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The Outward Signs That Reveal Character at a Glance-
Plain As Print When You Know How to Read Them
A Simple Knack That Anyone Can Quickly Learn-
How It Helped John Cogan Win
IKE most others, I have always been interested

an in

meet from what I can see on the outside. And also like most others, I played at it in a dabbling, random sort of way, sometimes being successful but more often making big mistakes.

As I have since discovered, it is a simple enough thing-when you know how-to look at a man you never saw before and tell at a glance just what manner of man he is. Today the outward indications are an open book to me. I can tell at sight a man's temperament, mental workings and capabilities the first time I lay eyes on him-can see at a glance just how to handle him.

This isn't any special gift or tendency-of-mind on my part. I have no more natural bent for judging people than any other average man or woman of normal intelligence. There is nothing magical or mysterious about it. It is purely a matter of knowing how to read the outward signs-signs that are always there, plain as the nose on a man's face. Let me tell you my story, then judge for yourself.

Why Most People Get Mixed The reason most men and women go astray in trying to "size people up" is because they merely guess at things, merely jump to hasty conclusions. We go by "hunches." We depend on our instincts and intuition instead of on any real knowledge of the signs that reveal character. We are guided by our likes and dislikes-entirely ignoring the fact that a likable man or woman isn't always a capable person; ignoring the fact that a man who happens to be affable and approachable may not be sincere.

How He Boosted His Sales One evening a few months ago, I happened to be on the Twentieth Century bound for Chicago. In the club car after dinner, whom should I run into but my old friend John Cogan. Naturally we held a uttle reunion.

Our talk gradually veered around to business-as usually happens between business men. John had always been a mighty good salesman. But he told me that he had learned more about selling in the last few months than in all his previous years at it. I asked him how. "By learning more about people and how to judge them," was his answer. "Harry," he said, "I've been at this business a long time. I have always worked on the theory of attempting to sell to everybody in about the same way. I sort of standardized my methods; they didn't fit every prospect or customer, but they fitted often enough to get pretty fair results. I thought there was nothing in this thing of trying to size up each individual and figure out how to approach him. They say you can't teach an old dog new tricks. But a man never gets too old to learn something newthat is, if he wants to.

Paid Her $16,000 A Year "Maybe you've heard of Doctor Katherine M. H. Blackford. Every once in a while some magazine writes her up. For years she has made a business of analyzing character from appearances. One of the big agricultural implement companies paid her $16,000 a year for picking employees that waybecause of her ability to tell from an applicant's looks whether he had the stuff to make good, and what kind of a job he would fit into best. Instead of being guided by an applicant's record, or experi

New Friends and More Business ence, or references, Dr. Blackford judged his good points and bad points, his ability and dependability, entirely from what she could see of him while taking his application. Other big firms have also paid her big fees for doing similar work.

In Dealing With People

"I had read and heard enough about Dr. Blackford's work to convince me that she had learned something I wanted to learn. I did a little sleuthing. I found that she had taught the knack of judging people to thousands of men and womenall the way from ambitious clerks up to heads of million dollar corporations.

"I made up my mind that I could get the knack if they could. It was easier than I ever dreamed possible. You know lots of things that look hard at first turn out to be very simple when some one who knows shows you how. I took this up only two months ago. What I have learned about judging people has already added 25% to my sales-and you know I've always done fairly well. I sell to men now that I used to fall down on-simply because I can tell almost at sight just how to go at them-whether to get right down to business or open up in a roundabout way-what their weak points are-what angle of talk will make the best appeal to each man-and what facts or arguments will clinch' him. It is all as clear as a book when you know the simple alphabet of signs that spell out a man's character and his mental slants.' From a strictly business standpoint, I consider this knack of judging people at sight about the biggest thing I ever picked up in my life."

I have known John Cogan for years. He isn't a man who lets mere enthusiasm run away with him. Results are the only things that count with him. But there was one point I didn't get-how as busy a man as John Cogan had found time to go to school to Dr. Blackford or anyone else.

In Seven Easy Lessons "Nothing of the sort," he explained when 1 asked him. "I found that Dr. Blackford has recently boiled the whole thing down into 7 simple, quick and easy lessons in printed form-a sort of vest pocket course for busy people that you can read and study after dinner at home, on the train, or any other time or place that happens handy. The lessons are so simple and interesting that they are more like a pastime than a study. My first evening on those lessons was more fun than going to a show. And the practical results began to show immediately

Has Been Doing This For Years

Dr. Blackford's unerring ability to judge people at sight is amply evidenced by her remarkable record in the selection of employees for such firms as the Westinghouse Electric and Manufacturing Company, Phoenix Mutual Life Insurance Company, Hercules Powder Company, and others. In passing on thousands of applicants each year, Dr. Blackford estimated the character and capabilities of each entirely from the outward signs. The accuracy of her instantaneous judgment is proven by the fact that 98% of her selectionsregardless of their previous experience-made good at the jobs in which she placed them. Her 7-lesson course now makes it easy for anyone to learn and apply the simple principles which she has been using for years.

that first evening gave me pointers that I began to cash in on the very next day. The rest was merely a matter of a little more study and a little more practice. "And here is another thing that makes it easy-a mere request to the publishers of Dr. Blackford's lessons will bring them for 5 days' free examination. If they don't sell themselves to you when you look them over, send them back and they cost you nothing. If you think you are getting value received, a $5 bill pays for them. That's all. And I can honestly say, Harry, that I wouldn't trade what I got from those lessons for any $5,000 check ever signed, let alone a $5 bill."

I Can Now Say "Ditto" One of the best moves I ever made in my life was to take John Cogan's suggestion and follow suit. That was about three months ago. Now that I'm in on the real How of reading people from the outward signs-of telling what a man or woman is like from what they look like-I can say "ditto" to everything John Cogan said.

He didn't paint it a bit too strong-either the simplicity of it, or the practical day after day value of knowing how to judge people, instead of relying on mere haphazard impressions about them.

Thanks to those 7 easy lessons, I can now tell almost the minute I lay eyes on people how to make them my friends, in either a business or social way-how to talk to them, how to influence them to the best advantage. Also I can tell at a glance whom I can trust and whom I can't. The first time I see a man -or woman either-I can get a better line on him than many of his friends have after years of acquaintance. On top of all this, those lessons have taught me more about myself than I ever knew beforeand when you come right down to it, mighty few of us ever really know ourselves, to say nothing of others. To my mind, those two points are two of the biggest factors in any kind of work or business knowing yourself and knowing others. No wonder Mr. LE Hawley, of Grand Rapids, wrote The Independent Corporation as follows:

Ir I had known years ago what I have learned already from Dr. Blackford's Course, the knowledge would have been worth a thousand times the price of these lessons to me."

Free Examination-Send No Money I don't say that every one will find these lessons as helpful as I did. But what you can get from them is certainly worth many times $5 to any one who will take the trouble to send for them and read them.

And remember that you don't have to pay a cent until you see the lessons, and then only if you are satisfied with your bargain.

You can keep them 5 days before deciding. Then if you can't see $5 worth in them, return them to the publishers and they cost you nothing. No matter what you think of the lessons after you look them over, you can't lose on a see-foryourself offer like this. Merely mail the coupon at the bottom of this page, same as I did-no money necessary, nothing but your name and address.

FREE EXAMINATION COUPON

Independent Corporation

Division of Business Education, Dept. 2210, 119 West 40th St., New York Publishers of The Independent (and Harper's Weekly) Please send me Dr. Blackford's Course of seven lessons called Reading Character at Sight. I will either rem... the Course to you within five days after its receipt or send you $5.

Name....

Address...

utlook 10-9-18

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The Table is Valsparred!

Valspar is a remarkable varnish. It is waterproof, spot-proof and durable.

Neither boiling water nor spilled liquids can turn Valspar white, or in any way mar its beautiful surface.

It protects and preserves woodwork and furniture of all kinds.

You should use it everywhere in the home, indoors and out, to get the very best results. In the bathroom, kitchen, pantry, laundry, splashes won't hurt Valspar.

In the sick-room or the nursery, you can

sterilize the Valsparred woodwork with hot water and soap.

On the front door and on the porch Valspar laughs at rain or snow.

In the front hall, wet feet and dripping umbrellas won't harm Valsparred floors. Beyond all question, Valspar is the most efficient household varnish in the world.

If

Special Offer

you wish to test Valspar send 25c. in stamps and we will send you enough Valspar to finish a small table or chair.

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3 FOURTH LIBERTY LOAN

OCTOBER 9, 1918

Offices, 381 Fourth Avenue, New York

The campaign for the Fourth Liberty Loan began on Satay, September 28. It closes on Saturday, October 19. The is for $6,000,000,000, twice as large an amount as that of of the previous loans, and by far the largest amount ever owed in one issue of bonds by any Government. The bonds he new loan will mature in twenty years (1938), and will carry rest at the rate of 44 per cent, payable semi-annually on il 15 and October 15. Purchasers may pay cash down, or per cent on October 19, twenty per cent each on November 21 December 19 of this year, twenty per cent on January 16, thirty per cent on January 30, 1919. Presumably local mittees and employers throughout the country will enable viduals to pay for their bonds on the weekly or monthly allment plan, but this is a matter of personal arrangement is not part of the provision made by the Government. he campaign for the sale of the bonds of the Fourth Liberty n started after several weeks of systematic preparation with h ingenuity of method and on a great scale of activity. s chief features are found in a large variety of posters and ins, in a great use of both press and platform, in new and aling film arguments, and, finally, in the use of railway is as educators and stimulators. This last-named feature ists of twenty-two day trips of trains carrying trophies ured by General Pershing's men-large and small guns, ch mortars, mine-throwers, rifles, shells, helmets, and other material. The trains also carry contingents of Pershing ans and of the French Foreign Legion, of Liberty Loan kers and bond salesmen.

f the celebrations marking the beginning of the campaign in New York City was notable. It was opened on the ing of September 27 by the ten great sirens of the Police artment, provided to warn the citizens in case of iming German air raids. In an instant there was an answerellowing from the Fire Department sirens, the shrieks of uboat and factory whistles, the din of motor horns, and the · impressive clang of church bells. Thousands of red flares ed and over twelve thousand young men distributed ),000 copies of a special edition of the "Stars and Stripes," oldiers' newspaper in France.

the same time thousands of speakers throughout the ed States started to make addresses. That in New York was from President Wilson; we comment on it elsewhere. 1 Saturday morning, September 28, there were parades up dway and down Fifth Avenue. For twenty-odd blocks Avenue had received a remarkable decorative treatment h it will wear throughout the campaign. Each lamp-post a long streamer with the legend "We Fight; You Lend." end of a block is marked by a large banner bearing the of an Allied country whose flag is hung all along the : from the second and fourth floors of the buildings, while ilar flag in much larger size is suspended across the t at the middle of the block; from the third-story windows Liberty Loan banner is displayed.

the same morning the Liberty Altar, designed by Thomas ings, the eminent architect, and occupying 100 by 25 feet adison Square, was dedicated. It is to be the focal point of arious events scheduled to occur in New York City during ampaign, and during the days which have elapsed since ampaign began has already been the scene of many notey addresses.

NK," AND BUY!

ring the coming fiscal year the budget of the United States rnment calls for appropriations amounting to twenty-four

billions of dollars, an incredibly large sum. Of this amount eight billions are to come from taxation. The other sixteen billions must come from the sale of bonds. The present loan is the first drive in the direction of that sixteen billions.

While the first and overwhelming motive in buying Liberty Bonds should be to support our soldiers, no matter at what cost, it must not be forgotten, first, that every Liberty Bond will be paid back in cash to the holder with more than savings bank interest; and, second, that a large part of this almost uncountable sum of money is being spent by the Government not in war waste but in permanent improvements, such as ships, warehouses, railway equipment, farm development, etc. This Mr. Theodore Price demonstrated in a notable article in The Outlook for September 25.

But in buying Liberty Bonds we Americans are not, after all, thinking of their value in dollars and cents, but of their value in the lives and work of our soldiers and sailors.

One of the most striking advertisements of the Liberty Loan Committee "specially originated and produced by members of the American Expeditionary Force " is entitled "Think," and is illustrated by the dramatically drawn figure of a wounded American soldier, the artist being himself a soldier. We have seen no more effective statement of the concrete reasons for

buying Liberty Bonds than is contained in the letterpress of this soldier advertisement, and therefore we reproduce it here:

Think of the colonel of a Yankee regiment who led his

boys into the attack, and who, when he found one

of them in trouble with his machine gun, fixed it and fired it with his own hands.

Think of the sergeant who dropped as his platoon was rushing a deadly woods. He called out as he died: "They've got me, boys! Go on and give them hell!" Think of the Signal Corps men crouching low while the shells tore down their telephone wires, and rushing out to repair them while the shelling was still at its height.

Think of little Corporal Jerry-submitting with ill-concealed impatience while his pal from the Hospital Corps dressed a wound in his forehead. He was bandaged so that all you could see of his head was half of his left eye, and he was put down by the roadside to wait his turn back in the ambulance. A moment later a lieutenant caught him stealing away, rifle in hand. "Just ten minutes," he begged, "just ten minutes. I haven't killed one yet and I must. Just ten minutes." Think of another wounded man who escaped from the dressing station and was later found unconscious on the road. It was the road leading into the battle.

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