"By the time I left that evening," Mr Amsel says, "I not only had in my pocket a large initial order for equipment, but I had laid the foundations of a solid business friendship. I am playing golf now with this chap who formerly barked and snarled at me. This change in his attitude was brought about by my asking him to do me a little favour that made him feel important."

Let's examine another of Ken Dyke's letters, and again note how skilfully he applies this "do-me-a-favour" psychology.

A few years ago, Mr Dyke was distressed at his inability to get business men, contractors, and architects to answer his letters asking for information.

In those days, he seldom got more than 1 per cent return from his letters to architects and engineers. He would have regarded 2 per cent as very good, and 3 per cent as excellent. And 10 per cent?

Why, 10 per cent would have been hailed as a miracle. But the letter that follows pulled almost 50 per cent… Five times as good as a miracle. And what replies! Letters of two and three pages! Letters glowing with friendly advice and co-operation.

Here is the letter. You will observe that in the psychology used- even in the phraseology in some places-the letter is almost identical with that quoted on pages 188-89. As you peruse this letter, read between the lines, try to analyze the feeling of the man who got it.

Find out why it produced results five times as good as a miracle.

Johns-Manville 22 EAST 40th STREET

NEW YORK CITY

Mr John Doe, 617 Doe Street,

Doeville, N.J.

Dear Mr Doe:

I wonder if you'll help me out of a little difficulty?

About a year ago I persuaded our company that one of the things architects most needed was a catalogue which would give them the whole story of all J-M building materials and their part in repairing and remodelling homes.

The attached catalogue resulted-the first of its kind. But now our stock is getting low, and when I mentioned it to our president he said (as presidents will) that he would have no objection to another edition provided / furnished satisfactory evidence that the catalogue had done the job for which it was designed.

Naturally, I must come to you for help, and 7 am therefore taking the liberty of asking you and forty-nine other architects in various parts of the country to be the jury.

To make it quite easy for you, I have written a few simple questions on the back of this letter. And I'll certainly regard it as a personal favour if you'll check the answers, add any comments that you may wish to make, and then slip this letter into the enclosed stamped envelope.

Needless to say, this won't obligate you in any way, and I now leave it to you to say whether the catalogue shall be discontinued or reprinted with improvements based on your experience and advice.

In any event, rest assured that I shall appreciate your co-operation very much. Thank you!

Sincerely yours, KEN R. DYKE, Sales Promotion Manager.

Another word of warning. I know from experience that some men, reading this letter, will try to use the same psychology mechanically.

They will try to boost the other man's ego, not through genuine, real appreciation, but through flattery and insincerity. And their technique won't work.

Remember, we all crave appreciation and recognition, and will do almost anything to get it. But nobody wants insincerity. Nobody wants flattery.

Let me repeat: the principles taught in this book will work only when they come from the heart. I am not advocating a bag of tricks. I am talking about a new way of life.