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10INS'.l'ANTANEOU Some further contributions t o modern science are as follows:The Third Brain (medulla oblongata) attends toall these functions: Digestion, Circulation, Respiration.Some people curve their backs so much whenthey get old that they must support themselveswith canes when they walk, to prevent pitchingover.Luther Burbank, by placing one hand on thechest of a person, and the other hand on the back,was able to throw so powerful a current of magnetism into a person that cures were effected thatdefied all treatments of science or medicine.For the benefit of such students as mayclamor for the fulfillment of the publisher's 4-hour guarantee, the short cut is set out onpage 170:. Th e quickest way to aocumuldt e lpersanal magn etism, if a person wishes to secure results thev ery first day after this book has been read, ls toturn y our mind into tha t of an optimist.The unique benefits which may be derivedsocially by owners of "Instantaneous PersonalMagnetism" are thus set forth:Any m a n or woman, or y oung per s on, who poss esses a copy of this book w ill b e admitted tom emb er sh ip in the M agnetism Club of America,without fe.e s or dues or expense of any kind, andw ithout o bligation, ex cept tha t one or m ore extracopies of this book must be kept on hand r eady forimmed iat inspection and d elivery to any oth erpernon who m ay w ish it.In conclusion the autho!' allows himself t ogive voice to some sever e strictures on themodern novel, and also reveals the secret oftbe absurdly low price on his own work:. Last y ear sev eral m!llion n ovel s sold. f-0r 2each, m ost of them trashy; som e for 2.50 each ;and s ome for 3 each. This book of persona l mag-

PERSONAL MAGNETISM11netism, now recognized as "the most powerfulagency in life," vastly larger than these nov ls,a nd containing a whole, university of trainii'lg inits pages, m ay be obtained for the trifling summentioned ( 3). This, in educational circles, isknown as a merely nominal price; and it is dueto the p ersistent demand of the author that theprice bas been made nominal.Mr. Shaftesbury, we are told, is also thea uthor of "Brain Tests,'' a book devoted to 1iheelucidation of the following thesis:The seat of Intelligence is In the membranes,n ever in the brain. What Is immortal in a humanbeing, whether soul, spirit or mind, is seated whollyin the membranes.I have said that I signed a coupon in ordering the book. This coupon contained a statement that the volume would be sent on fivedays' approval. There remains to b e relatedt he most singular phase of the entire transaction, which demonstrates convincingly, albeit inversely, the correctness of the author'smain theory. It is' well known that when thepoles of a magnet become reversed, the enectis to repel, instead of to attract. This is exactly what happened with respect to the booka nd myself. Upon taking it from its wrapper,I inadvertently opened it upside down. The 'effect of this reversal of the poles could not,despite every effort on my part, be counteracted. The repulsive force continued, untilI was finally impelled by it to return the volume to its wrapper, affix, the necessary postage, a,nd deposit it in the postoffice, addressedto the :publisher, all within the allotted pel'fo dof five days.J

12INSTANT.ANEOUSHOW TO RESIST SCIENTIFIC SALESMENOloytl Hampton ValentineTime and again, during the past few years,I have been informed that every man on theface of the globe is a salesman. There can beno logical denial of this fact. A person may offer earthly wares to another, he may profferhis services; he may attempt to convince hisfriends that his is an exemplary character. Inany case he is trying to sell something, whetherthat particular something be material merchandise or ideas.It is with material goods that I am here concerned In general, throughout hum.an history,salesmanship connected with such articles hasbeen largely hit-or-miss. There was nothing scientific about it.Now that situation endured from the beginning of the world till the end of the administration of William McKinley. But during thepast twenty years or so, a marked change hasoccurred. Salesmanship, like dentistry and vocational advisership, has developed into a profession. It has a technique, a savoir faire and,unfortunately for us prospective customers, apsychology.The salesman (drummers we called them inthe good old days) used to spend years in becoming familiar with the wares which he hadto sell. But that condition is at last done away.Since he has become an adept at psychology, itis no longer necessary for the salesman to

PERSONAL MAGNETISM13know what he is talking about, in order t oearn a living.This salesman now attends a school; or, if h ecannot a fford such a privilege, he can achievehis r esult jus t as efficiently by a fortnight'sr eading of a self-instruction book. Send fiftycents t o Department F 442, American PsychoSuccess Institute, Oolalala, North pakota.The salesman is taught to dress .elegantly,beca11se that will have a dazzling effect uponu s an.d render us incapable of resisting his appeal. He is taught to have confidence in his"line"; for, how can he hope to convince othersof the value of an article, unless he' himselfbelieves in its efficacy? He is taught to catalogpeople; a t one glance he can tell whether youbelong in Class Eight, and must be pleadedwith, or in Class Eighteen, and must be comma nded. Et cetera ad' infinitum.H er e are you and I, humble mortals, anxiousto continue in earthly existence as long as wecan conveniently do so. To that end we mustsave our pennies. Coolidge 'has spoken. Yet,how can we save our pennies? Alive in a previous decade, we could have summoned Fido.And the·n , as the college freshman once wrote,our foeman would have beaten a hasty retreatfa all directions. But now, having the newerpsychology in his mental grasp, or being in thegrasp of the newer psychology, the salesman isinvincible. We yield to his onslaughts. We payhim three dollars down, and agree to settle thebalance of the account at one dollar per m.o nth

14INSTANT.Al'l"EOUSfor what may be the remainder of our naturallives.The affairs of which we treat are matters towhi.ch I have devoted considerable thought. Ihave long since realized that the possibility ofsocial salvation lies only in the ability ef therace to construct something able success!\ully tocombat scientific salesmanship.One method, which I employ with favorableresult, I have entitled The Alibi. I recommendit. You ascertain and memorize the names oftwo firms which manufacture the same type ofarticle. Thus, when the Fuller Brush man ringsmy bell, I say: "I am so sorry; but the BetterBrush Company's represeµtative was here lastweek, and I am all stocked up." When confronted by such a statement, what can the stunnedsalesman do except withdraw?Another worthy scheme I call The Contagion.My children, out playing, have instructions toinform me of the approach of any salesman.Then I put in the window a red placard, bearing, in heavy black type, the words SCARLETFEVER. The salesman, reading the sign, findshis psycholdgy paralyzed, and tiptoes away. Ihave known only one instance in which TheContagion failed to work. The salesman was aChristian Scientist.A third plan is The -Impersonation. It occurred to me quite accidentally one morningwhen, feeling the need for exercise, I essayedto mow my lawn. A salesman appeared."Is tlie boss in?" he asked, evidently mistaking me for the hired man.

PERSONAL MAGNETISM15"Naw,'' I replied, "he's in Europe, and won'tbe back till fall."Those are a few suggestions. As- I surveythem, however, I am aware that they representmerely a preliminary digging into a fieldworthy of most consecrated human endeavor.To change the metaphor, let us prepare, thatwe may eventually dethrone the Kaiser .o f Scientific Salesmanship, and make the world safefor prospective customers.GREAT HUMBUGSMarc T . GreeneNo one has ever taken any serious exceptipns to the pronouncement of the late PhineasT. Barnum, that the American people like tobe "humbugged." For the great showman wasoffering no affront in that observation. Hemeant t! nly that the average American partedgenially . with his fifty-cent piece for the privilege of gazing tolerantly on much that wasso obviously I\ departure from the genuine as,in that very ct, to provide amusement. Moreover, for their half-dollars the show-goers ofBarnum's day got a good deal rriore than humbuggery. They got many strange things thateven the "world's greatest" cirouses of thesedays cannot or 'do not provide. In short, theygot their valUEl and more; and if that werebeing humbugged it was naturally acceptedwithout rancor.But what would Phineas T. say should hefind himself in· the midst of the thousand and

16INSTAN'l'A.NEOUSone forms of quackery, the numberless varieties of humbuggery, that are practiced uponthe American people today, and not admittedlyfor the purpose of furnishing a little har.mlessentertainment, but mostly with malice afor ethought for the purpose of securing the largestpossible amount of coin for the least possiblevalue in return? Barnum's "humbugs" weremild and inoffensive, and as obvious as t hoseof the ten-year-old who demands his parents'attendan.ce upon his own fi-rst "circus" consisting of the patient family domestic animalsin slatted boxes.But the great American humbug of today isin many resp ec s a dangerous and a menacingt hing. It not only parts its victims from theirworldly goods on any and every con ceivablekind of false pretense, but over and over againseriously threatens their peace of mind andtheir physical well-being. Yet despite the factthat " exposures" of fakes, one and another,are almost a s frequent as the issues of theweekly and monthly periodicals, the quackerygoes merrily on, proving beyond cavil t hat theAmerican people, tolerant and slow to distrust,are the most gullible of all people.Yes, there is no doubt at all that Americans,on the whole, are a trustful folk, not readilyregarding with suspicion any person or thing,surprisingly prone to believe what they aretold, if the telling carries th least degree ofconviction, and to believe what they r ead, t oo,if only the subject is set forth in large typeand in sufficiently forceful language. To illustrate:

PERSONAL MAGNETISM17Turn the pages of the average "popular"magazine, and what is about the first thing weencounter? Ah! Our old friend, "Lionel, theLion-hearted." Observe what he offers youand in what effective language, emphasized byphotographs revealing the surprising resultsof his "system" upon himself. "Come on now,you moochers, get fl. little pep into the old system! . Don't fool yourselves any longer thatyou are anything like men! I'll give you anarm that'll look like Gene Tunney's ! I'll takesix inches off your belly and stick it on yourchest!Come on, now!Quit ·looking likesomething the cat dragged in, and come to me,come to me, COME TO ME!Thus the "get-strong-quick" man. You allknow him, and if by any chance you haveyielded to his urge to "fill out the coupon" hisairily-worded "literature" has followed you foryears ere he has abandoned hope of landingyou. He has many variants, nor do they anaddress you thus forcefully, langu·a ge as quotedbeing distasteful to certain delicate sensibilities, even in America. The variant take1i somesuch form as this :"Do you crave a great.e r degree of physicalmanhood, my friend, a greater efficiency in allconcernments? Do you feel that you are unable to make the most of certain opportunities ?Then let us consult together. By the aid efmy enticing elucidations (an exact quctationfrom a popular magazine advertisement) allthat you desire can be accomplished. But Irespectfully urge you not to delay. An addressed envelope will bring full particuiars.

18INSTANTANEOUSAnd five dollars down with five more in threemonths will secure the enticing elucidations."The very number of these folks make it clearthat this is a profitable form of quackery. Yetnothing that they can do, or expect to do, foryou is in the least degree beyond your owncapacity to do for yourself, especially with theaid of suggestions and advice from the familyphysician. It is humbuggei:y, pure and simple,and such humbuggery as would have left Barnum aghast.Another magazine. What have we here, pray?"Would you like to write stories?" Well, whowouldn't? Come on, then; here's the way todo it! "The Selleman Gryn School of Fictionwriting, 217864 Ocean Boulevard, Santa Bonica,California. Our pupils have just sold threescenarios to Charlie CP,aplin for 1,000 each.You may be the next. We'll teach you in tenlessons how to write fiction, poetry, essays,history, science, biology or scenarios, whicheveryou like. Ten dollars now and a hundred whenyou've. sold your first story. Why drudge att he desk or punch the time-clock when you ca nenjoy the glorious independence, fr eedom, ha p.Piness and wealth which are the possession ofevery writer? Look at Victor Hugo, look atBernard Shaw, look at Mrs. Selleman Gryn !You can do it, too! Fill out the coupon andsend ten dollars at once!"How is it that people fall for such obviousbunk as that? Yet they do, for the magazinesare full of these advertisements. If they didn't

PERSONALl\1AGNETIS I19pay they wouldn't be there. Nothing can bemore certain than that. And the Americanpeople, victims of the ' great national scheme ofhumbuggery, do the paying. Yet no single person who ever answered one of these advertisements learned. to "write" by any such means.The thing simply cannot be qone in that way,of course, never has been and never wUl be.And no writing person having the least respectfor himself-or herself-would lend the authority of a name to such arrant quackery. It youhave the gift of expression, soon or later youwill write-with more or less success. Ir youhaven't it, you never will write-in any degreethat will bring you any distinction or fortune,that is to say. And though you devote a lifetime to it, and patronize every "school" ofl iterature on both shores of the Atlantic andH ollywood Bouleva rd, you will achieve nothing.The man who said tl;lat genius is an infinitecapacity for taking pains was an ass and knewit. For achievement in literature or music orpainting-call it "art" or whatever you likeis not a ma tter of industry or perseveran ce except as you possess the golden gift; then itmust be, or even the gift will avail you little.But without that- stick to your desk and yourtime-clock, and deem yourself lucky to have ajob at all. And incidentally, to console yourself, place no faith in the glowing descriptionsof a writing man's highly-colored existence,"free, independent, happy and rich." Knowthat it is not in the scheme of things mundanethat these much-to-be-desired conditions shouldgo together.

20INSTANTANEOUSI have lately received-in response to thecoupon and addressed envelope-a "contract"from a "song-publishing house." I shall havet o admit that I played a low-down trick ont hese gentry. Yes, I sent them a couple ofIJ Ublished poems of my own, poems publishedIn a periodical which I deemed it highly improbable they would have seen or be interestedin . They selected the inferior of the two lyricswhich they agreed to "revise" in accord witht heir professional experience and poetic judgment, after which suitable music would be composed by a gentreman of much ability. Thelatter was convincingly attested by an accompanying list of his prolific output of "popular"songs, at least one of which was "generallyacknowledged by experts to be the greatestsong-ballad of all time."Clause "7" of the contract entailed a firstpayment of five dollars by the "author" to the" principal," and similar sums at monthly intervals until the full amount of 105 had beenpaid. In return for this "one thousand prof essional copies of your song will be printed,forty copies sent to forty music publishers, fift een copies to fifteen manufacturers of phonograph records or player-piano rolls, thirtycopies to thirty radio-broadcasting stations, andone hundred capies to one hundred theatermanagers and theater orchestra leaders withinstructions to distribute them among professional singer s."Inasmuch as a number of these crooks have·been jailed 'for misuse of the mails during the

PERSONAL MAGNETIS!I!.J21past ten or fifteen years, their "contract" nowinvariably contains the followin g qua lification ,printed in small type on the back : "This cont ract is uot an indication of belief on our partt hat you will profit financially. We absolutelyrefuse to express an opinion a bout the commercial value of merit of any son g or songpoem."I hear you observe that "there must be some·thing lacking in a man who falls for that sortof stuff." Well, for the matter of that, I hearda young woman at an adjoining restauranttable the other day express the rather depressing opinion that there was something lackingin ever yone of us. But · mark you this. Therenever has been a time in all recorded historywhen the urge to make money quickly wasgreater than it is in America today; or whenmoney would-or so runs the popular impression-gain more for its possessor. Thus anychance is worth staking a little upon. Wildyarns are spun of the fortunes made by writing asinine drivel . to be perpetrated upon along-suffering people by means of radio andother nuisances. It looks easy. One is told inconvincing advertisements that it is easy. Whynot have a go at it? Thus, once more, theaforesaid A merican gullibility.All this sort of quaclrnry has the effect ofdestroying one's peace of mind beca11-se it isfull of suggestions that all is not as it shouldbe with one, that one is weak where he mightbe among the elite ot earth, that he is drudgingthrough an uncongenial occupation when he

22INSTANTANEOUSmight be achieving the glor-y-and fortune-that is popularly supposed to be the lot of theliterary man. And so on. There are :manymore advertisements that hold forthi impossibleid'8als and point to unattainable goals. Not infrequently it becomes a conviction with thesevictims that they are far t6o good for theirjob, that they have hidden talents and latentabilities which might bring them to independence and glory ; and so they become uselessat the thing they are doing.* * *But even worse than all this is the humbuggery, so widely practiced in America today.that seriously endangers physical health. It isa thousand forms, from vicious smokables eonstructed of anything and everything but puretobacco, to synthetic drinkables and eatables.and even to certain cults and isms. Glance atthis blithe bit in another well-known periodicalwhich I shall call The Offic;ial Organ of American Babbittry. Recognize it, don't you? "Comeon, now! Pack up that old jimmy pipe and getset behind. it! And don't let the fact get awayfrom you that King Canute's the stuff to packit with! Get that, fellows? It's the he-mansmoke, is King Canute, and the guy that's behind a pipe packed with it is all set for anything from a game of checkers to a lion hunt.Don't fool yourse

INSTANTANEOUS PERSONAL MAGNETISM Ben Moore It is neither fair nor just that inform:ation relative to "Instantaneous Personal Magnet ismism'.' be withheld from our readers. Why should "the most powerful agency in ,life," to quote from the author of the book