Pleasing Personality

of the "I" appeal. Go back and read these letters again and observe how the more successful of the two follows closely the Mark Antony appeal, while the other one is based upon an appeal of just the opposite nature. Whether you are writing a sales letter, or preaching a sermon or writing an advertisement, or a book, you will do well to follow the same principles employed by Mark Antony in his famous speech. I HAVE great wealth that can never be taken away from me; that I can never squander; that cannot be lost by declining stocks or bad investments; I have the wealth of contentment with my lot in life. Now let us turn our attention to the study of ways and means through which one may develop a pleasing personality. Let us start with the first essential, which is character, for no one may have a pleasing personality without the foundation of a sound, positive character. Through the principle of telepathy you "telegraph" the nature of your character to those with whom you come in contact, which is 34 responsible for what you have often called an "intuitive" feeling that the person whom you had just met, but about whom you did not know very much, was not trustworthy. You may embellish yourself with clothes of the neatest and latest design, and conduct yourself in a most pleasing manner as far as outside appearances go; but if there is greed, and envy, and hatred, and jealousy, and avarice, and selfishness in your heart, you will never attract any, except those characters which harmonize with your own. Like attracts like, and you may be sure, therefore, that those who are attracted to you are those whose inward natures parallel your own. You may embellish yourself with an artificial smile that belies your feelings, and you may practice the art of hand-shaking so that you can imitate, perfectly, the handshake of the person who is an adept at this art, but, if these outward manifestations of an attractive personality lack that vital factor called earnestness of purpose they will repel instead of attract. How, then, may one build character? The first step in character building is rigid self-discipline: In both the second and eighth lessons of this course, you will find t