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How To Make Money

NE way and another occult forces enter so importantly and so persistently
into all considerations influencing the ability to make money that it seems
advisable to consider some of them at the outset. They are really the first things that
should be studied in every effort to make money. There are other considerations also,
which we shall take up later, but our best course is first to take up the occult factors.

To begin with it should be recognized that ability and brains are a great asset in
making money, but that they do not insure it. If brains and ability measured
accurately the amount of money attracted, the managers of our great corporations,
many of whom are not wealthy, would possess a large share of the money now owned
by opulent stockholders. Some of the latter have inherited their wealth, some of them
have acquired it through speculation, some through taking advantage of
opportunities that came their way with no great effort on their part, and some through
intelligence and effort.

It is true that Mr. Baker, Mr. Ford, Mr. Rockefeller and Mr. Mellon, accredited with
being the four richest men in the world during the third decade of this century, were
all outstanding in their intelligence and unusual ability. But by consulting a list of the
approximately 35,000 millionaires (30,295 in 1927) in the U. S. it would be as easy to
name a hundred with mediocre intelligence and ability. In Chicago alone in 1927
there were 152 women each worth a million or more. Only 43 of these at that time had
husbands. There is no implication that women have less ability than men, but that
fewer of them who are wealthy take an active part in the management of business. In
1927 there were seven persons in the U. S. with an income of over $5,000,000 a year,
and 207 who had an income of over $1,000,000 a year. And not all of these were
exceptionally bright by any manner of means.

Some of the most brilliant business men the country has known were completely
wiped out by the financial crash which commenced in November, 1929. Others have
been ruined by different unforeseeable disasters. A new invention sometimes makes
obsolete a process upon which an entire business depends. A crop failure, a flood, or
other results of natural causes may depress buying power in a certain section to an
extent where its best merchants fail. The sudden outbreak of war, with inability to
make anticipated shipments left many a man with merchandise on his hands for
which he had gone in debt and for which under the circumstances he could not pay.
Likewise the sudden end of World War I, with its almost universal cancellation of
orders, broke many a good business man.

On the other hand, how much business ability had the Cherokee Indians on whose
lands in Oklahoma oil was discovered? Yet many of them were made millionaires.
Or the man, known in every city, who with no thought for the future other than to
have a home, bought property that because it chanced to lie in the path of municipal
development, in a few years became immensely valuable. But why multiply
instances? Everybody knows someone who in spite of himself, and with no special
effort, has become wealthy.

The explanation of this lies in the extra-physical power of the thought-cells within
man’s astral body. These thought-cells have been built by experiences before human
birth. These experiences, and experiences after human birth, have endowed them
with energy and given them desires. They work from the inner plane with such
energy as they can acquire to bring into the life the conditions and events, including
abundance or poverty of money, that they desire.

This merely means that the thought-cells within man’s finer body have a limited
intelligence and exercise the same kind of power that man can use. In Chapter 01,
I have mentioned the university proof of extra-sensory
perception, including knowledge of the future. But side by side with the vast number
of experiments on extra-sensory perception conducted at Duke University, other
experiments on the influence of extra-physical power over physical objects have
there been conducted. The first paper setting forth these numerous experiments, and
the conclusions derived from them, appeared under the names of Louisa E. Rhine and
J. B. Rhine in the March, 1943, issue of The Journal of Parapsychology. Quoting one
paragraph from the introduction:

“Now, however, there are reasons for going ahead with the task of reporting the
findings. There have been during the years since 1934, a long time for careful
consideration of the results and for many repetitions of the experiments. The findings
have been confirmed again and again by many careful experimenters working
independently. It, therefore, appears reasonable to hope that altogether we have
taken most of the risk of error out of the research before it is offered to a wider

The experiments as conducted were to determine if by mental power alone,
Hand-Thrown and Mechanically-Released dice could be influenced in a
predetermined way. The conclusion of the article starts with this sentence:

“At the end of the first PK report, we have to conclude that we know of no better
explanation for the result of the tests in dice-throwing herein described than that of
the PK hypothesis; i.e., that the subjects influenced the fall of the dice without the aid
of any recognized physical contact with them.”

What these scientists now call the Psychokinetic Effect, or more briefly, the P.K.
Effect, is identical with that which occult students term extra-physical power. The
last paragraph of the report concludes:

“Mention was made of a long series (twenty-four at the time of writing) of similar
reports in manuscript form to be published in due time in these pages offering the
work of sixteen experimenters, not only confirming but extending the PK research
along a number of lines. It is suggested that these will be important in any final
decision on the question of the occurrence and nature of the PK effect.”

The power by which an individual can influence mechanically-released dice to turn
desired numbers up, and the power by which the thought-cells within man’s finer
form can influence the events which come into his life, relate to energy fields. But
that which is here of interest to us is not the explanation of how the effect is produced,
but that they are produced, and that people born with powerful thought-cells
harmonious to wealth attract wealth, and those born with thought-cells discordant to
wealth repel wealth.

This information would be scant consolation to those whose thought-cells do not
work for wealth if nothing could be done about it. But fortunately here, as almost
everywhere, an undesirable condition can be remedied provided sufficient
information is at hand. And in this case the information is available.

The Birth Chart is the Key

–The birth chart is the key to the situation; for it maps accurately the thought-cells
within the astral body, indicating the power of each group, and whether and to what
extent each exerts an attractive or a repellent force where wealth is concerned. Each
planet in the chart corresponds to some natural source of wealth. That is, each group
of thought-cells in the finer body mapped by the position of a planet in the chart,
exerts extra-physical power toward some wealth-producing resource. In proportion
as the group has energy it tends to attract this particular wealth-producing resource,
or condition of the environment. But whether wealth results from contact with this
resource or environment depends upon whether or not the thought-cells which attract
it have harmonious or discordant desires. To the extent the thought-cell group is
powerfully discordant will loss of wealth occur. But to the extent the thought-cell
group is powerfully harmonious in its desires, wealth will be forthcoming. This is the

A consideration of this law might prove disheartening to one unfortunate in financial
matters were it not that these thought-cells are not fixed and immutable in the
harmony or discord of their desires. And furthermore, one who understands the law is
not compelled to associate with types of environment and natural resources that
correspond to discordant thought-cell groups within himself, but can intelligently
select those that have, for him, the utmost in wealth-attracting facilities.

The first thing that should be thoroughly understood is that one cannot make money
from those things that astrologically correspond to discordant groups of
thought-cells within his astral body. A careful study of the birth chart will reveal
which thought-cells were discordant at birth, and probably remain so unless a
systematic effort has been made to change them. To make money from the things
indicated by the astrological factors mapping these thought-cells would require that
the desires of these thought-cells should be reconditioned. It is possible, within
limits, to do this, but it usually is far more profitable to devote the energy among
those things toward which from birth there have been powerful and harmonious
thought-cell desires.

The greatest wealth-attracting resource and environment is indicated by the best
planet in the chart of birth. The greatest wealth repelling resource and environment is
indicated by the worst planet in the chart of birth. To make money, therefore, one
should avoid, as much as possible, those things ruled by the worst planet in the birth
chart, and one should associate as persistently as possible with the various things
ruled by the best planet in the birth chart. This rule should be followed not merely in
regard to the articles handled in the business or occupation, but also followed, as far
as practical, in the selection of a location and minor associations; for localities, cities,
colors, numbers and names–these latter due to the vibration of the thoughts radiated
by those who see or think of them–have some influence.

Objects and people’s thoughts, as well as one’s own thoughts, radiate inner-plane
energy of characteristic vibratory key. These radiations add their energy to, and
stimulate into activity, the group of thought-cells of similar vibratory key in the astral
body of anyone closely associated with them. This gives the group of thought-cells of
similar astrological quality more power to work from the inner plane to bring the
events it desires into the life, whether it desires riches or desires poverty.

The birth chart not only indicates the natural source of greatest wealth, but the
department of life through which wealth most readily will come. This is indicated by
the house the best planet is in, or at least by the most harmonious houses in the chart.

Some people, for instance, are fortunate in speculation, but others always lose when
they take a hazard. Yet those who lose when they take a chance often succeed in all
business undertakings of a conservative nature. Some are fortunate in real estate, and
some always make the wrong purchases. Some make money through partnership,
and others lose through the mistakes of the partner. It can only be known in which
departments of life the thought-cells are harmonious enough to attract money, and in
which departments of life they are so discordant that every move will bring financial
loss, through an analysis of the birth chart. And it is much better if one is able to make
this analysis for oneself.

At start, therefore, of any systematic effort to make money, one should learn how
each environment and natural resource tends to affect the money-making
thought-cells within the finer body. And one should learn through which
departments of life, and to what extent, he repels money, and through which he
attracts money. Charles M. Schwab, early in his career, lost money, a great deal of
money, in Nevada copper mines. Yet in the manufacture of steel he became one of
the most powerful financial figures in America. It is almost an axiom among business
men that when a man takes up some line quite dissimilar to the one in which he made
his money, he usually loses. Do not expect, therefore, to be able to make money in
any line you fancy. Even the biggest money makers are unable to do this. But they
have found, perhaps by bitter experience, in which lines they are fortunate and in
which unfortunate. Instead of choosing at random, or without guidance, see to it,
therefore, that the type of your efforts and your environment are such as attract, rather
than repel, wealth.

Another thing which should be decided at start is whether it is better always to work
for a salary, or whether, at the right time, it would be better to go into business for
yourself. There are salaried positions to be had that yield enormous incomes. In fact,
there arc never men enough to fill the $100,000 a year and better positions. That is,
there are many such positions open to any man who is sufficiently capable. And,
peculiar as it may seem, many a man who is capable of earning such a salary when
steadied and kept in bounds by the board of directors of a corporation, goes on the
rocks whenever he goes into business for himself. Some people, due to the activities
of the thought-cells within their finer forms, do their best in business for themselves.
But others, doing well while working for others, make a miserable failure of their
own enterprises. This should be known in advance. It is revealed by a study of the
birth chart. The astrological rules are given in Course X-1, Chapter 05.

Such analyses as have been suggested, if carefully and thoroughly carried out,
prevent the energies and resources being diverted into channels from which there is
little prospect of adequate compensation. They enable the energies to be focused in
those lines which will yield the given individual the maximum financial returns for
effort expended.

There may be, however, groups of thought-cells within the astral body that are so
discordantly organized in association with all thoughts of money that even though
money be made, one condition after another will arise to take it away. Again, the birth
chart, mapping the planet afflicting money, reveals the thought-cells having
discordant desires, and how they were formed. To counteract their influence, and
thus put a stop to repeated financial loss, their desires must be changed. This is
accomplished by reconditioning, especially by using proper thoughts as a mental
antidote, as explained in detail in Course 9. These selected thoughts should be
substituted for those which are the expression of the discordant thought-cells
whenever thoughts about money enter the mind.

It may be found, instead of pronounced discords, that the birth chart or the life up to
the present time reveals that the finer body contains no thought-cells relative to
money of sufficient power to attract money. That is, there may be no gains and no
losses of consequence.

When this is the case, in order to make money it is necessary to give the thought-cells
mapped by the second house of the birth chart, and perhaps those mapped by certain
planets, additional energy. In a very general way, if you cultivate the feeling of
pleasure on every occasion when money is mentioned this has an attractive effect.
But to have the feeling of discouragement, the feeling of loss, or any other
disagreeable feeling, at the time money is thought about tends to repel wealth. It
matters not whether such feeling is caused by actual loss or merely by anxiety over
money matters. It tends to repel money. But all thoughts of money accompanied by
feelings of joy and pleasure exert an attraction toward it.

The most powerful thought-cells in the finer body to influence money are those
mapped by the planet ruling the second house of the birth chart. When this planet is
known, every effort should be made to add to its harmony by associating thoughts,
feelings and actions of pleasure that correspond to it with thoughts of money. Each
planet rules a given type of thought, and the type of thoughts ruled by the planet
governing the second house should be built up both in power and in harmony through
appropriate thoughts, feelings and actions.

These money-attracting thought-cells may also be accentuated by appropriate things
in the environment. Some care, however, must be used in this, as objects, unlike
thoughts, are not harmonious or discordant in themselves, but merely add energy to
thought-cells of similar vibratory rate in the astral body. Therefore, if the money
thought-cells in the astral body are discordant, associating with objects
corresponding in vibratory rate to them merely increases their power, without
changing their desires, which may be to occasion loss. But if the money
thought-cells, as shown in the birth chart by the ruler of the second house, are
harmonious, associating with objects of similar vibratory rates will be beneficial
because their power will be increased, and already they desire to work for wealth.
Association with names, numbers, colors, gems, localities, people, and other things
ruled by the planet governing the second house should be encouraged only when the
ruler of the second house of the chart is a harmonious influence.

When it is not a harmonious influence, the planet making the best and strongest
aspect to it, or otherwise having the most power in reference to money attraction,
should be selected by a careful analysis of the positions in the birth chart. And when
found, the associations should be, as much as practicable, with names, colors,
numbers, objects, and situations ruled by this other money-favorable planet.

Significance of Progressed Aspects

–Time relations must not be neglected if one is to take full opportunity of all
advantages to make money. During a period while the dominant progressed aspects
are heavily discordant it is very difficult to make money This is particularly true if the
planet ruling the second house is a member of a discordant progressed aspect. But
even if the ruler of the second house makes a weakly harmonious aspect, the discord
of the heavier aspect may act as a Rallying Force to cause loss. During such a period,
therefore, it is best to be conservative, on the lookout to prevent unnecessary
expenditures, and on guard against avenues of possible loss. Expansion and new
enterprises, in as far as practicable, should be postponed until the progressed aspects
are more favorable. There is the tendency, throughout such a period, to the extent the
discords affect the desires of the thought-cells, for the individual to attract enterprises
and other environmental conditions that tend to lose rather than make money.

On the other hand, during a period when the dominant progressed aspects are
powerfully harmonious, the desires of the thought-cells within the finer form are
such that they work—using extra-physical power –to attract enterprises and
environmental circumstances that have money-making qualities. And this is
particularly true if, at the same time, there is even a weak harmonious progressed
aspect to the ruler of the second house of the birth chart.

Another thing, as revealed by a statistical analysis of the progressed aspects in the
charts of 100 people at the time they made money, and a statistical analysis of the
progressed aspects in the charts of 100 people at the time they lost money, people
only make or lose money in amounts which to them are significant during the periods
when there is a progressed aspect to the ruler of the planet governing the second
house. The complete analyses, and the conclusions to be drawn from them, are set

To be most fortunate in money matters he progressed aspects should be employed as
a barometer of the thought-cell activity and the thought-cell desires. Within the
heavier astrological influences that last for a year or even a series of years, there are
lesser influences that vary from month to month, such as the sub-major influences
denoted by the major progressed aspects of the Moon. And there are still other
influences varying from day to day and from week to week, indicated by minor
progressed aspects and by transits. How much one can venture with safety at any
particular time is revealed by these progressed aspects.

And when it is safe to launch a particular proposition is also thus indicated.
An enterprise ruled by Saturn, such as a real estate transaction, or a mining venture,
will be backed by the most favorable thought-cell activity if it is launched while there
is a good progressed aspect involving Saturn. A manufacturing enterprise, or a
hazardous adventure, will have a better chance of succeeding if undertaken while
there is a harmonious progressed aspect to Mars. And an effort to gain patronage, or
something depending on good will and salesmanship, will prosper more if presented
when there is a harmonious progressed aspect to the planet Jupiter.

Then again, in addition to the progressed aspects in the chart of the individual or
individuals starting it, the success of an enterprise is markedly influenced by the time
when it is started. The moment of starting a new venture is its moment of birth, and a
chart erected for this moment indicates, by the planetary positions, much of its future.
If a business is commenced when the progressed aspects in its owner’s chart are
discordant, merely choosing a propitious day for its birth will not insure its success.
But choosing a propitious day for its opening will make its course more favorable
than if, during the same general period, it is started on an inauspicious day. This
subject of selecting the most propitious time for starting each specific venture is
considered in detail in B. of L. Course VIII, Chapter 07.

It may seem that altogether too much space in this lesson has been given to
astrological considerations.

There is no question that the observation of the principles shortly to be expounded,
even with no knowledge of astrology, will enable the individual to make more money
than otherwise he would do. But long years of observing the influence of astrological
positions upon the financial condition of people convinces me there are no other
factors having a bearing upon making money that are nearly so important. When the
individual has analyzed the possibilities of his birth chart, and then intelligently
watched the progressed aspects for opportunities, he has already advanced more than
half way toward making money.

But as the study of the birth chart and progressed aspects merely gives the best
possible map of the road to wealth, let us now take up the more important steps along
this road.

Something Must Be Exchanged For Money

–At the first step we should realize that to have money something must be
exchanged for it. Money is minted or printed by the government, and not by the
individual. For this money to pass into your hands you must have something to trade
for it. And more important still, this something for exchange must be so desirable that
those who have money are willing to part with cash for it.

This statement is so simple that it might seem almost redundant, yet I find people
every day violating its principles and at the same time wondering why they do not
make money. They are willing to work, but the quality or type. of work they do is
such that nobody wants it. They till the soil and raise farm produce, but this produce
is so common that the price does not justify their labor. They make an invention, or a
new discovery, after perhaps years of research and effort; but it yields no income
because nobody has a use for it. They manufacture something, and expect to become
rich, but fail to realize this hope because there is no demand for this particular article.
Such lack of success in money getting is directly traceable to the violation of the
fundamental rule that to make money you must have something that people so desire
that they are willing to exchange money for it.

Basic Principles

–No attempt here can be made to give more than a rough outline of basic financial
considerations. Yet if you expect to make money you should understand the
principles here outlined.

Aside from exploitation and speculation most money making relates to one of three

I.Basic utilities: These are natural resources that have undergone little processing, such as
crude oil, unfinished lumber, coal, iron and other metals, grain, cattle on the hoof, and
other farm produce.

2.Form utilities: These are the product of labor applied to basic utilities.Thus gasoline is a
form utility, a house is a form utility, as are bread, beefsteak and pumpkin pie.

3.Service: When the dentist pulls an aching tooth, a man delivers a lecture, a lawyer pleads
a suit, or the grocerman delivers a pound of butter, a service has been performed.
Service is as truly production as agriculture and manufacturing; for until serviced
merchandise has no use to the consumer, and without other classes of service life sinks
to the level of mere animality.

I am inclined to stress the opportunities of money making in certain services,
particularly in the distribution of commodities. Distribution gives “form” utilities
(merchandise) “time” utility and “place” utility. For example, a dozen eggs have no
value to you while they are on a farm fifty miles distant. Upon discovering you have
no eggs for breakfast, it would be unprofitable for you to travel to this farm and back
in order that you might have eggs with your toast this morning. But you do not
hesitate to call up the corner grocer and have him deliver the eggs. They reach you
perhaps in ten minutes, before you have finished shaving, and in another five minutes
are cooked and on the table. Because the grocer performed the service of having the
eggs in the right “place” at the right “time” you are able to have eggs for breakfast as
usual, and reach your office or shop at the customary time.

Distribution Service

–We cannot expect the grocerman to perform a service without getting paid for it.
We cannot expect the man who furnishes the transportation–brings the eggs from
the farmer to the grocer–not to be paid for his time and work. But there are at the
present day undoubtedly very great opportunities for the person who can perform
such services more economically.

It is not unusual, for instance, for the farmer to receive for his products not more than
25 per cent of the price paid by the consumer. Packing, shipping, storing, wastage,
deterioration, handling by middlemen, and distributor’s profits account for the other
75 per cent. Some authorities state that on an average half the selling price of all
goods is accounted for by marketing expenses and profits. Certain staples, of course,
are sold to the consumer at perhaps an advance of not more than 10 per cent of the
sales price. But in general the advance is much greater. Another authority estimates
that 37 cents of the consumer’s dollar pays for the cost of production including the
material it contains, 49 cents is devoted to services between the producer and the
ultimate consumer, while 14 cents is the profit of those who handle the commodity.

To the consumer, and rightly, such a wide spread between the cost of producing an
article and the price he must pay for it seems exorbitant. Yet this field of service in its
various branches is at all times open to those who wish to make money. To anyone
who can devise a method by which the cost of delivering a commodity from producer
to consumer may be lowered there awaits a fortune. At present this attempt is being
made through chain stores and branch banking. But the opportunities are not
confined to great corporations; for whoever renders a service that is wanted by the
public, at a lower cost than can his competitor, is a benefactor to others and is on the
road to wealth.

Analyze Demand

–Turning now from the problem of distribution to those that are inherent in all
money making, no matter whether the effort is that of service or of production, the
first thing always to consider is demand. If you expect to practice some profession
analyze the probable demand for such services at this “time” and in various “places.”
If you intend to raise a crop, ascertain first if there will be a ready market for it at a
profitable price. Even if you only expect to hire out your ability as a laborer, make a
canvass of the qualities you possess and of the people that have need for such

On the other hand, if you already have something, and there is no demand for it, your
only hope of making money out of it is through building up the desire of other people
to possess it. The Standard Oil Company was faced with such a problem. They had at
one time plenty of kerosene but an insufficient market for it. Surveying the
possibilities they thought of China with its population greater than that of any other
country. But the Chinese had no desire for kerosene. They had never felt the need for
lamps. Therefore, to build up a demand for kerosene the Standard Oil Company
furnished lamps to the Chinese free. After the receiver of such a gift became
accustomed to its use he no longer was willing to do without its convenience, and as a
consequence there was built up in China an immense sale of kerosene.

Illustrations of this same principle–as when the Fuller Brush salesman on each visit
gives the housewife a vegetable brush–can be multiplied indefinitely. If, therefore,
we consider the very first essential of making money to be the production or
possession of something which other people desire, the second essential seems to be
that if you have something that can be disposed of, to build up the desire for it in other
people’s minds. This, of course, is salesmanship.

Something For Nothing

–One of the greatest fallacies is the notion that something may often be had for
nothing. Sometimes a natural resource may be discovered and exploited. Sometimes
a combination of circumstances arises that gives great value to something that
previously had little value. In the field of speculation, some people are able to gain
money that others lose. The birth chart reveals the possibilities and the lack of them in
such lines. And the progressed aspects of the planets indicate both the times when
and the fields in which, such ventures will prove most successful. The horoscope is
the best obtainable guide to both speculation and investment.

But most money is acquired in furnishing other people with the things they desire.
And nowhere is there a greater demand for ingenuity and a greater lack of ideas.

It is rather an axiom that wealth is the product of labor. But unless that labor is
directed by intelligence not much wealth is produced. With a machine one man can
have an output the equivalent of that of one-hundred men working without machines.
Few things are being done in the best possible way. They are being done in a
particular way because that has been the customary way of doing them. For how long
were watches worn on chains? Apparently everyone considered that the only
possible way a watch could be carried is dangling at the end of a chain. But finally
someone–shall we say an intellectual giant– had a brain storm and brought forth
the astounding thought that it might be possible to wear a watch on the wrist. Hence
wrist watches today. And a thousand more ideas of no greater complexity than that of
the wrist watch are yet undiscovered because human minds are so steel-encased in
precedent. In each of these ideas is the germ of great wealth.

Brains More Important Than Labor

–While the old formula that wealth is the product of labor in a sense is no doubt
accurate, at the present day, it seems to me more relevant to the facts to state that
money is the product of brains.

It is not that people who lack money do not have the brains, it is that they fail to use
the brains they have. There is probably no occupation that men follow but that better
methods of procedure can be devised in it. There is probably no mechanical or
manual work being performed today but that it can be improved upon. And such
improvement in quality, such cutting of time consumed, such elimination of waste,
such additional services rendered may be capitalized and turned into money. But
people find it so hard to think of things in new ways.

To overcome this difficulty the effort should be made from the start to learn all there
is to know about the enterprise you are engaged in. Accumulate and classify every
fact that may have a possible bearing upon the matter. Know the matter from the
ground up.

Then start the rearrangement of these facts in as many different combinations as you
can think of. Think of each process, and of all the possible ways it might be done, no
matter how ludicrous some of these ways may seem.

You need not doubt that there are better ways of doing the work than the way you are
now doing it, or better policies than those that you have adopted. And you can think
of them, if you make up your mind to do so.

Let The Unconscious Solve Your Problems

–More important still, put your unconscious mind to work on the problem. It has a
far wider field of information than the objective consciousness has, and immensely
greater ability to bring the factors together to give the desired solution. First, of
course, get a clear idea of just what you want. You want, let us say, to devise a method
by which you can give the public better quality at the price previously charged for
poorer quality. Or, perhaps, instead you desire to give the public the same quality at a
lower price. Or you may decide the best thing is to find a method of reaching a wider
public at the same price and quality. But whatever it is that needs solution at the time,
formulate it clearly. Know what you want, and then build up abounding confidence
that there is a solution, and that you can find it. Collect all the facts about the matter
possible. Bring them together in as many combinations as possible. And then, after
this confidently turn the whole matter over to the unconscious mind.

If this preliminary work has been well done, and due responsibility and due
confidence is placed in the unconscious mind, new and valuable ideas about the
situation will, at moments when you are thinking of almost nothing, or thinking of
something entirely different, pop into your mind. Both affirmation and suggestions
(Course V, Chapters 07 and 08) properly applied will greatly
aid in directing this activity of the unconscious mind, and thus assist in the
production of the desired result.

In money-making the most fatal mistake is to lose sight of the other person’s point of
view. Your point of view–that you desire to make money–is of little concern to
him. He will not do what you want him to do–provide you with money, for
instance–just because you desire him to do so. He will only do this because, and
when, he desires to do so. You can only expect to gain possession of his money
through his desire for something. Furthermore, as previously pointed out, the other
person is the only source from which you can obtain money. Consequently, if you are
to have it, in some manner you must appeal to the desire of someone who has money.

This appeal may be made by means of some new article, or some new service.
Conveniences and luxuries are being invented and profitably marketed every day.
New forms of services are constantly being sold to the public. The method of
thinking up these new ideas is briefly stated above. But first, last, and all the time, in
such inventive activity, the want of the public must be considered. Either a need
already present must be supplied, or some method devised by which a need that the
public is yet unaware of may be built up.

Quality And Price

–In reference to the things that the public already knows it wants, the appeal of
quality is universal. If people can get better quality in an article, or better quality in a
service–a better doctor, a better lawyer, a better dentist, a better mechanic–for the
same amount of money, their desire is appealed to and money changes hands. Or if
the quality is much increased, and the price increased only moderately, there is an
appeal to a rather wide class. Therefore, whatever line you are in, there is always, if
you can but think of it, a way by which quality may be increased in a manner to arouse
the desires of others.

Another universal appeal is that of price. Whether it is merchandising or service, the
public desires to purchase at the lowest price. If, therefore, you can devise some
method of supplying the same quality of service or merchandise at a lower price, this
appeals to a fundamental want. Mass production has accomplished this in some lines,
although the limit is nowhere reached. But in every line there is opportunity to lower
prices through superior management, or through carefully thought out devices.

Money Making

–Briefly summarized then, the chief avenues of money making are through new or
unique articles and services, through increasing the quality of merchandise and
services already in demand without a commensurate increase in price, and through
lowering the price but not lowering the quality of merchandise and services desired
by the public.

But such action only makes money when people know about it. That is, you may have
something new or unique, you may have devised a method by which better quality
can be given at the same price, or the same quality can be given at a lower price, and at
the same time leave an adequate margin of profit. Yet unless people are informed of
these advantages no money will flow your way.

Thus it is that no matter what pursuit you engage in–as the money you acquire must
come through other people even if you ship the gold to the mint– if you are to make
money out of it there is an element of salesmanship to be considered.

If you are working for another, you must sell your ability to the boss. If you are
working for yourself, you must sell to the public or some portion of it. In professional
work, and in such selling as requires meeting the public personally, the personality
factor is of extreme importance. People patronize those they like, and only an
unusual inducement will cause them to deal with a person they dislike.
Chapters 05 and 06 give instructions on becoming attractive
and winning friends, both of which are extremely important in making money. But
whatever you have to sell, see to it that people know about it. And right here another
principle of psychology should be mentioned. It is called the principle of
SUMMATION. Careful experiments in this have been conducted by Mandel
Sherman and Irene Case Sherman. They found that a child who took no notice of a
direction, for instance, could often be made to react to it by repeating the direction
five or six times at short intervals If the intervals between were too long, the child
continued to take no notice. A stimulus, repeated at short intervals, has a cumulative

This principle, together with the general susceptibility of people to suggestion, has
long been put to practical use by advertisers. If you read on a billboard once that
White Bar Soap cleanses everything, it passes without much effort. But if you read
this day after day, it sinks into both the conscious and the unconscious mind. You do
not stop to analyze why White Bar Soap is better, or even to prove it is better. But,
when you need soap, because this suggestion has gained a foothold in the
unconscious, and because of its familiarity it is the first soap thought about, you order
White Bar.

In many lines it is unethical to use signboards or other commercial advertising. But as
we all must sell something in order to make money, we can take steps, at least, to
prevent those to whom we must sell from forgetting us. Professional men do this
through lodges, through leading worthy civic enterprises, and through other social
contacts. Unless the public knows about these men they cannot patronize them. If,
therefore, they render a service of value to society, they are not only benefitting
themselves, but also others, by getting themselves widely recognized.

As already suggested, money cannot be made without the exercise, in some degree,
of salesmanship. Treatises on salesmanship embracing several volumes to a set are to
be had, but the outline given below sets forth all the important steps. The larger works
mentioned merely elaborate these steps and illustrate their application.

From the money-making standpoint–for salesmanship must be used in the
attainment of nearly every ambition–let us look at it this way: You have something
to sell, either service or merchandise. To sell it you must induce someone to
purchase. Therefore you make a (1) survey and list every possible customer. To sell
to any one of these possible customers he must be (2) approached. This contact may
be made personally, through direct mail advertising, through newspaper and
bill-board advertising, or other means. But mere contact produces no results. It does
however afford opportunity for (3) gaining attention. You can sell nothing to a
person whose attention is elsewhere. Furthermore, you must arouse his (4) interest
and build up (5) desire. The more information you have about the customer the easier
it is to know what will interest him, and how to stimulate his desires. Reason,
suggestion, appeal to the senses, and various methods may be used for this purpose.

In addition to arousing desire you must also secure his (6) confidence. He must
become convinced that you are not unwittingly or willfully misrepresenting. After
confidence is established the next step is to bring about (7) decision to buy. This may
be done often by showing how the merchandise or service will benefit him
personally, that is, how it applies specifically to his needs, wants, or desires. Or it
may be done by building a secondary desire, such as through some additional
inducement, reason, or suggestion that has been held back to this moment. This is the
psychological moment that the skilled salesman watches for. and takes advantage of
to obtain (8) action. Action is the passage of money in connection with the sale, the
signing on the dotted line, or whatever is necessary to complete the transaction.

It will thus be seen that the selling of something is the systematic building up, step by
step, of an impulse that overflows in a definite action. Yet this does not conclude the
transaction so far as money-making is concerned. If there are to be further sales to
this customer, or to his acquaintances, the goods or services must give (9)
satisfaction. The end toward which all successful salesmanship strives is the
satisfaction of both seller and buyer.

Demonstrating Money

–The powers of the unconscious mind may be enlisted most effectively in attracting
money. Do not visualize any particular person, but at a given time each day visualize
clearly the situation through which you expect to get money. That is, picture a crowd
of people at the counter of your store, a number of patrons in your office, or yourself
working as you wish to be at a higher salary. Picture the situation, and also the
passage of money resulting from the situation. Formulate the matter as an
affirmation, and as you picture in your mind the money reaching you, repeat- the
affirmation. Make the affirmation and the picture suit your circumstances. Thus if
you are a merchant, picture many people buying at your counter, while you repeat:

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