The Collected Works of Dale Carnegie. Dale Carnegie

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СКАЧАТЬ chapter on "Influencing the Crowd.")

      Environment controls us unless the contrary is strongly suggested. A gloomy day, in a drab room, sparsely tenanted by listeners, invites platform disaster. Everyone feels it in the air. But let the speaker walk squarely up to the issue and suggest by all his feeling, manner and words that this is going to be a great gathering in every vital sense, and see how the suggestive power of environment recedes before the advance of a more potent suggestion—if such the speaker is able to make it.

      Now these three factors—respect for authority, tendency to follow lines of least resistance, and susceptibility to environment—all help to bring the auditor into a state of mind favorable to suggestive influences, but they also react on the speaker, and now we must consider those personally causative, or subjective, forces which enable him to use suggestion effectively.

      How the Speaker Can Make Suggestion Effective

      We have seen that under the influence of authoritative suggestion the audience is inclined to accept the speaker's assertion without argument and criticism. But the audience is not in this state of mind unless it has implicit confidence in the speaker. If they lack faith in him, question his motives or knowledge, or even object to his manner they will not be moved by his most logical conclusion and will fail to give him a just hearing. It is all a matter of their confidence in him. Whether the speaker finds it already in the warm, expectant look of his hearers, or must win to it against opposition or coldness, he must gain that one great vantage point before his suggestions take on power in the hearts of his listeners. Confidence is the mother of Conviction.

      Note in the opening of Henry W. Grady's after-dinner speech how he attempted to secure the confidence of his audience. He created a receptive atmosphere by a humorous story; expressed his desire to speak with earnestness and sincerity; acknowledged "the vast interests involved;" deprecated his "untried arm," and professed his humility. Would not such an introduction give you confidence in the speaker, unless you were strongly opposed to him? And even then, would it not partly disarm your antagonism?

      Mr. President:—Bidden by your invitation to a discussion of the race problem—forbidden by occasion to make a political speech—I appreciate, in trying to reconcile orders with propriety, the perplexity of the little maid, who, bidden to learn to swim, was yet adjured, "Now, go, my darling; hang your clothes on a hickory limb, and don't go near the water."

      The stoutest apostle of the Church, they say, is the missionary, and the missionary, wherever he unfurls his flag, will never find himself in deeper need of unction and address than I, bidden tonight to plant the standard of a Southern Democrat in Boston's banquet hall, and to discuss the problem of the races in the home of Phillips and of Sumner. But, Mr. President, if a purpose to speak in perfect frankness and sincerity; if earnest understanding of the vast interests involved; if a consecrating sense of what disaster may follow further misunderstanding and estrangement; if these may be counted to steady undisciplined speech and to strengthen an untried arm—then, sir, I shall find the courage to proceed.

      Note also Mr. Bryan's attempt to secure the confidence of his audience in the following introduction to his "Cross of Gold" speech delivered before the National Democratic Convention in Chicago, 1896. He asserts his own inability to oppose the "distinguished gentleman;" he maintains the holiness of his cause; and he declares that he will speak in the interest of humanity—well knowing that humanity is likely to have confidence in the champion of their rights. This introduction completely dominated the audience, and the speech made Mr. Bryan famous.

      Mr. Chairman and Gentlemen of the Convention: I would be presumptuous indeed to present myself against the distinguished gentlemen to whom you have listened if this were a mere measuring of abilities; but this is not a contest between persons. The humblest citizen in all the land, when clad in the armor of a righteous cause, is stronger than all the hosts of error. I come to speak to you in defense of a cause as holy as the cause of liberty—the cause of humanity.

      Some speakers are able to beget confidence by their very manner, while others can not.

      To secure confidence, be confident. How can you expect others to accept a message in which you lack, or seem to lack, faith yourself? Confidence is as contagious as disease. Napoleon rebuked an officer for using the word "impossible" in his presence. The speaker who will entertain no idea of defeat begets in his hearers the idea of his victory. Lady Macbeth was so confident of success that Macbeth changed his mind about undertaking the assassination. Columbus was so certain in his mission that Queen Isabella pawned her jewels to finance his expedition. Assert your message with implicit assurance, and your own belief will act as so much gunpowder to drive it home.

      Advertisers have long utilized this principle. "The machine you will eventually buy," "Ask the man who owns one," "Has the strength of Gibraltar," are publicity slogans so full of confidence that they give birth to confidence in the mind of the reader.

      It should—but may not!—go without saying that confidence must have a solid ground of merit or there will be a ridiculous crash. It is all very well for the "spellbinder" to claim all the precincts—the official count is just ahead. The reaction against over-confidence and over-suggestion ought to warn those whose chief asset is mere bluff.

      A short time ago a speaker arose in a public-speaking club and asserted that grass would spring from wood-ashes sprinkled over the soil, without the aid of seed. This idea was greeted with a laugh, but the speaker was so sure of his position that he reiterated the statement forcefully several times and cited his own personal experience as proof. One of the most intelligent men in the audience, who at first had derided the idea, at length came to believe in it. When asked the reason for his sudden change of attitude, he replied: "Because the speaker is so confident." In fact, he was so confident that it took a letter from the U.S. Department of Agriculture to dislodge his error.

      If by a speaker's confidence, intelligent men can be made to believe such preposterous theories as this where will the power of self-reliance cease when plausible propositions are under consideration, advanced with all the power of convincing speech?

      Note the utter assurance in these selections:

      I know not what course others may take, but as for me give me liberty or give me death.—Patrick Henry.

       I ne'er will ask ye quarter, and I ne'er will be your slave;

       But I'll swim the sea of slaughter, till I sink beneath its wave.

      —Patten.

       Come one, come all. This rock shall fly

       From its firm base as soon as I.

      —Sir Walter Scott

      INVICTUS

      Out of the night that covers me,

       Black as the pit from pole to pole,

       I thank whatever Gods may be

       For my unconquerable soul.

      In the fell clutch of circumstance

       I have not winced nor cried aloud;

       Under the bludgeonings of chance

       My head is bloody, but unbowed.

      Beyond this place of wrath and tears

       Looms but the Horror of the shade,

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