apparatus. 
Although the device finally came to naught, he was 
decidedly enthusiastic over its possibilities. When 
friends came to his office to view the model, he took 
no end of pains to explain it. The main purpose of 
those explanations was clearness. 

When he delivered his immortal oration at Gettys- 
burg, when he gave his first and second inaugural 
addresses, when Henry Clay died ancj Lincoln de- 
livered an eulogy on his life — on all these occa- 
sions, Lincoln’s main purpose was impressiveness 
and conviction. He had to be clear, of course, be- 
fore he could be convincing; but, in these instances, 
clearness was not his major consideration. 

In his talks to juries, he tried to win favorable 
decisions. In his political talks, he tried to win 
votes. His purpose, then, was action. 

Two years before he was elected President, 
Lincoln prepared a lecture on Inventions. His pur- 


MAKING YOUR MEANING CLEAR 355 

pose was entertainment. At least, that should 
have been his goal; but he was evidently not very 
successful in attaining it. His career as a popular 
lecturer was, in fact, a distinct disappointment. In 
one town, not a person came to hear him. 

But he did succeed and he succeeded famously in 
the other speeches of his that I have referred to. 
And why? Because, in those instances, he knew his 
goal, and he knew how to achieve it. He knew 
where he wanted to go and how to get there. And 
because so many speakers don’t know just that, they 
often flounder and come to grief. 

For example: I once saw a United States Con- 
gressman hooted and hissed and forced to leave the 
stage of the old New York Hippodrome, because 
he had — unconsciously, no doubt, but nevertheless, 
unwisely — chosen clearness as his goal. It was dur- 
ing the war. He talked to his audience about how 
the United States was preparing. The crowd did 
not want to be instructed. They wanted to be en- 
tertained. They listened to him patiently, politely, 
for ten minutes, a quarter of an hour, hoping the 
performance would come to a rapid end. But it 
didn’t. He rambled on and on; patience snapped; 
the audience would not stand for more. Someone 
began to cheer ironically. Others took it up. In a 
moment, a thousand people were whistling and 
shouting. The speaker, obtuse and incapable as he 
was of sensing the temper of his audience, had the 
bad taste to continue. That aroused them. A 
battle was on. Their impatience mounted to ire. 
They determined to silence him. Louder and louder 
grew their storm of protest. Finally, the roar of it, 


356 


PUBLIC SPEAKING 


the anger of it drowned his words — he could not 
have been heard twenty feet away. So he was 
forced to give up, acknowledge defeat, and retire in 
humiliation. 

Profit by his example. Know your goal. Choose 
it wisely before you set out to prepare your talk. 
Know how to reach it. Then set about it, doing it 
skillfully and with science. 

All this requires knowledge, special and tech- 
nical instruction. And so important is this phase 
of speech construction that four chapters of this 
course will be devoted to it. The remainder of this 
chapter will show you how to make your talks clear. 
Chapter XIII will indicate how r to make them im- 
pressive and convincing. Chapter XIV will show 
ho^v to make them interesting. Chapter XV will 
demonstrate a scientific method for getting action. 

USE COMPARISONS TO PROMOTE CLEARNESS 

As to clearness : do not underestimate the impor- 
tance of it nor the difficulty. I recently heard a 
certain Irish poet give an evening of read- 
ings from his own poems. Not ten per cent of 
the audience, half the time, knew what he was talk- 
ing about. Many talkers, both in public and private, 
are a lot like that. 

When I discussed the essentials of public speak* 
mg with Sir Oliver Lodge, a man who has been lec- 
turing to university classes and to the public for 
forty years, he emphasized most of all the impor- 
tance, first, of knowledge and preparation; second, 
of “taking good pains to be clear.” 


MAKING YOUR MEANING CLEAR 357 


The great General Yon Moltke, at the outbreak 
of the Franco-Prussian War, said to his officers: 
“Remember, gentlemen, that any order that can be 
misunderstood, will be misunderstood.” 

Napoleon recognized the same danger. His most 
emphatic and oft-reiterated instruction to his sec- 
retaries was: “Be clear! Be clear!” 

When the disciples asked Christ why He taught 
the public by parables, He answered : “Because they 
seeing, see not: and hearing, hear not; neither do 
they understand.” 

And when you talk on a subject strange to your 
hearer or hearers, can you hope that they will un- 
derstand you any more readily than people under- 
stood the Master? 

Hardly. So what can we do about it? What 
did He do when confronted by a similar situation? 
Solved it in the most simple and natural manner 
imaginable : described the things people did not 
know by likening them to things they did know. 
The kingdom of Heaven . . . what would it be 
like? How n could those untutored peasants of 
Palestine know? So Christ described it in terms 
of objects and actions with which they were already 
familiar : 

“The kingdom of Heaven is like unto leaven, which a. 
woman took, and hid in three measures of meal, till the whole 
was leavened.” 

“Again, the kingdom of Heaven is like unto a merchant- 
man seeking goodly pearls. . . 

“Again, the kingdom of Heaven is like unto a net that 
was cast into the sea. ...” 


358 


PUBLIC SPEAKING 


That was lucid; they could understand that. The 
housewives in the audience were using leaven every 
week; the fishermen were casting their nets into the 
sea daily; the merchants were dealing in pearls. 

And how did David make clear the watchfulness 
and loving kindness of Jehovah? 

“The Lord is my shepherd, I shall not want. He 
maketh me to lie down in green pastures, He leadeth 
me beside the still waters. . . .” 

Green grazing grounds in that almost barren 
country . . . still waters where the sheep could 
drink — those pastoral people could understand that. 

Here is a rather striking and half-amusing ex- 
ample of the use of this principle: some mission- 
aries were translating the Bible into the dialect of 
a tribe living near equatorial Africa. They pro- 
gressed to the verse : “Though your sins be as scar- 
let, they shall be white as snow.” How were they 
to translate that? Literally? Meaningless. Ab- 
surd. The natives had never scooped off the side- 
walk on a February morning. They did not even 
have a word for snow. They could not have told 
the difference between snow and coal tar; but 
they had climbed cocoanut trees many times and 
shaken down a few nuts for lunch; so the mission- 
aries likened the unknown to the known, and 
changed the verse to read: “Though your sins be 
as scarlet, they shall be as white as the meat of a 
cocoanut.” 

Under the circumstances, it would be hard to 
improve on that, wouldn’t it? 

At the State Teachers’ College at Warrensburg, 


MAKING YOUR MEANING CLEAR 359 


Missouri, I once heard a lecturer on Alaska who 
failed, in many places, to be either clear or inter- 
esting because, unlike those African missionaries, 
he neglected to talk in terms of what his audience 
knew. He told us, for example, that Alaska had a 
gross area of 590,804 square miles, and a popula- 
tion of 64,356. 

Half a million square miles — what does that 
mean to the average man? Precious little. He is 
not used to thinking in terms of square miles. They 
conjure up no mental picture. He does not have 
any idea whether half a million square miles are 
approximately the size of Maine or Texas. Sup- 
pose the speaker had said that the coast line of 
Alaska and its islands is longer than the distance 
around the globe, and that its area more than equals 
the combined areas of Vermont, New Hampshire, 
Maine, Massachusetts, Rhode Island, Connecticut, 
New York, New Jersey, Pennsylvania, Delaware, 
Maryland, West Virginia, North Carolina, South 
Carolina, Georgia, Florida, Mississippi and Ten- 
nessee. Would not that give everyone a fairly clear 
conception qf the area of Alaska? 

He said the population was 64,356. The chances 
are that not one person in ten remembered the 
census figures for five minutes — or even one minute. 
Why? Because the rapid saying of “sixty- four 
thousand, three hundred and fifty-six” does not 
make a very clear impression. It leaves only a 
loose, insecure impression, like words written on 
the sand of the seashore. The next wave of atten- 
tion quite obliterates them. Would it not have been 
better to have stated the census in terms of some- 


360 


PUBLIC SPEAKING 


thing with which they were very familiar? For 
example: St. Joseph was not very far away from 
that little Missouri town where the audience lived. 
Many of them had been to St. Joseph; and, Alaska 
had, at that time, ten thousand less people than St. 
Joseph. Better still, why not talk about Alaska 
in terms of the very town where you are speaking? 
Wouldn’t the speaker have been far clearer had he 
said : “Alaska is eight times as large as the state 
of Missouri; yet it has only thirteen times as many 
people as live right here in Warrensburg” ? 

In the following illustrations, which are the 
clearer, the a statement or the b ? 

(a) Our nearest star is thirty-five trillion miles away. 

(b) A train going at the rate of a mile a minute would 
reach our nearest star in forty-eight million years ; if a song 
were sung there and the sound could travel here it would 
be three million, eight hundred thousand years before we 
could hear it. A spider’s thread reaching to it would 
weigh five hundred tons. 

(a) St. Peter’s, the biggest church in the world, is 232 
yards long, and 364 feet wide. 

(b) It is about the size of two buildings like the 
capitol at Washington piled on top of one another. 

Sir Oliver Lodge happily uses this method when 
explaining the size and nature of atoms to a popu- 
lar audience. I heard him tell a European audience 
that there were as many atoms in a drop of water 
as there were drops of w r ater in the Mediterranean 
Sea; and many of his hearers had spent over a week 
sailing from Gibraltar to the Suez Canal. To bring 
the matter still closer home, he said there were 


MAKING YOUR MEANING CLEAR 361 


as many atoms in one drop of water as there were 
blades of grass on all the earth. 

Richard Harding Davis told a New York audi- 
ence that the Mosque of St. Sophia was “about as 
big as the auditorium of the Fifth i\venue theater.” 
He said Brindisi “looks like Long Island City when 
you come into it from the rear.” 

Use this principle henceforth in your talks. If 
you. are describing the great pyramid, first tell your 
hearers it is 45 1 feet, then tell them how high that 
is in terms of seme building they see every day. Tell 
how many city blocks the base would cover. Don’t 
speak about so many thousand gallons of this or 
so many hundred thousand barrels of that without 
also telling how many rooms the size of the one you 
are speaking in could be filled with that much liquid. 
Instead of saying tw r enty feet high, why not say one 
and a half times as high as this ceiling? Instead 
of talking about distance in terms of rods or miles, 
is it not clearer to say as far as from here to the 
union station, or to such and such a street? 

AVOID TECHNICAL TERMS 

If you belong to a profession the work of which 
is technical — if you are a lawyer, a physician, an 
engineer, or are in a highly specialized line of busi- 
ness — be doubly careful when you talk to outsiders, 
to express yourself in plain terms and to give neces- 
sary details. 

I say be doubly careful, for, as a part of my pro- 
fessional duties, I have listened to hundreds o r 
speeches that failed right at this point and failed 


362 


PUBLIC SPEAKING 


woefully. The speakers appeared totally uncon- 
scious of the general public’s widespread and pro- 
found ignorance regarding their particular special- 
ties. So what happened? They rambled on and 
on, uttering thoughts, using phrases that fitted intg 
their experience and were instantly and continuously 
meaningful to them; but to the uninitiated, they 
were about as clear as the Missouri River after the 
June rains have fallen on the newly-plowed corn 
fields of Iow r a and Kansas. 

What should such a speaker do? He ought to 
read and heed the following advice from the facile 
pen of Ex-Senator Beveridge of Indiana: 

“It is a good practice to pick out the least intelligent 
looking person in the audience and strive to make that 
person interested in your argument. This can be done only 
by lucid statement of fact and clear reasoning. An even 
better method is to center your talk on some small boy or 
girl present with parents. 

“Say to yourself — say out loud to your audience, if you 
like — that you will try to be so plain that the child will 
understand and remember your explanation of the question 
discussed, and after the meeting be able to tell what you 
have said,” 

I remember hearing a physician, a student of this 
course, remark in the course of his talk that “dia- 
phragmatic breathing is a distinct aid to the peristal- 
tic action of the intestines and a boon to health.” 
He was about to dismiss that phase of his talk with 
that one sentence and to rush on to something else. I 
stopped him; and asked for a show of hands of 
those who had a clear conception of how diaphrag- 
matic breathing differs from other kinds of breath- 


MAKING YOUR MEANING CLEAR 363 

mg, why it is especially beneficial to physical well- 
being and what peristaltic action is. The result of 
the vote surprised the doctor; so he went back, ex- 
plained, enlarged in this fashion: 

“The diaphragm is a thin muscle forming the floor of 
the chest at the base of the lungs and the roof of the 
abdominal cavity. When inactive and during chest breath- 
ing, it is arched like an inverted washbowl. 

“In abdominal breathing every breath forces this muscular 
arch down until it becomes nearly flat and you can feel 
3 T our stomach muscles pressing against your belt. This 
downward pressure of the diaphragm massages and stimu- 
lates the organs of the upper part of the abdominal cavity — 
the stomach, the liver, the pancreas, the spleen, the solar 
plexus, 

“When you breathe out again, your stomach and your 
intestines will be forced up against the diaphragm and 
will be given another massage. This massaging helps the 
process of elimination. 

“A vast amount of ill health originates in the intestines. 
Most indigestion, constipation, and auto-intoxication would 
disappear if our stomachs and intestines were properly exer- 
cised through deep diaphragmatic breathing.” 


THE SECRET OF LINCOLN’S CLEARNESS 

Lincoln had a deep and abiding affection for 
putting a proposition so that it would be instantly 
clear to everyone. In his first message to Congress, 
he used the phrase “sugar-coated.' ” Mr. Defrees, 
the public printer, being Lincoln’s personal friend, 
suggested to him that although the phrase might 
be all right for a stump speech in Illinois, it was not 
dignified enough for a historical state paper. “Well, 
Defrees,” Lincoln replied, “if you think the time 


364 


PUBLIC SPEAKING 


will ever come when the people will not understand 
what ‘sugar-coated 1 means, I’ll alter it ; otherwise, I 
think I’ll let it go.” 

He once explained to Dr. Gulliver, the President 
of Knox College, how he developed his “passion 5 ’ 
for plain language, as he phrased it: 

“Among my earliest recollections I remember how, when 
a mere child, I used to get irritated when anybody talked 
to me in a way I could not understand. I don’t think I 
ever got angry at anything else in my life. But that always 
disturbed my temper, and has ever since. I can remember 
going to my little bedroom, after hearing the neighbors 
talk of an evening with my father, and spending no small 
part of the night walking up and down and trying to make 
out the exact meaning of some of their, to me, dark sayings. 
I could not sleep, though I often tried to, when I got on 
such a hunt after an idea, until I had caught it, and when 
I thought I had got it I was not satisfied until I had re- 
peated it over and over, until I had put it in language 
plain enough as I thought for any boy I knew to compre- 
hend. This was a kind of passion with me, and it has 
since stuck by me.” 

A passion? Yes, it must have amounted to that, 
for Mentor Graham, the schoolmaster of New 
Salem, testified : “I have known Lincoln to study 
for hours the best way of three to express an idea.” 

An all too common reason why men fail to be 
intelligible is this : the thing they wish to express is 
not clear even to themselves. Hazy impressions ! 
Indistinct, vague ideas! The result? Their minds 
work no better in a mental fog than a camera does 
in a physical fog. They need to be as disturbed over 
obscurity and ambiguity as Lincoln was. They need 
to use his methods. 


MAKING YOUR MEANING CLEAR 365 


APPEAL TO THE SENSE OF SIGHT 

The nerves that lead from the eye to the brain 
are, as we observed in Chapter IV, many times 
larger than those leading from the ear; and science 
tells us that we give twenty-five times as much at- 
tention to eye suggestions as we do to ear sugges- 
tions. 

“One seeing,” says an old Japanese proverb, “is 
better than a hundred times telling about.” 

So, if you wish to be clear, picture your points, 
visualize your ideas. That was the plan of the late 
John H. Patterson, president of the well known Na- 
tional Cash Register Company, He wrote an article 
for System Magazine, outlining the methods he used 
in speaking to his workmen and his sales forces : 

“I hold that one cannot rely on speech alone to make 
himself understood or to gain and hold attention. A dra- 
matic supplement is needed. It is better to supplement 
whenever possible with pictures which show the right and 
the wrong way; diagrams are more convincing than mere 
words, and pictures are more convincing than diagrams. 
The ideal presentation of a subject is one in which every 
subdivision is "pictured and in which the words are used 
only to connect them. I early found that in dealing with 
men, a picture was worth more than anything I could 
say. 

“Little grotesque drawings are wonderfully effective. . . . 
I have a whole system of cartooning or ‘chart talks/ A 
circle with a dollar mark means a piece of money, a bag 
marked with a dollar is a lot of money. Many good 
effects can be had with moon faces. Draw a circle, put in 
a few dashes for the eyes, nose, mouth, and ears. Twisting 
these lines gives the expressions. The out-of-date man has 
the corner of his mouth down; the chipper, up-to-date 


366 


PUBLIC SPEAKING 


fellow has the curves up. The drawings are homely, but 
the most effective cartoonists are not the men who make 
the prettiest pictures; the thing is to express the idea and 
the contrast. 

“The big bag and the little bag of money, side by side, 
are the natural heads for the right way as opposed to the 
wrong way; the one brings much money, the other little 
mone} T . If you sketch these rapidly as you talk, there is 
no danger of people’s letting their minds wander; they arc 
bound to look at what you are doing and thus to go with 
you through the successive stages to the point you want to 
make. And again, the funny figures put people in good 
humor. 

“I used to employ an artist to hang around in the shops 
with me and quietly make sketches of things that w T ere not 
being done right. Then the sketches were made into 
drawings and I called the men together and showed them 
exactly what they were doing. When I heard of the stereop- 
ticon I immediately bought one and projected the drawings 
on the screen, which, of course, made them even more effec- 
tive than on paper. Then came the moving picture. I 
think that I had one of the first machines ever made and 
now we have a big department with many motion picture 
films and more than 60,000 colored stereopticon slides.” 

Not every subject or occasion, of course, lends 
itself to exhibits and drawings ; but let us use them 
when we can. They attract attention, 'stimulate in- 
terest and often make our meaning doubly clear. 

ROCKEFELLER RAKING OFF THE COINS 

Mr. Rockefeller also used the columns of System 
Magazine to tell how he appealed to the sense of 
sight to make clear the financial situation of the 
Colorado Fuel and Iron Company: 


MAKING YOUR MEANING CLEAR 367 

“I found that they (the employees of the Colorado Fuel 
and Iron Co.) imagined the Rockefellers had been drawing 
immense profits from their interests in Colorado ; no end of 
people had told them so. I explained the exact situation 
to them. I showed them that during the fourteen years in 
which we had been connected with the Colorado Fuel and 
Iron Co., it had never paid one cent in dividends upon the 
common stock. 

“At one of our meetings, I gave a practical illustration 
of the finances of the company. I put a number of coins 
on the table, I swept oft a portion which represented their 
wages — for the first claim upon the company is the pay 
roll. Then I took away more coins to represent the salaries 
of the officers, and then the remaining coins to represent 
the fees of the directors. There were no coins left for 
the stockholders. And when I asked: 'Men, is it fair, 
in this corporation where we are all partners, that three 
of the partners should get all the earnings, be they large 
or small — all of them — and the fourth nothing?’ 

“After the illustration, one of the men made a speech 
for higher wages. I asked him, ‘Is it fair for you to want 
more wages when one of the partners gets nothing?’ He 
admitted that it did not look like a square deal ; I heard 
no more about increasing the wages.” 

Make your eye appeals definite and specific. Paint 
mental pictures that stand out as sharp and clear 
as a stag’s horn silhouetted against the setting sun. 
For example, the word “dog” calls up a more or 
less definite picture of such an animal — perhaps a 
cocker spaniel, a Scotch terrier, a St. Bernard, or 
a Pomeranian. Notice how much more distinct an 
image springs into your mind when I say “bulldog” 
— the term is less inclusive. Doesn’t “a brindle 
bulldog” call up a still more explicit picture? Is 
it not more vivid to say “a black Shetland pony” 
than to talk of “a horse”? Doesn’t “a white ban- 


368 


PUBLIC SPEAKING 


tam rooster with a broken leg” give a much more 
definite and sharp picture than merely the word 
“fowl”? 

RESTATE YOUR IMPORTANT IDEAS IN 
DIFFERENT WORDS 

Napoleon declared repetition to be the only seri- 
ous principle of rhetoric. He knew that because 
an idea was clear to him was not always proof that 
it was instantly grasped by others. He knew that 
it takes time to comprehend new ideas, that the 
mind must be kept focussed on them. In short, he 
knew they must be repeated. Not in exactly the 
same language. People will rebel at that, and 
rightly so.. But if the repetition is couched in fresh 
phraseology, if it is varied, your hearers will never 
regard it as repetition at all. 

Let us take a specific example. The late Mr. 
Bryan said: 

“You cannot make people understand a subject, unless 
you understand that subject yourself. The more clearly 
you have a subject in mind, the more clearly can you present 
that subject to the minds of othen.” r 

The last sentence here is merely a restatement 
of the Idea contained in the first; but when these 
sentences are spoken, the mind does not have time 
to see that it is repetition. It only feels that the 
subject has been made more clear. 

I seldom teach a single session of this course with- 
out hearing one or perhaps half a dozen talks that 
would have been more clear, more impressive, had 
the speaker but employed this principle of restate- 


MAKING YOUR MEANING CLEAR 369 


ment. It is almost entirely ignored by the be- 
ginner. And what a pity! 

USE GENERAL ILLUSTRATIONS AND SPECIFIC 
INSTANCES 

One of the surest and easiest ways to make your 
points clear is to follow them with general illustra- 
tions and concrete cases. What is the difference 
between the two? One, as the term implies, is gen- 
eral; the other, specific. 

Let us illustrate the difference between them and 
the uses of each with a concrete example. Suppose 
we take the statement: “There are professional 
men and women who earn astonishingly large in- 
comes. 

Is that statement very clear? Have you a clear- 
cut idea of what the speaker really means? No, 
and the speaker himself cannot be sure of what 
such an assertion will call up in the minds of others. 
It may cause the country doctor in the Ozark Moun- 
tains to think of a family doctor in a small city 
with an income of five thousand. It may cause a 
successful mining engineer to think in terms of the 
men in his profession who make a hundred thousand 
a year. The statement, as it stands, is entirely too 
vague and loose. It needs to be tightened. A few 
illuminating details ought to be given to indicate 
what professions the speaker refers to and what he 
means by “astonishingly large.” 

“There are lawyers, prize fighters, song writers, novel- 
ists, playwrights, painters, actors and singers who make 
more than the President of the United States.” 


370 


PUBLIC SPEAKING 


Now, hasn’t one a much clearer idea of what the 
speaker meant ? However, he has not individu- 
alized. He has used general illustrations, not spe- 
cific instances. He has said “singers,” not Rosa Pon- 
selle, Kirsten Flagstad, or Lily Pons. 

So the statement is still more or less vague. We 
cannot call up concrete cases to illustrate it. Should 
not the speaker do it for us? Would he not be 
clearer if he employed specific examples — as is done 
in the following paragraph? 

“The great trial lawyers Samuel Untermeyer and Max 
Steuer earn as much as one million dollars a year. Jack 
Dempsey’s annual income has been known to be as high as a 
half million dollars. Joe Louis, the young, uneducated negro 
pugilist, while still in his twenties, has earned more than a 
half million dollars. Irving Berlin’s rag-time music is re- 
ported to have brought him a half million dollars yearly. 
Sidney Kingsley has made ten thousand dollars a week roy- 
alty on his plays. H. G. Wells has admitted, in his auto- 
biography, that his pen has brought him three million dol- 
lars. Diego Rivera has earned, from his paintings, more 
than a half a million dollars in a year. Katherine Cornell 
has repeatedly refused five thousand dollars a Tveek to go 
into pictures. Lawrence Tibbet and Grace Moore are re- 
ported to have an annual income of a quarter million dol- 
lars.” 

Notv, has not one an extremely plain and vivid 
idea of exactly and precisely what the speaker 
wanted to convey? 

Be concrete. Be definite. Be specific. This 
quality of definiteness not only makes for clearness 
but for impressiveness and conviction and interest 
also. 


MAKING YOUR MEANING CLEAR 371 


DO NOT EMULATE THE MOUNTAIN GOAT 

Professor William James, in one of his talks to 
teachers, pauses to remark that one can make only 
one point in a lecture, and the lecture he referred 
to lasted an hour. Yet I recently heard a speaker, 
who was limited by a stop watch to three minutes, 
begin by saying that he wanted to call our atten- 
tion to eleven points. Sixteen and a half seconds 
to each phase of his subject! Seems incredible, 
doesn’t it, that an intelligent man should attempt 
anything so manifestly absurd. True, I am quoting 
an extreme case; but the tendency to err in that 
fashion, if not to that degree, handicaps almost 
every novice. He is like a Cook’s guide who shows 
Paris to the tourist in one day. It can be done, 
just as one can walk through the American Museum 
of Natural History in thirty minutes. But neither 
clearness nor enjoyment results. Many a talk fails 
to be clear because the speaker seems intent upon 
establishing a world’s record for ground covered 
in the allotted time. He leaps from one point to 
another with the swiftness and agility of a moun- 
tain goat. 

The talks in this course must, owing to the pres- 
sure of time, be short; so cut your cloth accord- 
ingly. If, for example, you are to speak on Labor 
Unions, do not attempt to tell us in three or six 
minutes why they came into existence, the methods 
they employ, the good they have accomplished, the 
evil they have wrought, and how to solve indus- 
trial disputes. No, no; if you strive to do that, 
no one will have a very clear conception of what 


372 


PUBLIC SPEAKING 


you have said. It will be all confused, a blur, too 
sketchy, too much of a mere outline. 

Wouldn’t it be the part of wisdom to take one 
phase and one phase only of labor unions, and cover 
that adequately and illustrate it? It would. That 
kind of speech leaves a single impression. It is lucid, 
easy to listen to, easy to remember. 

However, if you must cover several phases of 
your topic, it is often advisable to summarize briefly 
at the end. Let us see how that suggestion oper- 
ates. Here is a summary of this lesson. Does the 
reading of it help to make the message we have 
been presenting more lucid, more comprehensible? 


SUMMARY 

1. To be clear is highly important and often very 
difficult. Christ declared that He had to teach by 
parables, “Because they (His hearers) seeing, see 
not; and hearing, hear not; neither do they under- 
stand.” 

2. Christ made the unknown clear by talking of 
it in terms of the known. He likened the King- 
dom of Heaven to leaven, to nets cast into the 
sea, to merchants buying pearls. “Go thou, and do 
likewise.” If you wish to give a clear conception 
of the size of Alaska, do not quote its area in square 
miles; name the states that could be put into it; 
enumerate its population in terms of the town where 
you are speaking. 

3. Avoid technical terms when addressing a lay 
audience. Follow Lincoln’s plan of putting your 



MAKING YOUR MEANING CLEAR 373 

ideas into language plain enough for any boy to 
comprehend. 

4* Be sure that the thing you wish to speak about 
is first as clear as noonday sunshine in your own 
mind. 

5. Appeal to the sense of sight. Use exhibits, 
pictures, illustrations when possible. Be definite. 
Don’t say “dog” if you mean “a fox terrier with a 
black splotch over his right eye.” 

6. Restate your big ideas; but don’t repeat, don’t 
use the same phrases twice. Vary the sentences, but 
reiterate the idea without letting your hearers de- 
tect it. 

7. Make your abstract statement clear by follow- 
ing it with general illustrations — and what is often 
better still — by specific instances and concrete cases. 

8. Do not strive to cover too many points. In 
a short speech, one cannot hope to treat adequately 
more than one or rwo phases of a big topic. 

9. Close with a brief summary of your points. 


SPEECH BUILDING 

WORDS OFTEN MISPRONOUNCED 

“A well educated gentleman may not know many 
languages — may not be able to speak any but his own. 
But whatever languages he knows, he knows precisely; 
whatever word he pronounces, he pronounces rightly.” 
* — Ruskin. 

These words have four— not three — syllables, 
fiead them aloud correctly. 


ac-cu-ra-cy 

in-er-ti-a 

a-e-ri-ai 

mem-o-ra-ble 

a-mi-a-ble 

mis-er-a-ble 

a-wak-en-ing 

Na-po-le-on 

cer-e-mon-y 

pneu-mo-ni-a 

de-lir-i-ous 

pre-pos-ter-ous 

de-lir-i-um 

ri-dic-u-lous 

de-liv-er-y 

tem-per-a-ment 

dis-cov-er-y 

tem-pes-tu-ous 

ex-pe-di-ent 

u-su-al-Iy 

gen-er-al-ly 

val-u-a-ble 

ge-og-ra-phy 

hy-gi-en-ic 

ven-er-a-ble 


These words have five — not four — syllables,, 

ac-com-pa-ni-ment 

con-si-der-a-ble 

lab-o-ra-to-ry 

374 


MAKING YOUR MEANING CLEAR 375 


ERRORS IN ENGLISH 

Review . As this chapter completes three-fourths 
of the course, you will find that the following 
sentences review many of the points which have 
already been taken up in the study of your language. 
Some of them are incorrect and some are not. Look 
them over and give your reason for the decision 
which you make in each case. 

Us men will have to settle the matter. 

If you were him, I know what you would do. 

It is us who are to blame. 

I interviewed three men, none of which were sat- 
isfactory. 

The horse who won the Derby sold for two hun- 
dred thousand dollars. 

Nobody knows who he will take. 

I seen him. Wasn’t you there? 

It looks as if there was going to be trouble sure. 

Don’t lay down now. 

He bored three oil wells and sunk a lot of money, 
but neither of them paid. 

He is not so prosperous as he once was. 

Either of the cars are all* right, but he don’t in- 
tend to buy nothing. 

He has always drunk heavily. 

He had ought to have known better. 

Everybody ought to take their own bait and 
tackle. 

New Study Material . Rule: So many people 
use who when they should say whom in short ques- 
tions ending or beginning with a preposition. Look 
at the sentences given below and you will find that 


376 


PUBLIC SPEAKING 


if you turn them around so that the preposition 
stands first, you will probably not make the mistake. 
Some authorities claim that you should never close 
a sentence with a preposition. This is the better 
rule. 

Right : Whom did you ask for? or For whom did 
you ask? 

Wrong: Who did you ask for? 

Right: Whom are you going to the dinner with? 
or With whom are you going to the dinner? 

Wrong: Who are you going to the dinner with? 

Rule : Whenever you have any form of the 
verb to be, the nominative case is used after it in- 
stead of the objective case. 

Right: Who did you say the girl was? 

Wrong: Whom did you say the girl was? 

Right: Do you know who it is that is doing this? 

Wrong: Do you know whom it is that is doing 
this? 

Rule: We are in the habit of putting certain 
expressions, like “I am certain,” etc., into sentences. 
This makes it more difficult to decide whether who 
or whom should be used. 

Right: I am giving you an assistant who, I am 
sure, will render satisfactory service. ( Who is the 
right word because it is the subject of will render .) 

Wrong: I am giving you an assistant whom, I 
am sure, will render satisfactory service. 

Right : He is a man whom, I am certain, you can 
place in any position. (Here, whom is the object 
of can place, therefore it is the correct form.) 

Wrong: He is a man who, I am sure, you can 
place in any position. 


MAKING YOUR MEANING CLEAR 377 


Right: The president who, as you know, was to 
blame, has been impeached. (The key to this is 
to drop as you know . Who is the subject of was 
in the clause, who was to blame.) 

Wrong: The president whom f as you know, was 
to blame, has been impeached. 

Rule: Whoever and whomever are used just 
the same as who and whom . 

Right : I will fight with whoever gives me the best 
offer. 

Wrong: I will fight with whomever gives me the 
best offer. 

Right: Whoever wins will take the gate money. 

Wrong: Whomever wins will take the gate 
money. 

Right: You may fight whomever you desire. 

Wrong: You may fight whoever you desire. 

Right : When a money order is endorsed to some- 
one other than the payee, the post office must pay 
the amount to whoever brings it to the window if 
he can identify himself. ( Whoever is correct here 
because it is the subject of brings. The preposition 
to has an object but it is the wffiole clause, whoever 
brings it to tJie window , etc., that is so considered.) 

CORRECT USAGE OF WORDS 

Indifference — Apathy. Indifference expresses 
absence of feeling toward certain things. Apathy 
is an entire lack of feeling. You may be indiffer- 
ent about an election in your city. You are apa- 
thetic about the elections in Johnson County, Mis« 
souri. 


578 


PUBLIC SPEAKING 


Likely — Apt — Liable. (Wrong) “His ob- 

stinacy is likely to get him into trouble.” 

Better say: “His obstinacy is liable (or apt) to 
get him into trouble.” Apt suggests a natural tend- 
ency; as, people are apt to blame their misfortunes 
on Fate. Likely refers to a probable and not un- 
pleasant contingency; as, Our horse is likely to win 
the Bellair Handicap Race. Liable suggests some^ 
thing unpleasant; as, We are liable to have trouble. 

Permit — Allow. You permit people to cross a 
field if you approve, sanction, or authorize the 
crossing, but if you do not attempt to prevent it, 
you allow it. 

Recollect — Remember. Remember does not 
necessarily suggest an effort; recollect does. 

VOICE EXERCISE-DEVELOPING RESONANCE 

The following discussion of resonance and exer- 
cises for its development were written especially for 
this course by Professor R. J. Hughes : 

Do you remember, when you were a boy, how, when 
you stuck your head into the half-empty *rain barrel, and 
uttered a sound, the wonderful effect produced fairly made 
your ears ring? That effect was due to resonance or 
sympathetic vibration. The sound you produced was mag- 
nified many times by being communicated to the air par- 
tially inclosed in the upper part of the barrel. All musical 
instruments, the drum with its barrel, the horn with its 
tube and bell, the piano with its sounding-board, the violin 
with its body of seasoned wood, all these are constructed 
on the principle that a comparatively weak initial sound 
can be reinforced and multiplied in power by communica- 
ing itself to a suitable elastic medium whether it be air. 


MAKING YOUR MEANING CLEAR 379 

nivood, or metal. The human voice is such a musical in- 
strument. The feeble buzzing of the vocal cords is the 
initial sound which sets in vibration the chest and the 
partially open air cavities of the pharynx, mouth, and nose 
where it is wonderfully re-enforced and gains greatly in 
power and grandeur. If we heard only the initial buzz 
of the vocal cords, a voice would be heard only a few 
feet away and would have none of the characteristics 
we associate with human speech. The resonance of the 
chest is largely automatic while that of the cavities of the 
head is under the control of the will and by skillful use 
can be made to produce both beautiful and powerful effects, 
A speaker of my acquaintance who used to have a singularly 
toneless and empty voice has by careful study and faithful 
practice gained full use of his head resonance and now for 
some years has been noted for the ringing quality of his 
voice and for his ability to fill large auditoriums with ease. 
Instruction in the proper use of your resonators, especially 
the mouth and the nose, must be an important part of 
your education as a public speaker. 

Taking the vibrating air as it leaves the larynx or voice- 
box, we follow it up through the open throat until it reaches 
the veil of the soft palate which you can see hanging at 
the back of the mouth. Under its arch a part of the breath 
stream enters the mouth and another part rises through 
the passageway back of this veil or curtain into the nose. 

Of these two cavities the nose is the larger and has as 
irregular and varied a surface as the interior of a rocky 
cavern. Have you ever talked loudly or hallooed in a 
cave? Reverberations such as you never heard before 
greeted your astonished ears. In a similar way brilliant 
and rich qualities are added to your voice in the queer-shaped 
cavernous spaces of your nose and head. This is called 
“head resonance.” At the same time the other stream, 
which entered the mouth under the arch of the palate, 
is undergoing an entirely different change. Besides being re- 
enforced in volume just as was the stream that entered the 
nasal cavity by the rear door, this second breath stream is 
modified by the shape given to the interior of the mouth 


PUBLIC SPEAKING 


380 

by the plastic tongue and mobile lips. These mouth modifi- 
cations of the feeble initial tone are called vowels. Thus 
we learn that vowels are merely mouth resonances, not 
made at all by the vocal cords. At the larynx all vowels 
are the same. The mold temporarily given to the inside 
of the mouth, largelv bv the tongue, determines what vowel 
shall come out. Thus the mouth is the vowel chamber, 
where also the interferences called consonants are made. 
We will now show’ you how to use the three resonating 
cavities most effectively. 

The chest cavity resounds automatically when you sup- 
port your tone firmly on your controlled breath, as you 
learned in Chapter V. You can feel it when you place 
your hand upon your upper chest. It is stronger on the 
deeper tones of low pitch; but can be felt throughout the 
speaking range of the adult male voice. Support your voice 
with your deep breath on every word uttered and you 
will get full aid from your chest resonance. 

As for your nasal resonance, this valuable aid can only 
be obtained by special training. At the very outset we 
must know the difference between nasal resonance and 
nasal “twang.” The “twang” is produced when the tone 
does not go through the nose freely. Close both your 
nostrils with thumb and forefinger. Now try to say, “The 
moon is beaming.” Notice the disagreeable nasality. Re- 
move the obstruction and you can imitate the effect by 
voluntarily preventing the tone from going through the 
nose. Now say the sentence by allowing the tone to flow 
freely through the nose. The disagreeable quality has dis- 
appeared. You must talk with the word pronounced “for- 
ward” in the mouth but the tone must pass freely through 
the nose at the same time. Here are some exercises which 
will help to give you good head-resonance and carrying 
power. 

Exercise i. Inhale deeply. Gradually expel the breath 
with a soft hissing sound forming the consonants. Repeat, 
and while hissing, suddenly close the lips without stopping 
the steady flow of breath which will now pass through the 
nose, making the humming consonant m. 


MAKING YOUR MEANING CLEAR 331 

Exercise 2 . Inhale deeply. Hum m. Then without 
stopping the hum change it to n by opening the lips and 
lifting the tip of the tongue to the hard palate. Alternate 
m and n repeatedly, keeping up a continuous stream of 
resonance, sounding like “minim,” repeated continuously. 
Notice where the sensation of vibrating air is felt. 

Exercise J. Vary Exercise 2 by introducing the vowel 
sound ee between the hums and m and n; thus, menemene, 
etc. Notice the clear resonance of the vowel in the front 
of the mouth-chamber while the hum still continues in 
the nose without interruption. This humming sound during 
the utterance of the vowel is important. Feel it as well as 
hear it. 

Exercise 4 . Repeat Exercise 3, then without stopping 
the stream of resonance, change ee into ah, forming mene ah, 
which will give a clear ringing ah sound heard in the front 
of the mouth just back of the upper front teeth while the 
hum must be heard simultaneously in the head cavities. 

Exercise 5 . Repeat slowly “mean, mine ’ several times 
without stopping the stream of resonance in the nasal cavities 0 




CHAPTER XIII 


HOW TO BE IMPRESSIVE AND CONVINCING 



“ The secret of success in life consists in knowing how 
to change men s minds. It is this power that makes the 
successful lawyer , grocer , politician or preacher — Dr. 
Frank Crane . 

“ Never zvas the power of moving men by speech more 
potent than now , never was it more useful , more admired 
as an accomplishment F — Earl Curzon of Kedleston , while 
Chancellor of the University of Oxford. 

“ The recipe for perpetual ignorance is be satisfied with 
your opinions and content with your knowledge T — Elbert 
Hubbard . 

“The public speaker must set forth with power and 
attractiveness the very same topic which others discuss in 
such tame and bloodless phraseology T — Cicero. 

“ Nothing else will call out what is in a man so quickly 
and so effectively as the constant effort to do his best in 
speaking before an audience. When one undertakes to think 
on his feet extemporaneously before the public , the power 
and the skill of the entire man are put to a severe test. 

“The practice of public speaking , the effort to marshal 
all ones forces in a logical and forceful manner , to bring 
to a focus all the power one possesses, is a great awakener 
of all the faculties. The sense of power that comes from 
holding the attention, stirring the emotions,* or convincing 
the reason of an audience, gives self-confidence, assurance, 
self-reliance, arouses ambition and tends to make one more 
effective in every way. 

“One's judgment, education , manhood, character, all the 
things that go to make a man what he is, are being unrolled 
like a panorama in his effort to express himself. Every 
mental faculty is quickened, every power of thought and 
expression stirred and spurred T — Dr. Orison Swett Marden « 



CHAPTER XIII 

HOW TO BE IMPRESSIVE AND 
CONVINCING 

Here is a psychological discovery of tremendous 
import: “Every idea, concept or conclusion which 
enters the mind,” says Walter Dill Scott, Presi- 
dent of Northwestern University, “is held as true 
unless hindered by some contradictory idea. . . . 
If we can give a man any sort of an idea it is not 
necessary to convince him of the truth of the idea 
if we can keep conflicting ideas from arising in his 
mind. If I can get you to read the sentence, ‘United 
States tires are good tires,’ you will believe that 
they are good tires and that too without any fur- 
ther proof if any contradictory ideas do not surge 
up into your mind.” 

Dr. Scott is here speaking about suggestion — one 
of the most powerful influences the public speaker — 
or private one, too, for that matter — can employ. 

Three centuries before the Wise Men of the East 
followed the star of Bethlehem on the first Christ- 
mas, Aristotle taught that man was a reasoning ani- 
mal — that he acted according to the dictates of 
logic. He flattered us. Acts of pure reasoning are 
as rare as romantic thoughts before breakfast. 
Most of our actions are the result of suggestion. 

Suggestion is getting the mind to accept an idea 
38s 


386 


PUBLIC SPEAKING" 


without offering any proof or demonstration. If I 
say to you, “Royal Baking Powder is absolutely 
pure,” and do not attempt to prove it, I am using 
suggestion. If I present an analysis of the product 
and the testimony of well-known chefs regarding 
it, I am trying to prove my assertion. 

Those v r ho are most successful in handling others 
rely more upon suggestion than upon argument. 
Salesmanship and modern advertising are based 
chiefly on suggestion. 

It is easy to believe; doubting is more difficult. 
Experience and knowledge and thinking are neces- 
sary before we can doubt and question intelligently. 
Tell a child that Santa Claus comes down the chim- 
ney or a savage that thunder is the anger of the 
gods and the child and the savage will accept your 
statements until they acquire sufficient knowledge 
to cause them to demur. Millions in India passion- 
ately believe that the waters of the Ganges are 
holy, that snakes are deities in disguise, that it is 
as wrong to kill a cow as it is to kill a person — 
and, as for eating roast beef . . . that is no more 
to be thought of than cannibalism. They accept 
these absurdities, not because they have been proved, 
but because the suggestion has been deeply imbedded 
in their minds, and they have not the intelligence, 
the knowledge, the experience, necessary to question 
them. 

We smile . . . the poor benighted creatures! 
Yet you and I, if we examine the facts closely, will 
discover that the majority of our opinions, our most 
cherished beliefs, our creeds, the principles of com 
duct on which many of us base our very lives, are 


TO BE IMPRESSIVE AND CONVINCING 387 

the result of suggestion, rather than reasoning. To 
take a concrete illustration from business. We 
have come to regard Arrow collars, Royal baking 
powder, Heinz pickles, Gold Medal flour, Ivory 
soap as among the leading, if not the best, products 
of their kind. Why? Have we adequate reason 
for these judgments? Reason? Most of us have 
none at all. Have we made a careful comparison 
of the value of these brands and the output of com- 
peting firms? No ! We have come to believe things 
for which no proof has been given. Prejudiced, 
biased, and reiterated assertions, not logic, have 
formulated our beliefs. 

We are creatures of suggestion. There is no 
denying that. Had you and I been taken from 
our cradles here in America when we were six 
months old, and had we been reared by a Hindoo 
family on the banks of the mighty Brahmaputra, 
we would have been taught from infancy that cows 
are holy; we too, would be kissing them when we 
met them on the streets of Benares ; we, too, would 
look with horror on the “Christian dogs” who ate 
beefsteak; we, too, would then be bowing down to 
monkey gods a’nd elephant gods and gods of wood 
and stone. So our beliefs are seldom due to reason- 
ing. They are almost all due to suggestion and 
geography. 

Let us take a homely illustration that shows how 
most of us are being influenced by suggestion every 
day: 

You have read many times that coffee is 
harmful. Let us suppose you intend to abstain 
from drinking it. You go into your favorite restau- 


388 


PUBLIC SPEAKING 

rant for dinner. If the waitress is not skilled in 
the niceties of salesmanship, she may inquire, “Do 
you wish coffee?” If she does, the arguments for 
and against it may battle momentarily in your mind, 
and your self-control perhaps wins. You want good 
digestion more than you wish the immediate gratifi- 
cation of your palate. However, if she phrases it 
negatively, “You don’t want any coffee, do you?” 
you find it still simpler to say “no.” The idea of 
refusing what she has put into your mind passes into 
action. (Haven’t you heard many an unschooled 
and undiscerning salesman greet his prospective cus- 
tomer with just such a negative proposal?) But 
suppose she asks, “Will you have your coffee now 
or later ?” What happens ? She has subtly assumed 
that there is no question about your wanting it; 
she concentrates your entire attention on when you 
wish it served; and so she excludes other considera- 
tions from your mind, rendering it difficult for con- 
tradictory ideas to arise, making it easy for the 
thought of ordering coffee to pass into action. The 
result? You say “bring it now,” when you really 
didn’t intend to order it at all. This has happened 
to the writer. It has happened to most of the men 
who read these lines. It, and a thousand things 
like it, are happening every day. Department stores 
train their sales people to inquire, “Will you take 
it wffth you?” because they have learned that “Do 
you wash to have it sent?” increases delivery costs 
immediately. 

Not only does every idea that enters the mind 
tend to be accepted as true; but it is a well-known 
psychological fact that it also tends to pass into 


TO BE IMPkESSIVE AND CONVINCING 389 

action. For example, you cannot even think of a 
letter of the alphabet without moving ever so 
slightly the muscles used in pronouncing it. You 
cannot think of swallowing without moving ever so 
slightly the muscles used in that act. The move- 
ment may be imperceptible to you ; but there are 
machines delicate enough to register that muscular 
reaction. The only reason that you do not do every- 
thing you think of is because another idea — the 
uselessness of it, the expense, the trouble, the ab- 
surdity, the danger or some such thought' — arises to 
slay the impulse. 

OUR MAIN PROBLEM 

So in the last analysis, our problem of getting 
people to accept our beliefs or to act upon our 
suggestions, is just this : to plant the idea in their 
minds and to keep contradictory and opposing ideas 
from arising. He who is skilled in doing that will 
have power in speaking and profit in business. 

HELPS PSYCHOLOGY HAS TO OFFER 

Has psychology any suggestions that will prove 
helpful to you in this connection? Emphatically, 
yes. Let us see what they are. First, haven’t you 
noticed that contradictory ideas are much less likely 
to arise in your mind when the main idea is pre- 
sented with feeling and contagious enthusiasm? I 
say “contagious,” for enthusiasm is just that. It 
lulls the critical faculties. It is a veritable “rough- 
on-rats” to all dissenting, to all negative and oppos- 
ing ideas. When your aim is impressiveness, re- 


390 


PUBLIC SPEAKING 

member it is more productive to stir emotions than 
to arouse thoughts. Feelings are more powerful 
than cold ideas. To arouse feelings one must be 
intensely in earnest. Insincerity rips the vitals out 
of delivery. Regardless of the pretty phrases a 
man may concoct ; regardless of the illustrations he 
may assemble; regardless of the harmony of his 
voice, and the grace of his gestures : if he does not 
speak sincerely, these are hollow and glittering 
trappings. If you would impress an audience, be 
impressed yourself. Your spirit, shining through 
your eyes, radiating through your voice, and pro- 
claiming itself through your manner, will communi- 
cate itself to your auditors. 

LIKEN WHAT YOU WISH PEOPLE TO ACCEPT 
TO SOMETHING THEY ALREADY BELIEVE 

An atheist once declared to William Paley that 
there was no God, and he challenged the English 
rector to disprove his contention. Paley very quietly 
took out his watch, opened the case and showed 
the works to the unbeliever, saying: “If I were to 
tell you that those levers and wheels' and springs 
made themselves and fitted themselves together and 
started running on their own account, wouldn’t you 
question my intelligence? Of course, you would. 
But look up at the stars. Every one of them has 
its perfect appointed course and motion — the earth 
and planets around the sun, and the whole group 
pitching along at more than a million miles a day. 
Each star is another sun with its own group of 
worlds, rushing on through space like our own 


TO BE IMPRESSIVE AND CONVINCING 391 

solar system. Yet there are no collisions, no dis- 
turbance, no confusion. All quiet, efficient, and 
controlled. Is it easier to believe that they just 
happened or that someone made them so?” 

Rather impressive, isn’t it? What technique did 
the speaker use? Let us see. He began on com- 
mon ground, got his opponent saying “yes,” and 
agreeing with him at the outset, as we advised in 
Chapter X. Then he went on to show that belief 
in a deity is as simple, as inevitable, as belief in a 
watchmaker. 

Suppose he had retorted to his antagonist at the 
outset: “No God? Don’t be a silly ass. You 
don’t know what you are talking about.” What 
would have happened? Doubtlessly a verbal joust 
— a wordy war would have ensued, as futile as it 
was fiery. The atheist would have risen with an 
unholy zeal upon him to fight with all the fury of 
a Fuzzy Wuzzy for his opinions. Why? Be- 
cause, as Professor Robinson has pointed out, they 
were his opinions, and his precious, indispensable 
self-esteem would have been threatened; his pride 
would have been at stake. 

Since pride is such a fundamentally explosive 
characteristic of human nature, wouldn’t it be the 
part of wisdom to get a man’s pride working for 
us, instead of against us? How? By showing, as 
Paley did, that the thing we propose is very similar 
to something that our opponent already believes. 
That renders it easier for him to accept than to re- 
ject your proposal. That prevents contradictory 
and opposing ideas from arising in the mind to 
vitiate what we have said. 


392 


PUBLIC SPEAKING 


Paley showed delicate appreciation of how the 
human mind functions. Most men, however, lack 
this subtle ability to enter the citadel of d man’s 
beliefs arm in arm with the owner. They errone- 
ously imagine that in order to take the citadel, they 
must storm it, batter it down by a frontal attack. 
What happens? The moment hostilities commence, 
the drawbridge is lifted, the great gates are 
slammed and bolted, the mailed archers draw their 
long bows — the battle of words and wounds is on. 
Such frays always end in a draw; neither has con- 
vinced the other of anything. 

SAINT PAUL’S SAGACITY 

This more sensible method we are advocating is 
not new. It was used long ago by Saint Paul. He 
employed it in that famous address of his to the 
Athenians on Mars Hill — employed it with an 
adroitness and finesse that compels our admiration 
across nineteen centuries. He was a man of finished 
education; and, after his conversion to Christianity, 
his eloquence made him its leading advocate. One 
day he arrived at Athens — the post-Pericles Athens, 
an xAthens that had passed the summit of its glory 
and was now on the decline. The Bible says of it 
at this period: 

“All the Athenians and strangers which were there spent 
their time in nothing else but either to tell or to hear some 
new thing.” 

No radios, no cables, no A. P. dispatches; those 
Athenians must have been hard put in those days 
to scratch up something fresh every afternoon. 


m 


TO BE IMPRESSIVE AND CONVINCING 393 

Then Paul came. Here was something new. They 
crowded about him, amused, curious, interested. 
Taking him to the Areopagus, they said: 

“May we know what this new doctrine, whereof thou 
speaKest, is t 

“For thou bringest certain strange things to our ears: 
we would know therefore what these things mean.” 

In other w r ords, they invited a speech; and, noth- 
ing loth, Paul agreed. In fact, that was what he 
had come for. He probably stood up on a block 
or stone, and, being a bit nervous, as all good speak- 
ers are at the very outset, he may have given his 
hands a dry wash, and have cleared his throat be- 
fore he began. 

However, he did not altogether approve of the 
way they had worded their invitation;. “New doc- 
trines „ . . strange things.’' That was poison. He 
must eradicate those ideas. They were fertile 
ground for the propagating of contradictory and 
clashing opinions. He did not wish to present his 
faith as something strange and alien. He wanted 
to tie it up to, liken it to, something they already 
believed. That would smother dissenting sugges- 
tions. But how? He thought a moment; hit upon 
a brilliant plan; he began his immortal address: 

“Ye men of Athens, I perceive that in all things ye are 
very superstitious.” 

Some translations read: “ye are very religious.” 
I think that is better, more accurate. They wor- 
shipped many gods ; they were very religious. They 
were proud of it. He complimented them, pleased 
them. They began to warm toward him. One of 


394 


PUBLIC SPEAKING 


the rules of the art of public speaking is to support 
a statement by an illustration. He does just that : 

c 

“For, as I passed by, and beheld your devotions, I found 
an altar with this inscription, TO THE UNKNOWN 
GOD/’ 

That proves, you see, that they were very re- 
ligious. They were so afraid of slighting one of 
the deities that they had put up an altar to the 
unknown God, a sort of blanket insurance policy to 
provide against all unconscious slights and uninten- 
tional oversights. Paul, by mentioning this specific 
altar, indicated that he was not dealing in flattery; 
he showed that his remark was a genuine apprecia- 
tion born of observation. 

Now, here comes the consummate rightness of 
this opening: 

“Whom therefore ye ignorantly worship, 

Him declare I unto you.” 

“Mew doctrine . . . strange things” ? Not a bit 
of it. He was there merely to explain a few 
truths about a God they were already worshipping 
without being conscious of it. Likening the things 
they did not believe, you see, to something they 
already passionately accepted — such was his superb 
technique. 

He propounded his doctrine of salvation and res- 
urrection, quoted a few words from one of their 
own Greek poets; and he was done. The whole 
speech had consumed less than two minutes. Some 
of his hearers mocked, but others said : 

“We will hear thee again on this matter.” 


TO BE IMPRESSIVE AND CONVINCING 395 

Just in passing, let us note that that is one of 
the advantages of a two minute talk: you may be 
asked*to speak again, as Paul was. A Philadelphia 
politician once remarked to me that the main rules 
to remember in making a speech were : make it short, 
and make it snappy. Saint Paul, on this occasion, 
did both. 

This technique that Saint Paul used at Athens 
is employed by the more discriminating business 
men of to-day in their selling talks and advertising. 
For example, here is a paragraph lifted from a sales 
letter that recently arrived at my desk: 

“Old Hampshire Bond costs less than one half cent more 
per letter than the cheapest paper available. If you write 
a customer or a prospect ten letters a year, the influence of 
Old Hampshire will cost you less than a car fare — less 
than giving your customer a good cigar once every five 
years.” 

Who could possibly object to paying a car fare 
for a customer once a year or offering him a 
Havana twice in a decade? Surely, no one. And 
using Old Hampshire Bond would cost no more 
than that in additional expense? Doesn’t that tend 
to forestall ’contradictory ideas regarding prohibi- 
tive cost? 

MAKING SMALL SUMS APPEAR LARGE AND 
LARGE SUMS APPEAR SMALL 

In much the same way, a large sum can be made 
to appear small by distributing it over a long pe- 
riod of time and comparing the daily outlay with 
something that seems trivial. For example, a life 


396 PUBLIC SPEAKING 

insurance president, addressing the sales organiza- 
tion of his company, impressed his men with the low 
cost of insurance in this fashion : r 

“A man below thirty can at death leave his family one 
thousand dollars by cutting out his daily five cent shine, 
doing the job himself, and investing the sum saved in in- 
surance, The man of thirty-four who smokes a quarter’s 
worth of cigars daily can stay with his family longer, 
and leave them three thousand dollars more, by spending 
his cigar money for insurance.” 

Small sums, on the other hand, can be made to 
appear huge by reversing this process — by massing 
them. A telephone company official heaped insignifi- 
cant minutes together to impress his audience with 
the vast amount of time lost by New Yorkers neg- 
lecting to answer telephones promptly : 

“Out of each one hundred telephone connections made, 
seven show a delay of more than a minute before the 
person called answers. Every day 280,000 minutes are 
lost in this way. In the course of six months, this minute’s 
delay in New York is about equal to all the business days 
that have elapsed since Columbus discovered America.” 

HOW TO MAKE FIGURES IMPRESSIVE 

Mere numbers and amounts, taken by themselves, 
are never very impressive. They have to be illus- 
trated; they ought, if possible, to be put in terms 
of our experiences, our recent experiences and our 
feeling experiences. For example, Alderman Lam- 
beth used this technique when he was addressing 
the Borough Council of London anent labor con- 
ditions. He stopped abruptly in the middle of his 
speech, took out his watch, and stood staring in 


TO BE IMPRESSIVE AND CONVINCING 397 


blank silence at the audience for one minute and 
twelve seconds. The other members of the Borough 
Council? twisted in their seats uneasily, looked ques- 
tioningly at the speaker, at one another. What was 
wrong? Had Alderman Lambeth suddenly lost his 
mind? Resuming his speech, he declared: “You 
have just sat through and fidgeted through the 
seventy-second eternity of time which it takes the 
average workman to lay one brick.” 

Was this method of doing it effective? It was 
so effective that it was cabled to all parts of the 
world, printed in newspapers across the seas. It 
was so effective that the Amalgamated Union of 
Building Trades at once called a strike “in protest 
against this insult to our dignity.” 

Which of the two following statements drives the 
point home with the greater force? 

1. 

The Vatican has 15,000 rooms. 

2, 

The Vatican has so many rooms that one might occupy 
a different one every day for forty years without having 
lived in them all. 

$ 

Which of the following methods gives you a more 
impressive conception of the incredible amount of 
money that Great Britain spent during the world 
war? 

1. 

Great Britain spent approximately seven billion pounds 
sterling or about thirty-four billion dollars during the war. 

2. 

Would you be surprised to learn that Great Britain spent, 
during the four and a half years of the world war, a sum 


39 S 


PUBLIC SPEAKING 


equal to thirty-four dollars for every minute that has passed 
night and day since the Pilgrim Fathers landed at Plymouth 
Rock? The sum is even more stupendous than that. Great 
Britain spent in the World War thirty-four dollars for 
every minute that has passed, night and day, since Columbus 
discovered America. The sum is even more colossal than that. 
Great Britain spent during the world war, thirty-four dollars 
for every minute that has passed night and day since Wil- 
liam, Duke of Normandy, came over and conquered England 
in 1066. The sum is even more fabulous than that. Great 
Britain spent during the world war a sum equal to thirty- 
four dollars for every minute that has passed night and day 
since Christ was born. In other words, Great Britain spent 
thirty-four billion dollars; and there have been approxi- 
mately only a billion minutes elapsed since the birth of 
Christ. 

WHAT RESTATEMENT WILL DO 

Restatement is another club that we can use to 
prevent contradictory and dissenting ideas from aris- 
ing to challenge our assertions. “It is not by ad- 
vancing a political truth once or twice, or even 
ten times, that the public will take it up and adopt 
it,” declared Daniel O’Connell, the famous Irish 
orator. O’Connell had had a lot of experience 
with audiences and the public. His testimony ought 
to merit consideration. “Incessant repetition,” he 
continued, “is required to impress political truths 
upon the mind. Men, by always hearing the same 
thing, insensibly associate them with truisms. They 
find the facts at last quietly reposing in a corner 
of their minds, and no more think of doubting them 
than if they formed a part of their religious beliefs.” 


Hiram Johnson knew the truth O’Connell ex- 
pressed. That was why he went up and down the 



TO BE IMPRESSIVE AND CONVINCING 399 

state of California for seven months, ending almost 

everyone of his addresses with this same prediction: 
*» 

“Remember this, my friends, I am going to be the next 
Governor of California; and, when I am, I am going to 
kick out of this government William F. Herrin and the 
Southern Pacific railroad — Good night.” 

John Wesley’s mother knew the truth O’Connell 
expressed. That is why, when her husband asked 
her why she repeated the same truths to her sons 
twenty times, she replied: “Because they have not 
learned the lesson when I have repeated it nineteen 
times.” 

Woodrow Wilson knew the truth O’Connell ex- 
pressed. That is why he used it in his addresses. 

Note that he merely reiterates and rephrases in 
the last two sentences, the idea he had stated in the 
first. 

“You know that the pupils in the colleges in the last 
several decades have not been educated. You know that 
with all of our teaching we train nobody. You know that 
with all of our instructing, we educate nobody.” 

* 

However, in spite of all that we have said in 
praise of the principle of restatement, we ought to 
be warned that in the hands of an inexpert speaker, 
it may prove to be a dangerous tool. Unless he 
has a fairly rich phraseology, his restatement may 
deteriorate into an unadorned and all-too-evident 
repetition. That is deadly. If the audience catches 
you at that, they will begin twisting in their seats, 
looking at their watches. 


400 


PUBLIC SPEAKING 


GENERAL ILLUSTRATIONS AND SPECIFIC 
INSTANCES 

<3 

There is little danger, however, of boring peo- 
ple when you employ general illustrations and spe- 
cific instances. Interesting, easy to pay attention to,, 
they are extremely valuable when the purpose of 
your talk is to impress and convince. They help 
to keep contradictory ideas from rising. 

For example, Dr. Newell Dwight Hillis, in one 
of his addresses, declared that “disobedience is 
slavery; obedience is liberty.” He felt that such 
a statement, unless it was illustrated, would not be 
either clear or impressive; so he continued: “Dis- 
obedience to the law T of fire or water or acid is death. 
Obedience to the law of color gives the artist his 
skill; obedience to the law of eloquence gives the 
orator his force; obedience to the law of iron gives 
the inventor his tools.” 

Those illustrations help ; they impress, don’t they? 
Could we have given still more life and vitality to 
his statement by citing concrete cases ? Let us see. 
“Obedience to the law of color gave Leonardo da 
Vinci his Last Supper; obedience to the law of elo- 
quence gave Henry Ward Beecher his Liverpool 
address; obedience to the law of iron gave Mc- 
Cormick his reaper.” 

Isn’t that better? 

People like to have a speaker give names and 
dates — something they can examine for themselves 
if they wish. That kind of procedure is frank, hon- 
est. It wins confidence. It impresses. 

For example, suppose I say, “Many wealthy men 


TO BE IMPRESSIVE AND CONVINCING 401 

lead very simple lives.*’ I have not been impressive. 
The statement is too vague, isn’t it? It does not 
leap off' •> the page and strike you between the eyes. 
It will soon drop out of your mind. It is neither 
clear nor interesting nor convincing. Memories of 
newspaper reports to the contrary will probably 
arise to cast doubt upon the assertion. 

If I believe that many rich men lead simple 
lives, how did I reach that conclusion? Through 
observing several concrete cases; so the best way 
to make you believe as I do, is to exhibit those spe- 
cific instances to you. If I can show you what I 
have seen, you may arrive at the same conclusion 
that I have arrived at; and you will probably do it 
without any urging on my part. 

A conclusion that I let you discover for yourself 
from concrete cases and evidence that I supply, will 
have twice, three, five times the force of a ready 
made conclusion that I might hand you on a platter. 
To illustrate: 

John D. Rockefeller, Sr., had a leather couch in 
his office at 26 Broadway, and took a midday nap 
each day. 

The late J. Ogden Armour used to retire at nine 
o’clock, and get up at six. 

George F. Baker, who controlled at one time more 
corporations than any other man, never tasted a 
cocktail. He began to smoke only a few years 
before his death. 

The late John H. Patterson, President of the 
National Cash Register Company, neither smoked 
nor drank. 

Frank Vanderlip, at one time the president of the 


402 


PUBLIC SPEAKING 


largest bank in America, eats only two meals a day. 

Milk and old fashioned ginger wafers constituted 
Hamman’s midday meal. 

Jacob H. Schiff used to lunch on a glass of milk. 

Andrew Carnegie’s favorite dish was oatmeal and 
cream. 

Cyrus H. Curtis, owner of the Saturday Evening 
Post and the Ladies Home Journal } loves no food 
better than baked beans. 

What is the effect of these specific instances on 
your mind? Do they dramatize the statement that 
rich men often lead simple lives? Do they im- 
press you with the truth of it? As you listen to 
them, isn’t it very unlikely that contradictory ideas 
will arise in your mind? 

THE PRINCIPLE OF CUMULATION 

Do not expect a hurried reference to one or pos- 
sibly two specific instances to have the desired 
effect. 

“There must be,” says Professor Phillips in Effec- 
tive Speaking ; “a succession of impressions all em- 
phasizing the first. Over and over again must the 
mind have its attention riveted upon the thought; 
experience upon experience must be piled up until 
the very weight imbeds the thought deep in the 
tissues of the brain. Then it becomes a part of 
him and neither time nor events can rub it out. And 
the working principle that does this is Cumulation.” 

Note how this principle of cumulation was used 
in marshalling an array of specific instances on page 


TO BE IMPRESSIVE AND CONVINCING 403 

401 to prove that rich men often lead simple lives. 
Note how it was employed on pages 68 and 69 to 
prove that Philadelphia is “the greatest workshop 
of the world.” Note how Senator Thurston em- 
ployed it in the following paragraph to prove that 
humanity has been able to right the w r rongs of in- 
justice and oppression only by force. What would 
have been the result had two-thirds of these specific 
references been omitted? 

“When has a battle for humanity and liberty ever been 
won except by force? What barricade of wrong, injustice, 
and oppression has ever been carried except by force? 

“Force compelled the signature of unwilling royalty to 
the great Magna Charta; force put life into the Declaration 
of Independence and made effective the Emancipation 
Proclamation; force beat with naked hands upon the iron 
gateway of the Bastile and made reprisal in one awful hour 
for centuries of kingly crime ; force waved the flag of revo- 
lution over Bunker Hill and marked the snows of Valley 
Forge with blood-stained feet; force held the broken line 
of Shiloh, climbed the flame-swept hill at Chattanooga, and 
stormed the clouds on Lookout Heights; force marched 
with Sherman to the sea, rode with Sheridan in the valley 
of the Shenandoah, and gave Grant victory at Appomattox; 
force saved the,-, Union, kept the stars in the flag, made 
‘niggers’ men.” 

GRAPHIC COMPARISONS 

Many years ago, a student of this course at the 
Brooklyn Central Y. M. C. A., told in a speech the 
number of houses that had been destroyed by fire 
during the previous year. He further said that, if 
these burned buildings had been placed side by side, 
the line would have reached from New York to 


404 


PUBLIC SPEAKING 

Chicago, and that if the people who had been killed 
In those fires had been placed half a mile apart, that 
gruesome line would reach back again from Chicago 
to Brooklyn. 

The figures he gave I forgot almost Immediately; 
but ten years have passed, and, without any effort 
on my part, I can still see that line of burning build- 
ings stretching from Manhattan Island to Cook 
County, Illinois. 

Why is that so? Because ear impressions are 
hard to retain. They roll away like sleet striking 
the smooth bark of a beech tree. But eye impres- 
sions? I saw, a few years ago, a cannon ball im- 
bedded in an old house standing on the banks of 
Danube — a cannon ball that Napoleon’s artillery 
had fired at the battle of Ulm. Visual impressions 
are like that cannon ball : they come with a terrific 
impact. They imbed themselves. They stick. They 
tend to drive out all opposing suggestions as Bona- 
parte drove away the Austrians. 

The power of William Paley’s reply to the atheist 
was due in no small degree to the fact that it was 
visual. Burke used this technique when, in denounc- 
ing the taxation of the American colonies, he de- 
clared with prophetic vision: u We are shearing, 
not a sheep, but a wolf.” 

CALL IN AUTHORITY TO BACK YOU UP 

As a boy in the middle west, I used to amuse 
myself by holding a stick across a gateway that 
the sheep had to pass through. After the first few 
sheep had jumped over the stick, I took it away; 


TO BE IMPRESSIVE AND CONVINCING 405 

but all the other sheep leaped through the gate- 
way over an imaginary barrier. The only reason 
for their jumping was that those in front had 
jumped. The sheep is not the only animal with 
that tendency. Almost all of us are prone to do 
what others are doing, to believe what others are 
believing, to accept, without question, the testimony 
of prominent men. 

The student in the New York Chapter of the 
American Institute of Banking who began his talk 
on thrift in this manner had a distinct advantage: 

“James J. Hill said: ‘If you want to know whether you 
are going to succeed, the test is easy. Are you able to 
save money? If not, drop out. You will surely lose. You 
may not think it, but you will lose as sure as you live.’ ” 

That was the next best thing to having James J. 
Hill himself there. His words impressed. Their 
influence tended to prevent opposing ideas from 
arising. 

However, in quoting authorities, bear these four 
points in mind. 

i. j B e Definite. 

Which of these statements is the more impressive 
and convincing? 

(a) Statistics show that Seattle is the healthiest 
city in the world. 

(b) “According to the official federal mortality 
statistics, Seattle’s annual death rate for the last 
fifteen years has been 9.78 per thousand; Chicago’s, 
14.65; New York’s, 15.83; New Orleans’, 21.02.” 

Beware of beginning “statistics show . . 
What statistics? Who gathered them and why? 


406 


PUBLIC SPEAKING 


Be careful ! “Figures won’t lie, but liars will figure. 5 ’ 

The usual phrase — “many authorities declare” — 
is ridiculously vague. Who are the authorities? 
Name one or two. If you do not know who they 
are, how can you be sure of what they said? 

Be definite. It wins confidence. It demonstrates 
to the audience that you know whereof you speak. 
Even Theodore Roosevelt thought he could not af- 
ford to be vague. In an address at Louisville, 
Kentucky, during the administration of Woodrow 
Wilson, he said: 

“Mr. Wilson’s promises before election, both those made 
in his own speeches and those made in the platform, have 
been so well nigh invariably broken that the breaking of 
them has become a subject for jest even among his own 
friends. One of Mr. Wilson’s prominent Democratic sup- 
porters in Congress stated with refreshing frankness the 
exact truth about Mr. Wilson’s pre-election promises and 
those made on his behalf when, in answer to some charge 
of inconsistency, he responded by saying that £ our platform 
was made to get into office on — and we have won.’ You 
will find this remark on page 4618 of the Congressional 
Record, the third session of the Sixty-second Congress " 

2. Quote a Popular Man . 

Our likes and dislikes have more to do with 
our beliefs than most of us would care to admit. 
I once saw Samuel Untermyer hissed while he was 
engaged in a socialistic debate at Carnegie Hall, 
New York. What he said was polite enough, and, 
it seemed to me, in all truth, harmless enough, quiet 
enough. But most of the audience were socialists. 
They despised him. They would almost have been 


TO BE IMPRESSIVE AND CONVINCING 407 


inclined to question the veracity of the multiplica- 
tion table had he but quoted it. 

On the other hand, the James J. Hill quotation 
referred to previously was especially appropriate 
before a chapter of the American Institute of Bank- 
ing, for the bewhiskered railroad builder stood well 
with the banking fraternity. 

3. Quote Local Authorities. 

If you are speaking in Detroit, quote a Detroit 
man. Your hearers can look him up, can investi- 
gate the matter. They will be more impressed 
with his testimony than with the words of some un- 
known individual away off in Spokane or San 
Antonio. 

4. Quote Someone Qualified to Speak. 

Ask yourself such questions as these: Is this per- 
son generally recognized as an authority on this sub- 
ject? Why? Is he a prejudiced witness? Has he 
any selfish ends to serve? 

The student at the Brooklyn Chamber of Com- 
merce who opened his talk on Specialization with 
the following" quotation from Andrew Carnegie 
chose wisely. Why? Because the business men in 
his audience had an abiding respect for the great 
steel magnate. Besides, Mr. Carnegie was being 
quoted on business success, a subject on which a 
lifetime of experience and observation had quali- 
fied him to speak. 

“I believe the true road to- pre-eminent success in any 
line is to make yourself master in that line. I have no faith 
in the policy of scattering one’s resources, and in my ex- 


408 


PUBLIC SPEAKING 


perience I have rarely if ever met a man who achieved pre- 
eminence in money-making — certainly never one in manu- 
facturing — who was interested in many concerns. ,The men 
who have succeeded are the men who have chosen one line 
and stuck to it.” 

SUMMARY 

a Every idea, concept or conclusion which enters 
the mind is held as true unless hindered by some 
contradictory idea.” Our problem then, when the 
purpose of our talk is impressiveness and conviction, 
is twofold: first, to set forth our own ideas; second, 
to prevent opposing ideas from arising to render 
them null and void. Here are eight suggestions 
that will aid in achieving that consummation : 

1. Convince yourself before you attempt to com 
vince others. Speak with contagious enthusiasm. 

2. Show how the thing you want people to accept 
is very similar to something they already believe. 
(Illustrations : Paley and the atheist, Saint Paul 
in Athens, Old Hampshire Bond.) 

3. Restate your ideas. (Illustrations: Hiram 
Johnson, U I am going to be the next governor of 
California . . Woodrow Wilson, “We edu- 
cate nobody. . . .”) 

When restating figures, illustrate them. For ex- 
ample, Great Britain spent thirty-four billion dollars 
during the world war — a sum equal to thirty-four 
dollars for every minute that has passed night and 
day since Christ was born. 

4. Use general illustrations. (Illustration: Di\ 
Hillis, “Obedience to the law of color gives the 
artist his skill. . . .” ) 


TO BE IMPRESSIVE AND CONVINCING 409 


5. Use specific Instances, cite concrete cases. 
(Illustrations: “Many wealthy men lead very 
simple Fives. . . . Frank Vanderlip eats only two 
meals a day. . . . etc.) 

6. Use the principle of cumulation. “Experi- 
ence upon experience must be piled up until the 
very weight imbeds the thought deep in the tissues 
of the brain.” (Illustrations: “Force compelled the 
signature of unwilling royalty to the great Magna 
Charta. . . and so on.) 

7. Use graphic comparisons. Ear Impressions 
are easily obliterated. Visual impressions stick like 
an imbedded cannon ball. (Illustration: The line 
of burning buildings stretching from Brooklyn tc 
Chicago.) 

8. Back up your statements with unprejudiced au- 
thority. Be definite as Roosevelt was in his quota* 
tion. Quote a popular man. Quote a local man 
Quote someone qualified to speak. 


SPEECH BUILDING 


WORDS OFTEN MISPRONOUNCED 

The words ath-lete and al-ien have two — nof 
three — syllables. 

These words have three — not two syllables : 


ac-cu-rate 

fed-er-al 

bar-ri-er 

fo-li-age 

bev-er-age 

gal-ler-y 

bois-ter-ous 

gen-er-al 

boun-da-ry 

gen-tle-men 

bur-i-al 

gro-cer-y 

eas-u-al 

his-tor-y 

Cath-o-lic 

i-vo-ry 

cel-er-y 

jo-vi-al 

ce-re-al 

la-bor-er 

Ches-a-peake 

Laz-a-rus 

choc-o-late 

li-bra-ry ' 

dex-ter-ous 

lit-er-al 

di-a-mond 

me-di-um 

em-per-or 

fam-i-ly 

mem-o-ry 


ERRORS IN ENGLISH 

As Chapter XII contained a thorough review, 
this chapter will start right off with some new ex- 
amples of English as it should be spoken. 


410 



TO BE IMPRESSIVE AND CONVINCING 411 

Rule: When two or more pronouns are united 
by “and” and governed by the same preposition or 
verb, they must both be in the same case. Many 
a speaker blunders here. You will note that the 
same matter is discussed as was taken up in Chap- 
ter XI, where the rule stated that, when a pronoun 
is a direct object of a verb, it is always in the 
objective case. Here we have added examples 
where pronouns are objects of prepositions. Ex- 
amples: 

Right: Between you and me. 

Wrong: Between you and /. 

(It is the I coming after the “and” that causes 
the trouble. Few would be guilty of between I and 
you, or between I and he.) 

Right: There was not much said about you and 
me. 

Wrong: There was not much said about you 
and /. 

Right: Let you and me. . . . 

Wrong: Let you and 1. . . . 

Right: Every member was present except you and 
me. 

Wrong: Every member was present except you 
and I. [ 

Right: He said he would wait for you and me. 

Wrong: He said he would wait for you and I. 

Right: The letters were mailed by the secretary 
and me. 

Wrong: The letters w T ere mailed by the secretary 
and I . 

Right : The bank was started by him and his wife. 

Wrong: The bank was started by he and his wife c 


412 PUBLIC SPEAKING 

Right: The civil service jobs were won by her 
and her sister. 

Wrong: The civil service jobs were wot? by she 
and her sister. 

Right: It was too late for him and me to be out. 

Wrong: It was too late for him and I to be out. 

Right: The loan was made by her and him . 

Wrong: The loan was made by she and he. 

Right: The house was built for them and me. 

Wrong: The house was built for them and I. 

Right: The sales were put on by him and them . 

Wrong: The sales were put on by him and they. 

Right: The statements w^ere made to her and 
them . 

Wrong: The statements were made to she and 
they. 

Right: Life has been happy for them, him and 
me. 

Wrong: Life has been happy for them, he and L 

Right: Business between her and me was done 
through them. 

Wrong: Business between she and I w 7 as done 
through them. 

Right: The manufacturing was done by them 
and ns. 

Wrong: The manufacturing was done by them 
and we. 

Right: The dividends were issued to them, him 
and us. 

Wrong: The dividends were issued to them, he 
and we. 

You and me must never be used as the subject of a 
sentence. For example: 


TO BE IMPRESSIVE AND CONVINCING 413 

Right : You and I ought to go right now. 

Wrong: You and me ought to go right now. 

Right: Were you and I invited? 

Wrong: Were you and me invited? 

CORRECT USAGE OF WORDS 

Reticent — Reserved — Taciturn. The re- 
ticent man keeps his own counsel; the reserved man 
usually is cold and restrained in addition to being 
reticent; the taciturn man is habitually uncommunica- 
tive. 

Select — Choose — Prefer. (Wrong) “He has 
no preference, so he selected the first one he put his 
hands on.” Select suggests a careful choice. Pref- 
erence implies a desire. Out of regard for his wife, 
a man may choose (not select) the seashore for 
his vacation, when he himself prefers a fortnight in 
the Canadian woods. 

Social — Sociable. (Wrong) “He is a social 
man.” Social refers to society; as, social inter- 
course, social questions. Sociable means companion- 
able; as, he is a sociable man. 

Transpire — Happen. Happen means occur; 
transpire means become known. A mine disaster 
might not transpire until hours after it had hap- 
pened. 

Unique — Rare. Unique means the only one of 
its kind. Rare signifies infrequent. Enduring 
speeches are rare . Lincoln’s Gettysburg address is 
unique . 


414 


PUBLIC SPEAKING 


VOICE EXERCISE— NASAL RESONANCE 

Theodore Roosevelt, during his first political cam- 
paign, found his voice giving out on him very soon 
after he started on a strenuous speaking tour. He 
secured a vocal instructor to travel with him on the 
train; and between stations Roosevelt was practis- 
ing “ding-dong, sing-song, hong-kong,” accentuating 
the ng sound, making it ring through his nose to 
develop nasal resonance. Nasal resonance gives 
both brightness and carrying power; and is highly 
desirable when one is speaking at a distance. 

Practise the exercise that Roosevelt used. Then 
read aloud, not once, but once a day, the following 
verse from Poe’s The Bells. I am asking you to 
read these for the following reasons. 

1. Practise it for nasal resonance. Let the 
sound of bells, bells, bells ring through the cavern 
of your nose, and, in fact, through all the irregular 
cavities of your head. As we have pointed out in 
previous chapters, breathe in deeply and then try 
to feel while you are reading and using breath that 
same open feeling in the head that you experienced 
when inhaling. 

2. Read this also as an exercise for develop- 
ing strength and agility in the tip of your tongue. 
The l sounds, so frequent in these verses, are almost 
ideal for that purpose. To refresh your mind on 
this exercise, turn to the voice exercise in Chapter 

VI. 

3. Read these verses as a means of developing 
the bright, happy overtones of your voice. (See 
Voice Exercise, Chapter VII.) 


TO BE IMPRESSIVE AND CONVINCING 415 


4. Read the first verse aloud in a falsetto pitch* 
(See Chapter VII.) 

“Hear the sledges with the bells — 

Silver bells — 

What a world of merriment their melody foretells! 
How they tinkle, tinkle, tinkle, 

In the icy air of night! 

While the stars that oversprinkle 
All the heavens seem to twinkle 
With a crystalline delight ; 

Keeping time, time, 

In a sort of Runic rhyme 

To the tintinnabulation that so musically wells 

From the bells, bells, bells, bells, 

Bells, bells, bells, — 

From the jingling and the tinkling of the bells. 

Hear the mellow wedding-bells — 

Golden bells! 

What a world of happiness their harmony foretells? 
Through the balmy air of night 
How they ring out their delight! 

From the molten-golden notes, 

And all in tune, 

What a liquid ditty floats 

To the tuj:tle-dove that listens while she gloats 

On the moon! 

Oh, from out the sounding cells, 

What a world of happiness their harmony foretells! 
How it swells! 

How it dwells. 

On the Future! How it tells 
Of the rapture that impels 
To the swinging and the ringing 
Of the bells, bells, bells, 

Of the bells, bells, bells, bells, 

Bells, bells, bells — 

To the rhyming and the chiming of the bells!” 



CHAPTER XIV 


HOW TO INTEREST YOUR AUDIENCE 



“There is in all communication — written or spoken — a 
certain dead line of interest. If we can cross that dead 
line , we have the world with us — temporarily at least. 
If we cannot cross itj we may as well retire . The world 
will have none of us T — H. A. Overstreet, in Influencing 
Human Behavior. 

“Always have something to say. The man who has 
something to say, and who is knozvn never to speak unless 
he has, is sure to be listened to. Always know before 
what you mean to say. If your own mind is muddled, much 
more will the minds of your hearers be confused. Always 
arrange your thoughts in some sort of order. No matter 
how brief they are to be, they will be better for having 
a beginning, a middle, and an end. At all hazards, be clear . 
Make your meaning , whatever it is, plain to your audience . 
hi controversial speaking, aim to anticipate your adversary's 
argument . Reply to his jests seriously and to his earnest- 
ness by jest. Always reflect before hand upon the kind of 
audience you are likely to have. , „ . Never, if you can 
help it, be dull." — Lord Bryce . 


CHAPTER XIV 


HOW TO INTEREST YOUR AUDIENCE 

If you were invited to dine at the home of a rich 
man in certain sections of China, it would be proper 
to toss chicken bones and olive seeds over your 
shoulder onto the floor. You pay your host a compli- 
ment when you do that. You show that you realize 
that he is wealthy, that he has plenty of servants 
to tidy up after the meal. And he likes it. 

You can be reckless with the remains of your 
sumptuous meal in a rich man’s home; but in some 
parts of China the poorer people must save even the 
water they bathe in. To heat water costs so much 
that they must buy it at a hot water shop. After 
they have bathed in it, they can take it back and sell 
it second hand to the shopkeeper from whom they 
purchased it. 'When the second customer has soiled 
it, the water still retains a market value, although 
the price has softened a bit. 

Have you found these facts about Chinese life 
interesting? If so, do you know why? Because 
those are very unusual aspects of very usual things. 
They are strange truths about such commonplace 
events as dining out and bathing. 

That is what interests us — something new about 
the old. 

4-IQ 


420 PUBLIC SPEAKIN& 

Let us take another illustration. This page you 
are reading now, this sheet of paper you are look- 
ing at — it is very ordinary, isn’t it? You have seen 
countless thousands of such pages. It seems dull 
and insipid now; but if I tell you a strange fact 
about it, you are almost sure to be interested. Let 
us see ! This page seems like solid matter as you 
look at it now. But, in reality, it is more like a 
cobweb than solid matter. The physicist knows it 
is composed of atoms. And how small is an atom? 
We learned in Chapter XII that there are as many 
atoms in one drop of water as there are drops 
of water in the Mediterranean sea, that there are 
as many atoms in one drop of water as there are 
blades of grass in all the world. And the atoms 
that make this paper are composed of what? Still 
smaller things called electrons and protons. These 
electrons are all rotating around the central proton 
of the atom, as far from it, relatively speaking, 
as the moon is from the earth. And they are 
swinging through their orbits, these electrons of this 
tiny universe, at the inconceivable speed of approxi 
mately ten thousand miles a second. So the elec 
trons that compose this sheet of papef you are hold- 
ing, have moved, since you began reading this very 
sentence, a distance equal to that which stretcher 
between New York and Tokio. . . . 

And only two minutes ago you may have thought 
this piece of paper was still and dull and dead; but, 
in reality, it is one of God’s mysteries. It is a 
veritable cyclone of energy. 

If you are interested in it now, it is because you 
have learned a new and strange fact about it. There 


pi 


INTERESTING YOUR AUDIENCE 42! 


lies one of the secrets of interesting people. That 
is a significant truth, one that we ought to profit 
by in our every day intercourse. The entirely new 
is not interesting; the entirely old has no attractive- 
ness for us. We want to be told something new 
about the old. You cannot, for example, interest 
an Illinois farmer with a description of the Cathe- 
dral at Bourges, or the Mona Lisa. They are too 
new to him. There is no tie-up to his old interests. 
But you can interest him by relating the fact that 
farmers in Holland till land below the level of the 
sea and dig ditches to act as fences and build bridges 
to serve as gates. Your Illinois farmer will listen 
open-mouthed while you tell him that Dutch farmers 
keep the cows, during the winter, under the same 
roof that houses the family, and sometimes the cows 
look out through lace curtains at driving snows. He 
knows about cows and fences — new slants, you see, 
on old things. “Lace curtains! For a cow!” he’ll 
exclaim. “I’ll be doggoned!” And he will retail 
that story to his friends. 

Here is a talk delivered by a New York City 
student of this course. As you read it, see if it 
interests you. * If it does, do you know why? 

HOW SULPHURIC ACID AFFECTS YOU 

“Most liquids are measured by the pint, quart, gallon 
or barrel. We ordinarily speak of quarts of wine, gallons 
of milk, and barrels of molasses. When a new oil gusher 
is discovered, we speak of its output as so many barrels per 
day. There is one liquid, however, that is manufactured 
and consumed in such large quantities that the unit of 
measurement employed is the ton. This liquid is sulphuric 
acid. 



422 


PUBLIC SPEAKING 


“It touches you in your daily life in a score of ways. 
If it were not for sulphuric acid, your car would stop, 
and you would go back to “old Dobbin” and ths buggy, 
for it is used extensively in the refining of kerosene and 
gasoline. The electric lights that illuminate your office, 
that shine upon your dinner table, that show you the way to 
bed at night, would not be possible without it. 

“When you get up in the morning and turn on the water 
for your bath, you use a nickel-plated faucet, which requires 
sulphuric acid in its manufacture. It was required also in 
the finishing of your enameled tub. The soap you use 
has possibly been made from greases or oils that have been 
treated with the acid. . . . Your towel has made its ac- 
quaintance before you made the acquaintance of your 
towel. The bristles in your hair-brush have required it, 
and your celluloid comb could not have been produced with- 
out it. Your razor, no doubt, has been pickled in it after 
annealing. 

“You put on your underwear; you button up your outer 
garments. The bleacher, the manufacturer of dyes and the 
dyer himself used it. The button-maker possibly found 
the acid necessary to complete your buttons. The tanner 
used sulphuric acid in making the leather for your shoes, 
and it serves us again when we wish to polish them. 

“You come down to breakfast. The cup and saucer, 
if they be other than plain white, could not have come 
into being without it. It is used to produce the gilt and 
other ornamental colorings. Your spoon, 'knife and fork 
have seen a bath of sulphuric acid, if they be silver-plated. 

“The wheat of which your bread or rolls are made has 
possibly been grown by the use of a phosphate fertilizer, 
whose manufacture rests upon this acid. If you have buck- 
wheat cakes and syrup, your syrup needed it. . . . 

“And so on through the whole day, its work affects you 
at every turn. Go where you will, you cannot escape its 
influence. We can neither go to war without it nor live 
in peace without it. So it hardly seems possible that this 
acid, so essential to mankind, should be totally unfamiliar 
to the average man. . . . But such is the case.” 


INTERESTING YOUR AUDIENCE 423 

THE THREE MOST INTERESTING THINGS 
IN THE WORLD 

What would you say they are — the three most in- 
teresting subjects in the world? Sex, property and 
religion. By the first we can create life, by the 
second we maintain it, by the third we hope to con- 
tinue it in the world to come. 

But it is our sex, our property, our religion that 
interests us. Our interests swarm about our own 
egos. 

We are not interested in a talk on How to Make 
Wills in Peru ; but we may be interested in a talk 
entitled : How to Make Our Wills. We are not 
interested — except, perhaps, out of curiosity — in the 
religion of the Hindoo; but we are vitally inter- 
ested in a religion that insures us unending happiness 
in the world to come. 

When the late Lord Northcliffe was asked what 
interests people, he answered with one word- — and 
that word was “themselves.” Northcliffe ought to 
have known for he was the wealthiest newspaper 
owner in Great Britain. 

Do you want to know what kind of person you 
are? Ah, now we are on an interesting topic. 
We are talking about you. Here is a way for you 
to hold the mirror up to your real self, and see you 
as you really are. Watch your reveries. What do 
we mean by reveries? Let Professor James Harvey 
Robinson answer. We are quoting from The Mind 
in the Making: 

“We all appear to ourselves to be thinking all the time 
during our waking hours, and most of us are aware that 



424 


PUBLIC SPEAKING 


we go on thinking while we are asleep, even more foolishly 
than when awake. When uninterrupted by some practical 
Issue we are engaged in what is now known as a* reverie . 
This is our spontaneous and favorite kind of thinking. 
We allow our ideas to take their own course and this course 
is determined by our hopes and fears, our spontaneous de- 
sires, their fulfillment or frustration; by our likes and dis- 
likes, our loves and hates and resentments. There is nothing 
else anything like so interesting to ourselves as ourselves . 
All thought that is not more or less laboriously controlled 
and directed will inevitably circle about the beloved Ego. 
It is amusing and pathetic to observe this tendency in 
ourselves and in others. We learn politely and generously 
to overlook this truth, but if we dare to think of it, it 
blazes forth like the noontide sun. 

“Our reveries form the chief index of our fundamental 
character. They are a reflection of our nature as modified 
by often hidden and forgotten experiences. . . „ The reverie 
doubtless influences all our speculations in its persistent 
tendency to self-magnification and self-justification, which 
are its chief preoccupations.’ V 

So remember that the people you are to talk to 
spend most of their time when they are not con- 
cerned with the problems of business, in thinking 
about and justifying and glorifying themselves. Re- 
member that the average man will be more con- 
cerned about the cook leaving than about Italy pay- 
ing her debts to the United States. He will be 
more wrought up over a dull razor blade than over 
a revolution in South America. His own toothache 
will distress him more than an earthquake in Asia 
destroying half a million lives. He would rather 
listen to you say some nice thing about him than 
hear you discuss the ten greatest men in history. 


INTERESTING YOUR AUDIENCE 425 


HOW TO BE A GOOD CONVERSA- 
TIONALIST 

The reason so many people are poor conversa- 
tionalist's is because they talk about only the things 
that interest them. That may be deadly boring to 
others. Reverse the process. Lead the other per- 
son into talking about his interests, his business, his 
golf score, his success — or, if it is a mother, her 
children. Do that and listen intently and you will 
give pleasure ; consequently you will be considered a 
good conversationalist — even though you have done 
very little of the talking. 

Mr. Harold Dwight of Philadelphia recently 
made an extraordinarily successful speech at a 
banquet which marked the final session of a pub- 
lic speaking course. He talked about each man in 
turn around the entire table, told how he had talked 
when the course started, how he had improved; 
recalled the talks various members had made, the 
subjects they had discussed; he mimicked some of 
them, exaggerated their peculiarities, had everyone 
laughing, had everyone pleased. With such mate- 
rial, he could not possibly have failed. It was 
absolutely ideal. No other topic under the blue 
dome of Heaven would have so interested that 
group. Mr. Dwight knew how to handle human 
nature. 

AN IDEA THAT WON TWO MILLION 
READERS 

A few years ago, the American Magazine en- 
joyed an amazing growth. Its sudden leap in cir- 


426 PUBLIC SPEAKING 

culation became one of the sensations of the pub- 
lishing world. The secret? The secret was the late 
John M. Siddall and his ideas. When I first met 
Siddall he had charge of the Interesting People De- 
partment of that periodical. I had written a few 
articles for him; and one day he sat down and talked 
to me for a long time: 

“People are selfish,” he said. “They are inter- 
ested chiefly in themselves. They are not very much 
concerned about whether the government should 
own the railroads; but they do want to know how 
to get ahead, how to draw more salary, how to keep 
healthy. If I were editor of this magazine,” he 
went on, “I would tell them how to take care of 
their teeth, how to take baths, how to keep cool 
in summer, how to get a position, how to handle 
employees, how to buy homes, how to remember, 
how to avoid grammatical errors, and so on. Peo- 
ple are always interested in human stories, so I 
would have some rich man tell how he made a 
million in real estate. I would get prominent bank- 
ers and presidents of various corporations to tell 
the stories of how they battled their ways up from 
the ranks to power and wealth.” 

Shortly after that, Siddall was made editor. The 
magazine then had a small circulation, was com- 
paratively a failure. Siddall did just what he said 
he would do. The response? It was overwhelm- 
ing. The circulation figures climbed up to two hun- 
dred thousand, three, four, half a million. . . . 
Here was something the public wanted. Soon a 
million people a month were buying it, then a mil- 
lion and a half, finally two millions. It did not stop 


INTERESTING YOUR AUDIENCE 427 


there, but continued to grow for many years. Sid- 
dall appealed to the selfish interests of his readers. 

HOW DR. CONWELL INTERESTED MILLIONS 
OF HEARERS 

What was the secret of the world’s most popular 
lecture, “Acres of Diamonds”? Just the thing we 
have been talking about. John M. Siddall discussed 
this lecture in the conversation I have just referred 
to ; and I think that its enormous success had some- 
thing to do with determining the policy of his 
magazine. 

Turn to it again, please, in the Appendix. It 
tells people how they can get ahead, how they can 
make more out of themselves in their present 
environment. 

It was never a static lecture. Dr. Conwell made 
it personal to each town where he spoke. That 
was of immense importance. The local references 
made it appear fresh and new. They made that 
town, that audience, seem important. Here is his 
own story of how he did it : 

“I visit a town or city, and try to arrive there early 
enough to see the postmaster, the barber, the keeper of the 
hotel, the principal of the schools, and the ministers of some 
of the churches, and then go into some of the factories 
and stores, and talk with the people, and get into sympathy 
with the local conditions of that town or city and see what 
has been their history, what opportunities they had and what 
they had failed to do — and every town fails to do something 
— and then go to the lecture and talk to those people about 
the subjects which apply to their locality. Acres of Dia- 
monds — the idea — has continuously been precisely the same. 


428 PUBLIC SPEAKING 

The idea is that in this country of ours, every man has the 
opportunity to make more of himself than he does in his 
own environment, with his own skill, with his own energy, 
and with his own friends.” 

THE KIND OF SPEECH MATERIAL THAT 
ALWAYS HOLDS ATTENTION 

You may possibly bore people if you talk about 
things and ideas, but you can hardly fail to hold 
their attention when you talk about people. To- 
morrow there will be millions of conversations float- 
ing over fences in the backyards of America, over 
tea tables and dinner tables — and what will be the 
predominating note in most of them? Personalities. 
He said this. Mrs. So-and-so did that. I saw her 
doing this, that and the other. He is making a 
“killing,” and so on. 

I have addressed many gatherings of school chil- 
dren in the United States and Canada; and I soon 
learned by experience that in order to keep them 
interested I had to tell them stories about people. 
As soon as I became general and dealt with ab- 
stract ideas, Johnny became restless and wiggled in 
his seat, Tommy made a face at someone, Billy 
threw something across the aisle. 

True, these were audiences of children; but the 
intelligence tests used in the army during the war 
revealed the startling fact that 49% of the peo- 
ple in the United States have a mental age of about 
13. So one can hardly go w r rong in making a gen- 
erous use of human interest stories. Our magazines 
that are read by millions, periodicals such as the- 



INTERESTING YOUR AUDIENCE 429 

American , Cosmopolitan , Saturday Evening Post f 
are filled with them. 

I once asked a group of American business men 
in Paris to talk on How to Succeed . Most of them 
praised the homely virtues, preached at, lectured to, 
and bored their hearers. (Incidentally, I recently 
heard one of the most prominent business men in 
America make this identical mistake in a radio talk 
on this identical topic.) 

So I halted this class, and said something like this : 
“We don’t want to be lectured to. No one enjoys 
that. Remember you must be entertaining or we 
will pay no attention whatever to what you are 
saying. Also remember that one of the most in- 
teresting things in the world is sublimated, glorified 
gossip. So tell us the stories of two men you have 
known. Tell why one succeeded and why the other 
failed. We will gladly listen to that, remember it 
and possibly profit by it. It will also, by the way, 
be far easier for you to deliver than are these 
wordy, abstract preachments.” 

There was a certain member of that course who 
invariably found it difficult to interest either himself 
or his audience. This night, however, he seized the 
human story suggestion; and told us of two of his 
classmates in college. One of them had been so 
conservative that he had bought shirts at the differ- 
ent stores in town, and made charts showing which 
ones laundered best, wore longest and gave the most 
service per dollar invested. His mind was always 
on pennies ; yet, when he was graduated — it was an 
engineering college — he had such a high opinion of 
his own importance that he was not willing to 



430 


PUBLIC SPEAKING 


begin at the bottom and work his way up, as the 
other graduates were doing. Even when the third 
annual reunion of the class came, he was still mak- 
ing laundry charts of his shirts, while waiting for 
some extraordinarily good thing to come his way. 
It never came. A quarter of a century has passed 
since then, and this man, dissatisfied and soured 
on life, still holds a minor position. 

The speaker then contrasted with this failure the 
story of one of his classmates who had surpassed 
all expectations. This particular chap was a good 
mixer. Everyone liked him. Although he was 
ambitious to do big things later, he started as a 
draughtsman. But he was always on the lookout 
for opportunity. Plans were then being made for 
the Pan-American exposition in Buffalo. He knew 
engineering talent would be needed there; so he 
resigned from his position in Philadelphia and 
moved to Buffalo. Through his agreeable personal- 
ity, he soon won the friendship of a Buffalo man 
with considerable political influence. The two 
formed a partnership, and engaged immediately 
in the contracting business. They did considerable 
work for the telephone company, and -this man was 
finally taken over by that concern at a large salary. 
To-day he is a multimillionaire, one of the prin- 
cipal owners of Western Union. 

We have recorded here only the bare outline of 
what the speaker told. He made his talk interest- 
ing and illuminating with a score of amusing and 
human details. . . . He talked on and on — this 
man w r ho could not ordinarily find material for a 
three minute speech— and he was surprised beyond 



INTERESTING YOUR AUDIENCE 431 


words to learn when he stopped that he had held 
the floor on this occasion for half an hour. The 
speech had been so interesting that it seemed short 
to everyone. It was this student’s first real triumph. 

Almost every student can profit by this incident. 
The average speech would be far more appealing if 
it were rich and replete with human interest stories. 
The speaker ought to attempt to make only a few 
points and to illustrate them with concrete cases. 
Such a method of speech building can hardly fail 
to get and hold attention. 

If possible, these stories ought to tell of struggles, 
of things fought for and victories won. All of us 
are tremendously interested In fights and combats. 
There is an old saying that all the world loves a 
lover. It doesn’t. What all the world loves is a 
scrap. It wants to see tw T o lovers struggling for 
the hand of one woman. As an illustration of this 
fact, read almost any novel, magazine story, or go 
to see almost any film drama. When all the 
obstacles are removed and the reputed hero takes 
the so-called heroine in his arms, the audience be- 
gins reaching for their hats and coats. Five 
minutes later c the sweeping women are gossiping 
over their broom handles. 

Almost all magazine fiction is based on this for- 
mula. Make the reader like the hero or heroine. 
Make him or her long for something intensely. 
Make that something seem impossible to get. Show 
how the hero or heroine fights and gets it. 

The story of how a man battled In business or 
profession against discouraging odds, and won, is 
always inspiring, always interesting. A magazine 



432 PUBLIC SPEAKING 

editor once told me that the real, inside story of 
any person’s life is entertaining. If one has 
struggled and fought — and who hasn’t? — bis story, 
if correctly told, will appeal. There can be no doubt 
of that. 

BE CONCRETE 

The wuriter once had in the same course in pub- 
lic speaking, a Doctor of Philosophy and a rough- 
and-ready fellow who had spent his youth thirty 
years ago in the British Navy. The polished scholar 
was a university professor; his classmate from the 
seven seas was the proprietor of % small side street 
moving-van establishment. Strange to say, the 
moving-van man’s talks during the course would 
have held a popular audience far better than the 
talks of the college professor. Why? The col- 
lege man spoke in beautiful English, with a de- 
meanor of culture and refinement, and with logic 
and clearness; but his talks lacked one essential, 
concreteness. They w^ere too vague, too general. 
On the other hand, the van owner possessed hardly 
enough power of cerebration to generalize. When 
he talked he got right down to business immedi- 
ately. He was definite ; he was concrete. That qual- 
ity, coupled with his virility and his fresh phrase- 
ology, made his talks very entertaining. 

I have cited this instance, not because it is typical 
either of college men or moving-van proprietors, 
but because it illustrates the interest-getting power 
that accrues to the man — regardless of education — - 
who has the happy habit of being concrete and def- 
inite in his speaking. 



INTERESTING YOUR AUDIENCE 433 

This principle is so important that we are going 
to use several illustrations to try to lodge it firmly 
in youi* mind. We hope you will never forget it, 
never neglect it. 

Is it, for example, more interesting to state that 
Martin Luther, as a boy, was “stubborn and intract- 
able,” or is it better to say that he confessed that 
his teachers had flogged him as often as “fifteen 
times in a forenoon”? 

Words like “stubborn and intractable” have very 
little attention value. But isn’t it easy to listen to 
the flogging count? 

The old method of writing a biography was to 
deal in a lot of generalities which Aristotle called, 
and rightly called, “The refuge of weak minds.” 
The new method is to deal with concrete facts that 
speak for themselves. The old fashioned biog- 
rapher said that John Doe was born of “poor but 
honest parents.” The new method would say that 
John Doe’s father couldn’t afford a pair of over- 
shoes, so when the snow came, he had to tie gunny 
sacking around his shoes to keep his feet dry and 
warm; but, In spite of his poverty, he never watered 
the milk and lie never traded a horse wfith the heaves 
as a sound animal. That shows that his parents 
were “poor but honest,” doesn’t It? And doesn’t 
it do it in a way that Is far more interesting than 
the “poor but honest” method? 

If this method works for modern biographers It 
will work also for modern speakers. 

Let us take one more Illustration. Suppose you 
wished to state that the potential, horse power 
wasted at Niagara every day was appalling. Sup* 



434 


PUBLIC SPEAKING 


pose you said just that, and then added, that if 
it were utilized and the resulting profits turned to 
purchasing the necessities of life, crowds could be 
clothed and fed. Would that be the way to make 
it interesting and entertaining? No — No. Isn’t 
this far better? We are quoting from Edwin E. 
Slosson in the Daily Science News Bulletin: 

“We are told that there are some millions of people in 
poverty and poorly nourished in this country, yet here at 
Niagara is wasted the equivalent of 250,000 loaves of bread 
an hour. We may see with our mind's eye 600,000 nice 
fresh eggs dropping over the precipice every hour and mat 
ing a gigantic omelet in the whirlpool. If calico were con- 
tinuously pouring from the looms in a stream 4,000 feet 
wide like Niagara River, it would represent the same des- 
truction of property. If a Carnegie Library were held under 
the spout it would be filled with good books in an hour or 
two. Or we can imagine a big department store floating 
down from Lake Erie every day and smashing its varied 
contents on the rocks 160 feet below. That would be an 
exceedingly interesting and diverting spectacle, quite as at- 
tractive to the crowd as the present, and no more expensive 
to maintain. Yet some people might object to that on the 
ground of extravagance who now object to the utilization 
of the power of the falling water.” 

c 

PICTURE-BUILDING WORDS 

In this process of interest-getting, there is one 
aid, one technique, that is of the highest impor- 
tance ; yet it is all but ignored. The average speaker 
does not seem to be aware of its existence. He 
has probably never consciously thought about it at 
all. I refer to the process of using words that 
create pictures. The speaker who is easy to lis- 



INTERESTING YOUR AUDIENCE 435 


ten to is the one who sets images floating before 
your eyes. The one who employs foggy, common- 
place, colorless symbols sets the audience to nodding. 

Pictures. Pictures. Pictures. They are as free 
as the air you breathe. Sprinkle them through your 
talks, your conversation; and you will be more en- 
tertaining, more influentiaL 

To illustrate : let us take the excerpt just quoted 
from the Daily Science News Bulletin regarding 
Niagara. Look at the picture words. They leap 
up and go scampering away in every sentence, as 
thick as rabbits in Australia: “250,000 loaves of 
bread, 600,000 eggs dropping over the precipice, 
gigantic omelette in the whirlpool, calico pouring 
from the looms in a stream 4,000 feet wide, Car- 
negie library held under the spout, books, a big 
department store floating, smashing, rocks below, 
falling water.” 

It would be almost as difficult to ignore such a 
talk or article as it would be to pay not the slight- 
est attention to the scenes from a film unwinding 
on the silver screen of the motion picture theater. 

Herbert Spencer, in his famous little essay on the 
Philosophy of Style , pointed out long ago the su- 
periority of terms that call forth bright pictures: 

“We do not think,” says he, “in generals but in particu- 
lars. ... We should avoid such a sentence as 

“In proportion as the manners, customs and amusements 
of a nation are cruel and barbarous, the regulations of their 
penal code will be severe. 

“And in place of it, we should write: 



436 


PUBLIC SPEAKING 


“In proportion as men delight in battles, bull fights and 
combats of gladiators, will they punish by hanging, burning 
and the rack.” . 

Picture-building phrases swarm through the pages 
of the Bible and through Shakespeare like bees 
around a cider mill. For example, a commonplace 
writer would have said that a certain thing would 
be superfluous, like trying to improve the perfect. 
Flow did Shakespeare express the same thought? 
With a picture phrase that is immortal: “To gild 
refined gold, to paint the lily, to throw perfume on 
the violet.” 

Did you ever pause to observe that the proverbs 
that are passed on from generation to generation 
are almost all visual sayings? “A bird in the hand 
is worth two in the bush.” “It never rains but it 
pours.” “You can lead a horse to water but you 
can’t make him drink.” And you will find the same 
picture element in almost all the similes that have 
lived for centuries and grown hoary with too much 
use: “Sly as a fox.” “Dead as a door nail.” 
“Flat as a pancake.” “Hard as a rpck.” 

Lincoln continually talked in visual terminology. 
When he became annoyed with the long, com- 
plicated, red-tape reports that came to his desk in 
the White House, he objected to them, not with a 
colorless phraseology, but with a picture phrase that 
it is almost impossible to forget. “When I send a 
man to buy a horse,” said he, “I don’t want to be 
told how many hairs the horse has in his tail. I 
wish only to know his points.” 


INTERESTING YOUR AUDIENCE 437 


THE INTEREST GETTING VALUE OF 
CONTRASTS 

Listen to the following condemnation of Charles I 
by Macaulay. Note that Macaulay not only uses 
pictures, but he also employs balanced sentences. 
Violent contrasts almost always hold our interests; 
violent contrasts are the very brick and mortar of 
this paragraph: 

“We charge him with having broken his coronation oath ; 
and we are told that he kept his marriage vow! We accuse 
him of having given up his people to the merciless inflictions 
of the most hot-headed of prelates; and the defense is that 
he took his little son on his knee and kissed him ! W e cen- 
sure him for having violated the articles of the Petition of 
Right, after having, for good and valuable consideration, 
promised to observe them; and we are informed that he was 
accustomed to hear prayers at six o’clock in the morning! 
It is to such considerations as these, together with his Van- 
dyke dress, his handsome face and his peaked beard, that he 
owes, we verily believe, most of his popularity with the 
present generation.” 

INTEREST IS CONTAGIOUS 

We have bben discussing so far the kind of ma- 
terial that interests an audience. However, one 
might mechanically follow all the suggestions made 
here and speak according to Cocker, and yet be 
vapid and dull. Catching and holding the interest 
of people is a delicate thing, a matter of feeling and 
spirit. It is not like operating a steam engine. No 
book of precise rules can be given for it. 

Interest, be it remembered, is contagious. Your 
hearers are almost sure to catch it if you have a 


438 


PUBLIC SPEAKING 

bad case of it yourself. A short time ago, a gentle, 
man rose during a session of this course in Balth 
more and warned his audience that if the present 
methods of catching rock fish in Chesapeake Bay 
were continued the species would become extinct. 
And in a very few years ! He felt his subject. It 
was important. He was in real earnest about it., 
Everything about his matter and manner showed 
that. When he arose to speak, I did not know 
that there was such an animal as a rock fish in 
Chesapeake Bay. I imagine that most of the audi- 
ence shared my lack of knowledge and lack of In- 
terest. But before the speaker finished, all of us 
had caught something of his concern. All of us 
would probably have been willing to have signed 
a petition to the legislature to protect the rock fish 
by law. 

I once asked Richard Washburn Child, then 
American Ambassador to Italy, the secret of his suc- 
cess as an interesting writer. He replied: “I am so 
excited about life that I cannot keep still. I just 
have to tell people about it.” One cannot keep from 
being enthralled with a speaker or writer like that. 

I recently went to hear a speaker in London : after 
he was through, one of our party, Mr. E. F. Ben- 
son, a well-known English novelist, remarked that 
he enjoyed the last part of the talk far more than 
the first. When I asked him why, he replied: “The 
speaker himself seemed more interested in the last 
part, and I always rely on the speaker to supply 
the enthusiasm and interest.” 

Everyone does. Remember that. 


INTERESTING YOUR AUDIENCE 


439 


SUMMARY 

1. We are interested in extraordinary facts about 
ordinary things. 

2. Our chief interest is ourselves. 

3. The person who leads others to talk about 
themselves and their interests and listens intently 
will generally be considered a good conversational- 
ist, even though he does very little talking. 

4. Glorified gossip, stories of people, will almost 
always win and hold attention. The speaker ought 
to make only a few points and to illustrate them 
with human interest stories. 

5. Be concrete and definite. Do not belong to 
the “poor-but-honest” school of speakers. Do not 
merely say that Martin Luther was “stubborn and 
intractable” as a boy- Announce that fact. Then 
follow it with the assertion that his teachers flogged 
him as often as “fifteen times in a forenoon.” That 
makes the general assertion clear, impressive and 
interesting. 

6. Sprinkle your talks with phrases that create 
pictures, with words that set images floating before 
your eyes. 1 

7. If possible use balanced sentences and contrast 
ing ideas. 

8. Interest is contagious. The audience is sure 
to catch it if the speaker himself has a bad case 
of it. But it cannot be won by the mechanical ad- 
herence to mere rules. 


SPEECH BUILDING 
WORDS OFTEN MISPRONOUNCED 


Do not drop the H sound in words like the fol- 
lowing. In these the W is pronounced as if it 
were after the H ; as hwy for why. Say: 

whack not wack 

wharf not warf 

wheat not weat 

wheel not weel 

when not w T en 

whether not wether 

which not w r ich 

whip not wip 

whiskey not wiskey 

white not wdte 

whittle not wattle 

whoa not wo 

ERRORS IN ENGLISH 

Review . There are three errors in the following 
paragraph. Can you locate them? 

“Was this done by you, or who ?” w^as the shout exploded 
at us as we came through the door. It w^as a question of 
whether he or myself should take the blame. He don’t feel 
that the fault was his, and I feel that it was not mine. 

440 


INTERESTING YOUR AUDIENCE 44J 

New Study Material . Rule: Words joined to 
the subject by such expressions as with, together 
with , aS well as, in addition to, do not pluralize 
the subject and do not cause the subject to require 
a plural verb. For example : 

Right: The task of getting proper machinery, 
with that of raising capital and of employing ex- 
perienced hands, was enormous. 

Wrong: The task of getting proper machinery, 
■with that of raising capital and of employing ex- 
perienced hands, were enormous. 

Right : The invoice mailed yesterday, in addition 
to the bills due last month, has been paid. 

Wrong: The invoice mailed yesterday, in addi- 
tion to the bills due last month, have been paid. 

Right: Major Harvey, as well as Colonel Mills, 
has appraised the property. 

Wrong: Major Harvey, as well as Colonel Mills, 
have appraised the property. 

Right: Our entire factory with all of its con- 
tents, together with three adjoining storerooms, was 
burned yesterday. 

Wrong: Our entire factory with all of its con- 
tents, together with three adjoining storerooms, 
were burned yesterday. 

Rule: Do not use the double negative. Note 
the examples which follow: 

Right : I can hardly see. 

Wrong: I can’t hardly see. 

Right : I never cause any harm to anyone. 

Wrong: I never cause no harm to nobody „ 

Rule: Do not use never to take the place of 
not. Examples of this are as follows : 


442 PUBLIC SPEAKING 

Right : I did not bring my notebook to take dicta- 
tion. 

Wrong : I never brought my notebook to 'cake dic- 
tation. 

Rule : In certain sections of the country es- 
pecially, it is customary to misuse yet, already, once, 
and however. 

Right : The letter is still here. 

Wrong : The letter is here yet. 

Right : He has gone already. 

Wrong : He has gone already yet. 

Rule : At the beginning of a sentence do not 
use such introductory words as why, well, then, now, 
see, and again, unless they are needed. They are 
very often used because the speaker has gotten into 
such a habit. Effective speaking, both in public and 
in conversation, is often marred by this habit. 

Some contracted forms cause trouble in speaking. 
The most important of these are don’t, doesn’t, 
ham’ t, ain’t. Don’t is a contraction of do not, and 
therefore should be used with plural subjects and 
with I. You may say I don’t, we don’t, you don’t, 
they don’t, and don’t with any other plural subject, 
but you should never say he don’t, she’ don’t, it don’t. 
Examples : 

Right: Tie does not care for the theater. 

Wrong: He don’t care for the theater. 

H ain’t is a provincialism and is used very ex- 
tensively in certain sections of the United States. 
If possible, it is more erroneous than ain’t. Both 
of these expressions are improper contractions for 
are not, aren’t, have not, haven’t, has not, hasn’t, 


INTERESTING YOUR AUDIENCE 443 

Right: Isn’t he here? 

Wong: Ain’t he here? 

Right.: Haven’t you got it? 

Wrong: H ain’t (or ain’t) you got it? 

CORRECT USAGE OF WORDS 

“Bent — Bias — Inclination — Prepossession. 
These words agree in describing a permanent in- 
fluence upon the mind which tends to decide its 
actions. Bent denotes a fixed tendency of the mind 
in a given direction. It is the widest of these terms 
and applies to the will, the intellect and the affec- 
tions taken conjointly; as, the whole bent of his 
character was toward evil practices. Bias is lit- 
erally a weight fixed on one side of a ball used in 
bowling and causing it to swerve from a straight 
course. Used figuratively, bias applies particularly 
to the judgment, and denotes something that acts 
with a permanent force on the character through 
that faculty; as, the bias of early education, early 
habits, etc. Inclination is an excited state of de- 
sire or appetency; as, a strong inclination to the 
study of law. Prepossession is a mingled state of 
feeling and opinion in respect to some person or 
subject which has laid hold of and occupied the 
mind previous to inquiry. The word is commonly 
used in a good sense, an unfavorable impression of 
this kind being denominated a prejudice. ‘Strong 
minds will be strongly bent, and usually labour 
under a strong bias; but there is no mind so weak 
and powerless as not to have its inclinations, and 


444 


PUBLIC SPEAKING 


none so guarded to be without its prepossessions.’—* 
Crabb.” — Webster’s International Dictionary. 

Enormous — Immense — Excessive. Enormous 
means out of due proportion, beyond the normal. 
A prize fighter has enormous strength. Immense 
denotes a very large quantity, a vast extent. 
Excessive means beyond what is just, and al- 
ways denotes something evil. The Aquitania is an 
enormous ship sailing across an immense expanse of 
sea. If a person of moderate means were obliged 
to pay for one of its de luxe suites he would un- 
doubtedly consider the price enormous, probably 
excessive. 

VOICE EXERCISE— HOW TO BE HEARD AT A 
DISTANCE 

It is not necessary to shout and yell in order to 
make yourself heard in a large hall or out of doors. 
It is necessary only to use your voice correctly. A 
whisper, if reenforced by the right tone conditions, 
will carry to the farthest corner of the largest 
theater. 

Here are some suggestions that will aid you in 
being heard. 

1. Do not gaze at the floor. That is amateurish. 
It is annoying to an audience. It destroys a sense 
of communication, a feeling of give and take, be- 
tween the listeners and talker. It also directs the 
tone toward the floor and interferes with its float- 
ing out over the audience. 

2. “The breath,” said Madame Schumann-Heink. 
“Is the motive power of voice. Without it under 


INTERESTING YOUR AUDIENCE 445 

intelligent control, nothing can be accomplished. 
One might as well try to run an automobile with- 
out gasoline as to sing without breath. 55 Yes, or 
to speak without it. It is the powder behind the 
bullets of your words. There should be, at all 
times, a reserve of breath in your lungs to act as 
a spring board, a catapult, to launch your words. 
You have doubtlessly seen, in store windows or In 
shooting galleries, little balls dancing up and down, 
on jets of water. Your words should be buoyed 
up by breath like that. They should ride like a 
kite on a cushion of air. So breathe deeply, feel- 
ing the lower part of the lungs expanding at the 
lower ribs and pushing down and flattening out 
the arched diaphragm. When you start to speak, 
do not use up all your breath at once. Use as 
little as possible. Control it according to the di- 
rections given in Chapter V. 

3. Relax the throat, the lips, the jaw. (See 
Chapters IV, IX and X.) Constricted tones will 
not carry because they have little vibration. 

4. A man pounding with a hammer on a piece 
of iron will make a disagreeable noise which is all 
but deafening close at hand; but it will not carry. 
But the music of an orchestra or a band can be 
heard playing for a long distance through a racket 
and uproar. Why the difference? That is easy to 
explain: the instruments of the band make pure, 
harmonious sounds, sounds with resonance; but the 
hammer striking the iron makes only a dull, ugly 
clangor without resonance. Only a few days ago, 
the author stood beside a bugler sounding a call. 
Had the bugler used the same amount of breath 


146 PUBLIC SPEAKING 

in a harsh shout, it would not have carried very 
far; but this breath sent into the bugle, vibrating 
in its resonance chambers, created sound waves 
which carried a long, long distance. 

Now we can understand why some voices that 
seem very loud to those in the front rows, do not 
carry far: they lack resonance, and it is resonance 
that makes a sound carry — resonance and openness 
and breath reserve. 

So practise often the voice exercises given for this 
purpose in Chapters IV, IX and X. 

As you are listening to the radio, hum the tunes 
that are played, feeling with your open palm the 
vibrations in the top and back of your head, in 
the nose, on the lips, in the cheeks, in the chest. 
To make the most of your natural resonance, speak 
with the same open sensation in your head that you 
have when you are drinking in the air. This is 
most important. 

5. Sound your vowels distinctly. They are the 
very heart of your words. It is the vibration of 
the vowel sounds that carries. Consequently, they 
must not be neglected or slighted. They must be 
spoken with freedom and openness and accuracy. 
Here are the most commonly used vowel sounds: 
Practise them aloud now : mate, mote, mute, moot; 
rack, reck, rick, rock, ruck, rook; bah, boil. As 
you say them, relax and drop the jaw. 

Say them again, using them this time as an ex- 
ercise for flexibility of the lips. 

The correct use of the lips is all important in the 
sounding of the vowels. The following are some- 
times called small or feminine vowels. They ex- 


INTERESTING YOUR AUDIENCE 447 


press delicacy. The lips should be stuck out almost 
into a pout as they are pronounced. Try them now. 
We have connected these vowel sounds with n to 
give them a singing quality. 

en as In men 
ain as in drain 
een as in seen 
in as in sin 

Here are the bright vowels, expressing joy, sum 
shine, gladness. Say them with the lips drawn back 
into something like a smiling position: 

an as in can 
ein as in line 
ahn as in ah 

These are the heavy or masculine vowels, ex- 
pressing strength, sonority, richness, fulness, depth. 
Say them with the lips a little more open than in 
the whistling position, chin relaxed, dropped and 
very loose. 

on as in on 
ohn as in oh 

i, 

oon as in boon 
own as in own 

6. The pitch of your voice ought to vary, ought 
to flow up and down the scale, naturally and spom 
taneously as you speak. This principle of delivery 
was discussed in Chapter VII. This change of 
pitch will help to individualize your words, to make 
them more distinctive. 

7. In order to be heard at a distance, we need 


448 


PUBLIC SPEAKING 


volume. Do not confuse this with mere loudness. 
A man who does not mean what he says and has 
slight interest in it, will not, other thing? being 
equal, be heard as far as the one who puts his heart 
and soul and sincerity into his talk. It is not 
emptiness that carries. It is richness. 

One of the first things that the physician notices 
on entering the sick room is the voice. It reflects 
one’s vitality. A robust voice with carrying power 
does not come from a sick or even tired body. So 
rest before you speak. Obey the laws of sensible 
living. 

“A beautiful voice, beautifully used,” warns 
Madame Melba, “can only continue to come from a 
healthy body. . . . Robust health is essential tc 
any large measure of success. . . . Plenty of fresh 
air, simple nourishing food and eight or nine hours 
of sleep are all necessary to the singer whose 
larynx invariably reflects her bodily conditions.” 


CHAPTER XV 
HOW TO GET ACTION 


"The truly effective speakers never have enthroned Mind 
impulse as their god . They have controlled and directed it 
with the judgment born of a careful study of the laws gov- 
erning action and belief." — Effective Speaking, by Arthur 
Edward Phillips. 

" Every business talk, whether it is selling a stove or put- 
ting a factory policy up for vote , has a definite end to gain — 
a decision to win — a product or an idea to sell . It is there- 
fore as much dependent upon an appeal to 'you interests 
as a business letter or an advertisement on the billboard 
across the street. The talk that is so planned and directed 
is as sure to win against unplanned conversation , as is the 
carefully prepared and tested advertisement F — How To 
Talk Business to Win. 

"IF hat then , in brief does a cultivated modern audience 
demand of a speaker f It insists, first, that the speaker him- 
self be genuine ; second , that he know something worthwhile 
and know it well; third, that his own feelings and convic- 
tions be fully enlisted in the theme that he presents; and, 
fourth, that he talk straight to the point in simple, natural , 
forceful language F — Public Speaking Today, by Lockwood- 
Thorpe. 

"The great end of life is not knowledge but action F — - 
Huxley . 

“ Action is the distinguishing characteristic of greatness F 
— E. St. Elmo Lewis . 

“W e are more easily persuaded, in general, by the reasons 
we ourselves discover, than by those which have been sug - 
gested to us by others F — Pascal. 

“ The mastery of forceful speech is one of the noblest pur- 
poses to which a man can address himself F — Nezuell Dwight 
Hillis. 


CHAPTER XV 


HOW TO GET ACTION 

If you could have the power of any talent that 
you now possess doubled and trebled for the mere 
asking, which one would you select to have this 
mighty boon conferred upon? Wouldn’t you very 
likely designate your ability to influence others, to 
get action? That would mean additional power, 
additional profit, additional pleasure. 

Must this art — so essential to our success in 
life — remain forever a hit and miss affair with most 
of us? Must we blunder along depending upon 
our instinct, upon rule of thumb methods only? 
Or is there a more intelligent way to set about 
achieving it? 

There is, and we shall discuss it at once — a 
method based on the rules of common sense, on 
the rules of human nature, your nature and mine, 
a method that the writer has frequently employed 
himself, a method that he has trained others to 
use successfully. 

The first step in this method is to gain interested 
attention. Unless you do that, people will not lis- 
ten closely to what you say. 

How to do this was dealt with at length In 
Chapters IX and XIV. Would it not be well to 
review them in this connection? 


451 


452 PUBLIC SPEAKINb 

The second step is to gain the confidence of your 
hearers. Unless you do that, they will have no 
faith in what you say. And here is where, many a 
speaker falls down. Here is where many an ad- 
vertisement fails, many a business letter, many an 
employe, many a business enterprise. Here is 
where many an individual fails to make himself 
effective within his own human environment. 

WIN CONFIDENCE BY DESERVING IT 

The prime way to win confidence is to deserve it. 
The elder J. Pierpont Morgan said that character 
was the biggest element in obtaining credit It 
is also one of the biggest elements in obtaining 
the confidence of an audience. I have noticed time 
without number that facile and witty speakers — 
if those are their chief qualities — are not nearly as 
effective as those who are less brilliant but more 
sincere. 

A certain member of a course that the author was 
recently conducting had been blessed with a striking 
appearance; and when he stood up to speak, he 
possessed an admirable fluency of thought and lan- 
guage. When he had finished, however, people 
said: “clever chap.” He made a ready, surface 
impression ; but it was only on the surface, it never 
amounted to much. In that same group, there 
was an insurance representative, a man small of 
stature, a man who groped sometimes for a word, 
a man lacking grace of diction; but his deep sin- 
cerity shone through his eyes and vibrated in his 
voice. HisTiearers listened intently to what he said, 


Hoiv TO GET ACTION 453 

had faith in him, warmed to him without being com 
scious of why they did it. 

“No ^Mirabeau, Napoleon, Burns, Cromwell, no 
man adequate to do anything,” said Carlyle in 
Heroes and Hero Worship , “but is first of all in 
right earnest about it; what I call a sincere man. 
I should say sincerity, a great deep, genuine sin- 
cerity, is the first characteristic of all men in any 
way heroic. Not the sincerity that calls itself sin- 
cere; ah, no, that is a very poor matter indeed — a 
shallow braggart, conscious sincerity, oftenest self* 
conceit mainly. The great man’s sincerity is of the 
kind he cannot speak of — is not conscious of.” 

There died a few years ago, one of the most 
brilliant and accomplished speakers of his genera- 
tion. In his youth sanguine hopes were raised, 
mighty things were prophesied of him; but he passed 
on without achieving them. He had less heart than 
head; he prostituted his undeniable talents, spoke 
for whatever cause brought him a momentary ad- 
vantage and financial profit. He gained a reputa- 
tion of insincerity. His public career was ruined. 

There is, as Webster said, no use trying to pre- 
tend a sympathy or sincerity that one does not feel. 
It won’t work. It must be genuine. It must have 
the right ring. 

“The profoundest feeling among the masses,” 
says the well known Indiana speaker, Albert J. 
Beveridge, “the most influential element in their 
character is the religious element. It is as instinc- 
tive and elemental as the law of self-preservation. 
It informs the whole intellect and personality of the 
people. And he who would greatly influence the 



454 PUBLIC SPEAKING 

people by uttering their unformed thoughts, must 
have this great and unanalyzable bond of sympathy 
with them.” * 

Lincoln had this sympathy with the people. He 
was seldom dazzling. I do not think anyone called 
him “an orator.” Jn his debates with Judge Doug- 
las, he lacked the grace and smoothness and rhetoric 
of his opponent. People christened Douglas “The 
Little Giant.” And what did they call Lincoln? 
“Honest Abe.” 

Douglas had a charming personality, and he was 
a man of extraordinary spirit and vitality; but he 
was a man who tried to carry water on both shoul- 
ders, he put policy above principle, expediency above 
justice. That was his final undoing. 

And Lincoln? Well, when he spoke, there was 
a certain rugged flavor that emanated from the 
man and doubled the power of his words. People 
felt his honesty and sincerity and his Christ-like 
character. As far as knowledge of law is concerned, 
scores of other men outstripped him; but few of 
them had more influence with a jury. He was not 
much concerned about serving Abe Lincoln. He 
was a thousand times more concerned about serv- 
ing justice and eternal truth. And people felt it 
wdien he spoke. 


SPEAK OUT OF YOUR OWN EXPERIENCE 

The second way to gain the confidence of the 
audience is to speak discreetly out of your own 
experience. That helps immensely. If you give 
opinions, people may question them. If you relate 


HOW TO GET ACTION 


455 


hearsay or repeat what you have read, the thing 
may have a second-hand flavor. But what you your- 
self have gone through and lived through, that has 
a genuine ring, a tang of truth and veracity; and 
people like it. They believe it. They recognize 
you as the world’s leading authority on that par- 
ticular topic. 

As an illustration of the efficacy of this sort of 
thing, go to the news stand and purchase a copy 
of the American Magazine, or System, or Field and 
Stream. You will find these packed with articles 
by men relating their own experiences. 

Or turn to A Message to Garcia (see Appendix). 
The world had amazing confidence in what Elbert 
Hubbard said on that occasion. He is speaking 
out of his own experiences. You know that. You 
feel it. The whole article breathes it: “I have 
carried a dinner pail, and I have worked for day’s 
wages, and I have also been an employer of labor, 
and I know there is something to be said on both 
sides.” 

BE PROPERLY INTRODUCED 

Many a spe’aker fails to gain the attention of his 
audience immediately because he is not introduced 
properly. 

An introduction — that term was fashioned from 
two Latin words, intro, to the inside, and dncere, 
to lead — so an introduction ought to lead us to the 
inside of the topic sufficiently to make us want to 
hear it discussed. It ought to lead us to the in- 
side facts regarding the speaker, facts that demon- 
strate his fitness for discussing this particular topic. 


456 PUBLIC SPEAKING 

In other words, an introduction ought to “sell” the 
topic to the audience and it ought to “sell” the 
speaker. And it ought to do these things in the 
briefest amount of time possible. 

That is what it ought to do. But does it? Nine 
times out of ten — no — emphatically no. Most in- 
troductions are poor affairs — feeble and inexcusably 
inadequate. 

For example, I heard a well known speaker — a 
man who ought to have known better — introduce 
the Irish poet, W. B. Yeats. Yeats was to read 
his own poetry. Three years prior to that he had 
been awarded the Nobel prize in literature, the 
highest distinction that can be bestowed upon a 
man of letters. I am confident that not ten per 
cent of that particular audience knew of either the 
award or its significance. Both ought, by all means, 
to have been mentioned. They ought to have been 
announced even if nothing else were said. But 
what did the chairman do? He utterly ignored 
these facts, and wandered off into talking about 
mythology and Greek poetry. He was doubtlessly 
entirely unconscious of the fact that his own ego 
was prompting him to impress the ^audience with 
his own knowledge, his own importance. 

That chairman, in spite of the fact that he is 
known internationally as a speaker and had been 
introduced a thousand times himself, was a total 
failure in introducing another. If a man of his 
caliber makes such a faux pas , what can we expect 
of the average chairman? 

And what are we going to do about it? With 
all due humility of soul and meekness of spirit, go 



457 


ROW TO GET ACTION 

to the chairman beforehand and ask him if he would 
like a few facts to use in his introduction. He will 
appreciate your suggestions. Then tell him the 
things you would like to have mentioned, the things 
that show why you are in a position to talk about 
this particular subject, the simple facts that the audi- 
ence ought to know, the facts that will win you a 
hearing. Of course, after being told only once, 
the chairman is going to forget half of them and 
get the other half all mixed up; so it is a good plan 
to hand them to him, just a sentence or two, type- 
written, hoping that he will refresh his mind be- 
fore he introduces you. But will he? Probably 
not. And that is that. 

BLUE GRASS AND HICKORY WOOD ASHES 

One autumn the author was conducting courses 
in public speaking at various Y. M. C. A.’s in greater 
New York. The star salesman of one of the best 
known selling organizations in the city was a 
member of one of those courses, and one evening 
he made the preposterous statement that he had 
been able to „ make blue grass grow without the 
aid of seed or roots. He had, according to his 
story, scattered hickory wood ashes over newly 
plowed ground. Presto ! Blue grass had appeared. 
He firmly believed that the hickory wood ashes and 
the hickory wood ashes alone were responsible for 
the blue grass. 

In criticizing his talk, I smilingly pointed out to 
him that his phenomenal discovery would, if true, 
make him a millionaire, for blue grass seed was 



458 


PUBLIC SPEAKING 

worth several dollars a bushel. I also told him that 
it would make him immortal, that it would make 
him the outstanding scientist of all history. I in- 
formed him that no man, living or dead, had ever 
been able to perform the miracle he claimed to have 
performed, no man had ever been able to produce 
life from an inanimate substance. 

I told him that very quietly, for I felt that his 
mistake was so palpable, so absurd, as to require 
no emphasis in the. refutation. When I had finished, 
every other member of the course saw the folly of 
his assertion; but he did not see it, not for a sec- 
ond. He was in earnest about his contention, deadly 
in earnest. He leaped to his feet and informed me 
that he was not wrong. He had not been relating 
theory, he protested, but personal experience. He 
knew whereof he spoke. He continued to talk, en- 
larging on his first remarks, giving additional In- 
formation, piling up additional evidence, a rugged 
sincerity and honesty shining through his voice. 

Again I informed him that there was not the re- 
motest hope in the world of his being right or even 
approximately right or within a thousand miles of 
the truth. In a second he was on his feet once 
more, offering to bet me five dollars and to let the 
U. S. Department of Agriculture settle the matter. 

I noticed that he had soon won over several mem- 
bers of the course to his way of thinking. Marvel- 
ing at their credulity, I inquired why they had now 
come to believe in his contention. His earnestness — ■ 
that was the only explanation they could give — 
earnestness. 



HOW TO GET ACTION 459 

Earnestness : The power of it is incredible — es- 
pecially with a popular audience. 

Very Tew people have the capacity for independ- 
ent thought. It is as rare as the topaz of Ethiopia. 
But all of us have feelings and emotions, and all 
of us are influenced by the speaker’s feeling. If he 
believes a thing earnestly enough f and says it 
earnestly enough } even though he claims he can pro- 
duce blue grass from dust and ashes, he will gain 
some adherents, he will win some disciples. He can 
do that even among supposedly sophisticated and 
unquestionably successful business men in the city of 
New York. 

After you have won the audience’s interested at- 
tention and their confidence, the real work begins., 
The third step then is to state the facts, to 

EDUCATE PEOPLE REGARDING THE MERITS 
OF YOUR PROPOSITION 

This is the very heart of your talk, the meat. 
This is where you will need to devote most of your 
time. Now you will need to apply all you have 
learned in Chapter XII about Clearness, all you 
have learned in Chapter XIII about Impressiveness 
and Conviction. 

Here is where your preparation will count. Here 
is where the lack of it will rise up like Banquo’s 
ghost and mock you. 

Here you are on the firing line. And “a battle 
field,” says Marshal Foch, “does not give an oppor- 
tunity for study. One does what he can to apply 
what he already knows, therefore it is necessary 



460 


PUBLIC SPEAKING 


that he should know thoroughly and be able to use 
his knowledge quickly.” 

Here is where you need to know a score of times 
more about your topic than you can possibly use. 
When the White Knight in Alice Through the Look- 
ing Glass started out on his journey, he prepared 
for every possible contingency: he took a mouse 
trap lest he should be troubled with mice at night, 
and he carried a bee hive in case he should find a 
stray swarm of bees. If the White Knight had 
prepared puolic talks like that, he would have been 
a winner. He would have been able to overwhelm 
with a torrent of information every objection that 
could be brought forth. He would have known his 
subject so well and he would have planned it so 
thoroughly that he could hardly have failed. 

HOW PATTERSON ANSWERED OBJECTIONS 

If you are addressing a business group on some 
proposal that affects them, you should not only edu- 
cate them; but you should let them educate you. 
You should ascertain what is in their minds — other- 
wise you may be dealing with something entirely 
beside the point. Let them express their minds; 
answer their objections; then they will be in a more 
placid state to listen to you. Here is the way the 
late John H. Patterson, the first president of the 
National Cash Register Company, handled a situa- 
tion of that kind. We are quoting from his article 
in System Magazine: 

“It became necessary to raise the prices of our cash reg- 
isters. The agents and sales managers protested; they said 



HOW TO GET ACTION 


46 ! 


that our business would go, that prices had to be kept where 
they were. I called them all in to Dayton and we had a 
meeting.^ I staged the affair. Back of me on the platform 
I had a great sheet of paper and a sign painter. 

“I asked the people to state their objections to the increas- 
ing of prices. The objections came ripping out from the 
audience like shots from a machine gun. As fast as they 
came, I had the sign man post them on the big sheet. We 
spent all of the first day gathering objections. I did nothing 
but exhort. When the meeting closed we had a list of at 
least a hundred different reasons why the prices should not 
be raised. Every possible reason w T as up there before the 
men, and it seemed conclusively settled in the minds of the 
audience that no change should be made. Then the meeting 
adjourned. 

“On the next morning, I took up the objections one by 
one and explained by diagrams and words exactly why each 
was unsound. The people were convinced. Why? Every- 
thing that could be said contra was up in black and white 
and the discussion centered. No loose ends were left. We 
settled everything on the spot. 

“But in a case such as this one it would not have been 
enough, in my mind, merely to have settled the point in 
dispute. A meeting of agents should break up with all of the 
audience filled with a new lot of enthusiasm; perhaps the 
points of the register itself might have been a little blurred 
in the discussion. That would never do. We had to have 
a dramatic climax. I had arranged for that and just before 
the close of the conference, I had a hundred men march, 
one by one, across the stage ; each bore a banner and on that 
banner was a picture of a part of the latest register and just 
what it did. Then when the last man passed across, they 
all came back into a kind of grand finale — the complete 
machine. The meeting ended with the agents on their feet 
and cheering wildly !” 



462 


PUBLIC SPEAKING 


SETTING ONE DESIRE TO FIGHTING 
ANOTHER 

The fourth step in this method is to appeal to the 
motives that make men act. 

This earth and all things in it and on it and in 
the waters underneath it, are run, not haphazardly, 
but according to the immutable law of cause and 
effect. 

“For the world was made in order, 

And the atoms march in tune/ 7 

Everything that ever has happened or ever will 
happen has been, or will be, the logical and in- 
evitable effect of something that preceded it, the 
logical and inevitable cause of something that fol- 
lows. This principle, like the laws of the Medes 
and Persians, changeth not. It is as true of earth- 
quakes and Joseph’s coat of many colors, and the 
honking of wild geese and jealousy and the price of 
baked beans, and the Kohinoor diamond, and the 
beautiful harbor in Sydney — it is as true of those 
things as it is of putting a nickel in a slot and getting 
a package of gum. . . . When one recognizes this, 
he understands, once and for all, why-superstition is 
unspeakably silly — for how can the unchangeable 
laws of nature be stopped or altered or affected in 
the slightest by thirteen people sitting at a table or 
because one breaks a mirror? 

Every conscious and deliberate act we perform is 
caused by what? By some desire. The only peo- 
ple to whom this does not apply are incarcerated in 
insane asylums. The things that actuate us are not 
many. We are ruled hour by hour, dominated day 



HOW TO GET ACTION 463 

and night, by a surprisingly small number of long- 
ings. 

All that means just this: if one knows what these 
motives are and can appeal to them with sufficient 
force, he will have extraordinary power. The wise 
speaker attempts to do precisely that. But the 
blunderer gropes his way blindly and to no purpose. 

For example, a father finds that his young son has 
been smoking cigarettes surreptitiously. He grows 
irate, fumes, scolds, commands the boy to have done 
with the pernicious habit, warns him that it will 
ruin his health. 

But suppose that the boy is not concerned about 
his health, that he loves the flavor and adventure 
of smoking a cigarette more than he fears physical 
consequences. What wall happen? The father’s ap- 
peal will prove futile. Why? Because the parent 
was not shrewd enough to play upon a motive that 
touched his son. The parent played only on the 
motives that actuated himself. He did not get over 
on the boy’s side of the fence at all. 

However, it is quite probable that that boy longs 
wath all his heart to make the track team at school, 
to compete for the hundred yard dash, to excel at 
athletics. So if the father will only cease unload- 
ing his own feelings, and show his son that smoking 
is going to impede and interfere with his cherished 
athletic ambitions, the father will probably get the 
desired action, get it smoothly and completely, and 
get it by the eminently sensible process of putting 
a stronger desire against a weaker one. This is 
precisely what does happen in one of the biggest 
sporting events in the world — the Oxford-Cam- 



464 PUBLIC SPEAKING 

bridge boat race. The oarsmen deny themselves the 
use of tobacco all during their training. Compared 
to the winning of the race, every other desire is 
secondary. 

One of the most serious problems that mankind 
faces to-day is the battle with insects. A few years 
ago, the Oriental fruit moth was imported into 
this country on some cherry trees which were for- 
warded at the instance of the Japanese government 
and were used to ornament the borders of a lake at 
our national capital. This moth spread and 
threatened the fruit crop of some of the eastern 
states. Spraying seemed to have no effect, so finally, 
the government was obliged to import another insect 
from Japan, and turn it loose here to prey upon this 
moth. So our agricultural experts are fighting one 
pest with another. 

The man skilled in getting action employs similar 
tactics. He sets one motive to war against an- 
other. This method is so sensible, so simple, so 
utterly apparent that one might imagine that the 
use of it was all but universal. Far from it. One 
often sees exhibitions that make him inclined to sus- 
pect that the use of it is very rare. 

To cite a concrete case: the writer recently at- 
tended a noonday luncheon club in a certain city. 
A golf party was being organized to play over the 
country club course of a neighboring city. Only a 
few members had put down their names. The presi- 
dent of the club was displeased; something he was 
behind was about to fall; his prestige was at stake. 
So he made what he imagined was an appeal for 
more members to go. His talk was woefully in- 


HOW TO GET ACTION 


465 


adequate ; he based his urge very largely on the fact 
that he wanted them to go . That was no appeal 
at all. *He was not handling human nature skill- 
fully; he was merely unloading his own feelings. 
Like the irate father with the cigarette-smoking son, 
he neglected entirely to talk in terms of the desires 
of his hearers. 

What should he have done? He should have used 
a generous supply of common sense; he should have 
had a little quiet talk with himself before he spoke 
to the others; and he should have addressed him- 
self somewhat in this fashion: “Why aren’t more 
of these men going on this golfing party? Some 
probably imagine they cannot spare the time; others 
may be thinking of the railway fare and various 
expenses. How can I overcome these objections? 
I will show them that recreation is not lost time, 
that grinds are not the most successful men, that 
one can do more in five days when he is fresh than 
he can in six when his batteries need recharging. 
Of course, they know this already; but they need 
to be reminded of it. I will play up things that 
they ought to want more than they want to save the 
small expense connected with this party. I will show 
them that it is an investment in health and pleas- 
ure. I will stir their imaginations, make them see 
themselves out on the course, the west wind in their 
faces, the green sward under their feet, feeling sorry 
for those back in the hot city who live for nothing 
but money.” 

Would such a procedure, in your opinion, have 
been more likely to succeed than the mere “I-want- 
you-to-go” appeal that the speaker used? 


466 


PUBLIC SPEAKING 

THE DESIRES THAT DETERMINE OUR 
ACTIONS 

' ' T 

What, then, are these basic and human longings 
that should mold our conduct and make us behave 
like human beings? If an understanding of them 
and a playing upon them Is so essential to our suc- 
cess, then out with them. Let us have the light 
upon them, let us examine and dissect and analyze 
them. 

We shall devote the rest of this chapter to dis- 
cussing and telling a few stories about them. That, 
you will agree, is the way to make them clear, the 
way to make them convincing, the way to engrave 
them deep upon the walls of your memory. 

One of the very strongest of these motives is— 
what would you say? You are right: the desire 
for gain. That will be largely responsible for a few 
hundred million people getting out of bed to-morrow 
morning two or three hours earlier than they would 
otherwise arise without this spur. Is it necessary 
to discourse further upon the potency of this well- 
known urge? 

And even stronger than the money "motive is the 
desire for self-protection. AH health appeals are 
based on that. For example, when a city adver- 
tises its healthful climate, when a food manufac- 
turer features the purity and strength-giving quali- 
ties of his product, when a patent medicine vendot 
enumerates all the ills that his nostrums will allevi* 
ate, when a dairymen’s league tells us that milk is 
rich in vitamines, a product indispensable to the 
maintenance of life, when a speaker for an a nth 


HOW TO GET ACTION 467 

cigarette society tells us that about 3% of all tobacco 
is nicotine and that one drop of nicotine will kill a 
dog and eight drops will destroy a horse — all of 
these people are appealing to our innate desire to 
preserve life. 

To make the appeal to this motive strong, make 
it personal. Don’t, for example, quote statistics to 
show that cancer is on the increase. No. Tie it 
right down to the people who are listening to you, 
e.g., “There are thirty people in this room. If all 
of you live to be forty-five, three of you, accord- 
ing to the law of medical averages, will die of cancer. 
I wonder if it will be you, or you, or you over 
there.” 

As strong as the desire for money — in fact, in 
many people it is far stronger — is the wish to be 
thought well of, to be admired. In other words, 
pride. Pride with a capital P. Pride in italics. 
PRIDE in capital letters. 

Pride, what crimes have been committed in thy 
name! For many years thousands and thousands 
of young girls suffered excruciating pains in China, 
screamed with it and did it willingly because the 
dictates of pride said that their feet must be bound 
and not allowed to grow. At this very moment, 
thousands of native women in certain parts of Cen- 
tral Africa are wearing wooden discs in their lips. 
Incredible as it may seem, these discs are as large 
as the plate on which you ate breakfast this morn- 
ing. When the little girls in these tribes reach eight 
years of age, a slit is made in the outer portion of 
their lips and a disc is inserted. As the seasons pass, 
one disc is replaced by another progressively larger. 


4-68 PUBLIC SPEAKING 

Finally the teeth have to be removed to make room 
for this much-prized ornament. These cumber- 
some appendages render it impossible for these 
ebony belles to utter an intelligible sound. The rest 
of the tribe can seldom understand their attempts at 
talking. But all this is endured, even silence is 
endured by these women, in order that they may 
appear beautiful, in order that they may be ad- 
mired, in order that they may stand high in their 
own estimation, in order that their pride may be 
appeased. 

Although we don’t go quite that far in Melbourne, 
or Montreal, or Cleveland, nevertheless, 

“The colonel’s lady and Judy O’Grady, 

Are sisters under the skin.” 

So the appeal to pride, if done skillfully, has a 
force only a trifle less potent than T. N ( . T. 

Ask yourself why you are taking this course. 
Were you influenced, to some extent, by the wish to 
make a better impression? Did you covet the glow 
of inward satisfaction that comes from making a 
creditable talk? Won’t you feel a very pardonable 
pride in the power, leadership, and distinction, that 
naturally pertain to the public speaker? 

The editor of a mail order journal recently stated 
in a public address that of all the appeals that 
one could put in a sales letter, none were so effec- 
tive as the appeals to pride and profit. 

Lincoln won a lawsuit once by a clever appeal 
to this pride motive. It was in the Tazewell County 
Court in 1847. Two brothers by the name of Snow 
had purchased two yokes of oxen and a prairie plow 


469 


h6w to get action 

from a Mr. Case. In spite of the fact that they 
were minors, he accepted their joint note for two 
hundred dollars. When it fell due, and he tried to 
collect it, he got laughter, not cash. It wasn’t 
promising laughter, either; so he employed Lincoln 
and had them into court. The Snow brothers 
pleaded that they were minors and that Case knew 
they were minors when he accepted the note, 
Lincoln admitted everything they claimed and the 
validity of the minor act. “Yes, gentlemen, I 
reckon that is so,” he said to point after point. It 
seemed as if he had given his entire case away. 
However, when his turn came, he addressed the 
twelve good men and true, in this fashion: “Gentle- 
men of the jury, are you willing to allow these boys 
to begin life with this shame and disgrace attached 
to their character? The best judge of human 
character that ever wrote has left these words' — 

“ ‘Good name in man or woman, dear my Lord, 

Is the immediate jewel of their souls: 

Who steals my purse, steals trash ; ’tis something, 
nothing; 

Twas mine, ’tis his, and has been slave to thousands; 
But he th#t filches from me my good name 
Robs me of that which not enriches him 
And makes me poor indeed !’ ” 

Then he pointed out that these boys might never 
have stooped to this villainy had it not been for the 
Unwise counsel of their attorney. Showing how the 
noble profession of law was sometimes prostituted 
to prevent rather than to promote justice, he turned 
and scathingly rebuked the opposing attorney, 
“And now, gentlemen of the jury,” he continued, 


470 


PUBLIC SPEAKING 


“you have it in your power to set these boys right 
before the world .’ 5 Surely these men would not lend 
their names nor their influence to shielding rpatent 
dishonesty? They could not be true to their ideals 
and do it — such was his plea. He appealed to their 
pride, you see : and, without leaving their seats, the 
jury voted that the debt must be paid. 

Lincoln in this instance appealed also to the jury’s 
innate love of justice. It is native to almost all of 
us. We will stop on the street to take the part of 
a small boy who is being mistreated by a larger 
one. 

We are creatures of feeling, who long for com- 
forts and pleasures. We drink coffee and wear silk 
socks and go to the theater and sleep on the bed 
instead of the floor, not because we have reasoned 
out that these things are good for us, but because 
they are pleasant. So show that the thing you pro- 
pose will add to our comforts and increase our pleas- 
ures, and you have touched a powerful spring of 
action. 

When Seattle-advertised that its death rate was 
the lowest of any large city in the United States 
and that a child born there had the- best chances 
of surviving and living long, to what motive was the 
city appealing? A very strong one, one that is re- 
sponsible for much of the conduct of the world — 
affection. Patriotism is also based on the motives 
of affection and sentiment. 

Sometimes an appeal to the sentiments will pro- 
duce action when all others fail. That was the ex- 
perience of the well-known real estate auctioneer of 
New York City, Joseph P. Day. He closed the 


471 


' > 

HOW TO GET ACTION 

largest sale of his life by such an appeal. Here 
is his own story of how he did it. 

n 

“Expert knowledge is not the all of selling,, In my 
largest single sale I used no technical knowledge whatso- 
ever. I had been negotiating with Judge Gary for the sale 
to the United States Steel Corporation of the building at 
71 Broadway, which has always contained its offices. I 
thought I had closed the sale when, calling upon Judge 
Gary, he said very quietly but very decisively: 

“ ‘Mr. Day, we have had the offer of a much more 
modern building near here and it would seem to answer our 
purpose better. It is/, pointing to the woodwork, ‘a better- 
finished building. This building is too old-fashioned; you 
know it is a very old structure. Some of my associates here 
think that, all in all, the other building will answer our 
purposes more adequately than this one/ 

“There was a $5,000,000 sale drifting out of the window! 
I did not answer for a moment, and Judge Gary did not 
go on. He had given his decision. If a pin had dropped 
to the floor it would have sounded like a bomb. I did not 
attempt to answ r er. Instead, I asked : 

“‘Judge Gary, where was your first office when you 
came to New York?’ 

“ ‘Right here/ he said, ‘or rather in the room on the 
other side/ 

“ ‘Where was the Steel Corporation organized V 

“ ‘Why, right* here in these offices/ he mused rather than 
answered. And then, of his own accord: ‘Some of the 
younger executives have from time to time had more elab- 
orate offices than this. They have not been quite satisfied 
with the older furniture. But/ he added, ‘none of those 
men are with us now/ 

“The sale was over. The next week we formally closed. 

“Of course, I knew what building had been offered to 
him, and I might have compared the structural merits of 
the two. Then I should have Judge Gary arguing — with 
himself if not with me — over material points of construction. 
Instead I appealed to sentiment.” 



472 


PUBLIC SPEAKING 


RELIGIOUS MOTIVES 

There is another powerful group of motives that 
influence us mightily. Shall we call them religious 
motives? I mean religious, not in the sense of 
orthodox worship or the tenets of any particular 
creed or sect. I mean rather that broad group 
of beautiful and eternal truths that Christ taught: 
justice and forgiveness and mercy, serving others 
and loving our neighbors as ourselves. 

No man likes to admit, even to himself, that he 
is not good and kind and magnanimous. So we 
love to be appealed to on these grounds. It im- 
plies a certain nobleness of soul. We take pride 
in that. 

For a great many years, C. S. Ward was a sec- 
retary of the International Committee of the 
Y. M. C. A., devoting all of his time to conducting 
campaigns to raise funds for Association buildings. 
It does not mean self-preservation or an increase 
of property or power for a man to write a check 
for a thousand dollars to the local Y. M. C. A. ; 
but many men will do it out of a desire to be noble 
and just and helpful. 

Setting up a campaign in a northwestern city, 
Mr. Ward approached a well-known business ex- 
ecutive who had never been identified with the 
church or with social movements. What? Was 
he expected to neglect his business for a week to 
raise funds for a Y. M. C. A. building? The idea 
was preposterous. He finally consented to come 
to the opening meeting of the campaign; and was 
so moved there by Mr. Ward’s appeal to his noble- 


HOV TO GET ACTION 473 

ness and altruism that he devoted an entire week 
to an enthusiastic money-raising campaign. Before 
the week was over, this man who had been noted 
for his constant use of profanity, was praying for 
the success of the undertaking. 

A group of men once called upon the late James J. 
Hill to persuade him to establish Y. M. C. A.’s along 
his railroad lines in the Northwest. Money was re- 
quired, a considerable outlay of it; and, knowing Hill 
to be a shrewd business man they unwisely based 
their principal arguments upon his desire for gain. 
These Associations, they pointed out, would make 
for happy, contented workmen, and would enhance 
the value of his property. 

“You have not yet mentioned,” Mr. Hill replied, 
“the thing that will really lead me to establish these 
Y. M. C. A.’s — that is the desire to be a force for 
righteousness and to build Christian character.” 

A long-standing dispute over some frontier ter- 
ritory had, in 1900, brought Argentine and Chile 
to the brink of war. Battleships had been built, 
armaments amassed, taxes increased, and costly 
preparations made to settle the issue by blood. On 
Easter day, 1 <}oo, an Argentine bishop made a pas- 
sionate appeal for peace in the name of Christ. 
Across the Andes, the Chilean bishop reechoed the 
message. The bishops went from village to village 
appealing for peace and brotherly love. At first, 
their audiences were only women ; but finally this 
appeal stirred the entire nations. Popular petitions 
and public opinion forced the governments to arbi- 
trate and to reduce their armies and navies. The 
frontier fortresses were dismantled, and the guns 


474 PUBLIC SPEAKING 

melted and cast into a huge bronze figure of Christ* 
To-day high in the lofty Andes, guarding the dis- 
puted frontiers, towers this statue of the Prince of 
Peace holding the cross, On the pedestal is writ- 
ten: “These mountains themselves shall fall and 
crumble to dust before the peoples of Chile and the 
Argentine Republic shall forget their solemn cove- 
nant sworn at the feet of Christ.” 

Such is the power of the appeal to the religious 
emotions and convictions. 

SUMMARY 

So much for the method we have been discussing. 

First, get interested attention. 

Second, win confidence by deserving it, by your 
sincerity, by being properly introduced, by being 
qualified to speak on your subject, by telling the 
things that your experience has taught you. 

Third, state your facts, educate your audience re* 
garding the merits of your proposal, answer their 
objections. 

Fourth, appeal to the motives that make men act : 
the desire for gain, self-protection/ pride, pleas- 
ures, sentiments, affections, and religious ideals, 
such as justice, mercy, forgiveness, love. 

This method, if used wisely, will not only help 
the speaker In public; it will help him also in private. 
It will help him in the writing of sales letters, in 
constructing advertisements, in managing business 
interviews. ’•* 


||m 


H(3w to get action 


475 


HAS THE AUTHOR USED SUCCESSFULLY THE 
METHOD HE HAS BEEN DESCRIBING? 

First step : Did the writer gain your interested 
attention by emphasizing the importance of this 
matter of influencing human nature and by declar- 
ing that there was a scientific method of going about 
it and that we would discuss it forthwith? 

Second step : Did the writer gain your confidence 
by telling you that this system was based upon the 
rules of common sense, that he himself had em- 
ployed it and had taught thousands of others to do 
it? 

Third step: Did the writer state the facts clearly, 
did he educate you regarding the working and the 
merits of the method? 

Fourth step : Did the writer convince you that the 
use of this method will bring you additional influ- 
ence and profit? Will you, as a result of reading 
this chapter, endeavor to use this method? In 
other words, has the writer gotten action? * 


*The author wishes to acknowledge here his indebtedness for 
this plan to Arthur Dunn in his book, Scientific Selling and 
A dvertising. 



f 


SPEECH BUILDING 

WORDS OFTEN MISPRONOUNCED 


Watch your first syllables: do not substitute uh 


for a. Do not say: 

uhbate for abate 

uhlert for 

alert 

uhbout “ 

about 

uhlow 

tt 

allow 

uhcount “ 

account 

uhmonia 

tt 

ammonia 

uhdorn “ 

adorn 

uhnoy 

tt 

annoy 

uhdress “ 

address 

uhpear 

tt 

appear 

uhfect !i 

affect 

uhrest 

tt 

arrest 

uhgree “ 

agree 

uhsume 

a 

assume 

uhgrieve “ 

aggrieve 

uhtach 

tt 

attach 


Do not shorten or change the sound of be and de 
in the following words. Do not say: 


buh-cause 

or 

b’cuz 

for 

because 

buh-lieve 

tt 

b’lieve 

a 

believe 

buh-come 

a 

b’corae 

tt 

become 

buh-fore 

a 

b’fore 

tt 

before 

buh-gin 

u 

b’gin 

a 

begin 

duh-bate 

it 

d’bate 

a 

debate 

duh-cide 

it 

d’cide 

a 

decide 

duh-test 

a 

d’test 

a 

detest 

duh-fer 

tt 

d’fer 

it 

defer 

duh-gree 

a 

d’gree 

tt 

degree 




HOW TO GET ACTION 


477 


ERRORS IN ENGLISH 

Review . Read over the following paragraph and 
note the errors contained in it: 

Mr. Jones, as well as two other friends of mine, have 
endorsed the note. He, with the others, have learned of 
the increased demand for my patented article and feel that 
money in addition to talent are necessary for the marketing 
of the machine. 

New Study Material . Rule: Always place 
your adjectives and adverbs so that it is very easy 
to tell which words they modify. There are daily 
errors in the use of only, nearly, almost, etc. 

Right: I had only one minute to catch the train. 

Wrong: I only had one minute to catch the train. 

Rule : Do not use the superlative degree for 
the comparative. If you are comparing but two 
objects, use the comparative degree. Examples: 

Right : This day is the worse of the two. 

Wrong: This day is the worst of the two. 

Rule : Do not use these or those before such 
words as type, kind, sort . Examples : 

Right : That kind of houses seldom lasts long. 

Wrong: Those kind of houses seldom last long. 

Right : We can never get this sort of prices. 

Wrong: We can never get these sort of prices. 

Rule : Do not say kind of a, sort of a, type of a, 
Note the following examples: 

Right : That kind of job is simply a blind alley. 

Wrong: That kind of a job is simply a blind 
alley. 

Right: That sort of employer deserves labor 
troubles. 


PUBLIC SPEAKING 


Wrong: That sort of an employer deserves labor 
troubles. 

Right : That type of engine is very expensive. 

Wrong: That type of an engine is very expen-, 
sive. 

Rule: We are in the habit of using certain 
superfluous words in some of our expressions. You 
will be able to see for yourself, in the following 
examples the reasons why the right hand column is 
not correct: 


Right 

back of (or behind) 
is but one left 
more than you think 
inside 
a beginner 
an infant 

anywhere, everywhere, 
nowhere 


Wrong 

in back of 
is not but one left 
more than you think for 
inside of 
a new beginner 
a little infant 
anywheres, everywheres, 
nowheres 


Rule: There are certain words which are 
always plural in form but which take the singular 
verb. Among these are: physics , e'thics, mathe - 
matics , news , etc. 

Rule : When such words as dozen , score, yoke, 
have a numeral in front of them, no “s” is needed, 
as “He bought two dozen eggs.” Another use is 
“ Dozens of men were killed in the charge.” 

Rule: There are certain foreign words which 
have retained their own plurals. Among these are : 
addendum , alumnus , alumna (fern.), analysis , crisis , 
datum , erratum , parenthesis, phenomenon , synopsis . 


479 


HOW TO GET ACTION 

These plurals are addenda } alumni f alumna (fern.), 
analyses } crises f data, errata , parentheses } phe~ 
nomerih, synopses. The modern tendency seems to 
'take memorandum out of this class and to make 
memorandums the new plural. You will find, how- 
ever, that many persons are accustomed to use 
memoranda f which is perfectly correct as most dic- 
tionaries still hold. 

Rule: When you talk about several pairs, it 
should be so written, as u Pive pairs of shoes were 
sold.” It comes under the same ruling as “five 
years ago.” Both these expressions are correct and 
the singular form of these nouns should never be 
used when there is a plural numeral in front of 
them. 

Rule : In compound nouns, the important part 
of the compound receives the mark of the plural, as 
mothers-m-law. The mark of possessive will come 
on the last part of the compound, as “my mother* 
in-law’s husband.” 

CORRECT USAGE OF WORDS 

A skillful'm&n has profited both from knowledge 
and practise, as a skillful physician. Dexter means 
pertaining to the right hand. Dexterous implies 
habitual ease and sureness, such as we have in our 
right hands. Adroit is very close to dexterous in 
meaning, but it also implies the ability to make 
quick, sure movements, either mental or physical. 
Apt means especially qualified, but it is not so 
strong a term as expert . Sharp denotes a keen 
intelligence and a quick, nice discrimination. The 



f 

480 PUBLIC SPEAKING' 


proficient man has gone forward and made consid- 
erable progress. Competent is often used to indi- 
cate the general, natural ability that fits one to 
perform a task. Qualified commonly refers to 
specific training. A competent musician might, with 
study and practise, qualify for a position with the 
Philharmonic Orchestra. Initiated refers to In- 
structions In the beginnings and rudiments. It is 
derived from the same source as the word initial . 
A man who is initiated in the problems of finance 
may not be qualified to handle the financial affairs 
of a large corporation. 

VOICE EXERCISE-SPEAKING MORE 
DISTINCTLY 


According to a special article in the New York 
Times , one man out of every seven who sought 
to become officers in our army during the World 
War was refused a commission because of u poor 
articulation, lack of voice and imperfect enuncia- 
tion.” 

These handicaps are just as prevalent? and almost 
as serious, in civil life. Aren’t you sometimes forced 
to ask people to repeat in conversation — especially 
strangers? Haven’t you been annoyed by listen- 
ing to some speaker whom you found it difficult, 
at times, to understand? 

How often even those whom we can understand 
lack that clear-cut articulation which, according to 
the author of Acres of Diamonds , is the charm 
How delightful it is to listen to. It 


481 


hW to get action 

is generally felt to be an infallible sign of refine- 
ment and culture. 

Every man can improve his enunciation and 
articulation by practise. Deaf mutes are trained to 
use accurately the muscles of their lips and cheeks 
and tongues. As a result, they are taught to speak 
almost as distinctly as many who possess the faculty 
of hearing. Imagine, then, what such training can 
do for the average man. 

The easiest sounds to begin with are the con- 
sonants which are made by closing the lips. There 
are five of them : p, b, m, w and wh\ Here are some 
rules : 

Press the lips tightly together for these sounds 
always . Tighter than you are accustomed to do, 
and for a longer time . Many people hardly touch 
the lips together in making p } or b, or m ; are you 
one of them? Exaggerate the sound, as if it w r ere 
doubled . 


Sound 

Almost like 

copy 

cop-py 

big ^ 

bbig 

■moving 

mmoving 

weather 

wweather 

white 

whwhite 


The last sound, wh, used to be spelled, long ago, 
hw . Think of it like that; make the sound of h, 
and then bring the lips together for the w } and 
you will have no trouble in making it distinct. 
Many people sound white , why , what almost like 
wife, wy } wat . Do you? 


482 PUBLIC SPEAKING? 

Localize the sensation — feel the pressure of the 
m of moving, the b of big, etc., at the very center of 
your lips, in front of the middle teeth. Use both 
lips, upper as well as lower. Do you use your upper 
lip now? Stand in front of a mirror and see. 

And don’t be afraid to push the lips slightly out- 
ward on these sounds, like a little megaphone. You 
cannot make them plainly otherwise. 

Some Exercises for Daily Use: Repeat single lip* 
sounds : me-me-me-me; pep-pep-pep-pep ; wo-wo-zvo* 

Try these nonsense sentences: 

Mobile millions of amiable men . 

Prohibitive problems prepare to appear . 

Breezes are blowing big billows about the bay . 

Why whisper , when warbling will win every- 
where? 

The following consonants are made by touching 
the tongue to some part of the roof of the mouth : 
t, d, tk, n, l, sh, z, ch, j, r, k, g (hard), ng. Tongue 
consonants enter into nearly all words. For con* 
venience we may group these 14 sounds as follows: 

1. i, d, th, n, ch, j, z. 

2. k, g (hard), ng. c 

3. l,s, sh, r. 

We shall here consider the first group. 

To make the sounds of t, d, th, n , ch, j and z ac- 
curately, easily and quickly, take pains to press the 
tongue tightly against the roof of the mouth. Most 
people use their tongues lazily. They say “cer’nly” 
when they think they are saying “certainly” ; 
“moun’n” when they think they are saying “moun- 
tain.” That is downright carelessness. Make your- 


483 


HOV> TO GET ACTION 

self squeeze the tongue tight; this alone will go 
far toward making your speech distinct. 

To make these sounds quickly and easily, narrow 
th,e tongue to a point like a pencil, and use only 
the tip , the first quarter-inch or so; don’t slap the 
whole broad surface upward as you say t f d, etc. 
And touch the roof of the mouth just behind the 
front teeth, not farther back. 

Hold a mirror before your mouth and repeat 
these nonsense phrases, using your muscles actively, 
as directed; or make up other phrases of your own: 

Tip-toeing daintily down to dine. 

Lolita laughing neatly taught the tune . 

Cherish jealously the jolly ginger jar. 

“Caruso’s faultless articulation,” according to 
Fucito and Beyer in their book Caruso and the Art 
of Singing , “was due to the flexibility of his lips and 
tongue. . . . An excellent exercise for the flexibility 
of the tongue and lips (and also for the distinct 
enunciation of the R) is: tra, tre } tro, tru; and bra, 
bre, bri , bro, bru” 

The Italian voice teachers train their singers a 
great deal on /. With the tip of the tongue on the 
roof of the mduth, lips out, chin loose, say lul, lul , 
lul, lul , lul , lul, lul . 

I, n and m are called the singing consonants. 
They should naturally sing, but most speakers do 
not make them sing, n is very good for practise 
because it gives one the most head tone. We used 
it in connection with the vowel sounds in the last 
chapter: am, een, etc. 




CHAPTER XVI 


IMPROVING YOUR DICTION 



“The ear of the world must be tickled in order to be 
made attentive — clearness , force and beauty of style are 
absolutely necessary to one who would draw men to his 
way of thinking ; nay , to anyone who would induce the great 
mass of mankind to give so much as passing heed to what 
he has to say.” — Woodrow Wilson . 

“Whatever is in the sermon must be in the preacher first; 
clearness, logicalness , vivacity, earnestness must be personal 
qualities in him before they are qualities of thought and 
language in what he utters.” — Phillips Brooks. 

“ Men who talk well read more, as a rule, than the aver- 
age. Without conscious effort , they absorb many ideas and 
the words that express them. Something of the style and 
taste of superior writers gets into their thought and speech. 
Reading is usually considered the most potent single factor 
in the enlargement of vocabulary . ” — Public Speaking for 
Business Men, Hoffman. 

“You don't want a diction gathered from newspapers, 
caught from the air, common and unsuggestive ; but you 
want one whose every word is full freighted with suggestion 
and association , with beauty and power.” — Rufus Choate . 

e 

“Soak yourself full of the world's best literature so that 
you will have words, strong words, clear words, for your 
speaking — Dr. Lynn Harold Hough a 


CHAPTER XVI 


IMPROVING YOUR DICTION 

A short time ago an Englishman, without em- 
ployment and without financial reserves, was walk- 
ing the streets of Philadelphia seeking a position. 
He entered the office of Mr. Paul Gibbons, a well 
known business man of that city, and asked for an 
interview. Mr. Gibbons looked at the stranger 
distrustfully. His appearance was emphatically 
against him. His clothes were shabby and thread- 
bare, and over all of him were written large the 
unmistakable signs of financial distress. Half out 
of curiosity, half out of pity, Mr. Gibbons granted 
the interview. At first, he had intended to listen 
for only a moment, but the moments grew into min- 
utes, and the minutes mounted into an hour; and 
the conversati®n still continued. It ended by Mr. 
Gibbons telephoning to Mr. Roland Taylor, the 
Philadelphia manager for Dillon, Read and Com- 
pany; and Mr. Taylor, one of the leading financiers 
of that city, invited this stranger to lunch and se- 
cured for him a desirable position. How was this 
man, with the air and outward appearance of fail- 
ure, able to effect such a prized connection within 
so short a time? 

The secret can be divulged in a single phrase: 

4,^7 


488 


PUBLIC SPEAKING 

his command of the English language. He was, in 
reality, an Oxford man who had come to this coun- 
try on a business mission which had end&d in dis- 
aster, leaving him stranded, without funds and with- 
out friends. But he spoke his mother tongue with 
such precision and beauty that his listeners soon 
forgot his rusty shoes, his frayed coat, his unshaven 
face. His diction became an immediate passport 
into the best business circles. 

This man’s story is somewhat extraordinary, but 
It illustrates a broad and fundamental truth, namely, 
that w r e are judged each day by our speech. Our 
words reveal our refinements; they tell the discern- 
ing listener of the company we have kept; they are 
the hall marks of education and culture. 

We have only four contacts with the world, you 
and I. We are evaluated and classified by four 
things; by what we do, by how we look, by what 
we say, and by how we say It. Yet many a man 
blunders through a long life time, after he leaves 
school, without any conscious effort to enrich his 
stock of words, to master their shades of meaning, 
to speak with precision and distinction. He comes 
habitually to use the overworked and exhausted 
phrases of the office and street. Small wonder that 
his talk lacks distinction and individuality. Small 
wonder that he often violates the accepted tradi- 
tions of pronunciation, and that he sometimes trans- 
gresses the very canons of English grammar itself. 
I have heard even college graduates say “ain’t,” 
and “he don’t,” and “between you and I.” And 
if men with academic degrees gracing their names 
commit such errors, what can we expect of those 


ft 

IMPROVING YOUR DICTION 489 

whose education has been cut short by the pres- 
sure of economic necessity? 

Years ?ago, I stood one afternoon day-dreaming 
in, the Coliseum at Rome. A stranger approached 
me, an English colonial. He introduced himself, 
and began talking of his experiences in the Eternal 
City. He had not spoken three minutes until he 
had said “you was,” and “I done.” That morning, 
when he arose, he had polished his shoes and put 
on spotless linen in order to maintain his own self- 
respect and to win the respect of those with whom 
he came in contact; but he had made no attempt 
whatever to polish his phrases and to speak spot- 
less sentences. He would have been ashamed, for 
example, of not raising his hat to a woman when 
he spoke; but he was not ashamed — no, he was not 
even conscious— of violating the usages of gram- 
mar, of offending the ears of discriminating audi- 
tors. By his own words, he stood revealed and 
placed and classified. His woeful use of the Eng- 
lish language proclaimed to the world continually 
and unmistakably that he was not a person of cul- 
ture. 

Dr. Charles’ W. Eliot, after he had been presi- 
dent of Harvard for a third of a century, de- 
clared: “I recognize but one mental acquisition as 
a necessary part of the education of a lady or 
gentleman, namely, an accurate and refined use of 
the mother tongue.” This is a significant pro- 
nouncement. Ponder over it. 

But how, you ask, are we to become intimate with 
words, to speak them with beauty and accuracy? 
Fortunately, there is no mystery about the means 


490 • PUBLIC SPEAKING 

to be employed, no legerdemain. The method is 
an open secret. Lincoln used it with amazing suc- 
cess. No other American ever wove w£>rds into 
such comely patterns, or produced with prose su r ch 
matchless music: “with malice towards none, with 
charity for all.” Was Lincoln, whose father was 
a shiftless, illiterate carpenter and whose mother 
was a woman of no extraordinary attainments — 
was he endowed by nature with this gift for words? 
There Is no evidence to support such an assump- 
tion. When he was elected to Congress, he de- 
scribed his education in the* official records at Wash- 
ington, with one adjective: “defective.” He had 
attended school less than twelve months in his entire 
life. And who had been his mentors? Zachariah 
Birney and Caleb Hazel in the forests of Kentucky, 
Azel Dorsey and Andrew Crawford along Pigeon 
Creek in Indiana — itinerant pedagogues, all of 
them, drifting from one pioneer settlement to an- 
other, eking out an existence wdierever a few 
scholars could be found who were willing to ex- 
change hams and corn and wheat for the three R’s. 
Lincoln had meager assistance, little of uplift or 
inspiration from them, and little, too,* from his daily 
environment. 

The farmers and merchants, the lawyers and liti- 
gants with whom he associated in the Eighth Ju- 
dicial District of Illinois, possessed no magic with 
words. But Lincoln did not- — and this is the sig- 
nificant fact to remember — Lincoln did not squander 
all his time with his mental equals and inferiors. 
He made boon companions out of the elite minds, 
the singers, the poets of the ages. He could re« 


IMPROVING YOUR DICTION 491 

' ■> 

peat from memory whole pages of Burns and Byron 
and Browning. He wrote a lecture on Burns. He 
had one, copy of Byron’s poems for his office and 
another for his home. The office copy had been 
used so much that it fell open, whenever it was 
lifted, to Don Juan. Even when he was in the 
White House and the tragic burdens of the Civil 
War were sapping .his strength and etching deep 
furrows in his face, he often found time to take a 
copy of Hood’s poems to bed. Sometimes he awoke 
in the middle of the night and, opening the book, 
he chanced upon verses- that especially stirred or 
pleased. Getting up, clad only in his night shirt 
and slippers, he stole through the halls until he 
found his secretary and read to him poem after 
poem. In the White House, he found time to re- 
peat long, memorized passages from Shakespeare, 
to criticize the actor’s reading of them, to give his 
own individual interpretation. “I have gone over 
some of Shakespeare’s plays,” he wrote Hackett, 
the actor, “perhaps as frequently as any unprofes- 
sional reader. Lear, Richard III, Henry VIII, 
Hamlet, and especially Macbeth. I think nothing 
equals Macbeth. It is wonderful!” 

Lincoln was devoted to verse. Not only did he 
memorize and repeat it, both in private and pub- 
lic, but he even essayed to write it. He read one 
of his long poems at his sister’s wedding. Later, 
in middle life, be filled a note book with his original 
compositions, but he was so shy about these crea- 
tions that he never permitted even his closest friends 
to read them. 

“This self-educated man,” writes Robinson in 


492 PUBLIC SPEAKING 

his book, Lincoln as a Man of Letters , “clothed his 
mind with the materials of genuine culture. Call 
it genius or talent, the process of his attainment was 
that described by Professor Emerton in speaking p of 
the education of Erasmus: ‘He was no longer at 
school, but was simply educating himself by the 
only pedagogical method which ever yet produced 
any results anywhere, namely, by the method of 
his own tireless energy in continuous study and 
practice. 5 55 

This awkward pioneer, who used to shuck corn 
and butcher hogs for 31 cents a day on the Pigeon 
Creek farms of Indiana, delivered, at Gettysburg, 
one of the most beautiful addresses ever spoken by 
mortal man. One hundred and seventy thousand 
men fought there. Seven thousand were killed. Yet 
Charles Sumner said, shortly after Lincoln’s death, 
that Lincoln’s address would live when the memory 
of the battle was lost, and that the battle would 
one day be remembered largely because of the 
speech. Who will doubt the correctness of this 
prophecy? Isn’t it, even in this generation, be- 
ginning to be fulfilled? Do you not, even now, think 
of the speech as much as of the fighting when you 
hear the name, “Gettysburg”? 

Edward Everett spoke for two hours at Gettys- 
burg; all that he said has long since been forgotten. 
Lincoln spoke for less than two minutes : a pho- 
tographer attempted to take his picture while de- 
livering the speech, but Lincoln had finished before 
the primitive camera could be set up and focused. 

Lincoln’s address has been cast in imperishable 
bronze and placed In a library at Oxford as an ex- 


Improwing your diction 493 

;) 

ample of what can be done with the English lan- 
guage. It ought to be memorized by every student 
of public speaking. 

Tour score and seven years ago our fathers brought forth 
on this continent a new nation, conceived in liberty, and 
dedicated to the proposition that all men are created equal. 
Now we are engaged in a great civil war, testing whether 
that nation, or any nation so conceived and so dedicated, can 
long endure. We are met on a great battle-field of that war. 
We have come to dedicate a portion of that field as a final 
resting-place for those who here gave their lives that that 
nation might live. It is altogether fitting and proper that 
we should do this. But in ’a larger sense we cannot dedi- 
cate, we cannot consecrate, we cannot hallow this ground. 
The brave men, living and dead, who struggled here, have 
consecrated it, far above our poor power to add or detract. 
The world will little note, nor long remember, what we 
say here, but it can never forget what they did here. It is 
for us, the living, rather to be dedicated here to the unfin- 
ished work which they who fought here have thus far so 
nobly advanced. It is rather for us to be here dedicated to 
the great task remaining before us, that from these honored 
dead we take increased devotion to that cause for which 
they gave the last full measure of devotion; that we here 
highly resolve that these dead shall not have died in vain; 
that this nation, under God, shall have a new birth of free- 
dom ; and that ^government of the people, by the people, 
for the people, shall not perish from the earth. 

It is commonly supposed that Lincoln originated 
the immortal phrase which closed this address; but 
did he? Herndon, his law partner, had given 
Lincoln, several years previously, a copy of Theo- 
dore Parker’s addresses. Lincoln read and under- 
scored in this book the words “Democracy is direct 
self-government, over all the people, by all the 


494 


PUBLIC SPEAKIip 

people, and for all the people.” Theodore Parker 
may have borrowed his phraseology from Webster 
who had said, four years earlier, in his famous 
reply to Hayne: “The people’s government, made 
for the people, made by the people, and answerable 
to the people.” Webster may have borrowed his 
phraseology from President James Monroe who 
had given voice to the same idea a third of a cen- 
tury earlier. And to whom was James Monroe 
indebted? Five hundred years before Monroe was 
born, Wyclif had said, in the preface to the trans- 
lation of the Scriptures, that “this Bible is for the 
government of the people, by the people, and for 
the people.” And long before Wyclif lived, more 
than 400 years before the birth of Christ, Cleon, 
in an address to the men of Athens, spoke of a 
ruler “of the people, by the people, and for the 
people.” And from what ancient source Cleon drew 
his inspiration, is a matter lost in the fog and nighc 
of antiquity. 

How little there is that is new! How much even 
the great speakers owe to their reading and to their 
association with books ! 

Books ! There is the secret ! tfe who would 
enrich and enlarge his stock of words must soak 
and tan his mind constantly in the vats of litera- 
ture. “The only lamentation that I always feel in 
the presence of' a library,” said John Bright, “is 
that life is too short and I have no hope of a 
full enjoyment of the ample repast spread before 
me.” Bright left school at fifteen, and went to 
work in a cotton mill, and he never had the chance 
of schooling again. Yet he became one of the most 


IMPROVING YOUR DICTION 495 

brilliant speakers of the generation, famous for his 
superb command of the English language. He read 
and studied and copied in note books and committed 
to memory long passages from the poetry of Byron 
and Milton, and Wadsworth and Whittier, and 
Shakespeare and Shelley. He went through “Para- 
dise Lost” each year to enrich his stock of words. 

Charles James Fox read Shakespeare aloud to 
improve his style. Gladstone called his study a 
“Temple of Peace,” and in it he kept 15,000 books. 
He was helped most, he confessed, by reading the 
works of St. Augustins, Bishop Butler, Dante, 
Aristotle, and Homer. “The Iliad” and “The 
Odyssey” enthralled him. He wrote six books on 
Homeric poetry and Homeric times. 

The younger Pitt’s practise was to look over a 
page or two of Greek or Latin and then to translate 
the passage into his own language. He did this 
daily for ten years, and “he acquired an almost 
unrivalled power of putting his thoughts, without 
premeditation, into words well selected and well 
arranged.” 

Demosthenes copied Thucydides’ history eight 
times in his owp handwriting in order that he might 
acquire the majestic and impressive phraseology of 
that famous historian. The result? Two thousand 
years later, in order to improve his style, Woodrow 
Wilson studied the works of Demosthenes. Mr. 
Asquith found his best training in reading the 
works of Bishop Berkeley. 

Tennyson studied the Bible daily. Tolstoy read 
and re-read the Gospels until he knew long passages 
by memory. Ruskin’s mother forced him bv steady, 



496 PUBLIC SPEAKING 

daily toil to memorize long chapters of the Bible 
and to read the entire Book through aloud each 
year, “every syllable, hard names and ,all, from 
Genesis to the Apocalypse.” To that discipline and 
study Ruskin attributed his taste and style in litera- 
ture. 

R. L. S. are said to be the best loved initials 
in the English language. Robert Louis Stevenson 
was essentially a writer’s writer. How did he 
develop the charming style that made hi m famous? 
Fortunately, he has told us the story himself. 

“Whenever I read a book or a passage that particularly 
pleased me, in which a thing was said or an effect rendered 
with propriety, in which there was either some conspicuous 
force or some happy distinction in the style, I must sit down 
at once and set myself to ape that quality. I was unsuc- 
cessful, and I knew it; and tried again, and was again un- 
successful, and always unsuccessful; but at least in these 
vain bouts I got some practice in rhythm, in harmony, in 
construction and coordination of parts. 

“I have thus played the sedulous ape to Hazlitt, to Lamb, 
to Wordsworth, to Sir Thomas Browne, to Defoe, to 
Hawthorne, to Montaigne. 

“That, like it or not, is the way to learn to write; 
whether I have profited or not, that is the way. It was 
the way Keats learned, and there never r was a finer tem- 
perament for literature than Keats\ 

“It is the great point of these imitations that there still 
shines beyond the student’s reach, his inimitable model. 
Let him try as he please, he is still sure of failure; and it 
is an old and very true saying that failure is the only high- 
road to success.” 

Enough of names and specific stories. The secret 
is out. Lincoln wrote it to a young man eager 
to become a successful lawyer: “It is only to get 


IMPROVING YOUR DICTION 497 

the books and to read and study them carefully. 
Work, work, work is the main thing.” 

What ebooks? Begin with Arnold Bennett’s 
“flow to Live on Twenty-four Hours a Day.” This 
book will be as stimulating as a cold bath. It will 
tell you a lot about that most interesting of all 
subjects — yourself. It will reveal to you how much 
time you are wasting each day, how to stop the 
wastage, and how to utilize what you salvage. The 
entire book has only 103 pages. You can get 
through it easily in a week. Tear out twenty pages 
each morning, put them in your hip pocket. Then 
offer up upon the altar of the morning newspaper 
only ten minutes instead of the customary twenty 
or thirty minutes. 

“I have given up newspapers in exchange for 
Tacitus and Thucydides, for Newton and Euclid,” 
wrote Thomas Jefferson, “and I find myself much 
the happier.” Don’t you believe that you, by fol- 
lowing Jefferson’s example at least to the extent of 
cutting your newspaper reading In half, would find 
yourself happier and wiser as the weeks go by? 
Aren’t you, at any rate, willing to try it for a 
month, and to devote the time you have thus sal- 
vaged to the more enduring value of a good book? 
Why not read the pages you are to carry with you 
while waiting for elevators, for street cars, for 
food, for appointments? 

After you have read those 20 pages, replace them 
in the book, tear out another 20. When you have 
consumed them all, put a rubber band around the 
covers to hold the loose pages in place. Isn’t it 
better far to have a book butchered and mutilated 


498 


PUBLIC SPEAKING 


in that fashion, with its message in your head, than 
to have it reposing unbruised and unread upon the 
shelves of your library? 

After you have finished “How to Live on Twenty- 
Four Hours a Day,” you may be interested in an- 
other book by the same author. Try “The Human 
Machine.” This book will enable you to handle 
people more tactfully. It will develop your poise 
and self-possession. These books are recommended 
here not only for what they say, but for the way 
they say it, for the enriching and refining effect 
they are sure to have uporl your vocabulary. 

Some other books that will be helpful are sug- 
gested: “The Octopus” and “The Pit,” by Frank 
Norris, are two of the best American novels ever 
written. The first deals with turmoils and human 
tragedies occurring in the wheat fields of California : 
the second portrays the battles of the bears and 
bulls on the Chicago Board of Trade. “Tess of the 
D’Urbervilles,” by Thomas Hardy, is one of the 
most beautiful tales ever written. “A Man’s Value 
to Society,” by Newell Dwight Hillis and Profes- 
sor William James’ “Talks to Teachers” are two 
books well worth reading. “Ariel, A Life of 
Shelley,” by Andre Maurois, Byron’s “Childe Har- 
old’s Pilgrimage” and Robert Louis Stevenson’s 
“Travels with a Donkey” should also be on your 
list. 

Make Ralph Waldo Emerson your daily com- 
panion. Command him to give you first his famous 
essay on “Self-Reliance.” Let him whisper into 
your ear marching sentences like these r 


IMPROVING YOUR DICTION 499 

“Speak your latent conviction, and it shall be the universal 
sense ; for always the inmost becomes the outmost, — and our 
first thought is rendered back to us by the trumpets of the 
Last Judgment. Familiar as the voice of the mind is to 
ea<;h, the highest merit we ascribe to Moses, Plato, and 
Milton, is that they set at naught books and traditions, and 
spoke not what men said but what they thought. A man 
should learn to detect and watch that gleam of light which 
flashes across his mind from within, more than the lustre 
of the firmament of bards and sages. Yet he dismisses with- 
out notice his thought, because it is his. In every work of 
genius we recognize our own rejected thoughts: they come 
back to us with a certain alienated majesty. Great works 
of art have no more affecting lesson for us than this. They 
teach us to abide by our spontaneous impression with good- 
humoured inflexibility then most when the whole cry of 
voices is on the other side. Else, to-morrow a stranger 
will say with masterly good sense precisely what we have 
thought and felt all the time, and we shall be forced to take 
with shame our own opinion from another. 

“There is a time in every man’s education when he ar- 
rives at the conviction that envy is ignorance ; that imitation 
is suicide; that he must take himself for better, for worse, 
as his portion ; that though the wide universe is full of good, 
no kernel of nourishing corn can come to him but through 
his toil bestowed on that plot of ground w T hich is given to 
him to till. The power which resides in him is new in 
nature, and none but he knows what that is which he can 
do, nor does he know until he has tried.” 

But we have really left the best authors to the 
last. What are they? When Sir Henry Irving 
was asked to furnish a list of what he regarded 
as the hundred best books, he replied: “Before a 
hundred books, commend me to the study of two — 
the Bible and Shakespeare.” Sir Henry was right. 
Drink from these two great fountain sources of 
English literature. Drink long and often. Toss 


500 PUBLIC SPEAKING 

your evening newspaper aside and say, “Shake- 
speare, come here and talk to me to-night of 
Romeo and his Juliet, of Macbeth and his ambi- 
tion.” 

If you do these things, what will be your reward? 
Gradually, unconsciously but inevitably, your dic- 
tion will begin to take on added beauty and refine- 
ment. Gradually, you will begin to reflect some- 
what the glory and beauty and majesty of your 
companions. “Tell me what you read,” observed 
Goethe, “and I will tell you what you are.” 

This reading program that I have suggested will 
require little but will power, little but a more care- 
ful husbanding of time. . . . You can purchase 
pocket copies of Emerson’s essays and Shakespeare’s 
plays for five cents each. 

THE SECRET OF MARK TWAIN’S WAY 
WITH WORDS 

How did Mark Twain develop his delightful 
facility with words ? As a young man, he traveled 
all the way from Missouri to Nevada by the pon- 
derously slow and really painful stage coach. Food 
— and sometimes even water — had to be carried for 
both passengers and horses. Extra weight might 
have meant the difference between safety and dis- 
aster; baggage was charged for by the ounce; and 
yet Mark Twain carried with him a Webster’s 
Unabridged Dictionary over mountain passes, across 
scorched deserts, and through a land infested with 
bandits and Indians. He wanted to make himself 
master of words, and with his characteristic cour~ 


’improving YOUR DICTION 501 

■ } 

age and common sense, he set about doing the 
things necessary to bring that mastery about. 

Both Pitt and Lord Chatham studied the diction- 
ary twice, every page, every word of it. Browning 
pored over it daily, finding in it entertainment as 
well as instruction. Lincoln “would sit In the twi- 
light,” records his biographers, Nicolay and Hay, 
“and read a dictionary as long as he could see.” 
These are not exceptional instances. Every writer 
and speaker of distinction has done the same. 

Woodrow Wilson was superbly skillful with the 
English language. Some of his writings — parts of 
his Declaration of War against Germany — will un- 
doubtedly take a place in literature. Here is his 
own story of how he learned to marshal words : 

“My father never allowed any member of his household 
to use an incorrect expression. Any slip on the part of one 
of the children was at once corrected; any unfamiliar word 
was immediately explained ; each of us was encouraged to 
find a use for it in our conversation so as to fix it in our 
memories.” 

A New York speaker who is often complimented 
upon the firm texture of his sentences and the simple 
beauty of his language, during the course of a con- 
versation recently, lifted the embargo on the secret 
of his power to choose true and incisive words. 
Each time he discovers an unfamiliar word in con- 
versation or reading matter, he notes it in his 
memorandum book. Then, just prior to retiring at 
night, he consults his dictionary and makes the 
word his own. If he has gathered no material in 
this fashion during the day, he studies a page or 


i 



502 


PUBLIC SPEAKING 


two of Fernald’s Synonyms , Antonyms and Preposi- 
tions, noting the exact meaning of the words which 
he would ordinarily interchange as perfect syno- 
nyms. A new word a day — that is his motto. This 
means in the course of a year three hundred and 
sixty-five additional tools for expression. These new 
words are stored away in a small pocket note book, 
and their meanings reviewed at odd moments dur- 
ing the day. He has found that a word becomes a 
permanent acquisition to his vocabulary when he has 
used it three times. 

ROMANTIC STORIES BEHIND THE WORDS 
YOU USE 

Use a dictionary not only to ascertain the mean- 
ing of the word, but also to find its derivation. Its 
history, its origin is usually set down in brackets 
after the definition. Do not imagine for a mo- 
ment that the words you speak each day are only 
dull, listless sounds. They are reeking with color; 
they are alive with romance. You cannot, for ex- 
ample, say so prosaic a thing as “Telephone the 
grocer for sugar, ” without using words that we have 
borrowed from many different languages and civ- 
ilizations. Telephone is made from two Greek 
words, tele } meaning far, and phone , meaning sound. 
Grocer comes from an old French word, grossier y 
and the French came from the Latin, grossarius / 
it literally means one who sells by the wholesale 
or gross. We got our word sugar from the French; 
the French borrowed it from the Spanish; the Span- 
ish lifted it from the Arabic; the Arabic took it 


503 


\mprot/ing YOUR DICTION 

| 

from the Persian; and the Persian word shaker 
was derived from the Sanskrit carkara , meaning 
candy. , 

You may wox-k for or own a company. Com- 
pany is derived from an old French word meaning 
companion; and companion is literally com , with, 
and pants, bread. Your companion is one with 
whom you have bread. A company is really an as- 
sociation of people who are trying to make their 
bread together. Your salary literally means your 
salt money. The Roman soldiers drew a certain 
allowance for salt, and one day some wag spoke of 
his entire income as his salarium, and created a bit 
of slang which has long since become respectable 
English. You are holding in your hand a book. 
It literally means beech, for a long time ago the 
Anglo-Saxons scratched their words on beech trees 
and on tablets of beech wood. The dollar that you 
have in your pocket literally means valley. Dollars 
were first coined in St. Joachim’s Thaler or dale or 
valley in the sixteenth century. 

The words janitor and January have both come 
down from the name of an Etruscan blacksmith who 
lived in Rome, and made a specialty of locks and 
bolts for doors. When he died, he was deified as 
a pagan god, and was represented as having two 
faces, so that he could look both ways at the same 
time, and was associated with the opening and clos- 
ing of doors. So the month that stood at the close 
of one year and the opening of another was called 
January, or the month of Janus. So when we talk 
of January or a janitor, a keeper of doors, we are 
honoring the name of a blacksmith who lived a 



504 PUBLIC SPEAKING 

thousand years before the birth of Christ and who 
had a wife by the name of Jane. 

The seventh month, July, was named after Julius 
Caesar; so the Emperor Augustus, not to be out- 
done, called the next month August . But the 
eighth month had only thirty days at that time, and 
Augustus did not propose to have the month named 
after him any shorter than a month named after 
Julius; so he took one day away from February and 
added it to August, and the marks of this vain- 
glorious theft are evident on the calendar hanging 
in your home to-day. Trudy, you will find the his- 
tory of -words fascinating. 

Please look up in a large dictionary the deriva- 
tion of these words : atlas, boycott, cereal, colossal, 
concord, curfew, education, finance, lunatic, panic, 
palace, pecuniary, sandwich, tantalize. Get the 
stories behind them. It will make them doubly 
colorful, doubly interesting. You will use them, 
then, with added zest and pleasure. 

RE-WRITING ONE SENTENCE A HUNDRED 
AND FOUR TIMES 

IT 

Strive to say precisely what you mean, to express 
the most delicate nuances of thought. That is not 
always easy — not even for experienced writers. 
Fanny Hurst told me that she sometimes re-wrote 
her sentences from fifty to a hundred times. Only 
a few days prior to the conversation she said she 
had re-written one sentence one hundred and four 
times by actual count. Yet she was so accomplished 
a writer that the Cosmopolitan Magazine was pay- 


IMPROVING YOUR DICTION 505 

ing her two thousand dollars a story. Mabel Her- 
bert Urner confided to me that she sometimes spent 
an entire, afternoon eliminating only one or two 
sentences from a short story that was to be syn- 
dicated through the newspapers. 

Gouverneur Morris has told how Richard Hard- 
ing Davis labored incessantly for just the right 
word : 

“Every phrase in his fiction was, of all the myriad 
phrases he could think of, the fittest in his relentless judg- 
ment to survive. Phrases, paragraphs, pages, whole stories 
even, were written over and* over again. He worked upon 
a principle of elimination. If he wished to describe an 
automobile turning in at a gate, he made first a long and 
elaborate description from which there was omitted no 
detail, which the most observant pair of eyes in Christendom 
has ever noted with reference to just such a turning. 
Thereupon he would begin a process of omitting one by 
one those details which he had been at such pains to recall ; 
and after each omission he would ask himself, ‘Does the 
picture remain ?* If it did not he restored the detail which 
he had just omitted, and experimented with the sacrifice of 
some other, and so on, and so on, until after Herculean labor 
there remained for the reader one of those swiftly flashed 
ice-clear pictures (complete in every detail) with which his 
tales and romances are so delightfully and continuously 
adorned.” 

Most students of this course have neither time nor 
disposition to search as diligently for words as 
the authors just described. These instances are 
cited to show you the importance successful writers 
attach to proper diction and expression, in the hope 
that it may encourage students to take an increased 
interest in the use of English. It is, of course, not 


506 PUBLIC SPEAKING 

practical for a speaker to hesitate in a sentence and 
uh-uh about, hunting for the word which will ex- 
actly express the shade of meaning he desires to 
convey, but he should practise preciseness of ex- 
pression in his daily intercourse until it comes un- 
consciously. He should, but does he? He does 
not. 

Milton is reported to have employed eight 
thousand words, and Shakespeare fifteen thousand. 
A Standard Dictionary contains fifty thousand 
less than half a million; but the average man, 
according to popular estimates, gets along with 
approximately two thousand. He has some verbs, 
enough connectives to stick them together, a 
handful of nouns, and a few overworked adjec- 
tives. He is too lazy, mentally, or too absorbed 
in business, to train for precision and exactness. 
The result? Let me give you an illustration. I 
once spent a few unforgettable days on the rim 
of the Grand Canyon of the Colorado. In the 
course of an afternoon, I heard a lady apply the 
same adjective to a Chow dog, an orchestral selec- 
tion, a man’s disposition, and the Grand Canyon 
itself. They were all “beautiful.” 

What should she have said? Here are the syno- 
nyms that Roget lists for beautiful. Which adjec- 
tives do you think she should have employed? 

Adjective: beautiful, beauteous, handsome, pretty, 
lovely, graceful, elegant, exquisite, delicate, dainty. 

comely , fair, goodly, bonny, good-looking, well- 
favored, well-formed, well-proportioned, shapely, 
symmetrical, harmonious. 


'improving YOUR DICTION 507 

bright, bright-eyed, rosy-cheeked, rosy, ruddy, 
blooming, in full bloom. 

trim, .trig, tidy, neat, spruce, smart, jaunty, dap- 
P,U* 

brilliant, shining, sparkling, radiant, splendid, re- 
splendent, dazzling, glowing, glossy, sleek, rich, 
gorgeous, superb, magnificent, grand, fine. 

artistic, aesthetic, picturesque, pictorial, enchant- 
ing, attractive, becoming, ornamental. 

perfect, unspotted, spotless, immaculate, unde* 
formed, undefaced. 

passable , presentable,' tolerable, not amiss. 

The synonyms just quoted have been taken from 
Roget’s Treasury of Words. It is an abridged edi- 
tion of Roget’s Thesaurus. What a help this book 
is. Personally, I never write without having it at 
my elbow. I find occasion to use it ten times as 
often as I use the dictionary. 

What years of toil Roget consecrated to its mak- 
ing; yet it will come and sit on your desk and serve 
you a lifetime for the price of an inexpensive neck- 
tie. It is not a book to be stored away on a library 
shelf. It is a tool to be used constantly. Use it 
when writing out and polishing the diction of your 
talks. Use it in dictating your letters and your busi- 
ness reports. Use it daily, and it will double and 
treble your power with words. 

SHUN WORN-OUT PHRASES 

Strive not only to be exact, but to be fresh and 
original. Have the courage to say the thing as 
you see it, for “the God of things as they are.” 



508 PUBLIC SPEAKING 

(I"'. 

For example, shortly after the flood, some original 
mind first used the comparison, “cool as a cucum- 
ber.” It was extraordinarily good then because it 
was extraordinarily fresh. Even as late as Bel- 
shazzar’s famous feast, it may still have retained 
enough of its pristine vigor to warrant its use in 
an after-dinner speech. But what man who prides 
himself on his originality would be guilty of repeat- 
ing it at this somewhat late date? 

Here are a dozen similes to express coldness. 
Aren’t they just as effective as the hackneyed “cu- 
cumber” comparison, and* far fresher and more 
acceptable? 

Cold as a frog. 

Cold as a hot-water bag in the morning. 

Cold as a ramrod. 

Cold as a tomb. 

Cold as Greenland’s icy mountains. 

Cold as clay. — Coleridge. 

Cold as a turtle.' — Richard Cumberland. 

Cauld as the drifting snow. — Allan Cunningham . 

Cold as salt. — James Huneker. 

Cold as an earthworm. — Maurice Maeterlinck . 

Cold as dawn. * 

Cold as rain in autumn. 

While the mood is upon you, think now of similes 
of your own to convey the idea of coldness. Have 
the courage to be distinctive. Write them here: 

Cold as 

Cold as 

Cold as 

Cold as o 


IMPROVING YOUR DICTION 509 

I' 

I once asked Kathleen Norris, who is reputed to 
be America’s highest paid writer of magazine serial 
fiction, how style could be developed. “By reading 
classics of prose and poetry,” she replied, “and by 
critically eliminating stock phrases and hackneyed 
expressions from your work.” 

A magazine editor once told me that when he 
found two or three hackneyed expressions in a story 
submitted for publication, he returned it to the au- 
thor without wasting time reading it; for, he added, 
one who has no originality of expression will exhibit 
little originality of thou’ght. 

SUMMARY 

1. We have only four contacts with people. We 
are evaluated and classified by four things : by what 
we do, by how we look, by what we say, and how 
we say it. How often we are judged by the lan- 
guage we use. Charles W. Eliot, after he had 
been president of Harvard for a third of a cen- 
tury, declared: “I recognize but one mental acquisi- 
tion as a necessary part of the education of a lady 
or gentleman,* namely, an accurate and refined use 
of the mother tongue.” 

2. Your diction will be very largely a reflection 
of the company you keep. So follow Lincoln’s ex- 
ample and keep company with the masters of lit- 
erature. Spend your evenings, as he often did, with 
Shakespeare and the other great poets and masters 
of prose. Do that and unconsciously, inevitably, 
your mind will be enriched and your diction will take 
on something of the glory of your companions. 


510 PUBLIC SPEAKING 

3. “I have given up newspapers in exchange for 
Tacitus and Thucydides* for Newton and Euclid,” 
wrote Thomas Jefferson* “and I find myself much 
the happier.” Why not follow his example? Don’t 
give up the newspapers completely, but skim through 
in half the time you now devote to them. Give the 
time you thus salvage to the reading of some en- 
during book. Tear out twenty or thirty pages from 
such a volume, carry them in your pocket, read them 
at odd moments during the day. 

4. Read with a dictionary by your side. Look up 
the unfamiliar word. Try f to find a use for it so 
that you may fix it in your memory. 

5. Study the derivation of the words you use. 
Their histories are not dull and dry; often they 
are replete with romance. For example, the word 
salary really means salt money . The Roman sol- 
diers were given an allowance for the purchase of 
salt. Some wag one day created a bit of slang 
by referring to his wage as his salt money, 

6. Don’t use shopworn, threadbare words. Be 
precise, exact, in your meaning. Keep Roget’s 
Treasury of Words on your desk. Refer to it often. 
Don’t qualify as “beautiful” everything that is ap- 
pealing to the eye. You may convey your meaning 
more precisely and with more freshness and beauty 
if you employ some synonym of beautiful — such as 
elegant } exquisite, handsome, dainty, shapely, jaunty, 
dapper, radiant, dazzling, gorgeous, superb, mag- 
nificent, picturesque , etc. 

7. Don’t use trite comparisons such as “cool as a 
cucumber.” Strive for freshness. Create similes 
of your own. Have the courage to be distinctive. 


1 

. i 


SPEECH BUILDING 

WORDS OFTEN MISPRONOUNCED 

See if you can pronounce all of the italicized 
words in the following selection: 

On his awakening, after the tempestuous day, the aviator 
rose from his bed before the broken hearth and looked over 
his radiator and carburetor carefully to see that they were 
not injured. After all parts were lubricated, even before 
the dew was off the grass, he flew due east as his duty called. 

His aerial trip was aided by his knowledge of the geog- 
raphy of the country. He was an athlete ; the boisterous 
and jovial events of the past evening did not ajfect his 
dexterous handling of the white ship. He did not need the 
whit) of whiskey to steady his hand on the wheel . Neither 
did the memories of the plaudits of the gallery nor the past 
history of his comrades of the squadron abate his constant 
watch over the boundaries, 

» 

ERRORS IN ENGLISH 

Review. You will find in the following examples 
that an attempt has been made to cover most of 
the important rules which have been placed before 
you. If you can avoid all the pitfalls which have 
been. shown in the previous lessons you will speak a 
quality of English which is far above that usually 
heard. 

511 



512 PUBLIC SPEAKING 

How many of these sentences are incorrect, and 
why? 

He told you and I a different story. * 

Just between you and me, 1 admit she done the 
best she could. 

Let’s you and I go now. 

Were you and I invited the day he come home? 

John is taller than me. 

Mr. Smith and I work together. 

Everybody cashed their checks in order to enjoy 
the holiday. 

I am introducing a stenographer who you will 
like. 

She had bidden $20 for the coat and didn’t get it. 

The man was hanged after he had been convicted 
before a jury. 

Eliza had not swum across the river because of 
the ice. 

Part of the material have been shipped. 

A thousand dollars were lost in the deal. 

That kind of a house will not stand the climate. 

He, as well as I, have taken the risk. 

These sort of investments are not safe. 

Scarcely had the lamp been lighted when it was 
shot out. 

She had two son-in-laws who were worthless. 

My two mothers-in-law’s husbands were drowned. 

The robbers hunted everywheres for the money. 

Mr. Long don’t take chances on margin buying. 

Do you suppose it to be him? 

Us and our friends play bridge together. 

He had lain the mail on the desk, but the presi 
dent had not saw them. 


'improving YOUR DICTION 513 

Neither Mr. Blank or him were to blame for the 
mistake. 

The file clerk had went through the files care- 
fpl!y. 

The firm likes these kind of letter heads. They 
are finer than your’s. 

A person can save money by paying your bills 
on time. 

A man can’t drive a car without he has a driver’s 
license. 

We have never had quite as much fun as we did 
in this class. 

“I didn’t do nothing,” is the wail that many a 
child raises. 

It only has been a comparatively few years since 
the government was founded. 

He has almost exhausted all his resources. 

If your laundry don’t give satisfaction, try ours. 

CORRECT USAGE OF WORDS 

Which of the following sentences are incorrect, 
and why? » 

1. There must be a spirit of loyalty between all 
the states in the Union. 

2. I have acquired an antipathy for the man. 

3. He is bound to succeed at all costs. 

4. He was fortunate in getting a good education. 

5. She has the ability to sing well when she 
wants to. 

6. ' May I call to-morrow? 

7. We had a delightful dinner. 


514 PUBLIC SPEAKING 

8. He was greatly effected by f the news of her 
death. 

9. He tried to enthuse me over both plans. 

10. Onions are a very healthy food. 

11. Swimming is a healthful exercise. 

12. We are likely to have difficulties. 

13. This is a unique opportunity to get a bargain 
in real estate. 

14. He is a very social person. 

15. He has an extraordinary capacity for hard 
work. 

16. I anticipated this advance in prices when I 
ordered last autumn. 

17. The pugilist has immense strength. 

18. He has a bias toward the manual trades. 

19. The event transpired but it did not become 
known. 

20. Our horse is liable to win. 

VOICE EXERCISE— REVIEW 

1. Turn to the poem The Cataract of Lodore , 
in Chapter VI. 

Read this aloud, paying espercial attention to four 
things. 

a. Be sure that you are breathing from the 
diaphragm. 

b. Be sure that you have a reserve of breath in 
your lungs to act as a spring board to launch your 
words to give them carrying power. 

c. Be sure that your throat is open and utterly 
free and relaxed. 

d. Be sure that you are using nasal resonance, 


IMPROVING YOUR DICTION 515 

(See Voice Exercise, Chapter XIII.) Accentuate 
the ng sounds that are found in almost every line 
of this poem. Let them ring through your nose. 

, 2. Read the following verses aloud using the fal- 
setto voice to develop brightness. (See Voice Ex- 
ercise, Chapter VII.) 

“True worth is in being, not seeming, 

In doing each day that goes by 
Some little good, not in dreaming 
Of great ’things to do by and by. 

“For whatever men say in their blindness, 

And in spite of the follies of youth, 

There is nothing so kingly as kindness, 

And nothing so royal as truth.” 

3. Read the following verses aloud, paying es- 
pecial attention to the tip of the tongue. Feel 
it striking the back of the teeth with an elastic touch. 
This will give vivacity and a sense of speed to your 
reading. (See Chapter VI.) 

THE FIRST OF SEPTEMBER 

“The first of September, remember 
The day of supremest delight. 

Get ready the cartridge, the partridge 
Must fall in the stubble ere night. 

“The breech-loader’s ready, and steady 
The dog that we taught in old days; 

He’s firm to his duty, a beauty 
That comes for but one person’s praise* 


“He is careful in stubble, no trouble, 
In turnips he’s keen as a man ; 


516 PUBLIC SPEAKING 

r 

But looks on acutely, and mutely 
Seems saying ‘Shoot well, if you can. 5 

“They flash from the cover, what lover* 

Of sport does not thrill as they rise * 

In feathered apparel? Each barrel 
Kills one, as the swift covey flies. 

“One pipe, then be doing, pursuing 
The sport that no sport can eclipse: 

So homeward to dinner, a winner 
Of praise from the fairest of lips.” 

— Savile Clark in Punch . 

e 

4. Hum the tune of the Long , Long Trail . Fol- 
lowing the directions given in the Voice Exercise 
for Chapter XI, feel the resonance, the vibrations, 
in the top of your head, the back of your head, the 
chest, the nasal cavities, the face. As you hum, try 
to feel in the head, the same cool, open, taking-in 
sensation that you experience when you are inhaling: 

LONG, LONG TRAIL 

“There’s a long, long trail a-winding 
Into the land of mw dreams, 

Where the nightingales are singing 
And a white moon beams; 

There’s a long, long night of waiting 
Until my dreams all come true; 

Till the day when I’ll be going down 
That long, long trail with you.” 

5. Read the following poem, “The Vagabond, 55 
by Robert Louis Stevenson, with the same spirit of 
happiness singing in your voice that must have sung 
in Stevenson’s heart when he wrote it. As we 


IMPROVING YOUR DICTION 517 

"J 

pointed out in the Voice Exercise for Chapter VII, 
the reading of joyous poetry is one of the very 
best means for developing bright, attractive tones. 

* 

“Give me the life I love, 

Let the lave go by me, 

Give the jolly heavens above 
And the byway nigh me. 

Bed in the bush with stars to see. 

Bread I dip in the river — 

There’s the life for a man like me, 

There’s the life" forever. 

“Let the blow fall soon or late. 

Let what will be o’er me: 

Give the face of earth around 
And the road before me. 

Wealth I seek not, hope nor love, 

Nor a friend to know me; 

All I seek, the heaven above 
And the road below me.” 

In conclusion, let 41s warn the student that the 
mere reading and casual practising now and then of 
the voice exercises outlined in this course will not 
procure the most desirable results. They ought to 
be practised daily. You will get out of them only 
what you put into them — nothing more, nothing 
less. 



APPENDIX 


ACRES of diamonds 

RUSSELL H. CONWELL 


No other lecture has ever been delivered as often by its 
author as Acres of Diamonds ” If one were to deliver the 
same lecture each night in the yect) m for fifteen years, he would 
not at the end of that time have equalled Dr. ConwelVs 
record. The noted Philadelphian preached his " Acres 
of Diamonds ” philosophy more than five thousand seven 
hundred times . If the proceeds from this lecture had been 
put out at compound interest, the sum would aggregate more 
than eight million dollars . With the profits from, his various 
lectures, this man who in his youth waged such a bitter 
struggle to get an education, helped more than three thou - 
sand men through college . 


ACRES OF DIAMONDS 

By Russell H. Conwell 

In 1870 we wept down the Tigris River. We hired a 
guide at Bagdad to show us Persepolis, Nineveh and Baby- 
lon, and the ancient countries of Assyria as far as the Ara- 
bian Gulf. He was well acquainted with the land, but he 
was one of those guides who love to entertain their patrons ; 
he was like a barber that tells you many stories in order to 
keep your mind off the scratching and the scraping. He told 
me so many stories that I grew tired of his telling them and 
I refused to listen — looked away whenever he commenced; 
that made the guide quite angry. I remembered that toward 
evening he took his Turkish cap off his head and swung it 
around in the air. The gesture I did not understand and 
I did not look at him for fear I should become victim of 
another story. But, although I am not a woman, I did look, 
and* the instant I turned my eyes upon that worthy guide 
he was off again. Sai^ he, “I will tell you a story now 
which I reserve'' for my particular friends !” So then, count- 
ing myself a particular friend, I listened, and I have always 
been glad I did. 

He said there once lived not far from the River Indus 
an ancient Persian by the name of AI Hafed. He said that 
A 1 Hafed owned a very large farm with orchards, grain 
fields, and gardens. He was a contented and wealthy man — 
contented because he was wealthy, and wealthy because he 
was contented. One day there visited this old farmer one 
of those ancient Buddhist priests, and he sat down by Al 
Hafed’s fire and told that old farmer how this world of 


$21 


522 


APPENDIX 



f 

ours was made. He said that this world was once a mere 
bank of fog, which is scientifically true, and he said that the 
Almighty thrust his finger into the bank of fog and then 
began slowly to move his finger around and gradually to 
increase the speed of his finger until at last he whirled that 
bank of fog into a solid ball of fire, and it went rolling 
through the universe, burning its way through other cosmic 
banks of fog, until it condensed the moisture without, and fell 
in floods of rain upon the heated surface and cooled the 
outward crust. Then the internal flames burst through 
the cooling crust and threw up the mountains and made 
the hills and the valleys of this -wonderful world of ours. 
If this Internal melted mass hurst out and cooled very 
quickly it became granite; that which cooled less quickly 
became silver; and less quickly, gold; and after gold dia- 
monds were made. Said the old priest, “A diamond is a 
congealed drop of sunlight.” 

This is a scientific truth also. You all know that a dia- 
mond is pure carbon, actually deposited' sunlight — and he 
said another thing I would not forget: he declared that a 
diamond is the last and highest of God’s mineral creations, 
as a woman is the last and highest of God’s animal creations. 
I suppose that is the reason w r hy the two have such a liking 
for each other. And the old priest told A1 Hafed that if 
he had a handful of diamonds he ^could purchase a whole 
country, and with a mine of diamonds he <could place his 
children upon thrones through the influence of their great 
wealth. AI Hafed heard all about diamonds and how much 
they were worth, and went to his bed that night a poor 
man — not that he had lost anything, but poor because he 
was discontented and discontented because be thought he 
was poor. He said: “I want a mine of diamonds.” So 
he lay awake all night, and early in the morning sought out 
the priest. Now I know from experience that a priest- when 
awakened early in the morning is cross. He awoke that 
priest out of his dreams and said to him, “Will you tell me 


ACRES OF DIAMONDS 523 

where I can find diamonds?” The priest said, “Diamonds? 
What do you want with diamonds?” “I want to be im- 
mensely rich,” said A1 Hafed, “but I don't know where to 
go.” “Well,” said the priest, “if you will find a river that 
rtms over white sand between high mountains, in those sands 
you will always see diamonds.” “Do you really believe that 
there is such a river?” “Plenty of them, plenty of them; 
all you have to do is just go and find them, then you have 
them.” A1 Hafed said, “I will go.” So he sold his farm, 
collected his money at interest, left his family in charge 
of a neighbor, and away he went in search of diamonds. 
He began very properly, to my mind, at the Mountains of 
the Moon. Afterwards he went around into Palestine, then 
wandered on into Europe, and at last when his money was 
all spent, and he was in rags, wretchedness, and poverty, he 
stood on the shore of that bay in Barcelona. Spain, when a 
tidal wave came rolling through the Pillars of Hercules 
and the poor, afflicted, suffering man could not resist the 
awful temptation to cast himself into that incoming tide, and 
he sank beneath its foaming crest, never to rise in this life 
again. 

When that old guide had told me that very sad story, 
he stopped the camel I was riding and went back to fix the 
baggage on one of the other camels, and I remember thinking 
to myself, “Why did he reserve that for his particular 
friends f* Ther$ seemedlo be no beginning, middle, or end — 
nothing to it. That was the first story I had ever heard told 
or read in which the hero was killed in the first chapter. 
I had but one chapter of that story and the hero was dead. 
When the guide came back and took up the halter of my 
camel again, he went right on with the same story. He said 
that A1 Hafed’s successor led his camel out into the garden 
to drink, and as the camel put its nose down into the clear 
water^of the garden brook A1 Hafed's successor noticed a 
curious flash of light from the sands of the shallow stream, 
and reaching in he pulled out a black stone having an eye 


524 


APPENDIX 


of light that reflected all the colors o r i the rainbow, and 
he took that curious pebble into the house and left it on the 
mantel, then went on his way and forgot all about it. A 
few days after that, this same old priest who told r Al Hafed 
how diamonds were made, came in to visit his successor. 
When he saw that flash of light from the mantel, he rushed 
up and said, “Here is a diamond — here is a diamond ! Has 
A1 Hafed returned ?” “No, no; A1 Hafed has not returned 
and that is not a diamond ; that is nothing but a stone ; we 
found it right out here in our garden.” “But I know a 
diamond when I see it,” said he; “that if a diamond!” 

Then together they rushed to the garden and stirred up 
the white sands with their fingers and found other more 
beautiful, more valuable diamonds than the first, and thus, 
said the guide to me, were discovered the diamond mines 
of Golconda, the most magnificent diamond mines in all 
the history of mankind, exceeding the Kimberley in its value. 
The great Kohinoor diamond in England’s crown jewels 
and the largest crown diamond on earth in Russia’s crown 
jewels which I had often hoped she would have to sell 
before they had peace with Japan, came from that mine, 
and when the old guide had called my attention to that 
wonderful discovery he took his Turkish cap off his head 
again and swung it around in the air to call my attention 
to the moral. Those Arab guides have a moral to each 
story, though the stories are not avvvays mgral. He said, 
had AI Hafed remained at home and dug in his own cellar 
or in his own garden, instead of wretchedness, starvation, 
poverty, and death in a strange land, he would have had 
“acres of diamonds” — for every acre, yes, every shovelful 
of that old farm afterwards revealed the gems which since 
have decorated the crowns of monarchs. When he had 
given the moral to his story, I saw why he had reserved 
this story for his “particular friends.” I didn’t tell him I 
could see it; I was not going to tell that old Arab that I 
could see it For it was that mean old Arab’s way of going 


ACRES OF DIAMONDS 


525 


around a thing, likd a lawyer, and saying indirectly what he 
did not dare say directly, that there was a certain young 
man that day traveling down the Tigris River that might 
better be 1 * at home in America. I didn’t tell him I could 
see it. 

I told him his story reminded me of one, and I told it 
to him quick. I told him about that man out in California, 
who, in 1847, owned a ranch out there. He read that gold 
had been discovered in Southern California, and he sold his 
ranch to Colonel Sutter and started off to hunt for gold. 
Colonel Sutter pul? a mill on the little stream in that farm 
and one day his little girl brought some wet sand from the 
raceway of the mill into t^e house and placed it before the 
fire to dry, and as that sand was falling through the Kltle 
girl’s fingers a visitor saw the first shining scales of real gold 
that were ever discovered in California ; and the man who 
wanted the gold had sold this ranch and gone away, never 
to return. I delivered this lecture two years ago in Cali- 
fornia, in the city that stands near that farm, and they told 
me that the mine is not exhausted yet, and that a one-third 
owner of that farm has been getting during these recent 
years twenty dollars of gold every fifteen minutes of his 
life, sleeping or waking. Why, you and I would enjoy an 
income like that. 

But the best illustration that I have now of this thought 
was found in Pennsylvania. There was a man living in 
Pennsylvania who owned a farm there, and he did what I 
should do if I had a farm in Pennsylvania — he sold it. But 
before he sold it he concluded to secure employment collecting 
coal oil for his cousin in Canada. They first discovered 
coal oil there. So this farmer in Pennsylvania decided that 
he would apply for a position with his cousin in Canada. 
Now, you see, this farmer was not altogether a foolish man. 
He did not leave his farm until he had something else to do. 
Of all the simpletons the stars shine on there is none more 
foolish than a man who leaves one job before he has obtained 


526 


APPENDIX 


another. And that has especial reference to gentlemen 
of my profession, and has not reference to a man seeking 
a divorce. So I say this old farmer did not leave one job 
until he had obtained another. He wrote to Canada, but 
his cousin replied that he could not engage him because 
he did not know anything about the oil business. “Well, 
then/ 5 said he, “I will understand it. 55 So he set himself 
at the study of the whole subject. He began at the second 
day of the creation, he studied the subject from the primitive 
vegetation to the coal oil stage, until he knew all about it. 
Then he wrote to his cousin and said, <v Now I understand 
the oil business. 55 And his cousin replied to him, “All right, 
then, come on. 55 # 

That man, by the record of the county, sold his farm 
for eight hundred and thirty-three dollars — even money, “no 
cents. 55 He had scarcely gone from that farm before the 
man who purchased it went out to arrange for watering the 
cattle and he found that the previous owner had arranged 
the matter very nicely. There is a stream running down 
the hillside there, and the previous owner had gone out and 
put a plank across that stream at an angle, extending across 
the brook and down edgewise a few inches under the sur- 
face of the water. The purpose of the plank across that 
brook was to throw over to the other bank a dreadful- 
looking scum through which the cattle would not put their 
noses to drink above the plank, although they would drink 
the water on one side below it. Thus that man who had 
gone to Canada had been himself damming back for twenty- 
three years a flow of coal oil which the State Geologist 
of Pennsylvania declared officially, as early as 1870, was then 
worth to our State, a hundred millions of dollars. The city 
of Titusville now stands on that farm and those Pleasant- 
ville wells flow on, and that farmer who had studied all 
about the formation of oil since the second day of God 5 s 
creation clear down to the present time, sold that farm for 
$833, no cents — again I say, “no sense. 55 


ACRES OF DIAMONDS 


527 


But I need another illustration, and I found that in Mas- 
sachusetts, and I am sorry I did, because that is my old 
State. This young man I mention went out of the State 1 

to study— Vent down to Yale College and studied Mines [ 

ai?d Mining. They paid him fifteen dollars a week during j 

his last year, for training students who were behind their j 

classes in mineralogy, out of hours, of course, while pursuing j 

his own studies. But when he graduated they raised his pay 
from fifteen dollars to forty-five dollars and offered him a 
professorship. Then he went straight home to his mother 
and said, “Mother,* I won’t work for forty-five dollars a 
week. What is forty-five dollars a week for a man with a 
brain like mine! Mother, diet’s go out to California and j 

stake out gold claims and be immensely rich.” “No,” said I 

his mother, “it is just as well to be happy as it is to be i 

rich.” 

But as he was the only son he had his way — they always ji 

do; and they sold out in Massachusetts and went to Wis- j 

consin, where he went into the employ of the Superior 
Copper Mining Company, and he was lost from sight in the 
employ of that company at fifteen dollars a week again. He 
was also to have an interest in any mines that he should 
discover for that company. But I do not believe that he 
has ever discovered a mine — I do not know anything about ; 

it, but I do not believe he has. I know he had scarcely 
gone from the old homestead before the farmer who had 
bought the homestead went o^t to dig potatoes, and as he 
was bringing them in in a large basket through the front 
gateway, the ends of the stone wall came so near together 
at the gate that the basket hugged very tight. So he set jj 

the basket on the ground and pulled, first at one side and • j 

then on the other side. Our farms in Massachusetts are i| 

mostly stone walls, and the farmers have to be economical j 

with their gateways in order to have some place to put the 
stones? That basket hugged so tight there that as he was j 

hauling it through he noticed in the upper stone next the 


528 


APPENDIX 


gate a block of native silver, eight indies square; and this 
professor of mines and mining and mineralogy, who would 
not work for forty-five dollars a week, when he sold that 
homestead in Massachusetts, sat right on that stone to make 
the bargain. He was brought up there; he had gone back 
and forth by that piece of silver, rubbed it with his sleeve, 
and it seemed to say, “Come now, now, now, here’s a 
hundred thousand dollars. Why not take me?” But he 
would not take it. There was no silver in Newburyport; 
it was all away off — well, I don’t know where; he didn’t, 
but somewhere else — and he was a professor of mineralogy. 

I do not know of anything I would enjoy better than to 
take the whole time tonight teeing of blunders like that I 
have heard professors make. Yet I wish I knew what that 
man is doing out there in Wisconsin. I can imagine him out 
there, as he sits by his fireside, and he is saying to his friends, 
“Do you know that man Conwell that lives in Philadel- 
phia?” “Oh, yes, I have heard of him.” “And do you 
know that man Jones that lives in that city?” “Yes, I have 
heard of him.” And then he begins to laugh and laugh and 
says to his friends, “They have done the same thing I did, 




precisely.” And that spoils the whole joke, because you 

and I have done it. 

Ninety out of every hundred people here have made that 
mistake this very day. I say you ought to be rich; you 
have no right to be poor. To live ifi Philadelphia and not be 
rich is a misfortune, and it is doubly a misfortune, because 
you could have been rich just as well as be poor. Phila- 
delphia furnishes so many opportunities. You ought to be 
rich. But persons with certain religious prejudice will ask, 
“How can you spend your time advising the rising genera- 
tion to give their time to getting money — dollars and cents — * 
the commercial spirit?” 

Yet I must say that you ought to spend time getting 
rich. You and I know there are some things more valuable 
than money; of course, we do. Ah, yes! By a heart made 


ACRES OF DIAMONDS 529 

unspeakably sad by 1 ) a grave on which the autumn leaves 
now fall, I know there are some things higher and grander 
and sublimer than money. Well does the man know, who 
has suffered, that there are some things sweeter and holier 
and more sacred than gold. Nevertheless, the man of com- 
mon sense also knows that there is not any one of these 
things that is not greatly enhanced by the use of money. 
Money is power. Love is the grandest thing on God’s 
earth, but fortunate the lover who has plenty of money. 
Money is power ; money has powers ; and for a man to say, 
u l do not want moftey,” is to say, “I do not wish to do any 
good to my fellowmen.” It is absurd thus to talk. It is* 
absurd to disconnect them.,, This is a wonderfully great 
life, and you ought to spend your time getting money, be- 
cause of the power there is in money. And yet this religious 
prejudice is so great that some people think it is a great 
honor to be one of God’s poor. I am looking in the faces 
of people who think just that way. I heard a man once say 
in a prayer meeting that he was thankful that he was one 
of God’s poor, and then I silently wondered what his wife 
would say to that speech, as she took in washing to support 
the man while he sat and smoked on the veranda. I don’t 
want to see any more of that kind of God’s poor. Now, 
when a man could have been rich just as well, and he is 
now weak because he is poor, he has done some great wrong ,* 
he has been untruthful to himself : he has been unkind to 

' r\ * 

his fellowmen. We ought to get rich if we can by hon- 
orable and Christian methods, and these are the only methods 
that sweep us quickly toward the goal of riches. 

I remember, not many years ago, a young theological 
student who came into my office and said to me that he 
thought it was his duty to come in and “labor with me.” 

I asked him what had happened, and he said: “I feel it is 
my duty to come in and speak to you, sir, and say that the 
Holy Scriptures declare that money is the root of all evil.” 

I asked him where he found that saying, and he said he found 


530 


APPENDIX 


it in the Bible. I asked him whether %e had made a new 
Bible, and he said, no, he had not gotten a new Bible, that 
it was in the old Bible. “Well/’ I said, “If it is in my 
Bible, I never saw it. Will you please get the* text-book 
and let me see it?” He left the room and soon came stalk- 
ing in with his Bible open, with all the bigoted pride of the 
narrow sectarian, who founds his creed on some misinter- 
pretation of Scripture, and he put the Bible down on the 
table before me and fairly squealed into my ear, “There it 
is. You can read it for yourself.” I said to him, “Young 
man, you will learn when you get a little older, that you 
cannot trust another denomination to read the Bible for 
you.” I said, “Now, you belong to another denomination. 
Please read it to me, and remember that you are taught in a 
school where emphasis is exegesis.” So he took the Bible 
and read it : “The love of money is the root of all evil.” 
Then he had it right. The Great Book has come back 
into the esteem and love of the people, and into the respect of 
the greatest minds of earth, and now you can quote it and 
rest your life and your death on it without more fear. So. 
when he quoted right from the Scriptures he quoted the 
truth. “The love of money is the root of all evil.” Oh, 
that is it. It is the worship of the means instead of the 
end, though you cannot reach the end without the means. 
When a man makes an idol of the money instead of the pur- 
poses for which it may be used, wh&n he squeezes the dollar 
until the eagle squeals, then it is made the root of all evil. 
Think, if you only had the money, what you could do for 
your wife, your child, and for your home and your city. 
Think how soon you could endow the Temple College 
yonder if you only had the money and the disposition to 
give it ; and yet, my friend, people say you and I should not 
spend the time getting rich. How inconsistent the whole 
thing is. We ought to be rich, because money has power. 

I think the best thing for me to do is to illustrate this, for 
if I say you ought to get rich, I ought, at least, to suggest 


531 


I 



ACRES OF DIAMONDS 

how it is done. get a prejudice against rich men be- 

cause of the lies that are told about them. The lies that 
are told about Mr. Rockefeller because he has two hundred 
million dollars — so many believe them ; yet how false is the 
representation of that man to the world. How little we 
can tell what is true nowadays when newspapers try to sell 
their papers entirely on some sensation ! The way they lie 
about the rich men is something terrible, and I do not know 
that there is anything to illustrate this better than what the 
newspapers now say about the city of Philadelphia. A 
young man came to me the other day and said, “If Mr. 
Rockefeller, as you think, is a good man, why is it that 
everybody says so much against him ?” It is because he has 
gotten ahead of us; that is the whole of it — just gotten 
ahead of us. Why is it Mr. Carnegie is criticized so sharply 
by an envious world ? Because he has gotten more than we 
have. If a man knows more than I know, don’t I incline 
to criticize somewhat his learning? Let a man stand in a 
pulpit and preach to thousands, and if I have fifteen people 
in my church, and they’re all asleep, don’t I criticize him? 
We always do that to the man who gets ahead of us. Why, 
the man you are criticizing has one hundred millions, and 
you have fifty cents, and both of you have just what you 
are worth. One of the richest men in this country came 
into my home and sat down in my parlor and said: “Did you 
see all those lies about my family in the paper?” “Certainly 
I did; I knew 'they were lies when I saw them.” “Why 
do they lie about me the way they do?” “Well,” I said to 
him, “if you will give me your check for one hundred 
millions, I will take all the lies along with it.” “Well,” 
said he, “I don’t see any sense in their thus talking about 
my family and myself. Conwell, tell me frankly, what do 
you think the American people think of me?” “Well,” said 
I, “they think you are the blackest-hearted villain that ever 
trod the soil!” “But what can I do about it?” There is 
nothing he can do about it, and yet he is one of the sweetest 



532 


APPENDIX 


Christian men I ever knew. If you g^t a hundred millions 
you will have the lies; you will be lied about, and you can 
judge your success in any line by the lies that are told about 
you. I say that you ought to be rich. But thq*e are ever 
coming to me young men who say, “I would like to go iijto 
business, but I cannot.” “Why not?” “Because I have no 
capital to begin on.” Capital, capital to begin on! What! 
young man! Living in Philadelphia and looking at this 
wealthy generation, all of whom began as poor boys, and 
you want capital to begin on? It is fortunate for you that 
you have no capital. I am glad you ha^e no money. I pity 
a rich man’s son. A rich man’s son in these days of ours 
occupies a very difficult position. They are to be pitied. A 
rich man’s son cannot know the very best things in human 
life. He cannot. The statistics of Massachusetts show us 
that not one out of seventeen rich men’s sons ever die rich. 
They are raised in luxury, they die in poverty. Even if a 
rich man’s son retains his father’s money even then he can- 
not know the best things of life. 

A young man in our college yonder asked me to formulate 
for him what I thought was the happiest hour in a man’s 
history, and I studied it long and came back convinced that 
the happiest hour that any man ever sees in any earthly 
matter is when a young man takes his bride over the 
threshold of the door, for the first time, of the house he 
himself has earned and built, when he turns to his bride 
and with an eloquence greater than any language of mine, 
he sayeth to his wife, “My loved one, I earned this home 
myself; I earned it all. It is all mine, and I divide it with 
thee.” That is the grandest moment a human heart may 
ever see. But a rich man’s son cannot know that. He goes 
into a finer mansion, it may be, but he is obliged to go 
through the house and say, “Mother gave me this, mother 
gave me that, my mother gave me that, my mother gave me 
that,” until his wife wishes she had married his mother. 
Oh, I pity a rich man’s son. I do, until he gets so far along 


ACRES OF DIAMONDS 


533 


in his dudeism tMt he gets his arms up like that and 
can't get them down. Didn’t you ever see any of them 
astray at Atlantic City ? I saw one of these scarecrows once 
and I nearer tire thinking about it. I was at Niagara Falls 
lecturing, and after the lecture I went to the hotel, and 
when I went up to the desk there stood there a millionaire’s 
son from New York. He was an indescribable specimen of 
anthropologic impotency. He carried a gold-headed cane under 
his arm — more in its head than he had in his. I do not 
believe I could describe the young man if I should try. But 
still I must say that he wore an eye-glass he could not see 
through; patent leather shoes he could not walk in, and 
pants he could not sit dowq in — dressed like a grasshopper! 
Well, this human cricket came up to the clerk’s desk just 
as I came in. He adjusted his unseeing eyeglass in this vcise 
and lisped to the clerk, because it’s “Hinglish, you know,” 
to lisp: “Thir, thir, will you have the kindness to fuhnish 
me with thome papah and thome envelopehs!” The clerk 
measured that man quick, and he pulled out a drawer and 
took some envelopes and paper and cast them across the 
counter and turned away to his books. You should have 
seen that specimen of humanity when the paper and en- 
velopes came across the counter — he whose wants had always 
been anticipated by servants. He adjusted his unseeing eye- 
glass and he yelled after that clerk: “Come back here, thir, 
come right back here. Now, thir, will you order a thervant 
to take that papah and thothe envelopes and carry them to 
yondah dethk.” Oh, the poor miserable, contemptible 
American monkey He couldn’t carry paper and envelopes 
twenty feet. I suppose he could not get his arms down. 
I have no pity for such travesties of human nature. If you 
have no capital, I am glad of it. You don’t need capital; 
you need common sense, not copper cents. 

A. T. Stewart, the great princely merchant of New York, 
the rfchest man in America in his time, was a poor boy; 
he had a. dollar and a half and went into the mercantile 


534 


APPENDIX 


business. But he lost eighty-seven and# a half cents of his 
first dollar and a half because he bought some needles and 
thread and buttons to sell, which people didn’t want. 

Are you poor? It is because you are not wanted and 
are left on your own hands. There was the great lessor. 
Apply it whichever way you will it comes to every single 
person’s life, young or old. He did not know what people 
needed, and consequently bought something they didn’t want 
and had the goods left on his hands a dead loss. A. T. 
Stewart learned there the great lesson of his mercantile 
life and said, “I will never buy anything more until I first 
learn what the people want; then I’ll make the purchase.” 
He went around to the doors # and asked them what they 
did want, and when he found out what they wanted, he 
invested his sixty-two and a half cents and began to supply 
“a known demand.” I care not what your profession or 
occupation in life may be; I care not whether you are a 
lawyer, a doctor, a housekeeper, a teacher, or whatever else, 
the principle is precisely the same. We must know what 
the world needs first and then invest ourselves to supply 
that need, and success is almost certain. A. T. Stewart 
went on until he was worth forty millions. “Well,” you 
will say, “ a man can do that in New York, but cannot do 
it here in Philadelphia.” The statistics very carefully gath- 
ered in New York in 1889 showed one hundred and seven 
millionaires in the city worth ovef ten millions apiece. It 
was remarkable and people think they must go there to 
get rich. Out of that one hundred and seven millionaires 
only seven of them made their money in New York, and 
the others moved to New York after their fortunes were 
made, and sixty-seven out of the remaining hundred made 
their fortunes in towns of less than six thousand people, and 
the richest man in the country at that time lived in a town 
of thirty-five hundred inhabitants, and always lived there and 
never moved away. It is not so much where you are as what 
you are. But at the same time if the largeness of the city 


ACRES OF DIAMONDS 


535 


comes into the problem, then remember it is the smaller city 
that furnishes the great opportunity to make the millions 
of money. The best illustration that I can give is in refer- 
ence to Jolln Jacob Astor, who was a poor boy and who made 
all the money of the Astor family. He made more than 
his successors have ever earned, and yet he once held a mort- 
gage on a millinery store in New York, and because the 
people could not make enough money to pay the interest 
and the rent, he foreclosed the mortgage and took possession 
of the- store and went into partnership with the man who 
had failed. He kdpt the same stock, did not give him a 
dollar capital, and he left him alone and went out and sat 
down upon a bench in the park. Out there on that bench 
in the park he had the most important, and to my mind, 
the pleasantest part of that partnership business. He was 
watching the ladies as they went by ; and where is the man 
that wouldn’t get rich at that business? But when John 
Jacob Astor saw a lady pass, with her shoulders back and 
her head up, as if she did not care if the whole world 
looked on her, he studied her bonnet ; and before that bonnet 
was out of sight he knew the shape of the frame and the 
color of the trimmings, the curl of the — something on a 
bonnet. Sometimes I try to describe a woman’s bonnet, but 
it is of little use, for it would be out of style tomorrow night. 
So John Jacob Astor went to the store and said: “Now, put 
in the show wipdow jus? such a bonnet as I describe to you 
because,” said he, “I have just seen a lady who likes just 
such a bonnet. Do not make up any more till I come back.” 
And he went out again and sat on that bench in the park, 
and another lady of a different form and complexion passed 
him with a bonnet of different shape and color, of course. 
“Now,” said he, “put such a bonnet as that in the show 
window.” He didn’t fill his show window with hats and 
bonnets which drive people away and then sit in the back 
of the store and bawl because the people go somewhere else 
to trade. He didn’t put a hat or bonnet in that show 



536 APPENDIX 

window the like of which he had not 0 seen before it was 
made up. 

In our city especially there are great opportunities for 
manufacturing, and the time has come when the line is 
drawn very sharply between the stockholders of the factory 
and their employes. Now, friends, there has also come a 
discouraging gloom upon this country and the laboring men 
are beginning to feel that they are being held down by a 
crust over their heads through which they find it impossible 
to break, and the aristocratic money-owner himself is so far 
above that he will never descend to their ^assistance. That is 
the thought that is in the minds of our people. But, friends, 
never in the history of our country was there an opportunity 
so great for the poor man to get rich as there is now in the 
city of Philadelphia. The very fact that they get discour- 
aged is what prevents them from getting rich. That is all 
there is to it. The road is open, and let us keep it open 
between the poor and the rich. I know that the labor 
unions have two great problems to contend with, and there 
is only one way to solve them. The labor unions are doing 
as much to prevent its solving as are the capitalists today, 
and there are positively two sides to it. The labor union 
has two difficulties; the first one is that it began to make a 
labor scale for all classes on a par, and they scale down a 
man that can earn five dollars a day to two and a half a 
day, in order to level up to him Sn imbeqile that cannot 
earn fifty cents a day. That is one of the most dangerous 
and discouraging things for the working man. He cannot 
get the results of his work if he do better work or higher 
work or work longer; that is a dangerous thing, and in 
order to get every laboring man free and every American 
equal to every other American, let the laboring man ask 
what he is worth and get it — not let any capitalist say to 
him: “You shall work for me for half of what yqyu are 
worth;” nor let any labor organization say “You shall 
work for the capitalist for half your worth.” Be a man, be 


ACRES OF DIAMONDS 537 

independent, and \hen shall the laboring man find 
the road ever open from poverty to wealth. The 
other difficulty that the labor union has to , consider, 
and this problem they have to solve themselves, is the kind 
of orators who come and talk to them about the oppressive 
rich. I can in my dreams recite the oration I have heard 
again and again under such circumstances. My life has 
been with the laboring man. I am a laboring man myself. 
I have often^ in their assemblies, heard the speech of the 
man who has been invited to address the labor union. The 
man who gets up before the assembled company of honest 
laboring men and he begins by saying: “Oh, ye honest, 
industrious laboring men, who have furnished all the capital 
of the world, who have built all the palaces and constructed 
all the railroads and covered the ocean with her steamships. 
Oh, you laboring men! You are nothing but slaves; you 
are ground down in the dust by the capitalist who is gloat- 
ing over you as he enjoys his beautiful estates and as he 
has his banks filled with gold, and every dollar he owns 
is coined out of the heart's blood of the honest laboring 
man." Now, that is a lie, and you know it is a lie; and 
yet that is the kind of speech that they are all the time 
hearing, representing the capitalists as wicked and the labor- 
ing men so enslaved. Why, how wrong it is! Let the man 
who loves his flag and believes in American principles en- 
deavor with alh his soul to bring the capitalist and the 
laboring man together until they stand side by side, and arm 
in arm, and work for the common good of humanity. 

He is an enemy to his country who sets capital against 
labor or labor against capital. 

Suppose I were to go down through this audience and ask 
you to introduce me to the great inventors who live here in 
Philadelphia. “The inventors of Philadelphia," you would 
say, “Why we don’t have any in Philadelphia. It is too 
slow to invent anything." But you do have just as great 
inventors, and they are here in this audience, as ever in- 


538 


APPENDIX 


vented a machine. But the probability^ that the greatest 
inventor to benefit the world with his discovery is some per- 
son, perhaps some lady, who thinks she could not invent 
anything. Did you ever study the history of invention and 
see how strange it was that the man who made the greatest 
discovery did it without any previous idea that he was an 
inventor? Who are the great inventors? They are persons 
with plain, straightforward common sense, who saw a need 
in the world and immediately applied themselves to study 
that need. If you want to invent anything, don’t Try to 
find it in the wheels in your head nor in the wheels in 
your machine, but first find out w 7 hat the people need, and 
then apply yourself to that need? and this leads to invention 
on the part of the people you would not dream of before. 
The great inventors are simply great men; the greater the 
man the more simple the man, and the more simple a ma- 
chine, the more valuable it is. Did you ever know 7 a really 
great man? His ways are so simple, so common, so plain, 
that you think any one could do what he is doing. So it is 
with the great men the world over. If you know a really 
great man, a neighbor of yours, you can go right up to 
him and say, “How are you, Jim, good morning, Sam.” Of 
course you can, for they are always so simple. 

When I w^rote the life of General Garfield, one of his 
neighbors took me to his back door^and shouted, “Jim, Jim, 
Jim!” and very soon “Jim” came to the deor and General 
Garfield let me in — one of the grandest men of our century. 
The great men of the world are ever so. I was down in 
Virginia and went up to an educational institution and was 
directed to a man who was setting out a tree. I approached 
him and said, “Do you think it would be possible for me to 
see General Robert E. Lee, the President of the University?” 
He said, “Sir, I am General Lee.” Of course, when you 
meet such a man, so noble a man as that, you will fine? him a 
simple, plain man. Greatness is always just so modest 
and great inventions are simple. 


ACRES OF DIAMONDS 


539 


I asked a class in school once who were the great inventors, 
and a little girl popped up and said, “Columbus.” Well, 
now, she was not so far wrong. Columbus bought a farm 
and he carried on that farm just as I carried on my father’s 
farm. He took a hoe, and went out and sat down on a 
rock. But Columbus, as he sat upon that shore and looked 
out upon the ocean, noticed that the ships, as they sailed 
away, sank deeper into the sea the farther they went. And 
since that time some other “Spanish ships” have sunk into 
the sea. But as Columbus noticed that the tops of the masts 
dropped down out of sight, he said: “That is the way it 
is with this hoe handle; if you go around this hoe handle, 
the farther off you go the farther down you go. I can sail 
around to the East Indies.” 7 * How plain it all was. How 
simple the mind — majestic, like the simplicity of a mountain 
ia its greatness. Who are the great inventors? They are 
ever the simple, plain, everyday people who see the need 
and set about to supply it. 

I was once lecturing in North Carolina, and the cashier 
of the bank sat directly behind a lady who wore a very large 
hat. I said to that audience, “Your wealth is too near to 
you; you are looking right over it.” He whispered to his 
friend, “Well, then, my wealth is in that hat.” A little 
later, as he wmote me, I said, “Wherever there is a human 
need there is a greater fortune than a mine can furnish.” 
He caught my thought, ^and drew up his plan for a better 
hat pin than was in the hat before him, and the pin is now 
being manufactured. He was offered fifty-five thousand 
dollars for his patent. That man made his fortune before 
he got out of that hall. This is the whole question: Do 
you see a need? 

I remember well a man up in my native hilL, a poor man, 
who for twenty years was helped by the town^ in his pov- 
erty, who owned a wide-spreading maple tree that covered 
the po*9r man’s cottage like a benediction from on high. I 
remember that tree, for in the spring — there were some 


I 



540 


APPENDIX 


roguish boys around that neighborhood when I was young — 
in the spring of the year the man would put a bucket there 
and the spouts to catch the maple sap, and I remember where 
that bucket was: and when I was young the bojs were, oh, 
so mean, that they went to that tree before that man had 
gotten out of bed in the morning, and after he had gone 
to bed at night, and drank up that sweet sap. I could swear 
they did it. He didn’t make a great deal of maple sugar 
from that tree. But one day he made the sugar so white 
and crystalline that the visitor did not believe it was maple 
sugar; thought maple sugar must be re$ or black. He said 
to the old man: “Why don’t you make it that way and 
sell it for confectionery?” The old man caught his thought 
and invented the “rock maple crystal,” and before that patent 
expired he had ninety thousand dollars and had built a beau- 
tiful palace on the site of that tree. After forty years owning 
that tree he awoke to find it had fortunes of money indeed 
in it. And many of us are right by the tree that has a 
fortune for us, and we own it, possess it, do what we will 
with it, but we do not learn its value because we do not 
see the human need; and in these discoveries and inventions 
this is one of the most romantic things of life. 

I have received letters from all over the country and 
from England, where I have lectured, saying that they have 
discovered this and that, and one man out in Ohio took me 
through his great factories last spring, and said that they 
cost him $680,000, and said he, “I was notnvorth a cent in 
the world when I heard your lecture, ‘Acres of Diamonds’ ; 
but I made up my mind to stop right here and make my 
fortune here, and here it is.” He showed me through his 
unmortgaged possessions. And this is a continual experience 
now as I travel through the country, after these many years. 

I mention tliis incident, not to boast, but to show you that 
you can do the same if you will. 

Who are the great inventors? I remember a good illus- 
tration in a man who used to live in East Brookfield, Mass. 


ACRES OF DIAMONDS 


541 


He was a shoemaker, and he was out of work, and he sat 
around the house until his wife told him to “go out doors.” 
And he did what every husband is compelled by law to do — 
he obeyed his wife. And he went out and sat down on an 
*ash barrel in his back yard. Think of it. Stranded on an 
ash barrel and the enemy in possession of the house! As he 
sat on that ash barrel, he looked down into that little brook 
which ran through the back yard into the meadows, and 
he saw a little trout go flashing up the stream and hiding 
under the bank. I do not suppose he thought of Tennyson's 
beautiful poem: o 

“I chatter, chatter, as I flow, 

To join the Brimming river; 

For men may come, and men may go, 

But I go on forever.” 

But as this man looked into the brook, he leaped off that 
ash barrel and managed to catch the trout with his fingers, 
and sent it to Worcester. They wrote back that they 
would give him a five dollar bill for another such trout as 
that, not that it was worth that much, but they wished to 
help the poor man. So this shoemaker and his wife, now 
perfectly united, that five dollar bill in prospect, went out 
to get another trout. They went up the stream to its 
source and down to the>brimming river, but not another trout 
could they find in the whole stream ; and so they came home 
disconsolate and went to the minister. The minister: didn't 
know how trout grew, but he pointed the way. Said he, 
“Get Seth Green’s book, and that will give you the in- 
formation you want.” They did so, and found all about 
the culture of trout. They found that a trout lays thirty-six 
hundred eggs every year and every trout gains a quarter 
of a pound every year, so that in four years a little trout will 
furnish four tons per annum to sell to the market at fifty 
cents a pound. When they found that, they said they 


542 


APPENDIX 


didn’t believe any such story as that, bi# if they could get 
five dollars apiece they could make something. And right in 
that same back yard with the coal sifter up stream and 
window screen down the stream, they began the culture of 
trout. They afterwards moved to the Hudson, and since 
then he has become the authority in the United States upon 
the raising of fish, and he has been next to the highest on 
the United States Fish Commission in Washington. My 
lesson is that man’s wealth was out there in his back yard 
for twenty years, but he didn’t see it until his wife jdtrove 
him out with a mop stick. * 

I remember meeting personally a poor carpenter of King- 
ham, Massachusetts, who was oi# of work and in poverty. 
His wife also drove him out of doors. He sat down on the 
shore and whittled a soaked shingle into a wooden chain. 
His children quarreled over it in the evening, and while 
he was whittling a second one, a neighbor came along and 
said, “Why don’t you whittle toys if you can carve like 
that?” He said, “I don’t know what to make!” There is 
the whole thing. His neighbor said to him: “Why don’t 
you ask your own children?” Said he, “What is the use 
of doing that? My children are different from other 
people’s children.” I used to see people like that when I 
taught school. The next morning when his boy came down 
the stairway, he said, “Sam, what do you want for a toy?” 
“I want a wheelbarrow.” When hfe little girl came down, 
he asked her what she wanted, and she said, “I want a little 
doll’s washstand, a little doll’s carriage, a little doll’s um- 
brella,” and went on with a whole lot of things that would 
have taken his lifetime to supply. He consulted his own 
children right there in his own house and began to whittle out 
toys to please them. He began with his jack-knife, and made 
those unpainted Hingham toys. He is the richest man in 
the entire New England States, if Mr. Lawson is to be 
trusted in his statement concerning such things, and yet that 
man’s fortune was made by consulting his own children in his 


ACRES OF DIAMONDS 


543 


a 


own house. You dop^'t need to go out of your own house 
to find out what to invent or what to make. I always talk 
too long on this subject. 

I would kke to meet the great men who are here tonight. 
The great men! We don't have any great men in Phila- 
delphia. Great men! You say that they all come from 
London, or San Francisco, or Rome, or Manayunk, or any- 
where else but here — anywhere else but Philadelphia — and 
yet, in fact, there are just as great men in Philadelphia as 
in any jjity of its size. There are great men and women 
in this audience. Great men, I have said, are very simple 
men. Just as many great men here as are to be found any- 
where. The greatest error in judging great men is that we 
think that they always hold an office. The world knows 
nothing of its greatest men. Who are the great men of 
the world? The young man and young woman may well 
ask the question. It is not necessary that they should hold 
an office, and yet that is the popular idea. That is the idea 
we teach now in our high schools and common schools, that 
the great men are those who hold some high office, and 
unless we change that very soon and do away with that 
prejudice, we are going to change to an empire. There is 
no question about it. We must teach that men are great 
only on their intrinsic value, and not on the position that 
they may incidentally happen to occup3>\ And yet, don't 
blame the young men saying that they are going to be great 
when they get into some official position. I ask this audience 
again, who of you are going to be great? Says a young 
man : . “I am going to be great." “When are you going to 
be great?" “When I am elected to some political office." 
Won't you learn the lesson, young man, that it is prima 
facte evidence of littleness to hold public office under our 
form of government? Think of it. This is a government 
of the people, and by the people, and for the people, and 
not fof the office-holder, and if the people in this country 
rule as they always should rule, an office-holder is only 


544 


APPENDIX 


the servant of the people, and the^ Bible says that 4 'the 
servant cannot be greater than his master.” The Bible says 
that “he that is sent cannot be greater than him who sent 
him.” In this country the people are the masters, and the 
office-holders can never be greater than the people; rthey 
should be honest servants of the people, but they are not 
our greatest men. Young man, remember that you never 
heard of a great man holding any political office in this 
country unless he took that office at the expense of himself. 
It is a loss to ever? great man to take a public offig£ in our 
country. Bear this in mind, young man, that you cannot 
be made great by a political election. 

Another young man says, “I am going to be a great man 
in Philadelphia some time.” “Is that so? When are you 
going to be great?” “When there comes another war! 
When we get into difficulty with Mexico, or England, or 
Russia, or Japan, or with Spain again over Cuba, or with 
New Jersey, I will march up to the cannon’s mouth, and 
amid the glistening bayonets I will tear down their flag 
from its staff, and I will come home with stars on my 
shoulders, and hold every office in the gift of the govern- 
ment, and I will be great.” “No, you won’t! No, you 
won’t ; that is no evidence of true greatness, young man.” 
But don’t blame that young man for thinking that way; 
that is the way he is taught in the high school. That is the 
way history is taught in college, die is taught that the men 
who held the office did all the fighting. r 

I remember we had a Peace Jubilee here in Philadelphia 
soon after the Spanish war. Perhaps some of these visitors 
think we should not have had it until now in Philadelphia, 
and as th6 great procession was going up Broad street I was 
told that the tally-ho coach stopped right in front of my 
house, and on the coach w T as Hobson, and all the people 
threw up their hats and swung their handkerchiefs, and 
shouted “Hurrah for Hobson !” I would have yelled too, 
because he deserves much more of his country than he has 


545 


ir» 

ACRES OF DIAMONDS 

ever received. Bu| suppose I go into the High School 
tomorrow and ask, “Boys, who sunk the Merrimac?” If 
they answer me “Hobson,” they tell me seven-eighths of a 
lie — seve%eighths of a lie, because there were eight men who 
spnk the Merrimac. The other seven men, by virtue of 
their positions, were continually exposed to the Spanish fire, 
while Hobson, as an officer, might reasonably be behind the 
smokestack. Why, my friends, in this intelligent audience 
gathered here tonight I do not believe I could find a single 
person^ that can name the other seven men who were with 
Hobson. Why da we teach history in that way? We 
ought to teach that however humble the station a man may 
occupy, if he does his full duty in his place, he is just as 
much entitled to the American people’s honor as is a king 
upon a throne,, We do teach it as a mother did her little boy 
in New York when he said, “Mamma, what great building 
is that?” “That is General Grant’s tomb.” “Who was 
General Grant?” “He was the man who put down the 
rebellion.” Is that the way to teach history? 

Do you think we would have gained a victory if it had 
depended on General Grant alone? Oh, no. Then why 
is there a tomb on the Hudson at all? Why, not simply 
because General Grant was personally a great man himself, 
but that tomb is there because he was a representative man 
and represented two hundred thousand men who went down 
to death for their nation and many of them as great as 
General Grant? That is why that beautiful tomb stands 
on the heights over the Hudson. 

I remember an incident that will illustrate this, the only 
one that I can give tonight. I am ashamed of it, but I 
don’t dare leave it out. I close my eyes now ; I look back 
through the years to 1863; I can see my native town in the 
Berkshire Hills, I can see that cattle-show ground filled with 
people; I can see that church there and the town hall 
crowoed, and hear bands playing, and see flags flying and 
handkerchiefs streaming — well do I recall at this moment 


546 


APPENDIX 



that day. The people had turned out to receive a company 
of soldiers, and that company came marching up on the 
Common. They had served out one term in the Civil War 
and had re-enlisted, and they were being receive^ by their 
native townsmen. I was but a boy, but I was captain of 
that company, puffed out with pride on that day — why, a 
cambric needle would have burst me all to pieces. As I 
marched on the Common at the head of my company, there 
was not a man more proud than I. We marched into the 
town hall and then they seated my soldiers down in the 
center of the house and I took my place* down on the front 
seat, and then the town officers filed through the great throng 
of people, who stood close and packed in that little hall. 
They came up on the platform, tormed a half circle around 
it, and the mayor of the town, the “chairman of the Select- 
men” in New England, took his seat in the middle of that 
half circle. He was an old man, his hair -was gray; he 
never held an office before in his life. He thought that an 
office w T as all he needed to be a truly great man, and when 
he came up he adjusted his powerful spectacles and glanced 
calmly around the audience with amazing dignit}^. Suddenly 
his eyes fell upon me, and then the good old man came 
right forward and invited me to come up on the stand with 
the town officers. Invited me up on the stand! No town 
officer ever took notice of me before I went to war. Now, I 
should not say that. One town officer was there who ad- 
vised the teacher to “whale” me, but I meat* no “honorable 
mention.” So I was invited up on the stand with the town 
officers. I took my seat and let my sword fall on the floor, 
and folded my arms across my breast and waited to be 
received. Napoleon the Fifth! Pride goeth before destruc- 
tion and a fail. When I had gotten my seat and all became 
silent through the hall, the chairman of the Selectmen 
arose and came forward with great dignity to the table, and 
we all supposed he would introduce the Congregational min- 
ister, who was the only orator in the town, and who would 


547 


ACRES OF DIAMONDS 

give the oration to the returning soldiers. But, friends, you 
should have seen the surprise that ran over that audience 
when they discovered that this old farmer was going to 
deliver that oration himself. He had never made a speech 
in 1 his life before, but he fell into the same error that others 
have fallen into, he seemed to think that the office would 
make him an orator. So he had written out a speech and 
walked up and down the pasture until he had learned it 
by heart and frightened the cattle, and he brought that 
manu^wript with him, and taking it from his pocket, he 
spread it carefully lT upon the table. Then he adjusted his 
spectacles to be sure that he might see it, and walked far 
back on the platform and the ? n stepped forward like this. He 
must have studied the subject much, for he assumed an 
elocutionary attitude; he rested heavily upon his left heel, 
slightly advanced the right foot, threw back his shoulders, 
opened the organs of speech, and advanced his right hand 
at an angle of forty-five degrees. As he stood in that elocu- 
tionary attitude this is just the way that speech went, this is 
it precisely. Some of my friends have asked me if I do not 
exaggerate it, but I could not exaggerate it. Impossible! 
This is the way it went; although I am not here for the 
story but the lesson that is back of it : 

“Fellow citizens/' As soon as he heard his voice, his 
hand began to shake like that, his knees began to tremble, 
and then he shook all o r Ver. He coughed and choked and 
finally came around to look at his manuscript. Then he 
began again: “Fellow citizens: We — are — we are — we are 
— we are — We are very happy — we are very happy — we 
are very happy — to welcome back to their native town these 
soldiers who have fought and bled — and come back to their 
native town. We are especially — -we are especially — we are 
especially — we are especially pleased to see with us today 
this y$ung hero (that meant me) — this young hero who in 
imagination (friends, remember, he said “imagination," for 
if he had not said that, I would not be egotistical enough 



548 


APPENDIX 



to refer to it) — this young hero who# in imagination, we 
have seen leading — we have seen leading — we have seen lead- 
ing his troops on to the deadly breach. We have seen his 
shining — his shining — we have seen his shining*— we have 
seen his shining — his shining sword — flashing in the sunlight 
as he shouted to his troops, ‘Come on P ” 

Oh, dear, dear, dear, dear! How little that good, old 
man knew about war. If he had known anything about 
war, he ought to have known what any soldier in this audi- 
ence knows is true, that it is next to a crime for aivofficer 
of infantry ever in time of danger to g?5 ahead of his men. 
I, with my shining sword flashing in the sunlight, shouting 
to my troops: “Come on.” I ngver did it. Do you suppose 
I would go ahead of my men to be shot in the front by 
the enemy and in the back by my own men? That is no 
place for an officer. The place for the officer is behind the 
private soldier in actual fighting. How often, as a staff 
officer, I rode down the line when the Rebel cry and yell 
was coming out of the woods, sweeping along over the fields, 
and shouted, “Officers to the rear! Officers to the rear!” 
and then every officer goes behind the line of battle, and the 
higher the officer’s rank, the farther behind he goes. Not 
because he is any the less brave, but because the laws of 
war require that to be done. If the general came up on the 
front line and were killed you would lose your battle any* 
how, because he has the plan of th£ battle in his brain, and 
must be kept in comparative safety. I, with my “shining 
sword flashing in the sunlight.” Ah ! There sat in the hall 
that day men who had given that boy their last hardtack, 
who had carried him on their backs through deep rivers. 
But some were not there; they had gone down to death for 
their country. The speaker mentioned them, but they were 
but little noticed, and yet they had gone down to death for 
their country, gone down for a cause they believed was right 
and still believe was right, though I grant to the other side 
the same that I ask for myself. Yet these men who had 


ACRES OF DIAMONDS 


549 


$ 


actually died for the^r country were little noticed, and the 
hero of the hour was this boy. Why was he the hero? Sim- 
ply because that man fell into the same foolishness. This 
boy was ail officer, and those were only private soldiers. 
I learned a lesson that I will never forget. Greatness 
consists not in holding some office; greatness really consists 
in doing some great deed with little means, in the accom- 
plishment of vast purposes from the private ranks of life ; that 
is true greatness. He who can give to this people better 
streets-rdbetter homes, better schools, better churches, more 
religion, more of happiness, more of God, he that can be a 
blessing to the community in which he lives tonight will be 
great anywhere, but he who a cannot be a blessing where he 
now lives will never be great anywhere on the face of God’s 
earth. “We live in deeds, not years; in feeling, not in figures 
on a dial ; in thoughts, not breaths ; we should count time by 
heart throbs, in the cause of right.” Bailey says: “He most 
lives who thinks most.” 

If you forget everything I have said to you, do not forget 
this, because it contains more in two lines than all I have 
said. Bailey says: “He most lives who thinks most, who 
feels the noblest,, and who acts the best.” 



A MESSAGE TO GARCIA 
ELBERT HUBBARD 


This is not a speech . It originally appeared as an article 
in the March , i8qq, Philistine Magazine. It is given here 
because it is representative of the messages popular in the 
business world. 

About a million and a half copies of this article were dis- 
tributed by the New York Central Railroad . It has been 
translated into all written languages. 

During the war between Russia and Japan , every Russian 
soldier who went to the front was given a copy of the Mes- 
sage to Garcia. 

The Japanese , finding the booklets in possession of the 
Russian prisoners , concluded that it must be a good thing , 
and accordingly translated it into Japanese . 

And on an order of the Mikado, a copy was given to every 
man in the employ of the Japanese Government, soldier or 
civilian . 

Over forty million copies of A Message to Garcia have 
been printed . This is said to be a larger circulation than any 
other literary venture has ever attained during the lifetime 
if the author, in all history . r e 


A MESSAGE TO GARCIA 

By Elbert Hubbard 

In Sethis Cuban business there is one man stands out on 
the horizon of my memory like Mars at Perihelion. 

When war broke out between Spain and the United States, 
it was very necessary to communicate quickly with the leader 
of the Insurgents. Garcia was somewhere in the mountain 
fastnesses of Cuba — no one knew where. No mail or tele- 
graph message could reach him. The President must secure 
his cooperation, and quickly. 

What to do ! 

Some one said to the President, “There is a fellow by the 
name of Rowan will find Garcia for you, if anybody can.” 

Rowan was sent for and given a letter to be delivered to 
Garcia. How the “fellow by the name of Rowan” took the 
letter, sealed it up in an oilskin pouch, strapped it over his 
heart, in four days landed by night off the coast of Cuba 
from an open boat, disappeared into the jungle, and in three 
weeks came out on the other side of the Island, having trav- 
ersed a hostile country on foot, and delivered his letter to 
Garcia — are things I have no special desire now to tell in 
detail. The point that I wish to make is this: McKinley 
gave Rowan a letter to be delivered to Garcia; Rowan took 
the letter and did not ask, “Where is he at?” 

By the Eternal ! there is a man whose form should be cast 
in deathless bronze and the statue placed in every college 
of the land. It is not book learning young men need, or in- 
struction about this and that, but a stiffening of the vertebrae 
which will cause them to be loyal to a trust, to act promptly, 


554 


APPENDIX 


concentrate their energies: do the thinjg — “ Carry a message 
to Garcia.” 

General Garcia is dead now, but there are other Garcias. 
No man who has endeavored to carry out an enterprise where 
many hands were needed, but has been well-nigh appalled^ at 
times by the imbecility of the average man — the inability or 
unwillingness to concentrate on a thing and do it. 

Slipshod assistance, foolish inattention, dowdy indiffer- 
ence, and half-hearted work seem the rule; and no man suc- 
ceeds, unless by hook, or crook, or threat he forces or bribes 
other men to assist him; or mayhap, God in His goodness 
performs a miracle, and sends him an Angel of Light for an 
assistant. 

You, reader, put this matter to a test: You are sitting 
now in your office — six clerks are within call. Summon any 
one and make this request: “Please look in the encyclopedia 
and make a brief memorandum for me concerning the life of 
Correggio.” 

Will the clerk quietly say, “Yes, sir,” and go to the task? 

On your life he will not. He will look at you out of a 
fishy eye and ask one or more of the following questions: 

Who was he? 

Which encyclopedia? 

Where is the encyclopedia? 

Was I hired for that? 

Don’t you mean Bismarck? r 

What’s the matter with Charlie doing if? 

Is he dead ? 

Is there any hurry ? 

ShaVt I bring 5 r ou the book and let you look it up your- 
self? 

What do you want to know for ? 

And I will lay you ten to one that after you have answered 
the questions, and explained how to find the information, and 
why you want it, the clerk will go off and get onC of the 
other clerks to help him try to find Correggio — and then 


A MESSAGE TO GARCIA 


555 


come back and tell you there is no such man. Of course 
I may lose my bet, but according to the Law of Average I 
will not. Now, if you are wise, you will not bother to ex- 
plain to your “assistant” that Correggio is indexed under the 
C% not in the K's, but you will smile very sweetly and say, 
“Never mind,” and go look it up yourself. And this in- 
capacity for independent action, this moral stupidity, this 
infirmity of the will, this unwillingness to cheerfully catch 
hold and lift — these are the things that put pure Socialism 
so faPulto the future. If men will not act for themselves, 
what will they do when the benefit of their effort is for all? 

A first mate with a knotted club seems necessary; and the 
dread of getting “the bounce” Saturday night holds many 
a worker to his place. Advertise for a stenographer, and 
nine out of ten who apply can neither spell nor punctuate — 
and do not think it necessary to. Can such a one write a 
letter to Garcia? 

“You see that bookkeeper,” said the foreman to me in a 
large factory. 

“Yes; what about him?” 

“Well, he's a fine accountant, but if I'd send him uptown 
on an errand, he might accomplish the errand all right, and 
on the other hand, might stop at four saloons on the way, 
and when he got to Main Street would forget what he had 
been sent for.” 

* Can such a man be entrusted to carry a message to Garcia ? 

We have recently been hearing much, maudlin sympathy 
expressed for the “downtrodden denizens of the sweatshop/' 
and the “ homeless wanderer searching for honest employ- 
ment,” and with it all often go many hard words for the 
men in power. 

Nothing is said about the employer who grows old before 
his time in a vain attempt to get frowsy ne'er-do-wells to do 
intelligent work ; and his long, patient striving after “help” 
that does nothing but loaf when his back is turned. In every 
store and factory there is a constant weeding-out process 


556 


APPENDIX 



going on. The employer is constantly fending away “help” 
that have shown their incapacity to further the interests of 
the business, and others are being taken on.. No matter how 
good times are, this sorting continues ; only, if times are hard 
and work is scarce., the sorting is done finer — but out, arid 
forever out, the incompetent and unworthy go. It is the 
survival of the fittest. Self-interest prompts every employer 
to keep the best— those who can carry a message, to Garcia. 

I know one man of really brilliant parts who has not the 
ability to manage a business of his own, and. yet who 4o^abso- 
lutely worthless to anyone else, because he carries with him 
constantly the insane suspicion that his employer is oppres- 
sing, or intending to oppress, him. He cannot give orders, 
and he will not receive them* Should a message be given 
him to take to Garcia, his answer would probably be “Take 
it yourself !” 

Tonight this man walks the streets looking for work, the 
wind whistling through his threadbare coat. No one who 
knows him dare employ him, for he is a regular firebrand of 
discontent. He is impervious to reason, and the only thing 
that can impress him is the tee of a thick-soled number nine 
boot. 

Of course, I know that one so morally deformed is no less 
to be pitied than a physical cripple ; but in our pitying let us 
drop a tear, too, for the men who are striving to carry on a 
great enterprise, whose working hours are not limited by the 
whistle, and whose hair is fast turning white through the 
struggle to hold in line dowdy indifference, slipshod imbecil- 
ity, and heartless ingratitude which, but for their enterprise, 
would be both hungry and homeless. 

Have I put the matter too strongly? Possibly I have; but 
when all the world has gone a-slumming I wish to speak a 
word of sympathy for the man who succeeds — the man who, 
against great odds, has directed the efforts of others, an4 hav- 
ing succeeded, finds there’s, nothing in it: nothing but bare 
board and clothes. I have carried a dinner-pail and w T orked 


" A MESSAGE TO GARCIA 557 

for day s wages, and I have also been an employer of labor, 
and I know there is something to be said on both sides. 
There is no excellence, per se, in poverty ; rags are no recom- 
mendation; and all employers are not rapacious and high- 
handed, any more than all poor men are virtuous. My heart 
goes out to the man who does his work when the “boss” is 
away, as well as when he is at home; and the man who, 
when given a letter for Garcia, quietly takes the missive, 
without asking any idiotic questions, and with no lurking 
intet^ion of chucking it into the nearest sewer, or of doing 
aught else but deliver it, never gets “laid off,” nor has to go 
on a strike for higher wages. Civilization is one long, anx- 
ious search for just such individuals. Anything such a man 
asks shall be granted. He is wanted in every city, town, 
and village— in every office, shop, store, and factory. The 
world cries out for such : he is needed and needed badlv— 
the man who can “Carry a Message to Garcia ” 


9 



AS A MAN THINKETH 

JAMES ALLEN 


This little essay, “As A Man Thinlzeth” is exercising a 
commanding influence in many lives today . 

Read it, not hastily , hut thoughtfully and often . 

You will find in it not a single reference to speaking but 
you will discover much that has to do with building the 
prime requisites of a successful speaker : an abiding self- 
confidence and sincerity and personality.. 

All effective speaking and real leadership of men issues 
from effective thinking . 

We have known of many cases in which this little mes- 
sage has become a prodigious power in the lives of men. 


*1 


AS A MAN THINKETH 

?» 

By James. Allen 

THOUGHT AND CHARACTER 

The aphorism, “As a man thinketh in his heart so is he,” 
not Tfrdy embraces the whole of a man’s being, but is so 
comprehensive as to reach out to every condition and cir- 
cumstance of his life. A man is literally what he thinks > his 
character being the complete sum of all his thoughts. 

As the plant springs from, and could not be without, the 
seed, so every act of a man springs from the hidden seeds 
of thought, and could not have appeared without them. 
This applies equally to those acts called “spontaneous” and 
“unpremeditated” as to those which are deliberately executed. 

Act is the blossom of thought, and joy and suffering are 
its fruits; thus does a man garner in the sweet and bitter 
fruitage of his own husbandry. 

“Thought in the mind hath made us. What we are 
By thought was wrought and built. If a man’s mind 
Hath evil thoughts, pain comes on him as comes 
The wheel the gx behind. * * * 

* * * If one endure 
In purity of thought, joy follows him 
As his own shadow — sure.” 

Man is a growth by law, and not a creation by artifice, and 
cause and effect is as absolute and undeviating in the hidden 
realm* of thought as in the world of visible and material 
things. A noble and God-like character is not a thing of 
favor or chance, but is the natural result of continuous effort 

561 



562 


APPENDIX 


and right thinking, the effect of long-therished association 
with God-like thought. An ignoble and bestial character, 
by the same process, is the result of the continued harboring 
of grovelling thoughts. 

Man is made or unmade by himself; in the armory of 
thought he forges the weapons by which he destroys him- 
self ; he also fashions the tools with which he builds for him- 
self heavenly mansions of joy and strength and peace. By 
the right choice and true application of thought, man ascends 
to the Divine Perfection; by the abuse and wrong* Appli- 
cation of thought, he descends below the level of the beast. 
Between these two extremes are all the grades of character, 
and man is their maker and master. 

Of all the beautiful truths pertaining to the soul which 
have been restored and brought to light in this age, none is 
more gladdening or fruitful of divine promise and con- 
fidence than this — that man is the master of thought, the 
moulder of character, and the maker and shaper of condition, 
environment, and destiny. 

As a being of Power, Intelligence, and Love, and the lord 
of his own thoughts, man holds the key to every situation, 
and contains within himself that transforming and regener- 
ative agency by which he may make himself what he wills. 

Man is always the master, even in his weakest and most 
abandoned state; but in his weakness and degradation he is 
the foolish master who misgoverns his “household.” When 
he begins to reflect upon his condition, and to search dili- 
gently for the Law upon which his being is established, he 
then becomes the wise master, directing his energies with 
intelligence, and fashioning his thoughts to fruitful issues. 
Such is the conscious master, and man can only thus become 
by discovering within himself the laws of thought; which 
discovery is totally a matter of application, self-analysis, and 
experience. > 

Only by such searching and mining are gold and diamonds 
obtained, and man can find every truth connected with his 


563 


AS A MAN THINKETH 

being, if he will djg deep into the mine of his soul; and 
that he is the maker of his character, the moulder of his life, 
and the builder of his destiny, he may unerringly prove, if 
he will watch, control, and alter his thoughts, tracing their 
effects upon himself, upon others, and upon his life and 
circumstances, linking cause and effect by patient practice 
and investigation, and utilizing his every experience, even 
to most trivial, every-day occurrence, as a means of obtaining 
that knowledge of himself which is Understanding, Wisdom, 
Power™, In this direction, as in no other, is the law abso- 
lute that “He that ^eeketh findeth ; and to him that knocketh 
it shall be opened” ; for only by patience, practice, and cease- 
less importunity can a mag enter the Door of the Temple 
of Knowledge. 

EFFECT OF THOUGHT ON CIRCUMSTANCES 

A man’s mind may be likened to a garden, which may be 
intelligently cultivated or allowed to run wild ; but whether 
cultivated or neglected, it must, and will, bring forth . If no 
useful seeds are put into it, then an abundance of useless 
weed-seeds will fall therein, and will continue to produce 
their kind. 

Just as the gardener cultivates his plot, keeping it free 
from weeds, and growing the flowers and fruits which he 
requires, so may a man i%nd the garden of his mind, weeding 
out all the wrong, useless, and impure thoughts, and cul- 
tivating toward perfection the flowers and fruits of right, 
useful, and pure thoughts. By pursuing this process, a man 
sooner or later discovers that he is the master-gardener of his 
soul, the director of his life. He also reveals, within him- 
self, the laws of thought, and understands, with ever in- 
creasing accuracy, how the thought-forces and mind ele- 
ments operate in the shaping of his character, circumstances, 
and destiny. 

Thought and character are one, and as character can 


564 


APPENDIX 


only manifest and discover itself through environment and 
circumstance, the outer conditions of a person’s life will al- 
ways be found to be harmoniously related to his inner state. 
This does not mean that a man’s circumstances £t any given 
time are an indication of his entire character, but that tht)se 
circumstances are so intimately connected with some vital 
thought-element within himself that, for the time being, they 
are indispensable to his development. 

Every man is where he is by law of his being ; the thoughts 
which he has built into his character have brought him 
there, and in the arrangement of his life there is no element 
of chance, but all is the result of a law which cannot err 0 
This is just as true of those *vho feel “out of harmony” 
with their surroundings as of those who are contented with 
them. 

As a progressive and evolving being, man is where he is 
that he may learn that he may grow; and as he learns the 
spiritual lesson which any circumstance contains for him, it 
passes away and gives place to other circumstances, 

Man is buffeted by circumstances so long as he believes 
himself to be the creature of outside conditions, but when he 
realizes that he is a creative power, and that he may com- 
mand the hidden soil and seeds of his being out of which 
circumstances grow, he then becomes the rightful master 
of himself. 

That circumstances grow out of thought every man knows 
who has for any length of time practiced self-control and self- 
purification , for he will have noticed that the alteration in 
his circumstances has been in exact ratio with his altered 
mental condition. So true is this that when a man earnestly 
applies himself to remedy the defects in his character, and 
makes swift and marked progress, he passes rapidly through 
a succession of vicissitudes. 

The soul attracts that which it secretly harbor^; that 
which it loves, and also that which it fears; it reaches the 
height of its cherished aspirations; it falls to the level of 


* AS A MAN THINKETH 565 

its unchastened desires, — and circumstances are the means 
by which the soul receives its own. 

Every thought-seed sown or allowed to fall into the mind, 
and to take root there, produces its own, blossoming sooner 
o relate r into act, and bearing its own fruitage of opportunity 
and circumstance. Good thoughts bear good fruit, bad 
thoughts bad fruit. 

The outer world of circumstance shapes itself to the inner 
world of thought, and both pleasant and unpleasant external 
condftic&s are factors which make for the ultimate good of 
the individual. As* the reaper of his own harvest, man 
learns both by suffering and bliss. 

Following the inmost desires, aspirations, thoughts, by 
w T hich he allows himself to be dominated (pursuing the 
will-o’-the-wisps of impure imaginings or steadfastly walking 
the highway of strong and high endeavor), a man at last 
arrives at their fruition and fulfilment in the outer conditions 
of his life. The laws of growth and adjustment everywhere 
obtain. 

A man does not come to the pothouse or the gaol by the 
tyranny of fate or circumstance, but by the pathway of 
grovelling thoughts and base desires. Nor does a pure- 
minded man fall suddenly into crime by stress of any mere 
external force; the criminal thought had long been secretly 
fostered in the heart, an^d the hour of opportunity revealed 
its gathered power. Circumstance does not make the man; 
it reveals him to himself. No such conditions can exist 
as descending into vice and its attendant sufferings apart 
from vicious inclinations, or ascending into virtue and its 
pure happiness without the continued cultivation of virtuous 
aspirations; and man, therefore, as the lord and master of 
thought, is the maker of himself, the shaper and author of 
environment. Even at birth the soul comes to its own, and 
through every step of its earthly pilgrimage it attracts those 
combinations of conditions which reveal itself, which are the 



566 APPENDIX 

reflections of its own purity and impuyrity, its strength and 
weakness. 

Men do not attract that which they want , but that which 
they are. Their whims, fancies, and ambitions ace thwarted 
at every step, but their inmost thoughts and desires are fed 
with their own food, be it foul or clean. The “divinity 
that shapes our ends” is in ourselves; it is our very self. 
Man is manacled only by himself : thought and action are the 
gaolers of Fate— they imprison, being base; they are also the 
angels of Freedom — they liberate, being noble. Not jvkit he 
wishes and prays for does a man get,* but what he justly 
earns. His wishes and prayers are only gratified and 
answered when they harmonise with his thoughts and 
actions. 

In the light of truth, what, then, is the meaning of “fight- 
ing against circumstances? It means that a man is con- 
tinually revolting against an effect without, while all the 
time he is nourishing and preserving its cause in his heart. 
That cause may take the form of a conscious vice or an 
unconscious weakness; but whatever it is, it stubbornly re- 
tards the efforts of its possessor, and thus calls aloud for 
remedy. 

Men are anxious to improve their circumstances, but are 
unwilling to improve themselves; they therefore remain 
bound. The man who does not shrink from self-crucifixion 
can never fail to accomplish the object upon which his heart 
is set. This is true of earthly as of heavenly things. Even 
the man whose sole object is to acquire wealth must be pre- 
pared to make great personal sacrifices before he can accom- 
plish his object; and how much more so he who would realize 
a strong and well-poised life? 

Here is a man who is wretchedly poor. He is extremely 
anxious that his surroundings and home comforts should be 
improved, yet all the time he shirks his work, and considers 
he is justified in trying to deceive his employer on the ground 
of the insufficiency of his w T ages. Such a man does not under- 


AS A MAN THINKETH 


567 


stand the simplest rudiments of these principles which are the 
basis of true prosperity, and is not only totally unfitted to rise 
out of his wretchedness, but is actually attracting to himself 
a still deeper wretchedness by dwelling in, and acting out, in- 
dolent, deceptive and unmanly thoughts. 

Here is a rich man who is the victim of a painful and 
persistent disease as a result of gluttony. He is willing to 
give large sums of money to get rid of it, but he will not 
sacrifice his gluttonous desires. He wants to gratify his 
tasTe for rich and unnatural viands and have his health as 
well. Such a man is totally unfit to have health, because 
he has not yet learned the first principles of a healthy life. 

Here is an employer ok labor who adopts crooked meas- 
ures to avoid paying the regulation wage, and in the hope 
of making larger profits, reduces the wages of his work- 
people. Such a man is altogether unfitted for prosperity, 
and when he finds himself bankrupt, both as regards to repu- 
tation and riches, he blames circumstances, not knowing that 
he is the sole author of his condition. 

I have introduced these three cases merely as illustrative 
of the truth that man is the causer (though nearly always 
unconsciously) of his circumstances, and that, whilst aiming 
at a good end, he is continually frustrating its accomplish- 
ment by encouraging thoughts and desires which cannot pos- 
sibly harmonize with that end. Such cases could be multi- 
plied and varied almost 1 ' indefinitely, but this is not necessary, 
as the reader can, if he so resolves, trace the action of the 
iaw r s of thought in his own mind and life, and until this 
is done, mere external facts cannot serve as a ground of 
reasoning. 

Circumstances, however, are so complicated, thought is so 
deeply rooted, and the conditions of happiness vary so vastly 
wdth individuals, that a man’s entire soul-condition (although 
it m^y be known to himself) cannot be judged by another 
from the external aspects of his life alone. A man may be 
honest in certain directions, yet suffer privations ; a man may 


568 


APPENDIX 


be dishonest in certain directions, yet acquire wealth; but 
the conclusion usually formed that the one man fails because 
of his particular honesty , and that the other prospers because 
of his particular dishonesty , is the result of a superficial judg- 
ment, which assumes that the dishonest man is almost totally 
corrupt, and the honest man almost entirely virtuous. In 
the light of a deeper knowledge and wider experience, such 
judgment is found to be erroneous. The dishonest man may 
have some admirable virtues which the other does not pos- 
sess ; and the honest man obnoxious vices which are abserft in 
the other. The honest man reaps the good results of his 
honest thoughts and acts; he also brings upon himself the 
sufferings which his vices produce* The dishonest man like- 
wise garners his own suffering and happiness. 

It is pleasing to human vanity to believe that one suffers 
because of one’s virtues; but not until a man has extirpated 
every sickly, bitter, and impure thought from his mind, and 
washed every sinful stain from his soul, can he be in a posi- 
tion to know and declare that his sufferings are the result of 
his good, and not of his bad qualities; and on the way to, 
yet long before he has reached that supreme perfection he 
will have found, working in his mind and life, the Great 
Law which is absolutely just, and which cannot, therefore, 
give good for evil, evil for good. Possessed of such knowl- 
edge, he will then know, looking back upon his past ignor- 
ance and blindness, that his life is, and always was, justly 
ordered, and that all his past experiences, good and bad, were 
the equitable outworking of his evolving, yet unevolved self. 

Good thoughts and actions can never produce bad results ; 
bad thoughts and actions can never produce good results. 
This is but saying that nothing can come from corn but corn, 
nothing from nettles but nettles. Men understand this law 
in the natural world, and work with it; but few understand 
it in the mental and moral world (though its operation there 
is just as simple and undeviating f and they, therefore, do not 
co-operate with it. 


569 


AS A MAN THINKETH 

Suffering is always the effect of wrong thought in some 
direction. It is an indication that the individual is out of 
harmony with himself, with the Law of his being. The 
sole and sapreme use of suffering is to purify, to burn out all 
that is useless and impure. Suffering ceases for him who is 
pure. There could be no object in burning gold after the 
dross had been removed, and a perfectly pure and enlight- 
ened being could not suffer. 

The circumstances which a man encounters with suffering 
arWhs result of his own mental inharmony. The circum- 
stances which a tfian encounters with blessedness are the 
result of his own mental harmony. Blessedness, not mate- 
rial possessions, is the measure of right thought; wretched- 
ness, not lack of material possessions, is the measure of wrong 
thought. A man may be cursed and rich ; he may be blessed 
and poor. Blessedness and riches are only joined together 
when the riches are rightly and wisely used; and the poor 
man only descends into wretchedness when he regards his 
lot as a burden unjustly imposed. 

Indigence and indulgence are the two extremes of wretch- 
edness. They are both equally unnatural and the result of 
mental disorder. A man is not rightly conditioned until he 
is a happy, healthy, and prosperous being; and happiness, 
health and prosperity are the result of a harmonious adjust- 
ment of the inner with the outer, of the man with his sur- 
roundings. ^ * 

A man only begins to be a man when he ceases to whine 
and revile, and commences to search for the hidden justice 
which regulates his life. And as he adapts his mind to that 
regulating factor, he ceases to accuse others as the cause of 
his condition, but builds himself up in strong and noble 
thoughts ; ceases to kick against circumstances, but begins to 
use them as aids to his more rapid progress, and as a means 
of discovering the hidden powers and possibilities within 
himself. 

Law, not confusion, is the dominating principle in the 


570 APPENDIX 

universe; justice, not injustice, is the S(jul and substance of 
life; and righteousness, not corruption, is the moulding and 
moving force in the spiritual government of the world. This 
being so, man has but to right himself to find that the uni- 
verse is right ; and during the process of putting himself 
right, he will find that as he alters his thoughts towards 
things and other people, things and other people will alter 
towards him. 

The proof of this truth is in every person, and it therefore 
admits of easy investigation by systematic introspectijparrmd 
self-analysis. Let a man radically alter lfis thoughts, and he 
will be astonished at the rapid transformation it will effect 
in the material conditions of his life. Men imagine that 
thought can be kept secret, but it cannot; it rapidly crystal- 
lizes into habit, and habit solidifies into circumstance. 
Bestial thoughts crystallize into habits of drunkenness and 
sensuality, which solidify into circumstances of destitution 
and disease; impure thoughts of every kind crystallize into 
enervating and confusing habits, which solidify into distract- 
ing and adverse circumstances; thoughts of fear, doubt, and 
indecision crystallize into weak, unmanly, and irresolute 
habits, which solidify into circumstances of failure, indigence, 
and slavish dependence ; lazy thoughts crystallize into habits 
of uncleanliness and dishonesty, which solidify into circum- 
stances of foulness and beggary; hateful and condemnatory 
•thoughts crystallize into habits of accusation and violence, 
which solidify into circumstances of injury afid persecution; 
selfish thoughts of all kinds crystallize into habits of self- 
seeking, which solidify into circumstances more or less dis- 
tressing. On the other hand, beautiful thoughts of all kinds 
crystallize into habits of grace and kindliness, which solidify 
into genial and sunny circumstances ; pure thoughts crystallize 
into habits of temperance and self-control, which solidify 
into circumstances of repose and peace ; thoughts of courage, 
self-reliance, and decision crystallize into manly habits, Miich 
solidify into circumstances of success, plenty, and freedom; 


AS A MAN THINKETH ' * 571 

energetic thoughts crystallize into habits of cleanliness and 
industry, which solidify into circumstances of pleasantness; 
gentle and forgiving thoughts crystallize into habits of gen- 
tleness, which solidify into protective and preservative cir- 
cumstances; loving and unselfish thoughts crystallize into 
habits of self-forgetfulness for others, which solidify into 
circumstances of sure and abiding prosperity and true riches. 

A particular train of thought persisted in, be it good or 
bad, cannot fail to produce its results on the character and 
circumstances. A man cannot directly choose his circum- 
stances, but he can choose his thoughts, and so indirectly, yet 
surely, shape his circumstances. 

Nature helps every man Cb the gratification of the thoughts 
which he most encourages, and opportunities are presented 
which will most speedily bring to the surface both the good 
and evil thoughts. 

Let a man cease from his sinful thoughts, and all the 
world will soften towards him, and be ready to help him ; let 
him put away his weakly and sickly thoughts, and lo! oppor- 
tunities will spring up on every hand to aid his strong re- 
solves; let him encourage good thoughts, and no hard fate 
shall bind him down to wretchedness and shame. The world 
is your kaleidoscope, and the varying combinations of colors 
which at every succeeding moment it presents to you are the 
exquisitely adjusted pictures of your ever-moving thoughts, 

“You will be what you will to be; 

Let failure find its false content 
In that poor world, ‘environment/ 

But spirit scorns it, and is free. 

“It masters time, it conquers space ; 

It cows that boastful trickster, Chance, 

And bids the tyrant Circumstance 
Uncrown, and fill a servant’s place. 


572 


APPENDIX 


“The human Will, that force ynseen, 
The offspring of a deathless Soul, 
Can hew a way to any goal, 

Though walls of granite intervene. * 

“Be not impatient in delay, 

But wait as one who understands ; 
When spirit rises and commands, 

The gods are ready to obey.” 



EFFECT OF THOUGHT ON HEALTH AND BODY 

The body is the servant of th^ mind. It obeys the opera- 
tions of the mind, whether they be deliberately chosen or 
automatically expressed. At the bidding of unlawful 
thoughts the body sinks rapidly into disease and decay; at 
the command of glad and beautiful thoughts it becomes 
clothed with youthfulness and beauty. 

Disease and health, like circumstances, are rooted in 
thought. Sickly thoughts will express themselves through a 
sickly body. Thoughts of fear have been known to kill a 
man as speedily as a bullet, and they are continually killing 
thousands of people just as surely though less rapidly. The 
people who live in fear of disease are the people who get it. 
Anxiety quickly demoralizes the whole body, and lays it 
open to the entrance of disease ; whfle impure thoughts, even 
if not physically indulged, will soon shatter the nervous 
system. 

Strong, pure, and happy thoughts build up the body in 
vigor and grace. The body is a delicate and plastic instru- 
ment, which responds readily to the thoughts by which it is 
impressed, and habits of thought will produce their own 
effects, good or bad, upon it. 

Men will continue to have impure and poisoned blood, so 
long as they propagate unclean thoughts. Out of a clean 
heart comes a clean life and a clean body. Out of a defiled 


AS A MAN THINKETH 


573 


mind proceeds a defied life and a corrupt body. Thought 
is the font of action, life, and manifestation ; make the foun- 
tain pure, and all will be pure. 

Change of diet will not help a man who will not change 
his thoughts. When a man makes his thoughts pure, he no 
longer desires impure food. 

Clean thoughts make clean habits. The so-called saint 
who does not w^ash his body is not a saint. He who has 
strengthened and purified his thoughts does not need to con- 
sider" th^ malevolent microbe. 

If you would perfect your body, guard your mind. If 
you would renew your body, beautify your mind. Thoughts 
of malice, envy, disappointment, despondency, rob the body of 
its health and grace. A sour face does not come by chance ; 
it is made by sour thoughts. Wrinkles that mar are drawn 
by folly, passion, pride. 

I know a woman of ninety-six who has the bright, innocent 
face of a girl. I know a man well under middle age whose 
face is drawn into inharmonious contours. The one is the 
result of a sweet and sunny disposition; the other is the out- 
come of passion and discontent. 

As you cannot have a sweet and wholesome abode unless 
you admit the air and sunshine freely into your rooms, so a 
strong body and a bright, happy, or serene countenance can 
only result from the free admittance into the mind of thoughts 
of joy and goo4 will and serenity. 

On the faces of the aged there are wrinkles made by sym- 
pathy, others by strong and pure thought, and others are 
carved by passion: who cannot distinguish them? With those 
who have lived righteously, age is calm, peaceful, and softly 
mellowed, like the setting sun. I have recently seen a philo- 
sopher on his death-bed. He was not old except in years. 
He died as sweetly and peacefully as he had lived. 

Th^re is no physician like cheerful thought for dissipating 
the ills of the body; there is no comforter to compare with 
good will for dispersing the shadows of grief and sorrow. 


574 


APPENDIX 


To live continually in thoughts of ili will, cynicism, sus- 
picion, and envy, is to be confined in a self-made prison hole. 
But to think well of all, to be cheerful with all, to patiently 
learn to find the good in all — such unselfish thoughts are 
the very portals of heaven; and to dwell day by day* in 
thoughts of peace toward every creature will bring abounding 
peace to their possessor. 

Until thought is linked with purpose there is no intelli- 
gent accomplishment. With the majority the barque of 
thought is allowed to “drift” upon the ocean of life. Aim- 
lessness is a vice, and such drifting must*not continue for him 
who would steer clear of catastrophe and destruction. 

They who have no central punpose in their life fall an easy 
prey to petty worries, fears, troubles, and selfpityings, all of 
which are indications of weakness, which lead, just as surely 
as deliberately planned sins (though by a different route), 
to failure, unhappiness, and loss, for weakness cannot persist 
in a power-evolving universe. 

A man should conceive of a legitimate purpose in his 
heart, and set out to accomplish it. He should make this 
purpose the centralizing point of his thoughts. It may take 
the form -of a spiritual ideal, or it may be a worldly object, 
according to his nature at the time being; but whichever it 
is, he should steadily focus his thought forces upon the object 
which he has set before him. He should make this purpose 
his supreme duty, and should devote himself to its attain- 
ment, not allowing his thoughts to wander away into ephem- 
eral fancies, longings, and imaginings. This is the royal road 
to self-control and true concentration of thought. Even if 
he fails again and again to accomplish his purpose (as he 
necessarily must until weakness is overcome), the strength of 
character gained will be the measure of his true success, and 
this will form a new starting-point for future power and 
triumph. # 

Those who are not prepared for the apprehension of a 
great purpose, should fix the thoughts upon the faultless per- 


AS A MAN THINKETH 


575 


formance of their duty, no matter how insignificant their 
task may appear. Only in this way can the thoughts be 
gathered and focussed, and resolution and energy be de- 
veloped, which being done, there is nothing which may not be 
accomplished. 

The weakest soul, knowing its own weakness, and believ- 
ing this truth — that strength can only be developed by effort 
and practice , will, thus believing, at once begin to exert itself, 
and, adding effort to effort, patience to patience, and strength 
to^*reqgth, will never cease to develop, and will at last grow 
divinely strong. r> 

As the physically weak man can make himself strong by 
careful and patient training, so the man of weak thoughts 
can make them strong by exercising himself in right thinking. 

To put away aimlessness and weakness, and to begin to 
think with purpose, is to enter the ranks of those strong ones 
who only recognize failure as one of the pathways to attain- 
ment; who make all conditions serve them, and who think 
strongly, attempt fearlessly, and accomplish masterfully. 

Having conceived of his purpose, a man should mentally 
make out a straight pathway to its achievement, looking 
neither to the right nor the left. Doubts and fears should 
be rigorously excluded; they are disintegrating elements 
which break up the straight line of effort, rendering it 
crooked, ineffectual, useless. Thoughts of doubt and fear 
never accomplish anything, and never can. They always lead 
to failure. Purpose, energy, power to do, and all strong 
thoughts cease when doubt and fear creep in. 

The will to do springs from the knowledge that we can 
do. Doubt and fear are the great enemies of knowledge, and 
he who encourages them, who does not slay them, thwarts 
himself at every step. 

He who has conquered doubt and fear has conquered fail- 
ure. 1 * His very thought is alive with power, and all difficul- 
ties are bravely met and wisely overcome. His purposes 


576 


APPENDIX 


are seasonably planted, and they blo^m and bring forth 
fruit which does not fall prematurely to the ground. 

Thought allied fearlessly to purpose becomes creative 
force: he who knows this is ready to become* something 
higher and stronger than a mere bundle of wavering thoughts 
and fluctuating sensations ; he who does this has become the 
conscious and intelligent wielder of his mental powers. 

THE THOUGHT FACTOR IN ACHIEVEMENT # ** 

• 

All that a man achieves and all that he fails to achieve 
is the direct resuit of his own thoughts. In a justly ordered 
universe, where loss of equipoise would mean total destruc- 
tion, individual responsibility must be absolute. A man's 
weakness and strength, purity and impurity, are his own, and 
not another man's; they are brought about by himself, and 
not by another ; and they can only be altered by himself, never 
by another. His condition is also his own, and not another 
man’s. His suffering and his happiness are evolved from 
within. As he thinks, so he is ; as he continues to think, so 
he remains. A strong man cannot help a weaker unless that 
weaker is willing to be helped, and even then the weak man 
must become strong of himself ; he must, by his own efforts, 
develop the strength which he admires in another. None but 
himself can alter his condition. It has been usual for men 
to think and to say, “Many men are slaves because one is an 
oppressor; let us hate the oppressor.” Now, however, there 
is amongst an increasing few a tendency to reverse this judg- 
ment, and to say, “One man is an oppressor because many 
are slaves ; let us despise the slaves.” The truth is that op- 
pressor and slave are co-operators in ignorance, and while 
seeming to afflict each other, are in reality afflicting them- 
selves. A perfect Knowledge perceives the action of l^w in 
the weakness of the oppressed and the misapplied power of 
the oppressor ; a perfect Love, seeing the suffering which 


AS A MAN THINKETH 


577 


both states entail, condemns neither; a perfect Compassion 
embraces both oppressor and oppressed. 

He who has conquered weakness, and has put away all 
selfish thoughts, belongs neither to oppressor nor oppressed. 
He is free. 

A man can only rise, conquer, and achieve by lifting up 
his thoughts. He can only remain weak, and abject, and 
miserable by refusing to lift his thoughts. 

Before a man can achieve anything, even in worldly things, 
he*mus# lift his thoughts above slavish animal indulgence. 
He may not, in order to succeed, give up all animality and 
selfishness, by any means ; but a portion of it must, at least, 
be sacrificed. A man whose first thought is bestial indul- 
gence could neither think clearly nor plan methodically; he 
could not find and develop his latent resources, and would 
fail in any undertaking. Not having commenced to man- 
fully control his thoughts, he is not in a position to control 
affairs and to adopt serious responsibilities. He is not fit to 
act independently and stand alone. But he is limited only 
by the thoughts which he chooses. 

There can be no progress, no achievement, without sacri- 
fice, and a man's worldly success will be in the measure that 
he sacrifices his confused animal thoughts, and fixes his mind 
on the development of his plans, and the strengthening of his 
resolution and self-reliance. And the higher he lifts his 
thoughts, the more madly, upright, and righteous he becomes, 
the greater will be his success, the more blessed and enduring 
will be his achievements. 

The universe does not favor the greedy, the dishonest, 
the vicious, although on the mere surface it may sometimes 
appear to do so; it helps the honest, the magnanimous, the 
virtuous. All the great Teachers of the ages have declared 
this in varying forms, and to prove and know it a man has 
but to persist in making himself more and more virtuous by 
lifting up his thoughts. 

Intellectual achievements are the result of thought conse- 


578 


APPENDIX 


# 

crated to the search for knowledge, or for the beautiful and 
true in life and nature. Such achievements may be some- 
times connected with vanity and ambition, but they are not 
the outcome of those characteristics; they are t he natural 
outgrowth of long and arduous effort, and of pure and unsel- 
fish thoughts. 

Spiritual achievements are the consummation of holy 
aspirations. He who lives constantly in the conception of 
noble and lofty thoughts, who dwells upon all that is pure 
and unselfish, will, as surely as the sun reaches it^ zarrith 
and the moon its full, become wise and* noble in character, 
and rise into a position of influence and blessedness. 

Achievement, of whatever kind, is the crown of effort, the 
diadem of thought. By the aicT of self-control, resolution, 
purity, righteousness, and well-directed thought a man 
ascends ; by the aid of animality, indolence, impurity, corrup- 
tion, and confusion of thought a man descends. 

A man may rise to high success in the world, and even to 
lofty altitudes in the spiritual realm, and again descend 
into weakness and wretchedness by allowing arrogant, self- 
ish, and corrupt thoughts to take possession of him. 

Victories attained by right thought can only be maintained 
by watchfulness. Many give way when success is assured, 
and rapidly fall back into failure. 

All achievements, whether in the business, intellectual, o t 
spiritual world, are the result of definitely directed thought, 
are governed by the same law and are of the' same method ; 
the only difference lies in the object of attainment . 

He who would accomplish little must sacrifice little; he 
who would achieve much must sacrifice much ; he who would 
attain highly must sacrifice greatly. 

VISIONS AND IDEALS 

The dreamers are the saviors of the world. As the visible 
world is sustained by the invisible, so men, through all their 


AS A MAN THINKETH 579 

trials and sins and fordid vocations, are nourished by the 
beautiful visions of their solitary dreamers. Humanity can- 
not forget its dreamers; it cannot let their ideals fade and 
die; it lives in them; it knows them as the realities which 
it^hall one day see and know. 

Composer, sculptor, painter, poet, prophet, sage, these are 
the makers of the after-world, the architects of heaven. The 
world is beautiful because they have lived ; without them, 
laboring humanity ■would perish. 

K*e who cherishes a beautiful vision, a lofty ideal in his 
heart, will one day Realize it. Columbus cherished a vision 
of another world, and he discovered it; Copernicus fostered 
the vision of a multiplicity -pf worlds and a wider universe, 
and he revealed it; Buddha beheld the vision of a spiritual 
world of stainless beauty and perfect peace, and he entered 
into it. 

Cherish your visions; cherish your ideals; cherish the 
music that stirs in your heart, the beauty that forms in your 
mind, the loveliness that drapes your purest thoughts, for 
out of them will grow all delightful conditions, all heavenly 
environment ; of these, if you but remain true to them, your 
world will at last be built. 

To desire is to obtain ; to aspire is to achieve. Shall man’s 
basest desires receive the fullest measure of gratification, and 
his purest aspirations starve for lack of sustenance? Such 
is not the Law : such a Condition of things can never obtain: 
“Ask and receive.” 

Dream lofty dreams, and as you dream, so shall you be- 
come. Your Vision is the promise of what you shall one day 
be; your Ideal is the prophecy of what you shall at last 
unveil. 

The greatest achievement was at first and for a time a 
dream. The oak sleeps in the acorn; the bird waits in the 
egg; §nd m the highest vision of the soul a waking angel 
stirs. Dreams are the seedlings of realities. 

Your circumstances may be uncongenial, but they shall 



580 


APPENDIX 


not long remain so if you but perceive an Ideal and strive 
to reach it. You cannot travel within and stand still without . 
Here is a youth hard pressed by poverty and labor ; confined 
long hours in an unhealthy workshop ; unschooled# and lack- 
ing all the arts of refinement. But he dreams of better 
things ; he thinks of intelligence, of refinement, of grace and 
beauty. He conceives of, mentally builds up, an ideal condi- 
tion of life; the vision of a wider liberty and a larger scope 
takes possession of him; unrest urges him to action, and he, 
utilizes all his spare time and means, small though tfrey<5:e, 
to the development of his latent powers zflnd resources. Very 
soon so altered has his mind become that the workshop can 
no longer hold him. It has becojne so out of harmony with 
his mentality that it falls out of his life as a garment is cast 
aside, and, with the growth of opportunities which fit the 
scope of his expanding powers, he passes out of it forever. 
Years later we see this youth as. a full-grown man. We 
find him a master of certain forces of the mind which he 
wields with world-wide influence and almost unequaled 
power. In his hands he holds the cords of gigantic responsi- 
bilities ; he speaks, and lo i lives are changed ; men and women 
hang upon his words and remold their characters, and, sun- 
like, he becomes the fixed and luminous center round which 
innumerable destinies revolve. He has realized the Vision 
of his youth. He has become one with his Ideal. 

And you, too, youthful reader, wiM realize the Vision (not 
the idle wish) of your heart, be it base or ^beautiful, or a 
mixture of both, for you will always gravitate toward that 
which you, secretly, most love. Into your hands will be 
placed the exact results of your own thoughts; you will re- 
ceive that which you earn; no more, no less. Whatever your 
present environment may be, you will fall, remain or rise 
with your thoughts, your Vision, your Ideal. You will be- 
come as small as your controlling desire; as great as your 
dominant aspiration ; in the beautiful words of Stanton*Kirb 
ham Davis, “You may be keeping accounts, and presently 



AS A MAM THINKETH 


581 


you shall walk out of the door that for so long has seemed to 
you the barrier of your ideals, and shall find yourself before 
an audience — the pen still behind your ear, the inkstains on 
your fingers — and then and there shall pour out the torrent 
of* your inspiration. You may be driving sheep, and you 
shall wander to the city — bucolic and open-mouthed; shall 
wander under the intrepid guidance of the spirit into the 
studio of the master, and after a time he shall say, l l have, 
nothing more to teach you/ And now you have become 
thonmaster, who did so recently dream of great things while 
driving sheep. You»shall lay down the saw and the plane to 
take upon yourself the regeneration of the world/* 

The thoughtless, the ignorant, and the indolent, seeing only 
the apparent effects of things and not the things themselves,, 
talk of luck, of fortune, and chance. Seeing a man grow 
rich, they say, “How lucky he is !** Observing another be- 
come intellectual, they exclaim, “How highly favored he is!** 
And noting the saintly character and wide influence of an- 
other, they remark, “How chance aids him at every turn!” 
They do not see the trials and failures and struggles which 
these men have voluntarily encountered in order to gain their 
experience; have no knowledge of the sacrifices they have 
made, of the undaunted efforts they have put forth, of the 
faith they have exercised, that they might overcome the 
apparently insurmountable and realize the Vision of their 
heart. They do not kn*>w the darkness and the heartaches; 
they only see the light and joy, and call it “luck * 5 ; do not 
see the long and arduous journey, but only behold the pleas- 
ant goal, and call it “good fortune’*; do not understand the 
process, but only perceive the result, and call it “chance/* 

In all human affairs there are efforts , and there are results , 
and the strength of effort is the measure of the result. 
Chance is not. “Gifts/* powers, material, intellectual, and 
spiritual possessions are the fruits of effort ; they are thoughts 
completed, objects accomplished, visions realized. 

The Vision that you glorify in your mind, the Ideal that 



582 APPENDIX 

you enthrone in your heart — this you will build your life by. 
♦.his you will become. 

SERENITY 

Calmness of mind is one of the beautiful jewels of wis- 
dom. It is the result of long and patient effort in self- 
control. Its presence is an indication of ripened experience, 
and of a more than ordinary knowledge of the laws and oper- 
ations of thought. 

A man becomes calm in the measure fchat he understands 
himself as a thought-evolved being, for such knowledge 
necessitates the understanding of others as the result of 
thought, and as he develops a ri§ht understanding, and sees 
more and more clearly the internal relations of things by 
the action of cause and effect, he ceases to fuss and fume 
and worry and grieve, and remains poised, steadfast, serene. 

The calm man, having learned how to govern himself, 
knows how to adapt himself to others; and they, in turn, 
reverence his spiritual strength, and feel that they can learn 
of him and rely upon him. The more tranquil a man be- 
comes, the greater is his success, his influence, his power for 
good. Even the ordinary trader will find his business pros- 
perity increase as he develops a greater self-control and 
equanimity, for people will always prefer to deal with a man 
whose demeanor is strongly equable. * 

The strong, calm man is always loved and revered. He is 
like a shade-giving tree in a thirsty land, or a sheltering rock 
in a storm. “Who does not love a tranquil heart, a sweet- 
tempered, balanced life? It does not matter whether it rains 
or shines, or what changes come to those possessing these 
blessings, for they are always sweet, serene, and calm. That 
exquisite poise of character which we call serenity is the last 
lesson of culture ; it is the flowering of life, the fruitage of 
the soul. It is precious as wisdom. More to be desired* than 
jrold — yea, than even fine gold. How insignificant mere 



AS A MAN THINKETH 583 

money-seeking looks ip comparison with a serene life — a life 
that dwells in the ocean of Truth, beneath the waves, beyond 
the reach of tempests, in the Eternal Calm. 

“How many people we know who sour their lives, who 
rum. all that is sweet and beautiful by explosive tempers, 
who destroy their poise of character, and make bad blood! 
It is a question whether the great majority of people do not 
ruin their lives and mar their happiness by lack of self- 
control. How few people we meet in life who are well bal- 
ance, wjio have that exquisite poise which is characteristic 
of the finished character!” 

Yes, humanity surges with uncontrolled passion, is 
tumultuous with ungoverned ^rief, is blown about by anxiety 
and doubt. Only the wise man, only he whose thoughts are 
controlled and purified, makes the winds and the storms of 
the soul obey him. 

Tempest-tossed souls, wherever ye may be, under what- 
soever conditions ye may live, know this — in the ocean of 
life the isles of Blessedness are smiling, and the sunny shore 
of your ideal awmits ) r our coming. Keep your hand firmly 
upon the helm of thought. In the barque of your soul re- 
clines the commanding Master; He does but sleep: wake 
Him. Self-control is strength; Right Thought is mastery; 
Calmness is power. Say unto your heart, “Peace, be still P 5