how-to-win-friends-and-influence-people

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Mr. John Blank,Blankville,IndianaDear Mr. Blank:The ------ company desires to retain its position in advertising agency leadership in theradio field.[Who cares what your company desires? I am worried about my own problems. The bankis foreclosing the mortgage on my house, the bugs are destroying the hollyhocks, and thestock market tumbled yesterday. I missed the eight-fifteen this morning, I wasn’t invitedto the Jones’s dance last night, and the doctor tells me I have high blood pressure andneuritis and dandruff. And then what happens? I come down to the office this morningworried, open my mail and here is some little whippersnapper off in New York yappingabout what his company wants. Bah! If he only realized what sort of impression his lettermakes, he would get out of the advertising business and start manufacturing sheep dip.]This agency’s national advertising accounts were the bulwark of the network. Oursubsequent clearances of station time have kept us at the top of agencies year after year.[You are big and rich and right at the top, are you? So what? I don’t give two whoops inHades if you are as big as General Motors and General Electric and the General Staff ofthe U.S. Army all combined. If you had as much sense as a half-witted hummingbird, youwould realize that I am interested in how big I am - not how big you are. All this talkabout your enormous success makes me feel small and unimportant.]We desire to service our accounts with the last word on radio station information.[You desire! You desire. You unmitigated ass. I’m not interested in what you desire orwhat the President of the United States desires. Let me tell you once and for all that I aminterested in what I desire - and you haven’t said a word about that yet in this absurdletter of yours.]Will you, therefore, put the ---------- company on your preferred list for weekly stationinformation - every single detail that will be useful to an agency in intelligently bookingtime.[“Preferred list.” You have your nerve! You make me feel insignificant by your big talkabout your company - and then you ask me to put you on a “preferred” list, and you don’teven say “please” when you ask it.]A prompt acknowledgment of this letter, giving us your latest “doings,” will be mutuallyhelpful.[You fool! You mail me a cheap form letter - a letter scattered far and wide like the! $&!
autumn leaves - and you have the gall to ask me, when I am worried about the mortgageand the hollyhocks and my blood pressure, to sit down and dictate a personal noteacknowledging your form letter - and you ask me to do it “promptly.” What do you mean,“promptly”? Don’t you know I am just as busy as you are - or, at least, I like to think Iam. And while we are on the subject, who gave you the lordly right to order me around?You say it will be “mutually helpful.” At last, at last, you have begun to see myviewpoint. But you are vague about how it will be to my advantage.]Very truly yours, John Doe Manager Radio DepartmentP.S. The enclosed reprint from the Blankville Journal will be of interest to you, and youmay want to broadcast it over your station.[Finally, down here in the postscript, you mention something that may help me solve oneof my problems. Why didn’t you begin your letter with - but what’s the use? Anyadvertising man who is guilty of perpetrating such drivel as you have sent me hassomething wrong with his medulla oblongata. You don’t need a letter giving our latestdoings. What you need is a quart of iodine in your thyroid gland.]Now, if people who devote their lives to advertising and who pose as experts in the art ofinfluencing people to buy - if they write a letter like that, what can we expect from thebutcher and baker or the auto mechanic?Here is another letter, written by the superintendent of a large freight terminal to a studentof this course, Edward Vermylen. What effect did this letter have on the man to whom itwas addressed? Read it and then I'll tell you.Zerega’s Sons,Inc. 28 Front St. Brooklyn,N.Y. 11201Attention: Mr. Edward Vermylen Gentlemen:The operations at our outbound-rail-receiving station are handicapped because amaterial percentage of the total business is delivered us in the late afternoon. Thiscondition results in congestion, overtime on the part of our forces, delays to trucks, andin some cases delays to freight. On November 10, we received from your company a lot of510 pieces, which reached here at 4:20 P.M.We solicit your cooperation toward overcoming the undesirable effects arising from latereceipt of freight. May we ask that, on days on which you ship the volume that wasreceived on the above date, effort be made either to get the truck here earlier or todeliver us part of the freight during the morning?The advantage that would accrue to you under such an arrangement would be that ofmore expeditious discharge of your trucks and the assurance that your business would go! $'!
Page 1 and 2: HOW TOWin FriendsANDInfluence Peopl
Page 3 and 4: Preface to Revised EditionHow to Wi
Page 5 and 6: How This Book Was Written-And WhyBy
Page 7 and 8: spend one and a half years in vario
Page 9 and 10: “compared to what we ought to be,
Page 11 and 12: eviewing it every month, keep it on
Page 13 and 14: PART O N EFundamental Techniques in
Page 15 and 16: animal rewarded for good behavior w
Page 17 and 18: criticized but he wrote letters and
Page 19 and 20: Theodore Roosevelt said that when h
Page 21 and 22: “Father Forgets” is one of thos
Page 23 and 24: 2THE BIG SECRET OF DEALING WITH PEO
Page 25 and 26: John D. Rockefeller got his feeling
Page 27 and 28: when Schwab was only thirty-eight y
Page 29 and 30: consideration. He was practical: he
Page 31 and 32: souls enjoy.Try leaving a friendly
Page 33 and 34: Cross? Yes, that is no exception to
Page 35: spent five thousand dollars adverti
Page 39 and 40: Regardless of when your shipments a
Page 41 and 42: Looking at the other person’s poi
Page 43 and 44: What were his wants? First, he want
Page 45 and 46: PART TWOWays to Make People Like Yo
Page 47 and 48: Broadway - Thurston was the acknowl
Page 49 and 50: of the few salespeople that called
Page 51 and 52: nothing could persuade him to talk.
Page 53 and 54: Even though she was scheduled to go
Page 55 and 56: more effectively, and to raise happ
Page 57 and 58: egulate the feeling, which is not.
Page 59 and 60: 3IF YOU DON’T DO THIS, YOU ARE HE
Page 61 and 62: showed a flair for organization, a
Page 63 and 64: without effort. I think it is grand
Page 65 and 66: 4AN EASY WAY TO BECOME A GOODCONVER
Page 67 and 68: The manager listened attentively to
Page 69 and 70: Years ago, a poor Dutch immigrant b
Page 71 and 72: 5HOW TO INTEREST PEOPLEEveryone who
Page 73 and 74: on you!’“Think of it! I had bee
Page 75 and 76: nature; and William James said: “
Page 77 and 78: the advanced class. How I wish I co
Page 79 and 80: Valentine, nurserymen and landscape
Page 81 and 82: hours passed. And they were still t
Page 83 and 84: PART THREEHow to Win People to Your
Page 85 and 86: “There was a time when a remark l
Page 87 and 88:
Be honest, Look for areas where you
Page 89 and 90:
As Lord Chesterfield said to his so
Page 91 and 92:
abnormal,” “that’s unreasonab
Page 93 and 94:
management that my system was the r
Page 95 and 96:
By the way, I am not revealing anyt
Page 97 and 98:
"No, but he may kill squirrels,”
Page 99 and 100:
Gettysburg.Pickett’s charge was u
Page 101 and 102:
Remember the old proverb: "By fight
Page 103 and 104:
weeks ago, I should have stood here
Page 105 and 106:
sympathetic, appreciative approach
Page 107 and 108:
you might want to be aware of any s
Page 109 and 110:
“This man came in to open an acco
Page 111 and 112:
ecome interested in bow hunting and
Page 113 and 114:
pays to let the other person do the
Page 115 and 116:
about their accomplishments than ab
Page 117 and 118:
he said. “‘Here are some uncomp
Page 119 and 120:
A man up in the beautiful Canadian
Page 121 and 122:
"Cooperativeness in conversation is
Page 123 and 124:
angle as well as your own - if you
Page 125 and 126:
I wanted to be above fools. So I re
Page 127 and 128:
always have a specially qualified m
Page 129 and 130:
10AN APPEAL THAT EVERYBODY LIKESI w
Page 131 and 132:
was wrong. In each case, the custom
Page 133 and 134:
11THE MOVIES DO IT. TV DOES IT.WHY
Page 135 and 136:
could see me that afternoon and cou
Page 137 and 138:
appealing to people of spirit.Witho
Page 139 and 140:
In a NutshellWIN PEOPLE TO YOUR WAY
Page 141 and 142:
He did just that. McKinley blue-pen
Page 143 and 144:
During this tour of inspection, Mr.
Page 145 and 146:
studies.This could be easily overco
Page 147 and 148:
3TALK ABOUT YOUR OWN MISTAKES FIRST
Page 149 and 150:
arometer, or wireless telegraphy, o
Page 151 and 152:
4NO ONE LIKES TO TAKE ORDERSI once
Page 153 and 154:
5LET THE OTHER PERSON SAVE FACEYear
Page 155 and 156:
not my lack of ability, was the rea
Page 157 and 158:
nobody would laugh at him. Story af
Page 159 and 160:
fail to use; and one of these power
Page 161 and 162:
“One day, while she was holding m
Page 163 and 164:
8MAKE THE FAULT SEEM EASY TO CORREC
Page 165 and 166:
Each night we timed the exercise wi
Page 167 and 168:
idea as well as his, refused to let
Page 169 and 170:
In a NutshellBE A LEADERA leader’
Page 171 and 172:
for the benefit of their members an
Page 173 and 174:
He worked on Wall Street, and for t
Page 175 and 176:
There were six hundred students in
Page 177 and 178:
over into their private speaking.Da
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